BRAHMAAND: A Multi-App Digital Ecosystem for Channel Transformation at Ambuja Cement
Revolutionizing Channel Engagement through a Multi-App Ecosystem for Ambuja Cement. Ambuja Cement, in collaboration with Experience Commerce, developed the BRAHMAAND platform to enhance its digital transformation efforts. This platform utilized relationships, gamification, analytics, and personalization to achieve a 25% increase in sales influence.
Platform
Users
Contractor
Independent contractors influencing brand choice.
Professionals
Architects, site/structural engineers, etc.
Independent House Builder
Site owners building their houses. Site owners building multiple houses simultaneously.
Dealers
Independent cement shop owners influencing brand choice.
Brand Development Executive
- TSE: Ambuja’s engineers assisting BDEs.
- BDE: Third-party employees focused on capturing leads.
- TSO: Ambuja’s sales officers dealing with dealers.
Overview
Ambuja Cement’s decision-making process for home builders heavily relies on key influencers such as contractors, architects, civil engineers, and cement dealers. The Technical Service Engineering (TSE) team builds relationships, generates leads, monitors projects, and manages stakeholder interactions. BRAHMAAND was developed to empower TSEs and activate the entire ecosystem through digital tools, leading to a significant 25% boost in sales influence.
Solution
Experience Commerce created a bespoke transformation solution integrating with Ambuja’s internal systems and processes. This included:
- Addressing each influencer’s pain points and personalizing their experience.
- Enabling content sharing through WhatsApp and showcasing certifications on Facebook.
- Facilitating on-ground data flow through the system.
Primary Objective
To create a relationship-building digital platform that empowered Ambuja Cement’s Technical Service Engineers (TSEs) to engage key influencers, generate qualified leads, and provide continuous value to stakeholders throughout the house-building journey.
Situational Challenges
- Sustaining and strengthening relationships across a diverse influencer network.
- Engaging Independent House Builders (IHBs) through value-added digital experiences.
- Ensuring on-ground data flowed seamlessly into Ambuja’s internal systems.
- Delivering relevant, personalized content and services across multiple roles.
Approach
- The solution involved creating a differentiated channel partner experience through personalized engagement with customers and influencers.
- This was achieved by developing separate mobile apps for each stakeholder, ensuring the ecosystem remained active and TSEs were constantly updated.
Experience Commerce designed a bespoke Channel Transformation System by:
- Mapping stakeholder journeys and identifying pain points.
- Building role-specific mobile applications to meet unique functional needs.
- Enabling real-time content sharing, lead tracking, and influencer engagement.
- Personalizing content and experience across all digital touchpoints.
- Integrating apps into Ambuja’s internal systems to enable unified data capture and reporting.
Execution - Stakeholder Apps
The apps addressed specific pain points for each stakeholder:
Contractors
- Gruharachna - Access to a gallery of home design layouts.
- Darpan - Digital work portfolio management.
- Estimator - On-site resource calculator and professional estimate generation.
- Gyaansagar - Knowledge hub with training content and construction best practices.
Professionals (Architects & Interior Designers)
- AKC - Access to events, knowledge-sharing sessions, and design inspiration.
TSEs (Technical Service Engineers)
- My World App - Core application enabling lead tracking, influencer engagement, event and project management.
Influencer Network
- Ambuja Parivaar - Unified content library accessible by all influencer types.
BDEs (Business Development Executives)
- Enabled with digital tools to build and nurture relationships with contractors, dealers, and professionals.
IHBs (Independent House Builders)
- Provided with guided support and value-added services to streamline the house-building process.
Execution – My World App (TSE Focus)
The My World app empowered TSEs to manage leads, services, and relationships with influencers.
Key functions included:
- Lead Management: Converting leads, planning visits, and tagging relevant influencers.
- Influencer Management: Engaging influencers based on behavior data.
- Customer Engagement: Sharing digital content like literature, booklets, and videos.
- Event Management: Scheduling and managing events for professionals and top contractors.
- Project Management: Managing project lifecycles and selling value-added services.
Project Timeline
2015
Created Mobile applications for contractors
- Darpan: Portfolio Management
- Gruhrachana: Plans and designs
- Estimator: Creates Quick Estimates
- Gyansagar: Digital Library
Business Outcome
50%
Contractor Activation
Half of onboarded contractors became active contributors.
25%
Site Conversion
1 in 4 non-Ambuja sites turned into active clients.
20%
Value-Add Uptake
IHBs adopted premium services early in their journey.
Mobile Lead Management
TSEs used a central app to track leads, clients, and projects.
Premium Sales Growth
In-app upselling increased premium cement adoption.
Influencer Loyalty Boost
Digital toolkits deepened engagement with dealers and contractors.
Faster Decisions
Bottom-up communication enabled real-time updates and quicker actions.
The BRAHMAAND platform marked a transformative leap in Ambuja Cement’s sales and service operations. Through stakeholder-specific mobile applications and deep CRM integration, the initiative has created a seamless, data-driven, and high-engagement ecosystem. Experience Commerce successfully empowered every player—from engineers and contractors to house builders—with tools that not only added value but also drove measurable growth and improved customer experiences across the board.