Pidilite adopts franchisee route for Renaissance line

Pidilite Industries has for the first time adopted the franchisee route for the distribution of its newly launched premium "Renaissance" range of Italian wall finishes. Mehta Lifestyles, the franchisee establishment, was inaugurated in Ghatkopar some times earlier.

Pidilite has plans to open such franchisee stores in Dadar, Juhu, Mulund, Borivali, Thane, Powai and south Mumbai before Diwali.

"These days, people are very possessive about their homes. As the trend towards architectural interior designing is gaining ground, I expect that there will be huge orders for wall finishes. Through franchisees, we are trying to reach out to people in high growth areas," said Anand V Kale, senior marketing manager, Pidilite Industries.

Renaissance comes in five different finishes. It can be worked out to create a marble effect even on a curved surface. At the same time, velvet, cloud effect or shiny velvet, with a dash of texture can be created beautifully.

Iridescent pearly or non-pearly finish, giving a country style rustic look, coupled with an antique effect is another highlight of Renaissance.

However, the cost of the product seem to be on the higher side. Each square feet finishing on the wall comes in the range of Rs 60 to Rs 100. At the same time, it needs specialist painters for the purpose.

"We have eight trained painters who will go to customers' homes to ensure full satisfaction for them. We will also provide the customers a wide range of big panels of the wall finishes in different shades. This will help them selecting the desired finishing," added Kale.

The company expects that each franchisee will cater to a demand of 400 sq feet daily. After Mumbai, the company plans to expand to other parts of the country with similar arrangement.