Why do structures built centuries ago in India still stand, while some newer buildings start cracking within a few years? Shivazza Group has made that question the centrepiece of its newest launch. It has hired one of Bollywood’s most trusted character actors to help ask it.

The Ahmedabad-based group has launched GAUCERA, a premium construction chemicals brand, with actor Sanjay Mishra as its National and International Brand Ambassador. The company has spent 26 years in India’s building materials and construction chemicals sector. It calls the launch a major milestone in an expansion plan that aims to build a ₹500 crore enterprise within the next three years.

The tone of the launch is unusual for the category. Most construction chemical companies talk about technical specifications. Shivazza Group’s leadership talked about safety and trust instead.

“Tile adhesive is not a beauty product; it is a critical bonding solution. It is about strength, durability and, most importantly, people’s safety,” said Ashok H. Choudhary, Managing Director & CEO of Shivazza Group. “Compromising on quality means compromising on people’s trust and safety. That is something we should never do.”

Choudhary has received national recognition from the President of India and the Chief Minister of Gujarat. He said the company was “honoured and proud” to work with Mishra, whose “talent, humility and grounded personality resonate with our values.”

That explains the casting. Mishra rarely plays the glamorous lead. He has built a reputation on honest, everyday characters, and the brand is clearly drawing on that image. For a product that ends up hidden under tiles and behind walls, credibility counts for more than star power.

The Swadeshi Angle

The launch also carries a nationalist business message. Choudhary said a significant share of India’s construction chemicals market is dominated by multinational brands. He argued that Indian companies have the potential to compete globally through world-class quality, indigenous innovation and reliable solutions.

He described the company’s vision as “rooted in pure intentions for quality, unwavering belief in Swadeshi, and ambitions to take Indian excellence to global markets.” He said it also covers environmental protection, job creation, civic values and a self-reliant India.

Shivazza Group is not starting from zero. Its flagship brand MAPISA369 already sells in India and international markets. It offers tile adhesives, epoxy grout, waterproofing products and other construction chemicals. GAUCERA now adds a premium tier. To grow, the company plans to invest in product innovation, manufacturing expansion, dealer network development and advanced technical solutions.

Managing Director Hitesh Choudhary summed up the brand’s philosophy: “Quality is our identity, trust is our responsibility, and homeowners’ safety is our priority. We will never compromise on any of them.” He said GAUCERA brings a strong portfolio of tile adhesives, epoxy solutions and construction chemicals backed by the company’s commitment to quality and reliability.

The company also says it wants to create business and employment opportunities for dealers, partners and young professionals. Whether GAUCERA can take market share from established multinational players will depend on its execution on the ground. With Sanjay Mishra as its face, the brand is betting that homeowners care about what holds their homes together, and that they will trust a familiar, unpretentious face to tell them about it.