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Atit Agarwal with Rahul Vaidya and Disha Parmar
- Tell us a little about Responsive Floors?
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“Responsive Floors” are manufactured by Responsive Industries Limited, which is a top five global manufacturer of vinyl flooring, synthetic leather and synthetic ropes. Responsive Industries has a market cap of Rs.3,500 crores and is an index stock.
We are a zero-debt company, having a manufacturing park of 100 acres in Boisar, Maharashtra and employ 3,000 people. Further, we are a top five global exporter with sales to 65 countries worldwide. We are also the leading player in India with a robust distribution and retail network across all states.
“Responsive Floors” has been successful in transforming its business model towards value-added floorings with the launch of its “IMPACT” brand.
- Why did you take Rahul and Disha as your brand faces?
Disha & Rahul are youth icons who represent the new aspirational Indian. They are a couple who showcase what today's India is, Young, Modern and Chic. For our product they were the perfect choice, as our products too are Modern and Chic. They were the right choice as they are what we would call “Classy but Massy”.
- How has it been working with the duo?
It has been an absolute delight to work with them. We were a little apprehensive initially as we were not sure how it would be working with “stars”, but both of them were such professionals that it pleasantly
surprised us. The entire shoot was a breeze and we never realized when it was done. We can’t wait to take this association forward on multiple fronts.
- Which segment do we cater to?
Our vinyl flooring is sold under the “Responsive Floors” Brand and is used in B2B segments such as Education, Hospitality, Healthcare, Retail Stores, Buses and Railways etc. Our SPC Interlocking Floors and LVT Floors are used in B2C segments such as Homes, Offices, and Gymnasiums. They also have applications in segments such as Hotels, Bars, Lounges and other similar applications.
- What are your expansion plans?
“Responsive Floors” has been successful in transforming its business model towards value-added floorings with the launch of its “IMPACT” brand.
- Do you think choosing the right face to promote your brand matters is that why you chose them as a couple and not individually?
It is absolutely important to have the right person promote your product. A brand ambassador is what makes people relate with the brand. With Disha and Rahul starting a new journey together after their marriage and the relatability they exude with the masses, it was a no-brainer to choose them together.
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