Corporate website with a difference

Corporate website with a difference

User Experience, Strategic UX

Responsive Web

Pidilite is one if India’s most innovative companies with commitment to quality and innovation. It has been pioneering products for small to large applications at home and industry, which have forged strong bonds with people from all walks of life. Pidilite’s product portfolio includes adhesives, sealants, waterproofing solutions, construction chemicals to arts & crafts, industrial resins, polymers and more, its product portfolio is as diverse as it is ever-evolving. Pidilite has produced some of the most iconic brands in India, like Fevicol, M-Seal, Dr. Fixit among others.


When Think Design was asked to consult on Pidilite’s corporate website, our approach was straight forward: We wanted to bring the essence of this visionary organisation manifested in its truest form through their website. In order to achieve this, we needed to gain insights into the company culture, their leadership voice, their customer representative insights and access to other key stakeholders’ thoughts: We achieved this by conducting multiple in-depth interviews. This gave us an understanding of what the website meant to its stakeholders and what we could be doing to coordinate that meaning.

Insight and strategy

On gaining critical insights, we headed to insight and strategy workshop that covered several key concerns, responsibilities, project plan among others. A four day workshop spread over three weeks got us to a point where we could start with design concepts.

Information Architecture and Navigation:

Pidilite being the umbrella brand for several iconic brands with a standing of their own, the IA needed car full consideration. Iterations were discussed with Marketing Chief and vertical heads. What came out as the final IA in its current form is a resultant of organisational alignment we achieved through consultation, advocacy and discussion.

Responsive layout:

It was important to design for responsive layout, considering the widespread relevance of Pidilite and its brands. They could be browsed from anywhere and at anytime from any device.


It took designers a deeper understanding of the brand and its ethos to internalise what could be understood as a true manifestation of the brand. An Indian company, pioneer, innovator, mass market, quirky, category leader are few of the several keywords we were exploring. Many of Pidilite’s brands are known for their ad campaigns. There’s an element of fun, quirkiness and very strong messaging to them; we took this forward by introducing animations and interactions that were somewhat unusual for a corporate site, a not-so-serious stance but yet, not in-the-face striking. They take your attention, if you seek it!

Current status:

Pidilite’s website was launched in July 2017.