For years, the KPG Roofings’ branches in coorg was known simply as the local go-to shops for roofing tiles. Tucked in a bustling town in Coorg, it was a humble single-category showroom – stacks of terracotta and ceramic tiles, a small team of knowledgeable staff, and a loyal customer base of builders and homeowners looking to crown their homes with the best roofs. The transformation of this unassuming store into a one-stop Build Mart happened almost overnight, but its impact will be felt for years. Today, the revamped Kushalnagar outlet isn’t just selling roof tiles; it’s selling a vision of the future.
Walk into the new KPG Kushalnagar Build Mart and you’ll immediately sense the difference. The familiar rows of roof tiles remain, but alongside them now stand elegant steel wood doors, sleek stacks of AAC blocks, panels of decorative cladding stones, jali with intricate patterns, and much more.
What was once a roofing store has blossomed into a comprehensive building material showroom buzzing with activity. Customers who used to pop in for a quick roofing purchase now linger, exploring aisle after aisle of new offerings.
“I came looking for tiles and found everything I need for my house under one roof!” laughs one customer, encapsulating the sentiment shared by many. The story of how this single branch evolved into KPG’s first Build Mart is a tale of visionary leadership, entrepreneurial boldness, and customer-focused thinking that turned a bold idea into a triumphant reality.
Building on a Vision
Every big change starts with a bold vision. For KPG Roofings, that vision was to convert all its roofing tile showrooms into Build Mart models – comprehensive outlets offering a wide spectrum of building materials, not just roofing.
The company, already established as India’s largest roof tile showroom network with dozens of outlets across the country, understood that the market was changing. Modern customers – builders, contractors, and even individual home builders – increasingly preferred one-stop solutions where they could source everything from foundation materials to finishing touches in one place. KPG’s leadership recognized an opportunity: if they could meet more of those needs under one roof, they would not only make their customers’ lives easier but also unlock new revenue streams for the business.
“We’ve always been proud of our roof tiles, but we knew we could do more for our customers,” says Rajeel KP, Director of KPG Roofings, who championed the Build Mart concept. According to Rajeel, the idea was simple: why not bring complementary products together so that a customer walking in for roofing tiles could also find doors, blocks, or ceiling materials? This convenience-centric strategy was aimed at transforming each KPG outlet from a niche store into a community hub for builders. “Our vision was to offer complete building solutions. When a customer thinks of building or renovating, they shouldn’t have to hop between different stores – they should feel confident that KPG has it all,” Rajeel explains.
This strategy was as much customer-driven as it was business-driven. A one-stop shop model naturally encourages cross-selling and boosts customer loyalty. If a builder could source multiple materials in one visit, they’d save time and effort – and likely remain a repeat customer. KPG’s leadership was also inspired by the success of supermarkets and big-box hardware stores; they knew that offering a multitude of products under one roof could attract a wider clientele and increase footfall. “It’s about becoming solution providers rather than just tile sellers,” Rajeel KP says. “We wanted to reinvent ourselves before someone else did. That meant expanding our horizons, carefully but decisively.”
Thus, the vision was set: KPG Roofings would gradually transform its showrooms across India into full-fledged Build Marts. But big visions need proving grounds. Kushalnagar, along with its sister branch in Virajpet, was chosen to pilot this ambitious project – a testing ground to see if the dream of a Build Mart could work in reality.
Piloting the Future in Kushalnagar and Virajpet
Rolling out a new model is never easy, but KPG had a secret weapon: the passion and entrepreneurship of its branch leaders. The pilot program to convert two showrooms into Build Marts was launched jointly in Kushalnagar and the nearby Virajpet branch. Mr. Sadanandan, the manager of KPG Kushalnagar, and Mr. Sanal, who led the Virajpet branch, were tasked with bringing this vision to life on the ground. Both men were seasoned in the roofing business, but this project would require them to wear many more hats.
Sadanandan still remembers the day the first shipment of non-tile products arrived at Kushalnagar. “It was both exciting and a little daunting,” he recalls. Loads of AAC blocks, lots of steel doors and windows, and bundles of cladding stone stacked up next to familiar roof tile inventory. The team watched in awe as their tile-centric shop began to resemble a mini-warehouse. “At first, we wondered how we’d manage it all – so many new products, new brands, new knowledge,” Sadanandan says. But training sessions had been prepared in advance. KPG’s head office sent product experts to Kushalnagar to educate the staff on each new item – what it is, where it’s used, how to sell it. The same happened in Virajpet under Mr. Sanal’s guidance. The company ensured that the transition felt empowering, not overwhelming.
Within a few weeks, both showrooms were re-organized and rebranded as pilot Build Marts. The layout was revamped into well-defined sections: a roofing corner, a doors display, a walls and blocks section, a decorative materials area, and so on. .
“The day we added Aegis doors, we saw customers coming in just to satisfy their curiosity,” laughs Sadanandan. “That curiosity soon turned into sales across multiple categories. We had people who came to see a fancy door and left with Jalis and Laterite cladding tiles in their trucks!”
In Virajpet, Mr. Sanal reported a similar early buzz. Locals were intrigued that the KPG store – known for years as the “tile shop” – suddenly had a variety of building materials on display. “They kept asking if we had started a new business altogether,” Sanal says with a grin. “I would explain that it’s the same business, just grown bigger. And customers loved that they could get so much more without going to the city.” Both pilot branches saw an immediate uptick in footfall as word spread. The experiment was working, and the atmosphere among the team was electric with pride and possibility.
Opening New Doors to Opportunity
One of the masterstrokes of the coorg transformation was the introduction of AEGIS Steel Wood Doors – a premium product started as the sister concern of KPG , that became the talk of the town. These doors, a fusion of sturdy steel and elegant wood finish, were not previously available in the area. By placing a few sample Aegis doors right at the entrance of the showroom, KPG Kushalnagar grabbed everyone’s attention. Existing customers walking in for roof tiles would stop and admire the grand doors; new visitors showed up just to see “what a steel wood door feels like.”
This spark of curiosity created conversations. Shoppers began asking Sadanandan and his team, “What else is new here?” The doors became an ice-breaker to introduce the store’s expanded offerings. A family that came in to check out a steel wood main door for their home soon learned that KPG also had beautiful ceiling tiles to dress up their interiors. Another customer, a contractor, drawn by the Aegis doors, ended up discovering that he could source high-quality shingles for an outhouse roof right there, instead of ordering from a distant supplier.
The phenomenon was clear: one new product line was driving sales in others. The presence of Aegis Steel Wood Doors gave KPG a new identity in Kushalnagar – not just a roofing supplier, but a place where you might find something unexpected and high-end for your build. It elevated the store’s profile. “People started calling us the ‘all-in-one building shop’, and that was exactly what we hoped for,” Sadanandan shares.
Importantly, the team embraced cross-selling with gusto. They would gently probe each customer’s needs: If someone came for roof tiles, they might also be building a new house – so, “Are you looking for a front door? We have some exciting options.” If a builder came asking about AAC blocks, the staff would mention, “We also just got some great exterior cladding stones, would you like to see a sample?” This wasn’t pushy salesmanship; it was genuine solution-selling, and customers responded with enthusiasm. The expanded product range meant KPG could cater to multiple needs in one go, saving clients the hassle of running to different suppliers. As a result, average billing amounts went up and so did customer satisfaction.
Aegis Steel Wood Doors may have been the star attraction that pulled people in, but every new product in the showroom played its part in reshaping the business. Multi-product cross-selling became the new mantra. KPG Kushalnagar evolved from a place that handled one part of construction to a partner that adds value across the entire construction process. And it all started by simply opening a new door – literally and figuratively – to broader opportunities.
From Foundation to Finish: Expanding the Range
Converting into a Build Mart meant that KPG coorg suddenly offered an array of products covering almost every stage of construction. The strategy was to introduce complementary product lines that would naturally fit alongside roofing tiles and appeal to the same customer base. Here’s a look at the new offerings that turned the once single-category shop into a mini department store for construction:
- AAC Blocks (Autoclaved Aerated Concrete): Lightweight, insulated blocks used for building walls. Adding these meant KPG could supply projects right from the structural phase, not just at the roofing stage.
- Ceiling Tiles: Decorative and functional tiles for interior ceilings, enabling customers to beautify and soundproof their interiors after the roof work is done.
- Cladding Stones: Natural and engineered stone veneers for exterior facades and accent walls, offering aesthetic upgrades that many home builders in the region seek for that premium look.
- Jali blocks: Ornamental clay blocks with intricate designs, used for railings, partitions, or ventilation screens – a trendy architectural element that caught the eye of many customers. This also enhance the air flow in the building.
- Roofing Shingles: High-quality asphalt shingles, giving an alternative roofing solution beyond the traditional clay or ceramic tiles. Homeowners curious about non-tile roofing options were pleased to find shingles in the lineup.
- Fiber Cement Boards ( V-Board): Durable, versatile boards for everything from wall paneling and partitions to false ceilings and exterior underlays. KPG sourced these from Visaka, a reputed manufacturer, to ensure top quality.
- Stone coated roof tiles : Durable, versatile metal roof tiles with basalt granules and AZ – 150 grade GL base materials. This give the looks of shingles, and is much more durable than normal metal sheets
- Sandwich panels : highly theremal insulation panels which are ideal for PEB constructions and to save energy
Bringing in this wider product spectrum turned KPG into a one-stop shop for building needs. Now a customer could theoretically walk in with a house plan and walk out with a significant chunk of the required materials arranged. The tagline “From foundation to finish” became an informal motto for the team. They took pride in being able to say, “Yes, we have that too,” whenever a customer inquired about something.
Crucially, these products were not chosen at random – each complemented KPG’s existing strengths. For example, a customer buying roof tiles might also need ceiling boards or tiles to finish the interiors under that roof. Someone interested in a beautiful roof might also want matching cladding for the walls. By curating the right mix of products, the coorg branch made sure that the new Build Mart appealed to a broad range of needs while still resonating with its core roofing clientele.
And the timing could not have been better. Many of these materials, like AAC blocks, were experiencing surging demand due to shifts in the construction industry. In fact, demand for AAC blocks in India has been growing at an impressive rate of around 8–10% per year as builders shift towards more efficient, eco-friendly materials. By stocking AAC, KPG tapped into this trend at the perfect moment, drawing in contractors who were early adopters of the technology. Similarly, fiber cement boards and designer jali panels were rising in popularity among architects for modern designs. KPG Build Mart positioned itself at the cutting edge of these trends in its local market, making the showroom something of a trendsetter in the region.
Getting in Early with AAC: A Game Changer
Among the new product lines, AAC blocks turned out to be a strategic linchpin for the Build Mart model. Previously, KPG’s involvement in any construction project typically began when it was time to think about the roof – that is, after the structure and walls were mostly in place. But AAC blocks changed that equation dramatically. By offering these essential wall-building blocks, KPG Virajpett found itself involved from the very early stages of construction projects.
“Supplying AAC meant we were there at the blueprint stage of projects,” Sanal notes. Indeed, the moment a customer (say, a builder or contractor) came to purchase AAC blocks for a new building’s walls, the KPG team could establish a relationship months before that project would ever need roof tiles. This early entry created a pipeline of future business: once a builder trusted KPG for blocks, they were far more likely to come back for roofing materials, doors, or finishes later on. Sanal calls it the “early bird advantage.” “When you provide a critical item at the start, you become a preferred partner for everything that follows,” he explains.
There was another benefit: better project forecasting and planning. By knowing which projects were starting (through AAC block sales), the virajpett staff could anticipate the demand for other materials down the line. For example, if a local apartment project bought a large quantity of AAC blocks from KPG, the team could estimate when that project might need roofing shingles or tiles, and ensure those were in stock at the right time. It also allowed for more efficient inventory management – the store could plan its procurement of roofing tiles, cladding, and other items in alignment with the construction timelines of its clients. This level of proactive coordination was new to KPG’s retail approach, and it paid off in smoother operations and happier customers. Builders appreciated that KPG would follow up with them, asking if they needed more materials as their project progressed. It felt less like a sales transaction and more like a partnership in project management.
Moreover, AAC blocks brought KPG a new category of clients: some government contractors and institutional builders who usually wouldn’t step into a small roofing tile shop found their way to KPG Build Mart because of the AAC supply. Once they were in, those same contractors discovered other offerings (like bulk deals on shingles or fiber cement boards) that KPG could provide for their projects. In essence, AAC blocks became the door-opener product to big projects, much like Aegis doors were the eye-catcher for individual home builders. The combined effect was powerful – KPG Kushalnagar was engaging with customers at every stage of the construction lifecycle, embedding itself deeply into the ecosystem.
Wider Reach through a Multi-Product Strategy
Local hardware dealers and construction material retailers in neighboring towns started approaching KPG Kushalnagar for supply tie-ups. For instance, a hardware store in a nearby village might not become a full dealer, but they were eager to stock some of KPG’s products – be it the popular roof tiles or the new Visaka V-Boards – because the brand pull had increased. Before, KPG’s name was synonymous with roofing; now it was becoming synonymous with quality building materials in general. This wider brand appeal meant that small dealers wanted to be associated with KPG’s multi-product portfolio to draw customers.
Mr. Rajeel KP points out that this was a deliberate outcome of the multi-product strategy. “When you only sell roof tiles, you have a certain kind of dealer network focusing on roofing needs. When you sell everything, suddenly every building material dealer is a potential partner,” he says. By broadening their range, KPG opened the door to collaborations with dealers in cement, timber, plumbing, and interior decor, who previously might have seen KPG as outside their domain. Some dealers began sourcing AAC blocks from KPG to offer alongside their cement bags, while others took on cladding stones to complement their paint and hardware selection. KPG’s supply chain integrated with more nodes, extending the company’s reach without necessarily adding new company-owned outlets – a cost-effective expansion of market presence.
Existing franchisees from other towns called up Sadanandan and Sanal to ask, “How did you do it, and how can we do it too?” In effect, Kushalnagar became a showcase that KPG could use to pitch the Build Mart concept to others. The company began developing a playbook from the pilot – guidelines on product mix, training, store layout, and marketing – which could be handed to the next set of franchise conversions.
Rajeel KP notes that this multi-product approach also made the business more resilient. “Roof tile sales can be seasonal or linked to construction cycles. But if you have a broader range, a slump in one product can be offset by demand in another,” he explains. For example, if monsoon rains slowed down roofing work (hence tile sales), perhaps interior work like ceilings and flooring might still continue, generating sales in those product lines. Diversification insulated the business from the ups and downs of a single product category. This strength, in turn, gave confidence to dealers and franchisees – they saw a more stable business opportunity in a Build Mart.
In Kushalnagar, Sadanandan leveraged the expanded network by organizing mini dealer meets. He invited small contractors and traders from surrounding areas for an open house at the Build Mart, showcasing all the new products. Many walked away impressed, some signing up as bulk purchasers for certain materials. The community of partners around the Kushalnagar branch grew, and with it grew KPG’s local market share. The one-stop shop strategy was not just bringing in individual customers, but also knitting together a broader ecosystem of business relationships – a network that promises long-term returns for KPG.
Same Store, New Heights: Lean Team, Higher Profits
One of the most remarkable aspects of the Kushalnagar success story is that it was achieved without a massive increase in operating costs. The store building remained the same. The core staff remained the same. There was no dramatic hiring spree or huge warehouse expansion. And yet, the branch’s revenue and profitability soared. It’s a case of working smarter, not harder – leveraging existing resources to do much more business than before.
How did they manage this? For starters, cross-training was key. Every staff member at KPG Kushalnagar, who was once perhaps a roof tile specialist, was encouraged to become a generalist in building materials. Through intensive training sessions and hands-on experience, they learned the basics of each new product line. “Our sales team can now talk about the thermal insulation of AAC blocks in one breath and the wood finish of an Aegis door in the next,” Sadanandan says proudly. This flexibility meant the store did not need separate specialists for each section; any team member could guide a customer through multiple departments. The result was a highly efficient workforce where everyone could wear multiple hats.
The layout redesign also maximized the use of the existing space. The Kushalnagar showroom smartly allocated areas for new products without clutter. Outdoor space that was earlier just for loading became an exhibit area for AAC blocks and bricks. Walls were used to hang door samples vertically. Ceiling space showcased actual ceiling tile designs. By utilizing every nook, the store fit a lot more inventory and display within its original footprint. This clever space management avoided the need for renting additional storage or showroom area.
“We didn’t need to double our staff – we just doubled our knowledge,” quips a senior sales executive at the store. “It’s the same four walls, but now those walls hold a lot more products and possibilities.”
From a financial perspective, the overhead costs (rent, salaries, utilities) for Kushalnagar remained nearly what they were before the Build Mart conversion. Yet, now the store was generating multiple streams of revenue. The return on investment (ROI) skyrocketed. Last financial year, they have tripled their turnover and quadrupled their Net profits.
Crucially, no one lost sight of customer service amid this growth. If anything, the team became even more customer-focused. They knew that offering more means answering more questions and providing more guidance. The Kushalnagar team made it a point that whether a customer buys a single product or ten, the service quality remains top-notch – a principle that KPG as a brand is built on. In the end, same staff, same store, more profitability wasn’t just a catchphrase – it was the lived experience at KPG Kushalnagar, demonstrating that thoughtful innovation can lead to big gains without big compromises.
Voices of the Team and Community
The success of KPG Kushalnagar’s Build Mart transformation is not just told in numbers and sales charts – it’s written in the voices of those who made it happen and those who benefited from it. Here are a few snippets of those voices, reflecting on the journey:
- Mr. Sadanandan (Branch Head, KPG Kushalnagar): “Honestly, at the start, we were stepping into the unknown. But the way our team and customers embraced the change – it was incredible. I’ve had long-time customers walk in and pat me on the back saying, ‘This was a brilliant move, chetta!’ (brother). That means the world to me. It feels like we grew from being just a shop to being a partner in our customers’ building dreams.”
- Mr. Sanal (Branch Head, KPG Virajpet): “Implementing the Build Mart model in Virajpet simultaneously with Kushalnagar was challenging, but it helped that we could share notes and successes. We’d call each other and say, ‘Hey, did you try promoting the shingles to that resort project?’ It was a joint effort. Seeing it work in two places gave us confidence that this is scalable. My team is thrilled to be part of KPG history.”
- Rajeel KP (Director, KPG Roofings): “The Kushalnagar story is a proud moment for all of us at KPG. It validated our belief that if you put customer needs at the center, business will naturally flourish. We’re not just selling products now – we’re selling convenience, trust, and a vision. I remember visiting the Kushalnagar store after the revamp; a customer walked up to me and said, ‘Thank you for doing this here.’ That was when I knew we did the right thing. The team has done an exemplary job turning strategy into reality.”
These voices echo a common theme: pride and excitement in being part of something new and impactful. The transformation touched everyone – from top management to the frontline staff to the customers themselves. It turned out to be a shared journey of growth.
Blueprint for the Future
As the dust settles on the Kushalnagar pilot (and quite literally on some of those new cement boards in stock!), one thing is clear – this is just the beginning. The success of KPG’s first Build Mart has laid a strong foundation, or a template, for the company’s future expansion. What was proven in Kushalnagar (and concurrently in Virajpet) is now set to be replicated across many more towns and cities in India.
KPG Roofings’ leadership has already started rolling out plans to convert more of its existing roofing tile showrooms into the Build Mart format. From Kerala to Karnataka and beyond, the blueprint developed from Kushalnagar’s experience will guide these conversions. Each store will, of course, be tailored to its local market – product mix might vary depending on regional construction practices (for example, more steel roofing in one area, more clay tiles in another) – but the core idea remains: multi-product, customer-centric, one-stop Build Marts are the way forward.
Rajeel KP views Kushalnagar as a benchmark: “We now have a working model we can show to any franchisee or branch manager: ‘Look, if Kushalnagar can do it, so can you.’ The playbook is ready.” KPG is documenting the learnings – from how to train staff on new products, to optimal inventory levels, to effective in-store signage that educates customers on new offerings. This knowledge transfer is already underway. In fact, teams from a few other branches have visited Kushalnagar to observe and train, walking through the aisles and absorbing the new approach.
The ripple effect is also being felt in corporate strategy. KPG’s marketing is shifting to highlight the Build Mart concept.
There’s also a broader vision at play. If all KPG outlets become Build Marts, the company positions itself not just as a roofing leader, but as a major player in the overall building materials industry. It’s a growth path that could see KPG competing with big retail chains while still leveraging its legacy strengths and community connections. It’s entrepreneurship in action – evolving and expanding by anticipating customer needs.
As for KPG Kushalnagar, this once modest branch now enjoys an almost legendary status within the company. It’s living proof of what can happen when you take a calculated risk and follow through with passion. The store continues to thrive, and the team remains as energetic as ever. They know that they’ve been part of something transformative. “We’ve had so many people come in saying they heard about our Build Mart and wanted to see it,” Sadanandan says, beaming. “Even competitors have visited, posing as customers, to check out what we’re doing,” he winks. Imitation, after all, is the sincerest form of flattery – and KPG Kushalnagar has certainly earned plenty of admirers.
In the end, the transformation of the Kushalnagar branch is more than just an internal success story; it’s a celebration of visionary business thinking and customer-centric innovation. It shows that with the right vision, a supportive team, and a willingness to adapt, even a small store in a small town can set off a big wave of change. KPG Kushalnagar built more than a new showroom – it built a roadmap for the future. And as new Build Marts start to sprout up across India, they will all carry a piece of Kushalnagar’s pioneering spirit with them, spreading the message that building dreams under one roof is a winning formula, indeed.
