MAM
“Sustainability is integral to Walplast’s core values”: Walplast’s Ashok Mehta
Mumbai: Walplast Products Pvt. Ltd, subsidiary of DryChem India Private Ltd. is an Indian Multinational Corporation founded by visionary Ashok Mehta in 2004. It is one of the largest, most reputable and most well-known producers of building materials and the 3rd largest manufacturer of Wall Putty in India.
Walplast has 25 manufacturing facilities that are judiciously and tactically built across various parts of the nation. It is also equipped with NABL-accredited state-of-the-art R&D Labs that are fully equipped with groundbreaking, cutting-edge testing equipments conforming to international standards and criteria. Globally, Walplast exports to more than 14 countries across GCC region & North & Central Africa. It is one of the largest exporters of Wall Putty from India.
Indiantelevision.com caught up with Mehta for a quick chat mainly talking on the growth and the future of the company.
Edited excerpts
On quick summary of Walplast Products Pvt Ltd, including the company’s founding year and place in the DryChem group
Established in 2004 , Walplast Products Pvt Ltd is a prominent manufacturer of building materials. As the third-largest manufacturer of wall putty in India, the company operates 25 plants across the country and holds NABL certification for advanced R&D labs. Walplast prioritizes innovation, quality, and customer satisfaction, influencing the construction industry significantly.
The company caters to the B2C market through its “HomeSure” brand, offering a range of products such as Wall Putty, Tile Adhesives, Decorative Paints and Textures and Gypsum-based products. With over 1000+ active distributors, 6,000+ dealers, and more than 65,000 influencers engaged in its operations, Walplast has a significant presence in the market. Additionally, our global reach extends to 23 countries, reflecting our significant role in shaping the Indian construction landscape.
The parent company, DryChem, is a leading provider of bulk construction supplies to project sites and corporate clients.
On methods Walplast used to become the “Brand of Choice” in the building industry
Walplast has consolidated its position as the “Brand of Choice” in the building industry by employing a comprehensive and customer-centric approach for more than two decades. The company prioritizes superior customer experiences and actively contributes to the development of sustainable communities, evident in its global presence through exports to numerous countries, showcasing international recognition and trust from construction industry professionals.
One of the cornerstones of our brand strategy is our focus on consistent product quality across the diverse HomeSure product range. Encompassing a wide array of offerings, including Wall Putty, Tile Adhesives, Gypsum-based products, Construction Chemicals, paints and more, our product portfolio is designed to meet the varied needs of construction practices. This comprehensive range not only elevates the aesthetics and structural integrity of buildings but also contributes to efficient construction processes, reducing time and costs.
Our commitment to being the “Brand of Choice” is further strengthened by tailored marketing strategies that resonate with our target audience. Whether it’s addressing customer requirements through an extensive distribution network or highlighting the eco-friendly features of our products, our marketing approach is geared towards building a strong and positive brand image in the construction ecosystem.
On environmentally friendly methods the company use in its operations
Sustainability is integral to Walplast’s core values, evident in eco-friendly practices across our manufacturing processes. Our facilities prioritize waste and energy reduction, aligning with sustainable construction principles. Choosing materials with minimal environmental impact reinforces our commitment to eco-conscious manufacturing.
Our flagship product, HomeSure Waterproof Putty constitutes 5% recycled raw materials from renewable natural dolomite stones and is 10% recyclable post-consumer and industrial stages, contributing to a circular economy. HomeSure WallEx Self-curing plaster conserves water and includes 5% recyclable waste and waste byproducts like fly ash, showcasing responsible waste management. Our MasterTouch Paints category exemplifies sustainability with low VOC (Volatile Organic Compound) and no heavy metals.
Our Sustainability program extends beyond products, incorporating renewable energy sources like solar power and sustainable business practices. Thin Layer technology, manufactured sand, fly ash usage, eco sand, slag cement, and stone byproducts contribute to an environmentally responsible production process. At Walplast, every aspect of our operations is geared toward a sustainable and eco-friendly construction industry.
On obstacles has Walplast faced in the quickly changing building materials market
We, at Walplast, overcome challenges through a steadfast commitment to adaptability and innovation. Recognizing the ever-evolving nature of customer demands and market trends, we proactively monitor industry shifts to stay ahead of the curve. Our robust research and development (R&D) strategy, supported by NABL-accredited labs, ensures rigorous quality control and enables us to explore cutting-edge formulations that meet and exceed industry standards.
In our pursuit of innovation, collaborations with industry experts play a pivotal role. These partnerships contribute to a continuous stream of advanced solutions, ranging from innovative walling solutions to cutting-edge adhesives. By fostering a culture of excellence, Walplast remains at the forefront of competition, consistently setting new benchmarks in the building materials sector.
Our dedication to staying ahead of industry trends and delivering high-quality, innovative solutions reflects our unwavering commitment to providing our customers with products that not only meet but surpass their expectations. As we navigate the complexities of the market, we are driven by the belief that innovation is the key to not only surviving but thriving in the dynamic landscape of the building materials industry.
On Walplast Products Pvt Ltd see itself developing over the next few years
Walplast Products Pvt Ltd anticipates robust growth and expansion in the coming years. The strategic plan involves consolidating existing markets, exploring new territories, and investing in research and development. Recent initiatives, such as state-of-the-art manufacturing facilities in Ankleshwar, Gujarat, and Chennai & Perundurai, Tamil Nadu, underscore the commitment to high-quality solutions and ever increasing demand.
The company aims for additional plant expansions to meet demand efficiently and sustainably, enhancing market presence and contributing to industry growth. Excitement surrounds the upcoming launch of HomeSure MasterTouch Vivid Emulsion for interior and exterior use, reflecting innovations aligned with the mission to elevate industry standards and promote sustainability in the construction sector. Walplast is poised to play a pivotal role in shaping the future of construction.
MAM
Ad:tech honours 2026: Full list of winners announced
Expanded awards spotlight winners across 22 categories as industry doubles down on intelligent automation
NEW DELHI: Marketing’s tech elite took the spotlight as the ad:tech honours 2026 returned with a sharper focus on AI, data and immersive media, signalling how deeply technology now underpins brand strategy. Held at Yashobhoomi on March 17, the second edition drew industry leaders to celebrate innovation that is reshaping engagement and performance.
Presented with the International Advertising Association India chapter and new partner Huella, the awards expanded from 8 to 22 categories, tracking the rapid convergence of creativity, automation and analytics.
The winners’ list reads like a snapshot of marketing’s future. In affiliate and partner marketing, Lyxel & Flamingo – Boat and Paytm Ads – Giva took silver. Mobavenue Media Private Limited struck gold in AI-driven dynamic creative optimisation, alongside a silver for Laqshya Media Limited.
Creative AI collaboration saw Rediffusion Brand Solutions Private Limited win gold, with Saltinc Consulting Private Limited securing silver. Laqshya Media Limited continued its strong run, taking gold in AI conversation agents and adding multiple wins across categories, including silver in GenAI-led creative and both gold and silver in interactive DOOH campaigns for Tanishq and Tata Coffee.
Predictive AI honours went to Strong Metrics and Tyroo, both silver, while Orient Bell Limited picked up silver in immersive retail tech. In GenAI-led creative, Laqshya Media Limited, Salt – Kotak and Sumimoto each secured silver, reflecting the crowded race in generative creativity.
Publicis bagged silver in influencer management and gold in performance marketing, where it shared the stage with Arm Worldwide and The Trade Desk, both silver. Glad U Came Private Limited stood out with gold in influencer measurement and analytics.
Marketing automation saw CereOne Media Pvt. Ltd. and Globale Media win silver, while ADMOTT Private Limited claimed silver in OTT innovation.
Programmatic media categories highlighted the shift to advanced targeting and connected screens. Mobavenue Media Private Limited clinched gold in connected TV advertising, with Animmoov Digital Media Pvt Ltd – Asus and Lyxel and Flamingo taking silver. Cheggout Services Private Limited won silver in retail media advertising, while Paytm Ads – Versuni secured gold.
On social platforms, Vayner Media India took gold in community and UGC engagement, with Under 25 – Oppo winning silver. Segumento rounded off the list with silver in the innovation category.
Jaswant Singh, country managing director at ad:tech India, underscored the momentum, saying generative AI and data-driven decision-making are now central to marketing impact. Neena Dasgupta, IAA mancom member and chief executive and founder at The Salt Inc Consulting, added that the awards celebrate not just technology, but “the people, the creativity, and the relentless effort behind it.”
Backed by Comexposium Group, ad:tech New Delhi has long tracked digital disruption. Now, with the honours, it is rewarding those who are not just adapting to change but engineering it.
In an industry racing towards automation, the message from 2026 is unmistakable. The future of marketing will be written not just in ideas, but in algorithms.
