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TODAY A GREATER PROPORTION
OF THOSE 35-AND-BELOW ARE
BUYING THEIR FIRST HOMES;
A LARGER PROPORTION OF
BUYERS ARE OPTING FOR
MORTGAGE FINANCE; MOST ARE
SEEKING HOMES AWAY FROM
TRADITIONAL RESIDENTIAL
CLUSTERS;
MOST ARE WILLING
TO TRY THE NEW.
WELCOME TO INDIA’S
CONVENIENCE GENERATION.
THERE IS INCREASING
EVIDENCE THAT COMPANIES
THAT COMMUNICATE
RELEVANTLY AND ADEQUATELY
WITH THIS CONVENIENCE
GENERATION CARVE AWAY A
DISPROPORTIONATELY LARGER
MARKET SHARE.
AT KAJARIA, WE HAVE
ESTABLISHED AN ONGOING
CONSUMER CONNECT THROUGH
A MULTI-FORMAT AND MULTI-
PLATFORM STRATEGY.
Electronic:
Kajaria communicates pan-
India through the national and regional
television channels for creating pan-India
awareness.
Events:
Kajaria is visible at pan-India
stadia hosting events of national interest
– IPL and Indian cricket matches with
international teams.
Airports:
Kajaria is visible across more
than 30 pan-India airports (hubs for new-
age customers), making it the only Indian
tile manufacturer to enjoy this presence.
Social media:
Kajaria is prominent on
the social media (Facebook, LinkedIn and
Twitter) with a following of more than 6
lac people.
On-ground:
Kajaria enhances
awareness through hoardings, banners
and print media across dealer catchment
areas.
Ambience:
Kajaria has evolved
showroom store ambience resembling
jewellery stores, attracting footfalls.
The result:
a growing recall that if it is
a tile, then it must be ‘Kajaria’.
Catalysing offtake.
KAJARIA’S
BRANDING AND
PROMOTION
INVESTMENT IN
FY17
80
H
CRORE
005
ANNUAL
REPORT
20
16-17
KAJARIA
CERAMICS
CORPORATE
OVERVIEW
MANAGEMENT
REPORTS
FINANCIAL
STATEMENTS