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Tell us a bit about yourself—your background and what led you to a career in branding and marketing at Astral.
I’ve always been fascinated by how brands connect with people—not just through advertising, but through emotion, trust, and consistency. I started my journey in marketing over 18 years ago, and joining Astral in 2011 was a turning point. At the time, the brand was already gaining momentum, but there was immense potential to create deeper consumer engagement in what was traditionally seen as a low-involvement category like pipes. Over the years, I’ve had the privilege of working across product verticals—from pipes to adhesives to bathware—and shaping campaigns that not only promote products but also tell stories. What drives me is the challenge of turning technical products into emotionally resonant brands that people remember and trust.
Pipes aren’t usually considered “exciting” products. How did you make them aspirational?
That’s exactly the challenge—and the thrill. Pipes run behind the walls, literally and metaphorically. But we realized that what runs inside a building defines how long it lasts. We started positioning Astral not just as a pipe manufacturer, but as a brand that protects your home from within. Collaborations with credible faces like Salman Khan , Ranveer Singh and Allu Arjun added aspiration, while regional storytelling brought relatability. Suddenly, plumbing wasn’t just a contractor’s choice—it became a homeowner’s pride.
What’s one campaign or moment that still gives you goosebumps?
If I had to pick one defining moment, it would undoubtedly be our very first brand integration with Salman Khan’s Dabangg movie. At that time, the idea of integrating a piping brand into mainstream Bollywood cinema wasn’t just unconventional—it was almost unheard of. Pipes were considered utility products, far from the glitz and glamour of the silver screen. But we saw an opportunity—not just for visibility, but for cultural relevance.
The campaign wasn’t just about putting our logo on-screen. It was about aligning Astral’s brand personality with the fearless, tough, and reliable character of Chulbul Pandey—Salman Khan’s iconic role. The metaphor worked perfectly: just like Chulbul stood strong against injustice, Astral Pipes stood strong within the walls of your home, silently doing their job without fail.
But what truly gave me goosebumps was the impact on the ground. Within weeks of the campaign’s release, we started hearing dealers and plumbers referring to our products as “Dabangg Pipes.” It became a nickname that spread across states, transcending language and region. It wasn’t manufactured; it was organic brand ownership by the people who matter most—our on-ground influencers. That’s when I realized the power of emotionally intelligent branding in an industrial category.
To this day, I meet plumbers at trade fairs who don’t say “Astral,” they say “Dabangg wala pipe.” That one campaign didn’t just boost sales or awareness—it shifted our identity from a manufacturer to a brand. It put us in pop culture, gave us credibility on the street, and proved that even a pipe brand could stir fandom.
How do you balance being creative with being commercially responsible?
Striking that balance is really the essence of modern marketing—especially in a category like ours. Creativity without a business objective is just noise. And pure commercialism without a compelling story is forgettable. At Astral, we treat every campaign as an investment—not just of money, but of trust.
Before a single line is written or a visual is created, we dive deep into data—regional sales insights, dealer sentiment, ground-level feedback, consumer aspirations. This gives us a reality check and a roadmap. Then comes the creative layer—where we bring that insight to life in a way that’s culturally relevant, emotionally resonant, and on-brand.
One example: when we developed a campaign for southern India, we didn’t just translate an existing ad—we created a regionally tailored narrative featuring a local icon, Allu Arjun. It wasn’t just creative—it was commercially sharp. That campaign delivered double-digit growth in a highly competitive market.
For us, a campaign is successful when it excites the customer, empowers the trade partner, and delivers ROI. If it wins awards too—that’s a bonus. But first, it has to win in the marketplace.
What advice would you give to someone entering marketing in a traditional industry?
Don’t try to be flashy. Be meaningful. Traditional industries are rich with stories—but often told in boring ways. Listen more. Walk into a dealer’s store, sit with a plumber, understand pain points. When your campaign solves a real problem or gives someone pride in their work, that’s when your brand grows.
What’s the most misunderstood thing about branding in B2B or industrial sectors?
The common myth is that branding doesn’t matter in industrial sectors—that it’s all about specs and pricing. But the truth is, even in B2B, people buy trust. A plumber or dealer remembers the brand that delivers consistently, speaks their language, and stands by its quality.
Branding here isn’t about glamour—it’s about credibility, recall, and long-term preference. It turns a commodity into a choice.
To take a trivial example, which of us ever undertakes laborious physical exercise, except to obtain some advantage from it?
About Astral Pipes
Astral Pipes is a leading name in the building materials industry, delivering reliable plumbing, drainage, and infrastructure solutions across India and international markets. With a strong foundation built on quality, innovation, and trust, we continue to set benchmarks in performance and customer satisfaction.
Our comprehensive product portfolio includes CPVC, uPVC, PEX, SWR, underground drainage, PP low-noise drainage, DWC pipes, and electrical conduits, as well as water tanks, sanitaryware, faucets, adhesives, construction chemicals, and paints. Each solution is developed using advanced technology and adheres to the highest standards of safety, durability, and sustainability.
At Astral, we aim to modernize essential systems and improve how spaces are built and maintained. From residential renovations to large-scale infrastructure, our solutions empower homeowners, builders, architects, and engineers to build better, safer spaces.
Through impactful campaigns, IPL partnerships, and strong engagement with trade professionals, we remain closely connected to the people and communities shaping the built environment.
What sets Astral Pipes apart in the home improvement and plumbing industry?
What truly sets Astral apart is our solution-first approach. We were among the pioneers in bringing international-grade CPVC technology to India. Today, our portfolio covers plumbing, drainage, cable management, and fire protection in piping — along with faucets, sanitaryware, water tanks, adhesives, paints, and construction chemicals — making us a complete building solutions brand. Combined with strong brand presence, deep engagement with the trade community, and a clear focus on sustainability, Astral continues to lead by example.”.
How important is pipe quality in a home renovation or new build, especially for kitchens and bathrooms?
Extremely important. These areas deal with constant water flow. Poor-quality pipes can lead to leaks, corrosion, and hygiene issues. Premium pipes like Astral ensure durability, safety, and peace of mind.
Can you share some of the latest innovations in piping systems that homeowners should know about?
Sure. Some of our latest innovations include PP low-noise drainage systems, Pex-a pipes with expansion ring tech, and Water Tanks with anti-viral copper shield. We’re constantly evolving through R&D.
What role do plumbing systems play in the functionality and longevity of a modern home?
A huge role. Good plumbing means smooth water flow, leak-free operation, and long-term durability, protecting your walls, floors, and overall structure.
How does Astral contribute to sustainable and eco-friendly building practices?
We use lead-free, recyclable materials, operate green-certified manufacturing plants, and design long-lasting products. Our range also supports rainwater harvesting and reclaimed water systems — helping homes stay efficient and eco-friendly
What should homeowners look for when selecting plumbing materials for kitchen and bathroom upgrades?
Opt for Pex-a or MultiPex for fewer joints, ISI-certified CPVC with green ratings, and PP low-noise systems to reduce drainage sound. Go for quality that lasts.
How does your team collaborate with architects and designers for seamless integration?
We work closely from the planning stage, offering tech specs and site support to ensure our systems align perfectly with the interior layout.
What are common plumbing mistakes during home renovations, and how can they be avoided?
Using low-grade materials, mismatching brands, and skipping proper joining methods — these are common errors. The fix? Choose branded products and professional installation from the start.
How is smart plumbing shaping the future of home design?
Smart plumbing is the future — think leak detectors, sensor taps, and smart valves. These systems help save water, prevent damage, and give users more control.
What advice would you give homeowners to maintain their plumbing systems?
Regularly check for leaks, clean drains, use corrosion-resistant fittings, and avoid pouring harsh chemicals. Maintenance and good materials go hand in hand.
Which Astral products are best suited for kitchen and bathroom projects?
“Astral CPVC PRO is ideal for hot and cold water lines, while Aquarius ensures safe, lead-free drinking water supply. For drainage, Silencio offers silent performance, and DrainPro and SWR systems handle waste efficiently. Astral Valves enable precise flow control, and our water tanks with anti-viral copper shield technology provide one of the safest storage solutions available.
How can efficient piping systems support water conservation?
They reduce leakage, maintain pressure, and support water-saving fixtures. Products like ECO Pro for reused water and RainWay for harvesting help conserve every drop.
What tips would you give first-time renovators for plumbing in kitchens and bathrooms?
Plan plumbing before interiors, choose certified products, keep future connections in mind, and always hire professionals. It’s about building smart from the start.
