Cracking the Code: Market Expansion Strategy for Building Materials in India
- rashmi02
- Nov 24
- 3 min read
How Vitarka helped a diversified enterprise enter India’s booming construction ecosystem with confidence
The Opportunity: Riding the Wave of Infrastructure Growth
India’s building and construction sector is one of the fastest-growing in Asia — fueled by rising housing demand, infrastructure investments, and government initiatives like Smart Cities and PM Awas Yojana. For businesses looking to enter this space, the potential is massive — but so is the complexity.
A leading diversified business group with interests in manufacturing, consumer goods, and infrastructure approached Vitarka Research & Consulting to explore entry into India’s building materials market. Their goal: understand the landscape, identify growth opportunities, and build a phased go-to-market strategy.
The Challenge: Clarity Before Commitment
Before investing, the client needed answers to critical questions:
What’s the market potential for five product categories — roofing sheets, rainwater gutters, ceiling and cladding sheets, drainware, and electrical switches?
Who are the key competitors, and what differentiates them?
How do buying behaviors differ across retail, project, and institutional channels?
They wanted data-backed insights to guide a phased market entry with realistic growth projections.
Vitarka’s Approach: Grounded Research Meets Strategic Thinking
We combined on-ground intelligence with strategic analysis to deliver a 360° view of the market.
What We Did:
Conducted 200+ structured interviews across Tamil Nadu, Karnataka, Kerala, and Goa
Engaged with distributors, dealers, contractors, architects, institutional buyers, importers, and project consultants
Benchmarked competitors using secondary research and EXIM trade data
Analyzed product movement, specifications, and emerging trends
This blend of primary field research and secondary market intelligence helped us uncover the real dynamics behind each product category.
Key Insights That Shaped Strategy
Tier-II and Tier-III cities showed strong demand for roofing and cladding materials, driven by small infrastructure projects
The market was price-sensitive and fragmented, dominated by regional players
Dealer influence was critical — channel partners shaped brand visibility and product recommendations
Import substitution potential existed in niche categories like rainwater systems and premium ceiling materials
Dealer margins ranged from 10–18%, depending on brand strength and logistics
Strategic Roadmap: From Insight to Execution
Vitarka delivered a detailed Go-To-Market (GTM) roadmap that included:
Market entry sequencing by product and region
Distribution and partnership strategy focused on dealer-led expansion
Investment prioritization across product clusters and geographies
Five-year growth forecast with actionable milestones for Phases I & II
The roadmap balanced short-term execution with long-term scalability — aligning marketing, sales, and production planning.
Business Impact: From Planning to Performance
The client walked away with:
A validated view of market potential and competitive positioning
Data-driven inputs for strategic investment decisions
A clear roadmap to build partnerships and establish brand presence
They were able to identify high-priority product lines, plan capacity allocation, and initiate partnerships for localized manufacturing and distribution.
Vitarka’s Role in B2B Market Research
At Vitarka Research & Consulting, we help businesses turn data into strategy. Our expertise spans B2B product markets across manufacturing, engineering, packaging, logistics, and construction.
We combine quantitative rigor with qualitative insight to help clients:
Identify opportunities
Mitigate risks
Accelerate growth with confidence
Services Delivered
Market Potential Estimation
Competitive Landscape Mapping
Channel and Pricing Analysis
Go-To-Market Roadmap Development
Strategic Recommendations
Every new market presents both potential and uncertainty. Vitarka helps you navigate that complexity — with clarity, data, and strategy that moves growth forward.
