Gluing Trust in Punjab
Fevicol was trusted, but not chosen. Contractors in Punjab kept switching brands for incentives, not performance.
Fevicol, India’s adhesive titan, faced a curious challenge in Punjab. Contractors, despite acknowledging the adhesive’s superior quality, were easily swayed by competitor incentives. A discount war simply wasn't our play. Trust wasn't holding sway here, and we needed to understand why switching felt surprisingly effortless.
The Problem
Despite winning trust,
Fevicol was losing market share.
The Breakdown
Uncovering the hidden dynamics behind contractor switching.
Through extensive on-site observations of furniture making and in-depth conversations with everyone involved, from sellers to makers to buyers, we identified three critical gaps:
Homeowners primarily focused on design and budget,
leaving the adhesive choice entirely to the contractor.
Homeowners, largely unaware of adhesive alternatives,
assumed Fevicol was being used.
Contractors didn't perceive adhesive choice as impacting their
long-term reputation, believing switching brands was relatively low-risk.
System of Solutions
We subtly introduced conversations about adhesives during the furniture design phase, a point when homeowners were most invested and decisions held significant weight.
We reframed the role of adhesives, highlighting their crucial contribution to the long-term beauty and durability of furniture, rather than just its initial appearance.
We repositioned GPay as a business enabler, introducing features like customer insights, offers, and increased visibility that extended beyond basic payment processing.
Other Projects
Everyone knew about GPay.
But cash-first users and merchants didn’t see why they should change what already worked.
Presence wasn’t the problem, preference was. Despite Borosil’s reliability, Larah needed to show it belonged in modern homes every day.