Case Study: Pidilite Industries achieves 14% Fevicryl sales growth and deeper customer engagement with Salesforce

Pidilite forms new bonds with customers

Pidilite Industries, maker of trusted brands like Fevicol and Fevicryl, faced fragmented customer engagement and sales processes across its B2B Industrial Products division and consumer marketing programs. Teams relied on project trackers and spreadsheets, limiting pipeline visibility, account management and the scale-up of influencer-led workshops, which created slow, manual onboarding and reimbursement cycles.

Pidilite implemented the Salesforce Platform—Sales Cloud, Service Cloud, Heroku and Lightning—to unify customer journeys, automate sales processes and build a workshop management app. The rollout drove measurable gains: reps log ~2.5 activities/day for better field transparency, improved opportunity conversion and revenue from innovation, a 14% rise in tertiary sales for Fevicryl, and the TEAM app cut workshop cycle time from 45 to 5 days, saving hundreds of hours and boosting influencer enrollments by about 10%.

Pidilite Industries

Ravi Kumar

Head of Digital Initiatives