Every strong brand eventually reaches a turning point, when it needs to stop thinking only about the product and start focusing on the people behind its success.
For one of India’s most trusted cement brands, that moment came when they realized something important. Their dealers and masons were helping them grow every single day, but the relationship had become all about sales and numbers. There was no real connection, no appreciation, no lasting engagement.
They had a solid dealer network. Their products were moving well. But when they looked closer, they saw a gap. The dealers who pushed their brand and the masons who used their cement to build homes and offices weren’t truly connected to the brand.
What the company needed wasn’t just another reward program with points and prizes. They were looking for something deeper, a way to truly connect with their dealers and masons. They wanted to build trust, encourage regular engagement, and show appreciation in a way that felt personal and lasting. It wasn’t just about rewards; it was about making every partner feel important, recognized, and part of the brand’s journey.
Before building the solution, we knew we had to understand the heartbeat of the business. So, we sat with the sales teams and the marketing head to get a closer look at how things worked on the ground. They opened up about the everyday challenges, the gaps in engagement, and what their dealers and masons were truly expecting from the brand.
Those conversations gave us powerful insights. No matter the region, the message was the same partners weren’t asking for anything fancy. They wanted to be acknowledged. They wanted something straightforward, easy to access, and rooted in trust. Something that felt made for them.
With the right insights in place, we set out to design a loyalty program that felt personal and purposeful, one that made both dealers and masons feel like true partners in the brand’s journey.
For masons, the process was simple. Every time they purchased cement bags, they could easily claim their rewards by submitting proof of purchase through their mobile phones. It was quick, convenient, and fit naturally into their everyday routine. For dealers, the program opened doors to exclusive performance-based benefits, early access to new schemes, and stronger relationship opportunities with the brand.
This program was never just about points; it was about recognition. It was about showing every dealer and mason that their contribution mattered, and that the brand was committed to growing with them.
The brand started by launching the program in a few high-potential markets. Right from the first week, the response was exciting. Masons joined in with enthusiasm, happy to be part of something that was finally built for them. Dealers also saw quick results. They noticed more engagement, better connections, and started spreading the word in their networks.
Before long, construction sites turned into places where stories were shared. Masons talked about the rewards they redeemed. Dealers tracked their performance with new motivation.
That’s when the brand saw the real impact; loyalty wasn’t just about rewards. It was about creating energy on the ground, building stronger relationships, and turning everyday work into a shared journey with the brand.
This program did more than just help sell cement; it helped build real relationships. It brought everyone together, from dealers to masons, making them feel part of something bigger.
Masons felt proud to be recognised for their hard work. Dealers felt more supported and connected to the brand. And the brand itself wasn’t just seen as another supplier - it became a true partner in their growth. What started as a simple loyalty program turned into something more powerful - a culture of trust, respect, and long-term connection.
In the world of cement, strength is everything. But the strongest brands are built not just on product quality, but on the relationships they nurture. This story proved that loyalty is not just a strategy - it’s a shared journey. And when you build it right, it holds everything together.
Loyltworks is India’s leading loyalty platform, specializing in B2B loyalty solutions. With a tech-first approach and a robust PaaS platform, we help over 60+ brands worldwide build white-labeled loyalty programs that drive growth and engagement across B2B and B2C segments. Our cloud-based platform, L1, is scalable, customizable, and built on deep consumer insights. It seamlessly integrates with existing systems or functions as a standalone solution, enabling smarter partner engagement, rewards, and retention.
If you’re a brand looking to create real connections, boost engagement, and unlock growth, let’s start a conversation.