Introduction: Inframarket: Transforming India’s Construction Supply Ecosystem
Founded in 2016, Inframarket has rapidly evolved into one of India’s most dynamic construction materials and infrastructure solutions companies. With operations across 25+ states, the brand supplies everything from ready-mix concrete (RMC) and fly ash bricks to steel, cement, and construction chemicals to thousands of builders, developers, and government projects. Headquartered in Mumbai, Inframarket’s mission is to make construction faster, smarter, and more transparent through technology-driven procurement and logistics.
As India experiences an unprecedented infrastructure boom from smart cities to highways and affordable housing Inframarket’s role as a B2B aggregator and trusted partner has expanded. The company’s network now spans hundreds of plants, warehouses, and dealer outlets serving both urban megaprojects and semi-urban construction hubs.
However, with rapid geographical expansion came a new challenge: maintaining a consistent, verified, and optimized digital presence across diverse locations and business categories.
Challenges
Despite being one of India’s most recognized infrastructure brands, Inframarket encountered several local SEO and online engagement obstacles that hindered its full digital potential.
The company managed over 500 RMC plants, depots, and partner yards, yet many online listings were outdated or incomplete. Contact details were missing, business hours were inconsistent, and addresses on Google often redirected to older sites. Customers searching for “ready-mix concrete supplier in Pune” or “Inframarket steel dealer in Ahmedabad” frequently found inaccurate or unverified information, leading to missed calls, fewer inquiries, and confusion about product availability.
Moreover, India’s construction industry is regionally fragmented. While southern cities like Chennai and Bangalore prioritize sustainable concrete mixes and M-sand, northern markets like Delhi or Lucknow emphasize steel and cement bulk orders. Yet, Inframarket’s online content often failed to reflect these localized demands and search patterns. As a result, the company’s digital presence did not mirror its strong physical footprint.
Customer feedback, spread across Google, Justdial, and industry directories, reflected a mix of praise and challenges. While many applauded Inframarket’s product quality and timely delivery, others highlighted delays in quotation responses or unavailability of updated contact points. Managing thousands of reviews manually across multiple states proved logistically impossible, making it difficult to preserve consistent engagement.
Recognizing that digital accuracy directly influenced B2B trust, Inframarket concluded it needed an AI-powered solution that could unify listings, personalize local SEO strategies, and automate engagement at scale ensuring that every engineer, contractor, and distributor found verified, real-time information whenever they searched.
From Challenges to Solutions: The RightChoice.AI Partnership
To overcome these challenges, Inframarket partnered with RightChoice.AI, a next-generation local SEO and digital presence management platform built for multi-location enterprises. The collaboration focused on three strategic pillars designed to bring consistency, visibility, and engagement to Inframarket’s digital landscape:
- Enhance Online Discoverability through Localized SEO and Industry-Specific Search Insights
- Standardize and Protect Listings Across Inframarket’s Nationwide Network
- Strengthen Engagement and Customer Confidence through AI-Driven Review and Content Management
Solution 1: Digital Optimization: Localized SEO for Construction Search Intent
RightChoice.AI first helped Inframarket shift from generic search optimization to hyper-localized, intent-driven local SEO.
Using the Local Keywords Ranker, the company identified high-intent search terms across its top markets, distinguishing between B2B contractor needs (e.g., “RMC for government project tender”) and retail customers seeking smaller construction quantities. The Ranker continuously monitored keyword performance, allowing marketing teams to spot seasonal and trend-based variations for example, a spike in “fly ash bricks in Patna” during monsoon construction downtimes or “ready-mix concrete in Gurugram” during commercial project peaks. This tool helped the company uncover thousands of location-specific variations that its marketing teams were unaware of.
The AI Content Generator transformed this insight into localized, keyword-rich descriptions for each plant, warehouse, and dealer outlet. Listings now included phrases such as “Premium-grade concrete mix delivered in under 24 hours” or “IS-certified TMT steel available at wholesale rates.” This tool helped Inframarket transform its listings into powerful SEO assets that increased ranking quality and relevance. It enabled the brand to maintain consistency across hundreds of pages without requiring manual writing, drastically reducing the time and inconsistency that large teams usually face.
Meanwhile, the Geo Grid Tracker mapped Inframarket’s visibility against regional competitors in the construction supply domain. It identified underperforming zones for instance, areas where “cement supplier near me” searches were dominated by smaller local players and guided data-driven ad spending to close those gaps. The tool helped the company identify not only where it ranked well but where it needed strategic reinforcement creating a structured roadmap for digital dominance across districts.
Within months, total business impressions rose by over 135%, and inquiries through local searches surged, proving that local SEO accuracy directly translated into higher lead volume.
Solution 2: Plants, Warehouses, and Dealers: Unified Listings and Brand Consistency
Inframarket’s clients from site engineers to procurement officers expect accurate information when searching online.
With RightChoice.AI’s Manage Multiple Listings, Inframarket centralized updates for every operational touchpoint from plant hours and product availability to location coordinates and on-site facilities. Changes could be pushed across Google, Bing, Apple Maps, and 25+ directories simultaneously, ensuring real-time synchronization. The ability to manage all listings from a single dashboard helped Inframarket scale without losing control over its publicly visible data.
To safeguard this network, the Profile Protection & Suspension Risk Monitoring feature prevented unauthorized edits by external agents or outdated franchise accounts. Now, whether customers searched “Inframarket warehouse in Hyderabad” or “cement distributor near Surat,” every result appeared consistent, verified, and protected reinforcing Inframarket’s digital credibility. This tool helped the company secure its digital identity by ensuring only verified updates were allowed. As a result, customers searching “Inframarket warehouse in Nashik” or “RMC plant open now in Bengaluru” saw reliable, consistent and verified data across all platforms.
Inframarket also leveraged Products & Menu Update modules to showcase its vast material portfolio. Each location’s profile acted like a digital storefront, listing available products such as RMC grades, TMT brands, construction aggregates, and waterproofing chemicals. This helped Inframarket increase engagement and conversion, as customers could now see exactly what each location offered without needing a separate call.
By converting static listings into interactive conversion touchpoints, Inframarket achieved a 130% rise in mobile business impressions and improved dealer inquiries.
Solution 3: Digital Engagement Building Trust through AI-Driven Feedback and Communication
In the B2B construction sector, trust is the foundation of every transaction. Contractors choose partners based on credibility, response time, and service reliability.
The AI Sentiment Analysis Engine sifted through thousands of reviews and inquiries posted across Google Business, industry forums, and procurement directories. It identified recurring positive themes such as “on-time delivery,” “quality RMC mix,” and “transparent pricing,” while flagging potential concerns like “delayed dispatch” or “miscommunication in order tracking.” By converting unstructured reviews into actionable insights, the tool helped operations teams prioritize improvements and close service gaps in specific regions.
Next, the AI Review Auto Reply module ensured that every piece of feedback received an instant, human-like response. A customer who wrote, “delivery truck arrived late at site,” would get a personalized reply expressing concern, offering resolution timelines, and thanking them for patience. Positive reviews e.g., “Excellent customer support and fast dispatch” were acknowledged with gratitude and loyalty offers. This consistent engagement helped strengthen trust, build professionalism and reduce resolution turnaround time key factors that influence large construction buyers.
The Local Post Scheduler further empowered Inframarket to broadcast timely, hyper-local updates such as “New batching plant operational in Jaipur,” “Monsoon discount on waterproofing solutions,” or “24-hour RMC support for night projects.” These posts fostered engagement, ensuring that Inframarket’s name appeared continuously in search feeds keeping it top-of-mind for ongoing construction projects. This tool helped maintain ongoing engagement, ensuring that Inframarket stayed top-of-mind for businesses with recurring or urgent procurement needs.
The result was a 70% rise in call clicks, reflecting that more engineers, dealers, and procurement managers were connecting directly to verified local centers.
Quantitative Results (April 2024 – September 2025)
- +100% Increase in desktop Search Impressions: Demonstrating higher discoverability across Google and B2B directories nationwide.
- +70% Rise in Call Clicks: Indicating improved engagement and stronger conversion from verified listings.
- +120% Growth in Direction Requests: Signifying that more customers physically navigated to Inframarket plants and offices via online searches.
- +250% Surge in Desktop Map Impressions: Reinforcing Inframarket’s dominant presence in local and industry-specific map queries.
Final Thoughts
For Inframarket, local SEO presence has become as vital as supply chain efficiency. Partnering with RightChoice.AI has allowed the company to unify its offline infrastructure with an intelligent online ecosystem, ensuring that every builder, architect, or government contractor encounters verified, location-accurate, and engaging information. Inframarket’s partnership with RightChoice.AI demonstrates that technology-driven local marketing is no longer the domain of retail brands alone it is equally transformative for B2B enterprises seeking to bridge the gap between industrial scale and digital personalization.
