Brands
A brick manufacturer that uses mass media communications
BENGALURU: “We are probably the first and only brick manufacturers in the country that uses mass and social media for advertising our products,” says Wienerberger India Private Limited (WIPL) managing director Appaiah Monnanda.
To announce the launch of ‘Smart Brick Solutions’ in India, WIPL has used mainline newsprint and radio in Bengaluru and Chennai. Besides, the company has a presence on social media, including blogs and Facebook. Though the current marketing budgets are small, about Rs 1 crore, the company will spend more in the future once it moves to a pan-India presence from a mainly South India supply say company sources. The company also spends a portion of its marketing budget for BTL activities such as taking part in exhibitions and its own events that it holds to familiarise its products to the construction industry.
iMagic handles the mass media creative and Disha Communications the event creative for the company. “The concept is given to the agency and it creates the ad for us,” says WIPL marketing manager Anasu Mitra. So far WIPL has been buying media space directly. Its radio jingles – on 104 Fever and 93.5 Red FM in Bengaluru and Hello 106.4 FM were created by the radio stations. “Imagine the Radio Stations surprise when we went to them –‘ You want to advertise bricks!’ is what they asked,” says Mitra.
WIPL, a wholly owned subsidiary of the Austria headquartered Wienerberger AG, clocked revenue of Rs 100 crore last fiscal. The company has a number of brands in India, including Porotherm. Wienerberger AG had revenue of € 266.29 crore (€ 2.66 billion) in 2013.
Brands
Limelight Lab Grown Diamonds to open 25 stores in Q1 FY26 expansion
Push into Tier 2 cities and metros to take total footprint past 85 stores
MUMBAI: Limelight Lab Grown Diamonds has kicked off the new financial year with an ambitious retail push, announcing plans to launch 25 new stores in the first quarter of FY26 across metros and high-growth Tier 2 markets.
With this expansion, the brand’s total retail footprint is set to cross 85 stores nationwide, reinforcing its early-mover advantage in India’s fast-growing lab grown diamond segment. The move reflects a broader shift in consumer preferences, where aspirational buying is increasingly aligned with sustainability and value.
The company said the expansion is aimed at deepening its presence beyond major cities and tapping into emerging demand centres, as lab grown diamonds gain wider acceptance among Indian consumers.
Commenting on the development, Limelight Lab Grown Diamonds founder and managing director Pooja Madhavan said, “Launching 25 stores at the very start of the financial year is a strong signal of how the category is evolving. As pioneers, we are not just expanding retail, we are shaping consumer mindsets towards smarter, more sustainable luxury.” She added that the brand’s long-term goal is to scale to 200 stores while making the category accessible to modern Indian buyers.
From an execution standpoint, the company is focusing on building depth in high-potential markets rather than just expanding its footprint. Limelight Lab Grown Diamonds director retail expansion Karamjyot Singh Chawla said, “Every new store is a step towards creating a truly national footprint with consistent, premium experiences,” highlighting the role of supply chain and operational discipline in supporting growth.
On the product side, the brand is strengthening its merchandising capabilities to keep pace with rising demand. Limelight Lab Grown Diamonds co-founder and director of inventory and merchandise Nirav Bhatt said the focus is on building an agile supply system that keeps designs relevant and responsive to consumer trends.
Meanwhile, scaling operations sustainably remains a priority. Limelight Lab Grown Diamonds co-founder and director production and finance Kalpan Dalal said the company is investing in efficient production and financial discipline to support long-term expansion.
The retail rollout is backed by an omni-channel strategy, franchise partnerships and continued investment in design innovation and consumer education. Each store is designed to deliver a consistent, premium experience aligned with the brand’s positioning around transparency and modern luxury.
With a roadmap to reach 200 stores by 2027, Limelight is betting big on both scale and sentiment, aiming to carve out a larger share of India’s evolving fine jewellery market.
