Leading tile adhesive brand ‘Roff’ to strengthen presence in Kerala

Kochi, Mar 26 (FN Representative) Roff, a leading tile and stone solutions brand from the house of Pidilite Industries, has unveiled several initiatives to strengthen its presence in Kerala. It has introduced a complete range of premium products including Master Fix Adhesives (MFA) for fixing tile and stone on diverse surfaces like metal, plywood and drywalls, and Power Fix Adhesives (PFA), a high strength flexible adhesive for external tiles and stones at any height.

Roff has also launched an easy to clean, high-performance, 2 component Epoxy grout for tile joints with Patented quartz technology which is available in a wide range of finishes, a press release said here on Thursday. Also, there are many more such best-in-class innovative solutions lined up for launch. This launch of premium products is the result of strong in house R and D and collaboration with leading international partners like Tenax (global experts in stone solutions), Litokol, an Italian MNC (an expert in tile grouts with patented technologies), and Grupo Puma (a Spanish expert in premium powder adhesives and mortars). Kerala’s love for independent bungalows and houses is well known across the country. Homeowners invest a substantial amount of their time and money in building their dream house and then painstakingly doing up the interiors of their house. But they seldom pay attention to using the right tile solution products.

As per the estimates, while doing up the interiors, 90% of the market still uses cement to fix the tiles. That then results in cracked tiles, warping, chipping, debonding, and a whole host of inconvenient and expensive problems. The new range of tiling adhesive from Roff provides long-lasting, durable, and flexible options to the end-customers for all kinds of tile and stone fixing challenges. To further create awareness in the market, Roff has launched ‘Rising Kerala’, a retail-connect program. This will include extensive Shop branding and educative training sessions for dealers and their linked Contractors (who actually use the product), on the new technologies and correct tiling techniques.

The brand also is running an initiative to raise awareness about the importance of using the correct adhesive and the appropriate application tools while fixing tiles and stones in a home. Titled ‘Roff mein hain Magar ki Jakkad’, this campaign urges consumers to use the right products instead of cement to ensure the durability of the tiles & stone and avoid future cost and damage. As part of this campaign, for the first time, Roff has also launched a consumer initiative in the Kerala market.