EVOLUTION OF THE BRAND
Astral Poly Technik Limited flows freely in the Indian plumbing industry with the support of its innovations. Discovering innumerable leakages in the existing piping and drainage systems of the country, Mr. Sandeep Pravinbhai Engineer, the Founder and Managing Director of Astral, established this technologically advanced firm in 1999, in collaboration with Specialty Process LLC, USA. The brand provided a befitting solution to replace corrosion-prone galvanised steel pipes and thermo plastics with its heat-resistant Chlorinated Polyvinyl Chloride (CPVC) piping system.
Taking inspiration from its tagline, ‘Where Innovation Flows’, Astral’s team works rigorously to offer efficient services to its patrons. The brand’s logo is a pyramid of pipes that reiterates the company’s strength and power in surviving the test of time.
MAGIC PULSE
Astral grabbed the pole position in the sector by being the first organisation in India to manufacture low-combustible CPVC and lead-free UPVC pipes and fittings. Having several firsts to its credit, it is the only pipe-manufacturing company in the country to receive certifications from NSF International (NSF) and Bureau of Indian Standards (BIS) for its products. In addition, its ISI, ISO and UL certifications make it the first choice of plumbers.
Always abreast with the ever-changing trends of the market, Astral widens its horizons with its after-sales services and strong connect with plumbers, architects and builders. Being second to none when it comes to manufacturing solvent cement for CPVC and PVC pipes, the company has also been the proud recipient of Corp Excel – National SME Excellence Award, 2006, presented by Corporation Bank.
SUCCESS ROUTE
Bringing in compatibility to both hot and cold water, Astral’s products boast of chemical resistance, effective smoothness at inner surface, recyclable properties, low bacterial growth, and superior insulation and hydraulics. Backed by its world-class designs and ultramodern manufacturing facilities, this licensee of Lubrizol provides ideal offerings for the residential and industrial structures in the form of its sub-brands, namely Astral FlowGuard™, Astral Corzan®, Astral BlazeMaster®, and FlowGuard™ Bendable. To make buildings more sustainable, the brand offers ASTM solvent weld lead-free PVC plumbing system that is available in differend sizes, right from 15mm to 300mm. The company’s quest for excellence is reflected in its ABS plumbing system, underground and CPVC multilayer composite piping system. Innovating with an aim to set benchmarks in the plumbing sector, Astral has a full-fledged R&D department to consistently develop new competitive advantages. To ensure its products are in equal footing to its high standards, the brand employs a rigorous regime of tests, like burst pressure, drop impact, heat reversion, and OD/ID checking. It further leaves no stone unturned with its quality assurance programme to check its products’ resistance properties.
Steering forward with state-of-the-art technology, production and warehousing facilities in Gujarat and Himachal Pradesh, Astral maintains its leading edge. It successfully soars ahead with its more than 10,000 dealer network in India. By spreading its wings beyond the boundaries of the country, the company enjoys a monopolistic presence in Nepal, Bhutan, Bangladesh, and Sri Lanka.
COMMUNICATION CONNECT
After facing a few visibility issues in its maiden voyage, today Astral has mastered the art of reaching out to its target audience. To make an impactful foray in tier-II and III cities, it made a loud and clear statement with its campaign ‘Strong Nahin, Astral Strong’. Smartly exploring the synergies of its distribution network, it is always at the forefront to organise plumber and architect meets. Astral is considered as a hallmark of quality, thanks to its product catalogues, technical manuals and audio-visual CDs that provide an in-depth pipe installation information to its patrons. Advertisements in magazines, hoardings and vehicle branding are a few domains of marketing that Astral is treading strong on. Sponsoring events and participating in exhibitions also form an integral part of its publicity drive.
The company came into limelight for its association with a hit movie from the banner of Arbaaz Khan Productions. The in-film integration of Astral’s product in Salman Khan’s action-packed Dabangg 2 added another notch to its belt. In addition, the company’s on-ground branding through perimeter boards used during cricket matches are a part of its communication ammunition.
FUTURE ASPIRATIONS
Attaining pinnacle of success, Astral is determined to add another jewel to its crown by setting up a new production unit in Tamil Nadu. Apart from increasing the manufacturing capacity, the firm aspires to cater to every demand of the southern market. Exploring new avenues of growth, the brand is all set to venture into sanitaryware segment.
