UltraTech Cement: Baat Ghar Ki 2.0

UltraTech Cement, a cement manufacturer, created an educative platform for Individual Home Builders in India to connect and enable them in their home building journey, establish itself as their 'Empathetic Expert' and make the brand synonymous to home building.

The online business / marketing objective

For 1.2 bn people living in small town and rural India, a house means a standalone dwelling unit and not an apartment/flat. Of these, 90% build a home only once in their lifetime. Building a 'home' gives one a sense of unparalleled pride This Individual Home Builder (IHB) hopelessly lacks knowledge about the process of home-building. This IHB, being a retail customer, forms not only the largest segment of UltraTech's customer base but is also the most profitable.

Cement is a high involvement but low knowledge category. UltraTech is the largest manufacturer and the...

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