Pallav Pathak, Assistant Manager-Marketing and Communication, STP (India) Ltd. With waterproofing having emerged as an absolute necessity for every construction imaginable, it is not hard to imagine the profound growth rate that the industry has witnessed over the last few decades. Pallav Pathak, Assistant Manager-Marketing and Communication, STP Ltd gives insightful details about the company's overall growth, while also laying special emphasis on their strategic future plans! You have a proven track record in waterproofing, corrosion protection and epoxy flooring. How does the company plan to build and sustain the image of being among the trendsetters?For over 70 years, STP products have set industrial standards for the construction industry. In 1947, STP introduced TarFelt BH, FG in India, which was followed by 'Superior Polyplus', now Superior ShaliPlus - a cost effective Indian solution especially suited to Indian needs. To sustain our image, we are constantly innovating and coming up with newer products for our potential clients depending upon the applicability. Large scale production in combination with advanced technology is definitely the key to succeed. STP has Pan-India presence. Do you have any plans to expand beyond India?Our products comply with international standards and we are already supplying products to Dubai, Iran, Kenya, Myanmar, Bangladesh, Srilanka, Nepal, etc. We are moving towards global expansion and are likely to open our offices in SAARC countries. STP India is doing well in terms of revenue due to their focused marketing strategies. What are your views?We communicate our expertise through written articles, advertisements, conferences and seminars. We design detailed brochures which provide technical application and insight into the product. We are also heavily involved in online marketing and social media marketing. In this way we hope to reach out to all our prospective customers who include specifiers, architects and consultants. We have been in this industry for over seven decades and our name is emerging a one-stop-shop for every waterproofing requirement. I have to attribute our success to our strong marketing and communications team who have worked exceedingly well in building a positive image of the company in the eyes of the customer. Our marketing strategies are innovative and distinguished from our competitors and this brings about greater sales and in turn higher revenue. Do you plan to have any product launches in the coming months? How would they add to the company's growth?We have launched new products like polyurethane coatings, powder coatings, drainage boards, bitumen emulsions, membranes, which are well accepted in India today, and we hope to continue expanding our product range. We are also coming up with a new manufacturing unit in Kosi Kalan near Mathura. With our continuous R&D, we have managed to enhance the life and productivity of our products. Some of our newer developments include grouts for under water application, polyurethane flooring, and double component polyurethane sealants which will be available in the market shortly. Where do you see STP India in the future? The construction industry in India is still in its very nascent stage with plenty of scope for growth. We would like to call ourselves as leading waterproofing solution providers. We strongly feel that our company has the potential to grow and we envisage a growth of 20 to 30 per cent in this fiscal. We are confident that we control a large portion of the waterproofing products market with our sales figures scaling newer heights. (Communication by the management of the company)