Customer satisfaction score
International business footprint
Dealers & distributors
Retail touchpoints
Material Topics
- Product Safety and Quality
- Customer Trust and Integrity
- Data Privacy and Cyber Security
- Responsible Value chain Management
- Climate change
- Circular Economy and Waste Management
- Product Innovation and Stewardship
How we engage
- Customer surveys and feedback mechanisms
- Market research studies
- Digital and social media engagement
- Customer service and support channels
Significant topics raised
- Product quality, safety and reliability
- Customer satisfaction
- Sustainable and innovative products
- Product accessibility and affordability
- Complaint and grievance resolution
Engagement platform/ Frequency
- Continuous
SDGs Impacted
Customer Engagement
We engage our customers through targeted educational initiatives. Platforms like Polycab Smart Connect leverage social media to deliver essential content on product features and safety, while PolyGuru on YouTube provides topical content on WhatsApp. This year, we have also scaled Polycab Utkarsh, which has upskilled over 16,000+ electricians, including women and the differently abled, enhancing both their technical expertise and livelihood security. What began last year across 3 states has now scaled to 8 states and 20 cities.
Our success is validated by robust digital reach, impressions and engagement. Bi-annual surveys show a consistent rise in brand rankings, signifying growing stakeholder trust.
Case study
Driving Transparency with the Channel Finance Visibility Portal
Customers previously lacked realtime visibility into their channel finance accounts, often relying heavily on manual email or phone enquiries to track their dues. We addressed this by automating the channel finance process within our ERP system and integrating it directly into a self-service dealer portal. Today, customers can independently view their realtime balances, utilised limits, and upcoming maturity reports at the click of a button. This digital transformation has significantly improved operational efficiency, fostered absolute transparency, and driven overall customer delight.
Safety Behind the Walls
The Green Wires+ campaign focused on the safety of internal home wiring, an area often overlooked as homeowners prioritise visible aesthetics. It highlighted that real safety lies behind the walls and positioned Polycab Green Wires+ as a reliable, invisible layer of protection within the home. The campaign used everyday family moments across TV, digital and outdoor media to reinforce its message of safety, trust and dependability.
Customer Centricity
Our customer-centric framework is built on the pillars of transparency, accountability, and reliable product availability. From detailed on-pack information to hosting 'India’s first IGBC-certified' credentials on our website, we empower consumers to make informed, sustainable choices. We have further enhanced the user experience through QRcode-based E-warranty registration and the introduction of Purchase Cards to provide vital liquidity to our partners. To ensure rapid 24- 48 hour delivery in Tier 2 and Tier 3 markets, we launched Quick Service Depots (QSDs). Every touchpoint is governed by rigorous compliance; all advertising and influencer partnerships strictly adhere to ASCI norms and consumer protection laws to ensure absolute brand integrity.
Case study
Empowering Growth with Day-one Channel Finance
Historically, new customers faced limited credit availability during onboarding, delaying business commencement and creating friction. To resolve this, we collaborated with our banking partners to launch a day-one channel finance facility. This initiative provides immediate credit access the moment a new customer joins our network. By removing initial financial barriers, we have accelerated onboarding, energised our internal teams, and secured a distinct competitive advantage for our new partners.
Case study
Enhancing Customer Liquidity through Purchase Cards
To support customers facing shortterm liquidity constraints during peak demand or month-end cycles, we introduced a dedicated ‘Purchase Card.’ This on-demand credit facility provides flexible liquidity, empowering our partners to manage cash flows effectively. This ensures uninterrupted operations and smoother transaction cycles, even during holidays or high-intensity market conditions.
Experts App
We enhance grassroots engagement via the Experts App, a digital loyalty platform for electricians and retailers. Our Influencer Management team leverages this platform to run targeted campaigns to connect, reaching over 2.5 Lakh Electricians and Retailers. Additionally, our presence has now expanded to over 60 cities, where we deploy resources at construction sites to encourage cross-selling and introduce new products.
Data Privacy and Cyber Security
We protect sensitive information via a Data Privacy Programme and Privacy Policy, enforcing strict protocols across all campaigns managed by our Influencer Management team to safeguard user data on our Experts platform. Our customer platforms operated all year round securely with zero breaches or grievances. We are advancing our Zero Trust network security approach by enhancing identitybased access controls, segmentation of critical networks, and continuous security monitoring to reduce unauthorized access and improve threat responsiveness. Regular cybersecurity training and phishing simulations further help reduce human error.
Ethical Marketing and B2B Advocacy
We uphold the highest standards of ethical engagement and responsible communication through persistent industry dialogue and safety advocacy. By partnering with organisations like the National Forum for Energy Efficiency and Safety (NFE), we host initiatives such as the InfraSafety programme and multicity workshops to promote electrical fire safety and best-in-class wiring practices. Furthermore, the launch of our ‘Electrical Safety Pledge’ brought together multiple MEP consultants and engineers to promote safer site practices.
Our commitment to transparency is reflected in our active participation in global industry forums, including ELASIA, FSIE, and the IEEMA North-East Power Conclave. These interactions cultivate brand trust and support the sustainable growth of India's electrical infrastructure. Internationally, we showcase our technical expertise at exhibitions like Genera 2025 in Madrid, where we secured multi-million Euro orders and high-value project enquiries. These global activations are paired with environmental responsibility; for instance, our 'Trees for Villagers' initiative facilitates digital tree plantations during exhibitions, aligning our market expansion with sustainability goals.
Case study
Streamlining TDS (194Q) Reconciliation for Better Compliance
Reconciling Section 194Q TDS deductions posed complex administrative challenges for our customers, occasionally leading to time-consuming compliance mismatches. We simplified this by establishing a quarterly datasharing mechanism to track TDS deductions accurately. Furthermore, we introduced a structured yearend coordination process to handle cross-accounting adjustments. This collaborative approach ensured strict regulatory compliance, eliminated financial discrepancies, and delivered a seamless, stressfree reconciliation experience for our partners.
Masterbrand Campaign:
India’s Safe, Happy Connection
The Masterbrand Campaign communicated our brand’s core purpose of enabling safer connections, built on our brand promise of safety, trust and quality. It moved beyond functional claims to highlight the invisible yet vital role Polycab products play in supporting everyday moments of joy, progress and protection.
A festive TV commercial brought this idea to life through diverse cultural moments and family reunions, all tied together by the theme of safety. It showed how wires, cables, switches, lighting, fans, and switchgear quietly power these experiences. Trusted electricians reinforced credibility during installation, while emotional storytelling, combined with infrastructure visuals reinforced the brand’s broader contribution. The campaign achieved wide reach across TV, positioning it as a unifying national narrative rather than a category-specific message.
Hyperlocal Activations:
Supporting Communities Where It Matters
Community-first experiences brought the national campaign to life through on-ground activations. The strategy focused on local utility, care and presence during key community moments. Purpose-led installations met real needs in busy public spaces.
The brand set up comfort zones, mobile charging stations, walkways and police rest areas at Ganpati pandals to ease journeys and support safety. Watch towers at Juhu Beach improved crowd monitoring during visarjan. At the Jagannath Puri Rath Yatra, charging points, cool zones, upgraded police booths and watch towers offered comfort and connectivity.
Similar people-first initiatives were undertaken during Durga Puja, Navratri and Dasara. In Eastern India, LED tunnels, baby-care rooms and wheelchair amenities were added. Gujarat’s Navratri saw cooling zones and congregation points, while Mysuru received water points and traffic and police support for safer festivities.
This localised approach built strong community connections, positioning the brand as a responsible, people-first partner.
Fans Portfolio Campaign:
Strengthening Presence in the Fans Segment
A new campaign extended Polycab’s leadership in wires to the fans category, positioning safety and performance as key considerations in home appliances. It showed that homeowners want trusted assurance from all appliances, featuring a consumer finishing her home with premium fans.
Fans were presented as a natural extension of the brand’s core portfolio. Efficient air circulation enhanced living made safe by strong wiring. Messaging focused on performance, air delivery, modern design and trust. Digital, social and TV reinforced the brand’s role in delivering safety and comfort.
Kaun Banega Crorepati (KBC) Integration: Building Trust at Scale
The partnership with KBC strengthened household connections in India during 2025, aligning with the themes of trust, safety and aspiration. The show’s multi-generational appeal fostered meaningful engagement across regions. Brand integrations, such as the 50:50 lifeline, promo tags and Aston bands, drew contextual parallels between game safety and electrical solutions. Ongoing visibility nurtured emotional bonds, bolstering brand recall.
Influencer Collaborations
Strategic social media campaigns fostered consumer engagement with trending content. Collaborations with celebrities like Shreyas Talpade, Karishma Kapoor, Pratik Gandhi and Farah Khan amplified these efforts, boosting viewership and positive sentiment across key markets.
Innovation
Our DSIR-recognised R&D facilities enabled us to launch 300+ energy-efficient LED and 200+ overall Fan SKUs this year. In the cables segment, we have developed electron-beam cross-linkable compounds and lead-free insulation specifically for extreme-temperature and medium-voltage applications. Integrated operations across 26 facilities, supported by advanced compound manufacturing technologies like Buss co-kneaders, ensure rapid, high-quality product development and a competitive time-to-market.
Product Stewardship
Environmental considerations are integrated into our design philosophy to optimise material efficiency and end-oflife recyclability. Our flagship Green Wire+ features a heat-resistant, low-smoke halogen formulation that has earned the GreenPro Ecolabel from the Confederation of Indian Industry (CII). This certification validates its superior lifecycle performance and reduced carbon footprint (3.7 kg CO2 eq/kg). By transitioning toward lead-free compounds and energy-efficient solutions, we support global climate goals while delivering steady performance.
Quality and Compliance
We manufacture zero-defect products through rigorous quality assurance frameworks and automated testing systems, including 100% automated robotic arm continuity testing and high-voltage testing. Our operations hold ISO 9001, ISO 14001 and ISO 45001 certifications, ensuring manufacturing consistency and process integrity. Beyond meeting stringent international standards, including BS, IEC, UL, ANSI/NEMA and AS/NZS, we secured the R-Mark certification for critical switchgear products—including Isolators, Changeover Switches and High-rating MCBs—all while maintaining full compliance with the Quality Control Order (QCO) issued by the Government of India.
