Our effort has always been to reach all potential customers.

- Biju George

Managing Director, George Infra

Which is the first successful brand campaign of the company and what was the strategy used to reach out to the stakeholders?

Georoof is the first Indian roofing solutions brand to introduce a 25 years warranty card for roofing sheets. We are also one of the first brands to use GLX technology in roofing sheets, which enhances heat resistance and anti-corrosion properties of the sheets. We have strived to make this as our lead campaign, and it has fetched results.

We believe in the 360° marketing campaign model. Our effort has always been to reach all potential customers including the local audience. We have made sure that our product is visible, is competitively priced and reaches customers. We invested in traditional marketing efforts like television commercials, newspaper/magazine ads, hand-outs, billboards, in-shop campaigns, wall paintings, etc. We were also active on the digital front and this investment proved worthwhile during the pandemic period.  

What kind of market survey was done for the promotion of the brand/product? 

We have heavily betted on Geolux, our nature inspired premium roofing sheets. It is the first-of-its-kind ultra-luxury roofing finish with exclusive colours/finishes inspired from nature - wood, earth, rock and hay.  The strategy behind was to focus more on fabricators and home owners. The rationale behind targeting families was, contrary to popular perception, the families play a major role in choosing the roof for their house.

We used digital media to good effect to understand their tastes and preferences. One other feature that we noticed from product surveys is that more and more customers prefer to make roofing sheets as their primary roofing, which is financially beneficial for customers in the long run.  Programs like fabricator training were done on ground to build trust and amity with all stakeholders.

What were the challenges faced while marketing the brand/product and how did the team overcome them?

Much like any other industry, the roofing industry too was severely impacted by Covid-19. The biggest challenges during those times were the logistics and procurement issues. The Russia-Ukraine war also impacted raw material availability and increased steel prices. We had to continuously monitor the availability of steel, and we adopted measures to ensure that trade continues and our products reach their destinations, minimising the impact on all supply chains.

There was a shift in the customers' purchase pattern during the pandemic period. The 'peak season' concept is no longer in play. Now demand is spread almost evenly throughout the year. But we are hopeful that we move ahead, against all odds. The digital side still holds the key to our sales and we have maintained a steady growth even in these torrid times.

Continued efforts over the years have made Georoof the much sought-after roofing brand in Kerala, and many programs/campaigns are in the pipeline to make Georoof a national player in the roofing industry.

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