Often overshadowed by more glamorous elements, tile adhesives are crucial for maintaining the integrity of our floors, ensuring stability and preventing chaos beneath our feet.

In the vibrant and fun-filled world of India’s construction boom, where buildings rise faster than onion prices, there’s an unsung hero quietly holding everything together—literally. Tile adhesives may not carry the glamour of the latest Bollywood blockbuster, but without them, our floors would be dancing more than Nora Fatehi in an item number.

As the Chief Product Manager and Director at Buildsmart Construction Chemicals, I have seen it all. From innovative solutions that make you facepalm to over-the-top specifications that ask, “What on earth is happening?” Let’s indulge in a tête-à-tête on adhering to the right practices.

Jugaad meets tile adhesives: When desi innovation goes overboard
We Indians are renowned for our jugaad—finding quick fixes faster. However, applying jugaad to tile installation is like using Fevicol to fix a leaky pipe — something is definitely wrong! I’ve walked onto sites where they are still mixing sand and cement, blissfully ignoring that the world has moved on, much like Govinda’s fashion sense.

Imagine splurging on Italian marble to impress your in-laws, only to have the tiles pop off like popcorn because someone decided to save a few rupees on adhesive. It’s akin to buying a brand-new Royal Enfield and fueling it with cheap petrol from the roadside—the math doesn’t add up.

Over-specification: Making a mountain out of a molehill
On the flip side, we encounter the “the bigger, the better” brigade. These folks believe the most expensive adhesive will solve all their problems, even if they’re merely sticking a few tiles in a small bathroom. It’s like bringing a sword to cut a birthday cake — does that even make sense?

This drains the wallet and leaves workers scratching their heads, bewildered by how to use this high-tech item. The result? A mess messier than traffic at Chandni Chowk during Diwali shopping.

Under-specification: Cheap is expensive
Then there are the thrifty ones who opt for the cheapest adhesive available, convinced they’ve outsmarted the system. Using substandard materials is like expecting a rickshaw to win a Formula 1 race — It’s not going to happen. The tiles loosen, leading to escalating expenses and a shakier reputation than a politician’s promise. Remember the old saying, “Penny wise, pound foolish — saving small can cost you big”? It exists for a reason!

Malpractices: The elephant in the room
Now, let’s address the elephant doing bhangra in the room—the malpractices rampant in our industry. From mixing low-quality materials to forging compliance certificates, the shady dealings are as diverse as India’s street food. In a country where we consult vastu shastra before placing a sofa, shouldn’t we ensure the materials holding up our homes aren’t deception?

Understanding the consumer: Bridging the gap with a local twist
At Buildsmart Construction Chemicals, we believe in telling the full story without the complicated jargon. Whether you are an end-user renovating your kitchen, a purchase manager juggling budgets like a Bollywood hero dodging bullets, or a builder aiming to leave a legacy, understanding tile adhesives shouldn’t require a PhD.

We have observed that the issue isn’t a lack of information but rather an overload of technical jargon that feels like listening to a traditional performance without subtitles.

Meet Ritu: Your friendly neighborhood construction guru
To bridge this gap, say hello to Ritu, our AI-based chatbot, who is as sharp as a knife and as friendly as your local chaiwala. Ritu isn’t just another bot; she is your assistant who knows the ins and outs of construction chemicals better than a dabbawala knows Mumbai’s train schedules.

Whether you need clarification about which adhesive suits your new bathroom tiles or need guidance on a large-scale project, Ritu is available 24/7.

The way forward: Building smart, because we are Indian at heart
The construction industry in India is at a crossroads, much like every Delhi driver at a roundabout. We have the talent and resources to build wonders but must ditch the nonchalant attitude. By focusing on proper specifications — not too much or too little — we can ensure projects are cost-effective without compromising quality.

Embracing innovations like AI assistance through platforms like Ritu can make decision-making smoother than a lassi on a hot summer day.

A gentle nudge: Let’s get it right
So, here’s my humble suggestion: Let’s stick to the right practices—literally and figuratively. Let’s ensure our tiles and our industry’s ethics remain as solid as a well-cooked bread. After all, if we can send a satellite to Mars on a budget less than a Hollywood movie, we can figure out how to keep our tiles from dancing like a snake charmer’s pet.

For more information, visit: https://buildsmart.in/