How Finolex Industries is aligning with the evolving needs of customers

Finolex Industries is a stalwart in the realm of PVC pipes and fittings, heralding four decades of unwavering commitment to excellence. Renowned as India’s most trusted manufacturer in this domain, Finolex has left an indelible mark on the sanitation-plumbing and agricultural sectors. With a legacy spanning 42 years, the company has not merely operated but flourished, leaving an enduring impact through judicious investments across its entire value chain.

A testament to its dedication is the singular focus on crafting superior quality pipes and fittings for the past four decades. This unyielding commitment has earned Finolex ISO 9001:2015 certifications across its plants, symbolising not just compliance but a pursuit of perfection. The company’s philosophy is encapsulated in the idea that once customers install Finolex pipes, they should seamlessly forget about the product – such is the level of trust and reliability ingrained in every offering.

In an interaction with Adgully, Pradeep Shastry Vedula, President - Sales and Marketing, Finolex Industries, speaks about the company’s innovative Super Plumber Loyalty Programme, delivering high-quality and durable solutions, marketing and community engagement initiatives in the pipeline industry, and much more.

What inspired Finolex Industries to create the Super Plumber Loyalty Program?

At Finolex Industries, the Super Plumber Loyalty Program was born out of our recognition of the crucial role plumbers’ play in our industry. We wanted to incentivise and appreciate their dedication to the Finolex Industries brand as the primary purchasers and influencers of our products. This programme is aimed specifically at plumbers who work with us by purchasing and installing our pipes as well as promoting their quality and durability to end users. We reward plumbers for their active participation in this incentivised loyalty programme with an assortment of benefits and bonuses. It’s a tangible way for us to show our appreciation and strengthen our relationship with the plumbing community. Ultimately, the goal is to ensure that our customers receive the best solutions backed by the expertise and support of our trusted plumber partners.

In essence, the Super Plumber Loyalty Program embodies our commitment to fostering collaboration, trust, and mutual growth within the plumbing industry. It underlines our dedication to delivering high-quality products while empowering plumbers with the resources and support they need to excel in their profession and effectively communicate the benefits of Finolex Pipes to end customers.

Could you tell us more about the main objectives of the program and how it aligns with the company’s mission and values?

Our mission is to deliver high-quality, durable solutions while building lasting relationships with all stakeholders. The Super Plumber Loyalty Program directly aligns with our company’s mission and values. This program rewards plumbers for their loyalty, offering benefits for their purchases from authorised dealers based on valid sales input of eligible Finolex Pipes products. It reinforces trust and togetherness within the plumbing community, reflecting our commitment to their success and delivering top-notch solutions to our customers.

What measurable impacts or success stories have emerged as a result of the Super Plumber Loyalty Program?

Super Plumber Loyalty Program has brought significant, measurable benefits to both our business and the plumber community. By offering exclusive incentives and personalised experiences. This well-executed program has notably improved plumber engagement leading to increased interactions and a deeper connection with our brand. Furthermore, it has fostered enhanced word-of-mouth marketing as engaged plumbers have become enthusiastic brand advocates, sharing their positive experiences and driving customer acquisitions through referrals.

These tangible outcomes underline the program’s effectiveness in building plumber loyalty and supporting our business growth, and we anticipate further success stories as we continue to refine and expand the initiative.

How has it influenced the broader plumbing industry and the perception of plumbers?

Our Loyalty Program has significantly impacted the plumbing industry and the perception of plumbers. It has elevated the loyalty of plumbers by providing rewards and benefits, fostering a stronger connection with our brand, and contributing to the growth of our business. The program has also created a sense of community among plumbers, offering opportunities for interaction, knowledge sharing, and valuable connections.

Also, our program recognises and rewards outstanding work, setting a standard of excellence in the industry and boosting individual plumbers’ morale. It has shifted customer perceptions by highlighting the professionalism and dedication of plumbers leading to greater appreciation for their role in maintaining and improving homes. Additionally, this program has encouraged innovation and the adoption of modern techniques among plumbers resulting in more efficient and effective solutions for customers. Overall, our Loyalty Program has been instrumental in shaping a positive future for the plumbing industry by fostering unity, professionalism, and innovation. We are committed to continuing to drive positive change and innovation in the years to come.

Are there any upcoming marketing or community engagement initiatives that Finolex Industries is planning to roll out?

We have exciting marketing and community engagement initiatives in the pipeline industry. These initiatives are tailored to bring added value to our loyal plumbers and to foster a more cohesive plumbing industry. Our upcoming plans include an enhanced rewards system with even more enticing incentives, specialised training sessions to further develop plumbing skills, community events and networking opportunities for plumbers to connect and share insights, and feedback forums for program improvement. These initiatives demonstrate our commitment to nurturing our partnerships and promoting growth in our business.

We are confident that these initiatives will not only elevate the experience within our Plumber Loyalty Program but also contribute significantly to the success and cohesion of the plumbing industry as a whole. We look forward to rolling out these initiatives and continuing to strengthen our relationship with the plumbing community.

How does the company intend to keep engaging with the plumbing community and its customers in the future?

In our ongoing commitment to engaging with the plumbing community and our customers, we have a well-defined strategy in place for the future. This strategy includes expanding our specialised training and workshop offerings and providing insights into emerging trends and best practices. Also, we’re excited to announce a series of community events and networking opportunities that will bring members of the plumbing community together, fostering knowledge-sharing and relationships.

Finally, our social and environmental initiatives are geared towards making a positive impact on society and the environment. These initiatives will not only strengthen existing relationships but also create new connections within the plumbing community, guided by the invaluable feedback and participation of our partners.

What is Finolex Industries’ vision for the future of the plumbing industry, and how does it plan to actively shape that future?

We envision a future for the plumbing industry characterised by innovation, sustainability, and collaboration. Our commitment to shaping this vision actively revolves around three key principles: embracing technological advancements, championing sustainability, and empowering plumbing professionals. We aim to lead the industry in innovation by integrating cutting-edge technologies into plumbing solutions.

To actively realise this vision, we employ a multi-faceted approach. This includes substantial investments in research and development, partnerships and collaborations with industry leaders, active advocacy for sustainable practices, continuous education and training for plumbing professionals, and a strong focus on product innovation and eco-friendly solutions. Through these strategies, we anticipate not only shaping the future of the plumbing industry, but also fostering a more sustainable and technologically advanced landscape.

In what ways does the company see itself innovating and leading in the plumbing sector in the years to come?

At Finolex Industries, we have a clear vision for our leadership and innovation in the plumbing sector in the coming years. Our strategy includes the integration of advanced technologies and smart solutions, emphasising sustainability through eco-friendly materials and practices, offering customised solutions to meet diverse customer needs, fostering collaboration in research and development, investing in professional training and development, advocating for industry standards, and maintaining an open feedback loop with customers. Through these proactive measures, we aim to not only shape the future of the plumbing industry, but also set new standards for excellence and sustainability.

Our dedication to sustainability, training, and collaborative partnerships positions us to drive positive change in the industry, while aligning with the evolving needs and expectations of our valued partners and customers.