In interaction with Rohit Chakraborty, Vice President – Business Head, Gypsum Plaster, Gypsum Board and Construction Chemicals, Walplast Products Pvt. Ltd., India’s construction sector is entering a new phase of transformation, where scale, speed, and performance are becoming critical to project success. In this environment, material providers are expected to go beyond supply and deliver integrated, reliable, and technically sound solutions that add value across the project lifecycle. Walplast Products Pvt. Ltd. has emerged as a strong player in this space, aligning its strategy with the evolving needs of developers, consultants, and contractors.
With a growing focus on solution-led offerings under its HomeSure portfolio, early-stage project engagement, and consistent on-ground technical support, the company is strengthening its position across infrastructure and real estate developments. In this interaction, Rohit Chakraborty shares insights into Walplast’s strategic evolution, its approach to building trust in project-led business, and the key priorities shaping its growth across domestic and global markets.
1. Walplast has strengthened its presence in project-led business across infrastructure and real estate. What strategic shifts have enabled the brand to become a preferred partner for large-scale developments?
Walplast’s growth in the project segment has been driven by a clear shift from a traditional product-supply model to a solution-led project approach. Instead of offering individual materials, the company now positions its HomeSure portfolio, including Tile Adhesives, Wall Putty, Gypsum Plaster & Boards, Waterproofing Solutions, Decorative Paints and more as integrated system solutions that improve durability, finish quality, and long-term building performance.
Three strategic changes have supported this transition. First, Walplast has built dedicated project sales and technical teams that engage early with developers, architects, and contractors, enabling participation at the specification stage rather than only during procurement. Second, the company has expanded manufacturing capacity, logistics strength, and supply reliability to support large-volume, multi-location project requirements.
Finally, Walplast has prioritised technical performance and on-site application support, which institutional buyers increasingly value when evaluating lifecycle performance and execution reliability. This integrated approach has helped position Walplast as a trusted project partner rather than simply a material supplier.
2. In projects where reliability and performance are critical, how does Walplast build trust among consultants, contractors, and developers during the decision-making process?
Trust in project-led construction is built through consistent performance, technical credibility, and dependable execution. At Walplast, this trust is developed through a combination of product reliability, strong technical engagement, and assured supply capabilities.
The company maintains strict manufacturing quality controls and batch consistency, which is critical for large projects where even small variations in material performance can disrupt timelines or compromise finishing standards. This reliability gives contractors and consultants the confidence to adopt Walplast solutions across multiple stages of construction.
Equally important is on-site technical support. Walplast’s trained technical teams assist with site trials, application guidance, and troubleshooting, helping contractors achieve the desired performance while reducing execution risks.
For large infrastructure and real estate developments, supply reliability is equally crucial. Walplast’s growing manufacturing footprint and project-focused logistics network ensure uninterrupted product availability across geographies. Together, these factors position Walplast as a long-term performance partner rather than a transactional material supplier.
3. Specification stage engagement is increasingly influencing material selection. How is Walplast strengthening its technical marketing and consultant outreach to drive early-stage brand preference?
Walplast recognises that brand preference in construction materials is increasingly decided at the drawing board. The company has therefore strengthened its technical marketing framework through structured engagement with architects, structural consultants, and project management firms. Dedicated specification teams work closely with these stakeholders to demonstrate the application advantages of HomeSure solutions through mock-ups, comparative demonstrations, and performance documentation, enabling more informed decision-making. The focus is to shift conversations from price-centric evaluation to lifecycle performance and system compatibility, while also ensuring the right fitment of products to specific applications to deliver optimum performance and true value for money.
In parallel, Walplast is investing in knowledge-driven outreach through technical seminars, product training modules, and digital specification support tools to further strengthen consultant engagement and awareness.
By entering earlier in the project lifecycle, Walplast is steadily improving specification stickiness and reducing last-minute brand substitutions.
4. As Business Head, how do you ensure Walplast’s brand visibility translates into measurable project wins and long-term partnerships?
In the construction materials industry, brand visibility must ultimately translate into project adoption and long-term developer relationships. At Walplast, brand-building efforts are closely aligned with business outcomes.
Our marketing initiatives for the HomeSure brand are strategically focused on high-growth real estate clusters and major infrastructure corridors. These initiatives are supported by strong technical marketing and project sales engagement, ensuring that brand awareness quickly evolves into specification discussions and project opportunities.
We measure effectiveness through clear performance indicators such as specification approvals, repeat project orders, and the expanding presence of HomeSure solutions across a developer’s portfolio. These metrics provide a far more meaningful measure of brand impact than visibility alone.
Most importantly, we treat every project as the beginning of a long-term partnership. Post-supply technical support, site service, and active engagement from senior management play a vital role in converting first-time project wins into sustained collaborations across multiple developments.
5. With infrastructure growth accelerating across India and export markets, what marketing and brand-building priorities will shape Walplast’s next phase of leadership?
India’s infrastructure expansion is creating a new phase of opportunity for high-performance construction materials. For Walplast, the next phase of leadership will be defined by building deeper credibility across both domestic and global markets.
In India, our priority is to strengthen the HomeSure master brand across high-growth infrastructure corridors and urban real estate clusters. This includes deeper engagement at the specification stage, stronger contractor loyalty programmes, and expanded technical service capabilities around key HomeSure solutions.
We are also expanding digital engagement with architects, consultants, and contractors through technical webinars, specification tools, and knowledge-driven outreach that supports informed material decisions.
On the export front, Walplast continues to strengthen its global footprint and today operates across 23 countries. Our focus is to position the company as a reliable Indian manufacturing partner delivering consistent quality at scale, supported by market-specific branding, local technical partnerships, and dependable supply chains.
Across markets, the emphasis remains on system-based solutions, sustainable materials, and long-term ecosystem relationships built on performance credibility.