The Elephants met a Seal

About Pidilite: Since its inception in 1959, Pidilite Industries Limited has been a pioneer in consumer and
specialities chemicals in India. From adhesives, sealants, waterproofing solutions, construction chemicals
to arts & crafts, industrial resins, polymers and more, our product portfolio is as diverse as it is ever
evolving. With a robust and growing network, our products are accessible across demographics and
geographies. Today, we are the market leader in adhesives and construction chemicals and our brands
have become trusted household, bazaar, and industrial brands across the country and beyond.

About Sealants:
• Sealants are chemicals used to fill gaps, cracks, perform light duty bonding applications.
Google/YT for more.
• Sealants find applications in Construction & various other industrial applications like Auto,
Solar Panels, etc.
• Within Construction, applications include:
o Construction Retail applications like:
▪ Gap filling around Doors/Windows, Glass, Mirrors, ACP sheets, etc.
▪ Bonding light duty substrates like small/medium mirrors, ACP sheets, etc.
o Large Projects like Roads, Bridges, Runways, Structural Glazing, etc.
• Scope of this case study competition is limited to Construction Retail space only where
Pidilite competes against 8+ organized players (Indian as well as Foreign MNCs) with its brand
Feviseal.
• Filling of gaps around Doors/Windows frames prevents any cooling loss (thereby reducing
Electricity bills by 15- 20%) and make buildings dust/leak proof, around switchboards/AC
units/skirtings prevents entry of insects into households, arounds sanitary areas like borders
of Washbasin/Bathtub/Toilet seats prevents leakage.
• While there were some silicone sealant products under brands Mseal and Dr Fixit, a definite
and massive effort was put by Pidilite as it entered this market with a full range under Feviseal
nearly 4 years ago. Despite being new, it has already become a market leader or amongst
next 2 players across geographies and segments.

About the Challenge:

▪ While Feviseal continues to gain share from competitors, there is a bigger growth opportunity in
increasing the size of the Sealants category itself in India. For analogy, the largest category of Pidilite
– Premium Wood Working Adhesives (Key brand of Pidilite: Fevicol) market size in India (with a
penetration of 90%) is ~Rs. 4,000 Cr. Sealants has the potential to become a Rs. 6,000 Cr.
category if it’s penetration can be increased from the current 10%. (10% penetration means that
only 1 out of the possible 10 applications of Sealants are being serviced even with all brands put
together). Therefore, the current market size of Sealants is Rs. 600 Cr. only.
▪ Therefore, the task at hand for the brand (and you) is to develop/grow the category. To achieve
this, following steps are suggested:
1. List down segment-wise possible applications for Sealants in:
a. DIY-led consumption like gap filling around switch boards, skirtings, AC units, Repair
work etc.
b. Contractor-led consumption like gap filling around ACP Sheets.
2. Select any one segment and any one user type of your choice (Details in Annexure 4 and
5)
3. Deliver a Winning plan for above two set of applications that includes:
a. Consumer/User Portrait Development (free to include Brand Ladder & Winning
Competitive Edge)
b. Communication Strategy (Target Group, tonality, TG’s current & future
Think/Feel/Do)
c. ROI of the proposed Winning Plan that is commercially viable/realistic and you could
(and might as well) execute yourself. :)
Note:

• Few annexures are included for your reference. Any further queries can be asked at
support@unstop.com
• Answers to FAQs will be circulated (for relevant queries) that are sent to above email ID within
deadline.
• Glancing through annexures 1-3 are going to be key (& fun) in you getting a grip on the category &
brand.
• Sealants is a technical category with various segments. Choose only 1 segment of your choice to
work upon.
• While DIY-led consumption areas are easy to relate, identify, learn & work upon, the real fun of this
case study would be to stretch yourselves to understand Contractor-led consumption opportunities.
You may select any one of the users to deep dive from the list given in Annexure 4.

Annexure 1: Click here to access the Market Research report on Sealants’ India market.

Annexure 2: Click the respective links for Feviseal e-brochure, Feviseal brochure and Feviseal range

understanding.

Annexure 3: Feviseal current portfolio snapshot

Annexure 4: Contractor (User types) with application examples:

• Aluminium/uPVC Doors and Windows Fabricators

• Façade Contractors

• Glass Contractors
 • Plumbing Contractors

• Woodworking Contractors

Annexure 5: Segment wise details – Sealants Category