Built on 36 years of doing, not observing.
Concept Horizontals was founded on a simple belief: India's mid-market building materials companies deserve access to the same calibre of growth leadership that large corporates take for granted.
The firm draws on 36 years across India's building materials ecosystem — Asian Paints, Saint-Gobain, Kansai Nerolac, Atul Limited, and Hindware — spanning four demanding, channel-driven verticals: Paints, Plasterboards & Gypsum, Polymers & Adhesives, and PVC Pipes.
The defining proof point: building TRUFLO Pipes from inception to a ₹1,000+ Crore gross-revenue business within five years in the complex PVC plumbing industry, with 26.5% CAGR sustained over seven years. Behind the numbers: a rich network of retailers, dealers, distributors and key accounts — PMCs, developers, large and medium contracting firms, corporates and government institutions — and deep relationship models with a diffused influencer base of painters, contractors, flushed/modular ceiling applicators, masons and plumbers. Not built by outspending competitors, but by out-executing them in the channel, the trade, and the influencer ecosystem.
Growth is rarely an ideas problem.
It's an execution and sequencing problem — knowing which lever to pull, in which order, with which people. Our frameworks, including the Outcome Equation, come from pattern recognition earned across four categories and three decades, not from textbooks.
The disciplines that repeat.
Every engagement is anchored in the disciplines that repeat across building materials categories — product, positioning, pricing, placement, people, processes, and the channel partnerships that bind them.