Priya Cement: A Website Redesign That Started With a Perception Problem

Our approach

A UX-first Website Revamp

Before redesigning the website, TIC conducted a UX study covering stakeholder interviews, audience and journey mapping, competitive benchmarking and an audit of the existing experience.

The research uncovered a problem beyond the outdated website: a gap between Priya Cement’s actual credentials and how the brand was perceived.

Despite 4.27 MT of annual capacity, two integrated plants, BIS-certified products, GreenPro-certified PPC and multiple national awards, Priya Cement was often perceived as a B-category regional player.

Stakeholder interviews also revealed a more specific perception challenge: the brand was associated with plastering, rather than with building strong foundations.

he study identified five key audiences: homebuilders, dealers, masons, contractors and potential employees, each with different needs and reasons to visit.

his changed the design challenge. The website had to do more than look modern. It had to build confidence, communicate proof and reposition the brand around strength.

Execution

Designing a visual language around strength

The design deliberately moved away from generic cement imagery and used visuals that communicated strength, scale, durability and strong foundations. The objective was to shift the association from simply finishing a structure to being part of what makes it strong in the first place.

Leading with proof

The information architecture and content brought Priya Cement’s manufacturing capabilities, product credentials, certifications, sustainability, safety, CSR and people into the experience.

The principle was simple: show users why the brand is strong, rather than simply telling them it is.

TIC developed content from scratch across a 40-page website, supported by a dedicated content style guide. Technical information, including IS standards, kiln dimensions and GreenPro certification details, was verified against source documents.

Designing for conversion

Because the new website also needed to support performance marketing, conversion was built into the experience from the start. Enquiry forms, clear calls to action and shorter paths to conversion made it easier for campaign traffic to move from landing on the site to taking action.

The Solutions section, in particular, was designed to turn product and application interest into measurable enquiries.

Building a multilingual experience

The website was translated into six languages: Telugu, Tamil, Malayalam, Kannada, Marathi and Odia, extending the experience across Priya Cement’s eight-state footprint.

Outcome

The new priyacement.com launched in time for the brand’s 40th anniversary, giving Priya Cement a digital platform built for both its legacy and its next phase of growth. Within the first weeks, the Solutions enquiry page recorded 154 views from 65 active users, an average engagement time of 1 minute 52 seconds.

The result was more than a website redesign. It was a digital experience designed to change perception, support performance marketing and build a stronger foundation for the brand’s next chapter.