Roff looks to increase its brand awareness

Anticipating huge demand for tile fixing solution, Pidilite Industries is looking to strengthen its construction chemical brand — Roff. It is offering 16 different tile solutions under this brand.

The company says there is a huge market for this brand to grow in India as over 90% of people still use cement for fixing tiles which can be replaced with Roff products. “Total market size for tiling industry is Rs8000 crore and cost of doing tile fixing job is Rs2000 crore. Currently, the usage of such product is very low which is in the range of Rs200 crore but with the increasing awareness about the product, the market is expected to grow soon,” said Sushil Luniya, President –India, Construction Chemicals Division, Pidilite Industries Ltd.

Though Roff has a presence in India since 1986 but it still has very low penetration into the market which the company blames on to lack of awareness about the usage of such products. “The core task for us is to educate customers and upgrade their usage from normal cement to product like this for fixing tiles. Till now, not many companies have gone into it, that’s why we are now revamping the whole thing by bringing in the whole range and then moving forward to bring about education and awareness,” he added.

Though it adds little extra to the cost if compared with cement, the company said, it adds value in terms of savings on labour time and cost besides providing better finish and durability.