Bollywood endorsements usually go to phones, soft drinks and fashion labels. Shivazza Group has gone a different way. It has picked one of Hindi cinema’s most grounded character actors to sell something buyers rarely notice: the chemicals that hold tiles in place and keep water out of walls.
The Ahmedabad-based group has 26 years of experience in India’s building materials and construction chemicals sector. It has launched its premium brand GAUCERA, with acclaimed actor Sanjay Mishra as its National and International Brand Ambassador.
The casting is deliberate. Mishra is known for understated, relatable performances rather than glamour, and the company built its pitch around that image. Ashok H. Choudhary, Managing Director & CEO of Shivazza Group, said the Group feels “honoured and proud to associate with the versatile actor Shri Sanjay Mishra Ji, whose talent, humility and grounded personality resonate with our values.”
The choice reflects a wider trend. Construction-material brands are moving past dealer-only marketing and starting to speak directly to homeowners, who increasingly have a say in what goes into their houses. A trusted, everyday face helps a technical category feel approachable.
The launch is also a key step in the Group’s expansion plan. Shivazza Group aims to build a ₹500 crore enterprise within three years, through product innovation, manufacturing expansion, a wider dealer network and advanced technical solutions. The group already sells in India and international markets through its flagship brand MAPISA369. That range covers tile adhesives, epoxy grout, waterproofing products and other construction chemicals.
A Message About Quality and Safety
Choudhary, who has received national recognition from the President of India and the Chief Minister of Gujarat, framed the launch as an argument about quality. He noted that centuries-old Indian structures still stand, while some newer buildings decay within a few years. In his view, that raises questions about how seriously material quality is taken.
“Tile adhesive is not a beauty product; it is a critical bonding solution. It is about strength, durability and, most importantly, people’s safety,” he said. “Compromising on quality means compromising on people’s trust and safety. That is something we should never do.”
He also made a Swadeshi case. He said much of the Indian construction chemicals market is dominated by multinational brands. He argued that Indian companies can compete globally through world-class quality, indigenous innovation and reliable solutions. He added that the company’s vision includes environmental protection, job creation, civic values and a self-reliant India, and that GAUCERA aims to “take Indian quality to the world.”
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 portfolio of tile adhesives, epoxy solutions and construction chemicals backed by the company’s commitment to quality and reliability.
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