Rubbing shoulders with painters

Birla White turns to the community of painters to increase market penetration and reach

In a low-involvement category like cement, it is challenging for players to establish distinct product and consumer connect. Taking a cue from mobile phone makers such as Xiaomi and OnePlus which have won over consumers by building a strong network of brand advocates and loyalists, cement maker Birla White too is tapping into the painter community to grow its consumer connect. The company is innovating on the point of sale to engage painters and is also running training programmes to arm them with new technology tools to help improve their livelihood. All along, the cement maker is hoping to benefit