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...