Smaller Packs for Bigger Sales

Our strategy is to sell small packs of products and to reach smaller markets.

Sonia Ruparelia, Director, Aqua Proof Construction Chemical India
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Aqua Proof Construction Chemical India Pvt Ltd was founded in the year 2002 as a manufacturer, exporter and supplier of building care products. Over the years, the company has added diverse range of waterproofing material, concrete protection and tile care solutions in to its products bouquet. In an interview with B2B Purchase, Sonia Ruparelia, Director, Aqua Proof Construction Chemical India outlines the company’s competitive advantage and future plans.

With a humble beginning in 2002, Aquaproof Construction Chemical India has come a long way. How do you assess your position in the Indian construction chemicals market today?
The position of Aquaproof in today’s market is very strong. The industry as a whole has very bright future ahead and so does Aquaproof.

What sparked the transformation in your business?
With good quality control parameters and constant R&D, Aquaproof is working as per the need of current market situation and adding new products according to that.

There are few MNCs dominating the Indian market for construction chemicals. What gives you competitive advantage?
Aquaproof is retail oriented company who knows Indian geography well. Our strategy is to sell small packs of products and to reach smaller markets. We are working majorly in rural markets with very strong distribution network.

How is your company doing international markets?
We have recently entered international markets and started exports.

You have a range of solutions in the waterproofing material, concrete protection and tile care domains. Which segment gives you better business and why?
Tile Care segment. It is because of the increase in awareness and reach of tiles even in smallest village in India. Also, our PM Narendra Modi has taken a call for making more toilets in India. Hence, there is a subsequent increase in tiles and sanitary ware all over. Also Aquaproof is a retail oriented strategy company. Hence, our sales are better in this segment. Though, we also are doing well in other segments as well.

How to protect a building during monsoon?
Certain precautions should be taken before the monsoon. Either should call expert of water proofing for pre-inspection, get the report and act on it or one should know the problems faced last year and directly act on it for solution.

What are the advantages of your concrete protection solutions?
Aquaproof’s concrete protection solution gives high strength and more durability. It provides perfect setting time as per the need of the project. Eg: Sometimes customer needs fast setting concrete or sometimes slow setting concrete, we have solution for both of them.

Enlighten us about your future plans.
Recently we have started manufacturing plant at Alwar, Rajasthan. Our next project is starting a new manufacturing plant in South India somewhere near Coimbatore. We also recently started our own depots in few cities like Nagpur and Raipur. We are opening a similar depot shortly in Jaipur.