When COVID-19 disrupted the world, the building materials industry faced a challenge unlike any before. Construction timelines were stretched, labor shortages were rampant, and the pressure to deliver faster while maintaining quality reached an all-time high. Across India, developers, contractors, and applicators were looking for innovative solutions—both in product and application—to keep projects moving without compromising on standards.
It was in this moment of uncertainty that Er. Abinash Mishra, then Head of New Building Solutions Growth at Dalmia Cement Bharat Limited, stepped forward with a vision that would change how an age-old product was applied in the modern construction industry. His approach was not just about selling a product—it was about reimagining its very application, turning a potential slowdown into a groundbreaking industry phenomenon.
The Innovation Spark
Dalmia Magic, a premium skim coat product under the Dalmia Innobuild brand, was designed to deliver smooth, even surfaces before painting. Traditionally, skim coat products are applied manually using putty blades in multiple coats—often taking up to three rounds before the wall is ready for primer. While effective, this method is labor-intensive, time-consuming, and highly dependent on skilled manpower—something in short supply during and after the pandemic.
Abinash recognized that the problem wasn’t just the product—it was the process. The question he asked was simple yet profound: What if we could apply skim coat faster, with greater consistency, and with less dependency on manual labor?
Spraying Innovation into the Industry
The answer came in the form of Graco spraying machines, typically used in high-efficiency paint and coating applications. Abinash and his team re-engineered the formulation of Dalmia Magic so that it could be seamlessly applied using these machines without compromising its finish, bonding strength, or durability.
This innovation allowed the product to be sprayed directly onto walls, drastically reducing the time required for application. What traditionally took three coats with manual blades could now be completed in a fraction of the time, with a smoother and more uniform finish.
Impact in Numbers
- 50–60% faster application compared to manual methods
- Reduced labor requirements by up to 40%
- Consistent wall finish with minimal surface corrections
- Adopted by 20+ leading real estate developers in the first year
- Dozens of contractors trained on spray application technique
- Recognized with CEO’s Award & multiple industry accolades
Trials That Made Headlines
Abinash knew that innovation without proof would remain just an idea. To build credibility, he spearheaded a series of on-site trials with some of India’s leading real estate giants. Collaborating closely with top paint contractors and R&D influencers, he demonstrated the product’s performance on live projects, letting results speak louder than presentations.
The reaction was overwhelming. Developers saw the potential to reduce project timelines. Applicators appreciated the ease and speed of spraying compared to manual layering. Even traditionally conservative stakeholders—those resistant to new methods—were convinced after witnessing the results firsthand.
From Concept to Countrywide Phenomenon
In less than a year, spray-applied Dalmia Magic went from being an experimental idea to a widely recognized best practice in the Indian construction and finishing industry. Contractors across regions adopted the technique, and the ripple effect was clear—faster projects, smoother finishes, and a renewed confidence in innovation-led building materials.
What made this transformation remarkable was not just the technology but the business-building acumen behind it. Abinash didn’t simply create a faster way to apply a product; he created a new market category. His approach combined product innovation, application engineering, influencer advocacy, and market education—a rare blend that ensured adoption at scale.
Recognition & Industry Impact
This breakthrough did not go unnoticed. Abinash was honored with the CEO’s Award at Dalmia Cement for his outstanding contribution to innovation and business growth. Industry forums across India recognized him for his forward-thinking approach that bridged the gap between product capability and on-ground application efficiency.
By turning objections—such as “this can’t be sprayed” or “our teams aren’t trained for machines”—into opportunities, Abinash demonstrated the very essence of leadership in times of change. His initiative not only improved Dalmia Magic’s market position but also inspired other manufacturers and applicators to rethink traditional methods.
Legacy of Innovation
The story of spray-applied Dalmia Magic is more than a case study in product adaptation—it’s a lesson in how to lead transformation during industry disruption. Abinash’s work serves as proof that innovation isn’t always about inventing something entirely new; sometimes, it’s about seeing existing products through a new lens and creating a process that redefines their potential.
In the post-COVID era, where speed, efficiency, and adaptability became the pillars of success, Abinash Mishra’s leadership and innovation set a benchmark. His ability to connect technical expertise with market realities, backed by relentless execution, cemented his reputation as one of the most visionary leaders in the building materials space.
From an industry slowed by labor shortages and logistical hurdles, to an ecosystem empowered by speed and efficiency, the journey of Dalmia Magic under Abinash’s leadership is a powerful example of what’s possible when innovation meets execution. It’s a reminder that in the face of challenges, leaders like Er. Abinash Mishra don’t just adapt—they create the future.
Er Abinash Mishra is an Industry Veteran with almost 28 years in Construction Material and construction Chemicals segment and known for his Technology and Transformational quality and is recipient of Eminent engineering personality of the Year 24-25 by Institution of Engineers.
