We are now looking forward to expanding our product reach to the markets of the Northern and Southern parts of India, says Utkarsh Bansal, Director, Marketing and New Business Development, Utkarsh India Limited.

Tell us about Utkarsh India Ltd and its journey?

Utkarsh India Ltd has been in the business of core engineering products for the past four decades. During this long span, we got well acquainted with the market trends and noticed that there was a gap between the requirement and the availability of quality polymer products. There was also a considerable rise in the demand for PVC pipes and fittings due to the sudden boom in housing projects, infrastructure development, and the agriculture sector. Thus, was our entry into the polymer pipes and fittings segment.

We were the first to introduce SWR pipes and fittings and uPVC pipes and fittings in eastern India and benchmarked to have the largest and fully automated plant set up in the entire east. Today, we are the market leader in the polymer pipes and fittings segment in the eastern region.

What is the roadmap of the company for the coming years?

We are in the process of building a strong product portfolio that is not only robust enough to respond to the fast-changing business scenario, but also unlocks opportunities for the long-term growth of the company.

Having said that, we have a good distribution channel of dealers and distributors spread across many major towns and cities. Our products have gained market acceptance, and we command a loyal base of customers. Brand awareness, product reach and our commitment have further solidified our eastern India markets as a brand leader.

We are now looking forward to expanding our product reach to the markets of the Northern and Southern parts of India. We shall initially aim to set up stock points in different locations and gradually set up manufacturing units across India. As part of the supply chain management, we will be expanding our distributorship and dealer’s network in tier 2 and tier 3 cities. We shall also be introducing a new range of quality plumbing products for various water management applications.

What has been your marketing strategy to meet your vision?

We have constantly been innovating and reinventing our marketing strategy. We have used technology and digitalisation to our advantage to connect with our customers and influencers. We have been actively engaging through online platforms, sending informative push notifications and alerts. The use of social media platforms also has helped us to reach out and enhance brand recall.

We have invested in virtual training and technical knowledge-sharing at the grassroots level and are running several engagement programs and activations at the distributor and dealer level to motivate, educate and recommend the right product application. We are also strong in our ground-level activations with a powerful presence across various mediums like billboards, shop signage, and other display branding units for constant awareness.

What kinds of support does the government extend for evolving businesses in the polymer pipes and fittings industry?

Potable water and sanitation programs, like the Swachh Bharat Abhiyaan, Jal Jeevan Mission, Har GharNal Yojana, and Smart City projects by the Government of India, have proliferated the demand for the piping industry.

Besides, several central and statebased schemes have been focusing on health, agriculture, and livestock. Some notable schemes are the Pradhan Mantri Krishi Sinchai Yojana (PMKSY), Paramparagat Krishi Vikas Yojana (PKVY), PM Kisan Samman Nidhi Yojana, etc. Again, quality and quantity water transportation has been their major area of focus.

Government of India has launched several schemes and initiatives under the National Skill Development Council for imparting training to the plumbing community. New technical knowledge, installation guides, and application-based product usage imparted to the plumbers during these trainings have helped the sector to further move ahead in organised and skilled manpower development.