Maintaining relationships has been a hallmark at Pidilite, be it within or outside the organisation. It has established the Fevicol Champions Club in 2002, which works towards encouraging high ethical standards and building the carpenter community through various social and professional activities. The club has 96,000 members across 600 cities. So, Pidilite has a database of most of the carpenters in India.
Bharat Puri,MD Pidilite, himself was pleasantly surprised to see how this data can help. Puri’s parents (his father is a retired colonel in the Indian Army) stay in Chandigarh. One day, his mother called to know how she can fix an almirah which was infested with termites. There was only one carpenter she knew who could fix it, but did not know how to contact him. She only knew his name was Raju.
Puri’s sales head overheard the conversation. By evening, his team had nailed Raju from their database of carpenters in Chandigarh. Raju fixed the almirah that evening- from Forbes