๐ช๐ต๐ฎ๐ ๐๐ฒ ๐๐ต๐ถ๐ป๐ธ, ๐๐ฒ ๐ฏ๐ฒ๐ฐ๐ผ๐บ๐ฒ.” โ ๐๐๐ฑ๐ฑ๐ต๐ฎ
In rural markets, what people think a product does is what it becomes for them.
And thatโs exactly what happened with Domex.
๐๐ฟ๐ผ๐บ ๐๐ฒ๐ฒ๐ฑ๐ฏ๐ฎ๐ฐ๐ธ ๐๐ผ ๐๐ผ๐ฟ๐๐ฎ๐ฟ๐ฑ: ๐๐ผ๐ ๐๐ผ๐บ๐ฒ๐
๐ฅ๐ฒ๐ฐ๐น๐ฎ๐ถ๐บ๐ฒ๐ฑ ๐๐๐ ๐๐ฟ๐ฎ๐ป๐ฑ ๐ฆ๐๐ผ๐ฟ๐ ๐ถ๐ป ๐ฅ๐๐ฟ๐ฎ๐น ๐ ๐ฎ๐ฟ๐ธ๐ฒ๐๐
When promoters first introduced Domex in rural markets, many customers confidently believed it was a tile whitener.
Not a toilet cleaner.
Not a germ-killer.
Not a hygiene essential that lasts up to 100 flushes.
This insight emerged from regular feedback audits by RuralShores Skills Academy (RSA).
At first glance, it seemed like a training gap.
But it was deeperโthe market had shaped its own version of the Domex story based on what it could see.
๐๐ฎ๐ฟ๐ฝ๐ถ๐ฐ ๐๐. ๐๐ผ๐บ๐ฒ๐
: ๐ฉ๐ถ๐๐ถ๐ฏ๐ถ๐น๐ถ๐๐ ๐๐. ๐ฉ๐ฎ๐น๐๐ฒ
Harpic had the advantage of early presence and consistent messaging around toilet hygiene.
Domex, despite its superior germ-killing protection, was seen differently.
Its visible whitening effect was easy to demonstrate.
But the real valueโa layer that kills germs and lasts up to 100 flushesโwasnโt being communicated clearly.
This wasnโt a failure. It was a reality check.
People buy what they understand.
๐ฅ๐ฆ๐โ๐ ๐ฅ๐ฒ๐๐ฝ๐ผ๐ป๐๐ฒ: ๐๐ฟ๐ผ๐บ ๐๐ป๐๐ถ๐ด๐ต๐ ๐๐ผ ๐๐บ๐ฝ๐ฎ๐ฐ๐
Instead of placing blame, we redesigned the training for sales people:
Short retraining sessions in local languages
Live product demos to explain invisible benefits
A new narrative: “๐๐ผ๐บ๐ฒ๐
= ๐น๐ผ๐ป๐ด-๐น๐ฎ๐๐๐ถ๐ป๐ด ๐๐ผ๐ถ๐น๐ฒ๐ ๐ต๐๐ด๐ถ๐ฒ๐ป๐ฒโ
Sales people learned how to:
Shift the pitch from whitening to protection
Use simple, relatable terms for germ-killing layers
Build everyday hygiene awareness
๐ฅ๐ฒ๐๐๐น๐๐ ๐ง๐ต๐ฎ๐ ๐ ๐ฎ๐๐๐ฒ๐ฟ
In just 8 weeks, we saw:
22% increase in repeat usage
More confident conversations on-ground
Clearer brand understanding at the last mile
The product didnโt changeโ
But the story did.
And that made all the difference.
๐ ๐๐ฒ๐๐๐ผ๐ป ๐๐ฒ๐๐ผ๐ป๐ฑ ๐๐ผ๐บ๐ฒ๐
This is more than a Domex win.
Itโs a reminder for all brands in rural India:
โA product is only as strong as the story told about it.โ
At RSA, training is not staticโitโs field-informed, responsive, and culturally rooted.
Because in rural markets, itโs not the loudest voice that wins,
But the clearest one.
By – Neha Babbar & Abhinav Bajaj
