HIL Limited, A Complete One-Stop Building Materials Solutions Brand, Reigning Globally

Since 1946, nurturing their ‘Together We Build’ vision, HIL Limited has built an empire with world class brands from roofing to flooring taking ahead the 160+ years legacy of the CK Birla Group.

Headquartered in Hyderabad, India, HIL is a legacy company with seven decades of history in the building materials segment with their two well-renowned consumer brands, Charminar and Birla Aerocon, enjoying the ‘Superbrands’ status. The Brand Of The Year 2020 HIL Limited, has evolved over the years to become a one-stop-shop for building products, growing from a mere one manufacturing facility in 1949 to 23 manufacturing facilities around the world in 2018 and moving upward on the graph each year.

Today, a name synonymous with durable, sustainable, and high-quality products, they are the market leaders and trendsetters with a huge brand pull, loyal stockist and customers for past three generations. The company has 21 state-of-the-art manufacturing units of roofing, walling and plumbing solutions spread across India and 2 plants in Europe for their wooden flooring solutions.

With a highly committed and capable management team, assisted by an equally capable 5000 workforce, HIL today stands as a trusted custodian and a benchmark in the Indian building material solutions industry. They are moving forward offering a wide range of building material solutions for the rural and urban sectors for homes, offices, and retail establishments. Backed by expertise in supplying high-quality products, HIL has introduced New Age Building Solutions which has contributed towards developing a better world through its roofing, walling, plumbing and flooring solutions.

Brand Of The Year 2020

HIL truly mirrors the CK Birla groups’ ethos of developing and cultivating the lives of their employees; and business partners and the loyalty and commitment. They show towards the company is a sheer reflection of these values. Prioritizing the customers, gauging the need of the market, and delivering products to support this need reflects in every decision the brand makes.

Be it the acquisition of Parador, a well-known German brand in the flooring industry, which has made HIL a complete one-stop-shop for all building needs from roofing to flooring or with the introduction of eco-friendly roofing solutions, Charminar Fortune that enabled them to move towards a more eco-conscious and sustainable solutions brand, the company is taking strategic decisions to adapt and deliver to the needs to the market and the brand continues to do so.

Introducing The Current Leader, Dhirup

“Success, to me, is a validation of my vision.”- Dhirup Roy Choudhary 

A strong believer of marrying agility, passion, and commitment to achieve success, the IIM scholar, who is the Managing Director and CEO of HIL Limited, has been an admirable agent in HIL Limited’s increased global footprints in the past three years. With thrice the growth in top and bottom line and the share prices, the baron’s 28 years of experience and global proficiency has allowed him to put HIL on the global map. Under his able leadership, HIL has been a recipient of numerous accolades including being recognized as a Great Place to Work (by the Great Place to Work Institute), Top 100 Companies to Work For, Top 30 Best Workplaces among Manufacturing in India and Best Workplaces in Cement and building Materials.

From Offering Standardized Products To Customizations, Reigning Every Market

Having a strong foothold in every category they have entered, HIL has been offering standardized products that are customisable according to consumer’s needs. They manufacture various walling solutions under the brand Birla Aerocon which can be customized according to the needs of the consumer. Birla Aerocon boards are made primarily for partitioning but can be used as a false ceiling if needed, multi-purpose panels that can be used as an alternative to walls as well as mezzanine flooring and cladding and designer boards are used also for decorative interiors with CNC engraving.

Their premium flooring brand, Parador has an array of product offerings which include a range of standardized wooden flooring, a variety of highly customized flooring as per consumer needs, and exceedingly unconventional ground-breaking designs for stunning interiors. The brand actively collaborates with fellow brands and products which complement their portfolio to achieve a higher efficiency to the efforts by the team to delight the consumers.

Managing The Best Brands Under Hil’s Umbrella

HIL Limited has very distinctive brands in its portfolio. Charminar which is the leader in the rural market segment, Birla Aerocon and Birla HIL which are more well known in the urban markets and Parador, which is a completely international brand catering to a segment of the society that enjoys premium wooden flooring. All these brands have a strong presence in their respective spaces and markets and therefore, unifying all of these brands into one umbrella of HIL has probably been the most challenging task at a brand level.

In efforts to unify all brands under the umbrella of HIL, a major propeller that helped, was the strategic partnership with the Indian Premier League (IPL) Team, Chennai Super Kings (CSK). This association with CSK greatly enabled HIL to bring awareness to the audience about HIL as its brands. It gave them a distinct edge in the minds of the consumers and the channel partners while leaving employees with a feeling of pride.

Lessons from Dhirup’s Career

From the very onset of his career, Dhirup has taken the task of turning around loss-making units into profit centres independently. According to him leadership is an acquired DNA, which heavily rests on a few core values and ethos. Being ethical, along with demonstrating the highest levels of moral values, are ideals that Dhirup lives by.

His advice to future potential leaders is, “Have a hunger to grow and always aim to increase your knowledge. Read books, be a good listener and value opinions of peers and subordinates. Be transparent, exercise ethical practices, embrace a fearless culture and provide plenty of opportunities for your employees to grow. Only if they grow, you grow. Be patient and adamant in your values and practices at all times.”

Proud Moments of Hil Limited

In their zeal to excel, HIL continuously innovates to stay ahead in technology, while becoming slimmer and fitter as an organization. They are expanding heavily in plumbing solutions and building solutions where their businesses have achieved record growth in profitability and working capital in its history. 

The revolutionary Charminar Fortune, a green roofing solution introduced in 2018, is a sustainable and eco-friendly alternative, with high thermal and sound insulation with long life. With the acquisition of Parador, HIL is now a complete building solution provider from the roof to flooring. Bringing Parador into the HIL Limited family facilitated the brand to tap into the European market as well as giving them a global foothold. This acquisition was a very proud moment for all at HIL.

Becoming Stronger Together

Enjoying a profitable growth and building a stronger name for themselves globally in the building materials category are the plans in the pipeline for HIL. Their active operating industries are experiencing multi-fold growth and so is HIL’s market share. Meeting the customer’s desire of a trustworthy name, HIL’s future is investing in such continued efforts of quality and growth.

HIL has always been committed to building the nation since the past seven decades with actions engraved to support their philosophy of ‘Together We Build’. The market leader is also a sound investor in children’s education as it is the foundation on which the country’s future depends.

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