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Founded in 1996, M.P. Ceramics is one of the largest distributors of piping systems in Bangalore, India. For 22 years now, the company has been selling Ashirvad pipes and fittings for individual houses and smaller residential projects through a large dealer network. “Our companies really grew together,” says Mr Shyamlal, Managing Director at M.P. Ceramics.

CPVC pipes cause revolution

The growth of M.P. Ceramics accelerated about ten years ago through the introduction of CPVC pipes. Mr Shyamlal confirms: “That really started a revolution and Ashirvad was one of the first companies to offer these new plastic piping solutions. They were easier to install, stronger and more durable than the previous galvanised iron (GI) pipes. Plumbers are now able to install four bathrooms in one day, whereas before they needed up to seven days just to plumb one bathroom.”

Almost instantaneously, CPVC pipes took over the whole market and many new players have recently entered this segment. In Bangalore alone, around 80 suppliers are producing plastic piping systems. “But Ashirvad remains at the top. It is the only company with sufficient capacity and an excellent supply chain that enables us to guarantee product deliveries to our end clients,” adds the Managing Director of M.P. Ceramics.

“It is the only company with sufficient capacity and an excellent supply chain that enables us to guarantee product deliveries to our end clients”, Mr Shyamlal, Managing Director at M.P. Ceramics

Additional support and events

“But, more important still, the company offers us additional support: the dedicated team helps with the coordination of promotional activities and provide us with marketing materials. I’m in contact with the senior sales director of Ashirvad on a daily basis. He is highly responsive: he listens to my needs and questions and helps me to plan how to reach the sales targets.”

Ashirvad also organises regular visits to its distributors’ hardware shops and dealer networks. Additionally, It runs events called Plumber Meets, where plumbers can ask technical questions or discuss pricing directly with Ashirvad representatives. “These gatherings help us expand our network and keep a close contact with the end customers of M.P. Ceramics. Most other suppliers are unaware of the needs of their clients and end users.”

Mr Shyamlal speaks highly of the Ashirvad Distributor meeting in Goa in October 2018, where a range of new products from the global Aliaxis portfolio were displayed. “The company set up a huge exhibition showing innovations and new solutions from all around the world. It was really overwhelming. With these products, the opportunities for growth in India are huge.”