Key Developments & Awards

  • Hard Worker brand won three prestigious honours at Kyoorius Design Awards 2026
  • Awarded Grand Prix - Grey Elephant in the Design in Action track
  • Won two Blue Elephant honours: one for Design in Action and another for Packaging
  • Awards recognize distinctive design thinking shaping Hard Worker's identity and packaging

Brand Performance & Financials

  • Hard Worker achieved ₹350 crore in sales within its first 12 months of launch (since 2025)
  • The brand entered the highly competitive construction chemicals category in 2025

Brand Philosophy & Design Approach

  • Design philosophy built around brand promise: "Hard-working products for hardworking people"
  • Draws inspiration from nature, using animals and birds as visual representations of product benefits
  • Camel represents water-retention capability of Hard Worker Eco Plaster
  • Cheetah represents speed and performance of Hard Worker Block Fix
  • Visual language extended across packaging, retail, communication, literature, and digital platforms

Packaging Design

  • Uses bold colors, distinctive animal illustrations, and simple visual storytelling
  • Designed to make product benefits easier to understand and remember
  • Approach works across diverse markets and audiences including construction workers and applicators

Management Commentary

Mr. AV Dharmakrishnan, CEO, stated: "For Hard Worker, design was never an afterthought. It was fundamental to how we wanted to build the brand. In a category that is largely functional, we wanted to create a brand that people could recognise, understand and remember instantly."

Mr. Balaji K. Moorthy, Executive Director - Marketing, stated: "In a category where communication has traditionally been product-led and functional, we wanted Hard Worker to stand apart by making design an integral part of the brand experience. From the distinctive animal-led packaging to our communication across consumer and trade touchpoints, every element was designed to make the brand more memorable."

Previous Recognition

  • Hard Worker's campaign won six honours at the Kyoorius Creative Awards earlier in 2026
  • Included Grey Elephant Grand Prix for its Eco Plaster film

About Kyoorius Design Awards

  • Awards recognize excellence in design across India
  • Announced on 12th September 2026 in Goa
  • Judged by specialist jury of top design professionals from across the world