ABOUT THE COMPANY
Choksey Chemicals is a trusted name in waterproofing solutions across India, widely used by contractors, masons, and building professionals. In this category, masons influence product usage on-site, while dealers decide availability and stocking — making both groups equally critical for growth.
CAMPAIGN OVERVIEW
To strengthen influence across the entire construction value chain, Choksey Chemicals launched a dual-incentive trade program designed to reward:
- Masons for using Choksey products at sites
- Dealers for stocking and pushing the brand more actively
The idea was simple and practical:
“Reward the people who apply the product AND the people who help move it.”
Masons earned instant Paytm Cash, while dealers unlocked gift vouchers based on their sales performance.
CHALLENGES
The waterproofing category is competitive and heavily influenced by on-ground relationships. Choksey needed a trade program that would:
- Motivate masons to prefer and recommend Choksey at sites
- Encourage dealers to stock more and sell more
- Build loyalty across both influencers and decision-makers
- Provide quick, easy-to-claim rewards
- Work seamlessly across fragmented markets and varied user profiles
The challenge was designing a reward structure that spoke to both audiences — without complexity.
REWARDPORT SOLUTIONS
RewardPort created a two-layer reward system, ensuring every stakeholder felt valued:
For Masons (On-ground Influencers):
- Instant Paytm Cashback on product usage
- QR-based or product-based validation
- Quick payouts to build trust and repeat usage
For Dealers (Sales Decision-Makers):
- Tiered gift vouchers from a curated catalogue
- Rewards based on sales volume
- Digital redemption via RewardOne
Why this worked so well:
- Masons got immediate rewards → influenced brand choice at site
- Dealers received high-perceived-value vouchers → increased stocking & advocacy
- A single digital platform kept everything transparent and smooth
This dual structure created a push + pull effect across the entire channel.
WAY OF EXECUTION
RewardPort ensured a seamless rollout for both stakeholder groups:
- Masons validated product usage and instantly received Paytm Cash
- Dealers logged sales and unlocked voucher rewards on the platform
- A digital backend managed entries, approvals, payouts, and catalog redemptions
- Communication nudges kept both groups active throughout the program
- The hybrid model (on-ground + digital) made the program accessible across India
Simple flows, instant rewards, and transparent tracking kept participation high.
RESULTS
The dual reward program delivered strong trade outcomes:
- Increased product push at site level from motivated masons
- Higher stocking and sales performance from dealer partners
- Stronger distribution channel loyalty across regions
- Improved perception of Choksey as a brand that rewards and recognizes its trade partners
- Consistent engagement from both influencers and decision-makers
The program effectively aligned every stakeholder around driving Choksey’s growth.