Leading cement brand white
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Contractor & Painter Loyalty Program Boosts Product Preference and Market Share

A leading cement brand partnered with Edenred to launch a QR-code-based loyalty program for contractors and painters, boosting brand preference & market share.
Painter painting the walls. Putting wall putty, and water proofing in place while being suspended.

Brief Introduction to the company

What’s this company all about, and how exactly did they use Edenred?

Cement

Industry

₹10,000+ Crore

Company Turnover

Channel Partner Loyalty Platform

Product Used

25,000+ Channel Partners

Size of the program
Leading cement brand black
A leading cement brand partnered with Edenred to launch a QR-code-based loyalty program for contractors and painters, boosting brand preference & market share.

About The Company

The company is a leading Indian player in white cement and construction chemicals, with a growing presence in decorative paints and waterproofing. Its products are widely used by contractors and painters who directly influence purchase and usage decisions on residential and commercial projects. Driving loyalty at this level is crucial to sustaining brand preference in a highly competitive and price-sensitive market.

The Challenge

Despite strong trade coverage, the company lacked a structured way to engage with the last-mile influencers, contractors and painters. No KYC checks existed, making partner identification unreliable. Manual claims, unclear reward structures, and delayed fulfilment led to disengagement. With contractors frequently switching between brands, there was no mechanism to reinforce loyalty or consistently drive preference. The company also faced difficulty pushing its entire product portfolio across fragmented and price-sensitive markets.

The Solution

Edenred designed and implemented a fully integrated loyalty platform tailored to the company’s diverse product portfolio and influencer ecosystem. QR codes were embedded inside cement sacks and paint cans, making them accessible only when the product was opened, ensuring that rewards were earned by the actual end user, not just the seller. Contractors and painters were digitally onboarded through a structured KYC and approval process. Once enrolled, they could scan the QR codes to earn points instantly, with higher rewards allocated to priority SKUs like wall putty, primer, and waterproofing solutions. Points were redeemable against a wide catalog of aspirational rewards including tools, gold coins, appliances, and vouchers. The program was supported by regular WhatsApp and email communications, nudging users to stay engaged and participate in campaigns. Behind the scenes, Edenred enabled SKU-level tracking, tier-wise segmentation, and campaign analytics, allowing the brand to use loyalty not just to reward, but to drive product preference and expand market share across key territories.

“We were able to win back the loyalty of our influencers, contractors and painters - by giving them instant recognition and rewards they valued. It helped us push the full portfolio and grow market share in regions that mattered most.”
Trade Head, Leading Cement Brand
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Impact Created

Key stats from the program and how Edenred impacted this organisation.

23%

Growth in high-margin SKUs

50%

Drop in partner complaints

70%

Contractor/painter retention rate

4.5%

Increase in market share

Why choose Edenred?

At Edenred India, we blend innovation, trust, and impact to help organizations unlock value—one reward, one transaction, and one relationship at a time

25yrs

Experience in India

Deep expertise built on decades of local market understanding and trust.

5000+

Corporate Clients

Partner of choice for leading enterprises across sectors.

25,000+

Reward Redemption SKUs

Unmatched choice across brands, categories, and experiences.

PAN India

Merchant Network

Seamless reward access across thousands of towns and cities. And many more via digital means.

Connecting people globally since 1962

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6Crore+
users
10L+
corporate clients
20L+
partner merchants
~€45bn
in business volume

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Let’s speak about how Edenred can help design and power a rewards solution for your employees, customers or channel partners today.
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