With increasing focus on sustainability and long-term durability, the construction industry is beginning to pay closer attention to what happens behind the walls and beneath the surface.
Mehul Parikh in a candid conversation with Sapna Srivastava, Editor, Realty+ stresses that understanding your construction—from design to execution—is the foundation for preventing structural issues like seepage and leakage. As he puts it simply, “Know Your Construction” is the mantra that the industry needs to adopt now more than ever.
Sustainability has become a buzzword in the industry, but there’s also a lot of "greenwashing" happening. What’s your take on this trend?
Mehul: You're absolutely right. Greenwashing is quite prevalent. Many projects focus only on low-hanging fruits to earn sustainability points just to get a rating—Gold, Platinum, etc.—without addressing the deeper aspects. Fortunately, things are beginning to change. Agencies like GRIHA are now focusing on maintenance and compliance post-certification, which wasn't the case earlier. But the industry is on a learning curve, and more awareness is emerging. Sustainability is now seen from a more holistic lens, not just about using a so-called green product. The presence of MNCs with global ESG mandates has accelerated this transformation, especially in commercial real estate. Residential still lags, but the ECSBC (Energy Conservation and Sustainability Building Code) published last year is a step forward, even though it currently applies more to commercial than residential projects.
Let’s talk about Pidilite’s offerings. Could you share an overview of your product portfolio and how you approach different segments?
Mehul: Our Construction Chemicals division spans a wide array of solutions—waterproofing, tile and stone care, external façades, and industrial flooring. We operate through five verticals: training, innovation, audit, diagnostics, and lead generation. From a segmentation point of view, we address retail, mid-size, and large projects.
Retail isn’t just individual homes or bungalows. It also includes G+5, G+7 buildings, and cooperative societies, even if they are multi-tower complexes undergoing renovation. For these, our retail team handles everything from re-waterproofing terraces to refurbishing external walls. Mid-size projects might be government buildings, commercial or residential structures spanning a few lakh square feet. Large projects include massive malls, five-star hotels, industrial plants, hospitals, and high-rise residential developments.
We also approach geographies differently. Our "Emerging India" team focuses on Tier 2 and Tier 3 cities, tailoring solutions based on local population, application capability, and available resources. For example, in these markets, our products need to be easy to apply, as complex applications requiring expensive equipment aren’t feasible. Conversely, large projects may require complex systems with advanced tools capable of covering 10,000 sq ft in a day.
That’s a very comprehensive approach. Are the current regulations and codes keeping up with these innovations?
Mehul: There's definitely a gap. The Bureau of Indian Standards (BIS) is working to close this by revising existing IS codes and drafting new ones for applications that previously lacked formal guidelines. I’m on the BIS committee for waterproofing, where we are updating outdated codes and drafting new ones. These will likely be released in the public domain over the next year. Once published, they will offer much-needed clarity and shift reliance away from European or American standards to context-specific Indian ones.
Construction chemicals don’t always get their due recognition. What are the challenges in getting stakeholders to take this seriously?
Mehul: That’s a real issue. Construction chemicals like waterproofing aren’t glamorous. Developers often prioritize aesthetics over functionality. But this is changing, as even high-end buildings face seepage issues. The challenge is often not intent but knowledge. Incorrect product selection, poor application, and post-application damages are the main culprits.
We try to address this through our Pidilite Professional Solutions (PPS) team. They work with architects and developers during the design phase to ensure the right systems are chosen. But even the best product will fail if applied incorrectly. Post-application damage is also a concern. For instance, after waterproofing is done, someone might drill a hole for an AC unit or change plumbing during interior work, unknowingly compromising the layer.
The key is a holistic approach involving everyone—from designers to contractors to end-users. There needs to be awareness and accountability at every stage.
Let’s touch upon sustainability again. How is Pidilite contributing meaningfully?
Mehul: Sustainability is not just about creating an eco-friendly product. It’s about resource efficiency. Many waterproofing systems require multiple layers, consuming more material, energy, and labour. To address this, we launched Wonderproof 100—a primer-less, liquid-applied waterproofing solution. It can be applied directly on concrete or even over old mosaic-tiled roofs, avoiding the need to remove and dispose of old layers.
This reduces chemical use, labour, energy, and waste. It also offers high durability, extending the time between refurbishments. We’re simplifying application, minimizing wastage, and cutting down on volatile compounds to reduce environmental impact.
Who influences waterproofing decisions in projects—architects, developers, or contractors?
Mehul: It varies. In some projects, the architect leads specifications. In others, the structural consultant or the developer’s in-house design team takes charge. Large contractors like L&T or Simplex, who handle design and execution, also influence these decisions. Even applicators are key stakeholders, especially in smaller projects where homeowners rely on their expertise. That’s why we work with all of them.
Finally, your message to the industry?
Mehul: My message is simple: Know Your Construction. Just like KYC in banking, we should ask: What are we building? How? With what materials? This approach helps in choosing the right product, manufacturer, and applicator. Track records matter—has the manufacturer been tested in similar conditions? Has the applicator worked on comparable projects?
Only a thorough understanding and collaboration among all stakeholders can lead us to leak-free buildings. That’s our vision: a leak-free India.
Do you feel Pidilite has competition or is it a market leader?
Mehul: Competition is always there, and it should be. It drives innovation and keeps us on our toes. Healthy competition benefits the whole ecosystem.
