CRI Pumps


C.R.I. is a household name associated with pumps, pipes, wires & cables, valves and solar system

Be it for Residential, Agriculture, Industries, Building, Waste Water, Mining, Oil & Gas & Civil Applications and Solar System. With Over 5 decades of engineering expertise, they have a strong distribution network of over 5000 channel partners and 1500 service centers, operated through 38 sales offices across the Globe. They also hold a fortified presence, globally over 120 countries across six continents.


CRI wanted to appraise their dealers & distributors regularly through Promotion & communication materials.

They approached us for the conceptualization & design of those communications. These communications have to make them proud of the association, and also allow them to recommend CRI products with confidence to all their customers.


Magazine Design


After a brief study of all their dealers, their geography and behaviors, we came up with a quarterly magazine that continuously appraises them about the CRI achievements and developments.

A clean and simple- visually appealing magazine that communicates visually and contextually with them. All their dealers have an average age of 40+ years. So, considering their age into account, we decided to play more with colors and visuals. Hence, it is always easy for them to grasp the content at a single shot with just the turn of pages.

The magazine had tips and hacks for dealers on customer satisfaction & retention. Our “Go digital” segment had a simplified explanation on migrating all their processes to the CRI web application. We even went on to teach simple digital marketing techniques for the dealers through the magazine


The magazine actually created a lot of buzz among the dealers. They learned a lot about their principal company and their processes, which bridged the communication gap between the dealers and the company. A huge chunk of their dealers moved all their processes to CRI web application, also a lot of their mechanics enrolled for Bandhan scheme after looking into the notifications from the magazine.

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