Copper’s value proposition across building wire markets

Overview: This study investigates the perceptions and usage patterns of copper building wires among various stakeholders in India’s building industry. It aims to uncover how copper, despite being a commodity, can be positioned with a distinct value proposition in a competitive market.

Context: The client, a leading copper and aluminum producer in India, supplies copper products for applications including transformers, wires, cables, and conductors. The challenge lay in differentiating copper wires in a commodity market dominated by alternatives such as aluminum.

Approach: Qualitative primary research was conducted via in-depth expert interviews spanning the entire value chain. Participants included building wire manufacturers, B2B customers like builders and contractors, and influencers such as electricians and retailers.

Insights: The study revealed critical triggers driving copper wire preference—such as durability and performance—and barriers like price sensitivity. It assessed competitor perceptions and satisfaction with copper as the wire core material. Additionally, it identified unmet needs and illustrated the influential role electricians and retailers play in the purchase journey.