Why the architect is your first call

On most private builds the contractor places the order. But for anything visible or brand-sensitive, the decision was made earlier by the architect, who wrote it into the drawings and the specification the owner signed off on. By the time the contractor asks for a quote, the brand is often already on paper.

One relationship, many sites

An active architect in Delhi may work on many buildings a year, often concentrated in a few areas. Win one architect's preference and your product goes into a steady stream of buildings without another pitch. That makes architects the relationship with the highest return for brands in tiles, sanitaryware, fittings, windows, lifts and finishes.

Finding the right ones

• Rank by activity in your area. Volume over the last 12 months in your areas matters more than fame.
• Match the work to your product. Plot sizes and building types show whether an architect designs the kind of building you sell into.
• Watch the trend. Architects whose project counts are rising are building their supplier lists now.
• Follow them. Get an alert each time they start a new building.

Making the approach

Bring something relevant to the buildings they are designing now: samples suited to their typical plot size and budget level, a detail that solves a problem they have on the current job. Keep outreach to business contacts during working hours, and follow the TRAI rules on commercial communication.