Shivazza Group Unveils GAUCERA, Signs Sanjay Mishra

Sanjay Mishra has spent years playing ordinary Indians in films. Now he is the face of a brand that wants to make the houses ordinary Indians live in stronger.

Ahmedabad-based Shivazza Group has launched GAUCERA, its premium construction chemicals brand, and appointed the acclaimed actor as its National and International Brand Ambassador. The group has 26 years of experience in building materials and construction chemicals. It sees the launch as the start of a bigger phase, with a stated aim of building a ₹500 crore enterprise within three years.

A familiar face for an unglamorous category

Construction chemicals are rarely in the spotlight. Tile adhesives, epoxy grout and waterproofing compounds do their job out of sight, and buyers usually leave the choice to contractors. By bringing in a Bollywood name, Shivazza Group is signalling that it wants homeowners to start caring about what goes into their walls and floors.

Mishra suits that goal. Known for humble, relatable roles, he brings a kind of trust that flashier stars may not. Managing Director & CEO Ashok H. Choudhary said as much, calling Mishra a “versatile actor” whose “talent, humility and grounded personality resonate with our values.”

The company’s case: quality is a safety issue

Choudhary has received national recognition from the President of India and the Chief Minister of Gujarat. He used the launch to raise a broader concern. He pointed out that India’s centuries-old constructions still stand, while in some places new buildings deteriorate within just a few years. He linked that gap directly to the quality of materials.

“Tile adhesive is not a beauty product; it is a critical bonding solution,” he said. “It is about strength, durability and, most importantly, people’s safety.”

Managing Director Hitesh Choudhary echoed this: “Quality is our identity, trust is our responsibility, and homeowners’ safety is our priority. We will never compromise on any of them.”

Taking on the multinationals

Behind the launch is a competitive argument. According to the company, a significant share of India’s construction chemicals market is held by multinational brands. Shivazza Group believes Indian firms can compete globally through world-class quality, indigenous innovation and reliable solutions. Choudhary described the company’s vision as rooted in “unwavering belief in Swadeshi” and an ambition to “take Indian excellence to global markets.”

The group already has a base to build on. Its flagship brand MAPISA369 sells tile adhesives, epoxy grout, waterproofing products and other construction chemicals in India and international markets. With GAUCERA, the company plans to grow through product innovation, manufacturing expansion, a stronger dealer network and advanced technical solutions.

The leadership also tied the launch to broader goals, including environmental protection, job creation, civic values and a self-reliant India. They also promised business and employment opportunities for dealers, partners and young professionals.