Somany Ceramics is one of India's leading building materials companies with 5,000+ employees across manufacturing plants, sales offices, and corporate locations. Their hiring spans plant-floor operators, regional sales executives, and corporate professionals across India.
The challenge: pan-India hiring across languages and roles
Somany hires across plant, sales, and corporate roles in tier-2 and tier-3 cities where candidates are more comfortable in regional languages than English. Phone screens were slow, inconsistent, and recruiters were burning out.
Each branch had its own informal screening process. There was no standardized way to compare candidates across locations. A candidate screened in Jaipur looked different from one screened in Chennai, not because the candidates were different, but because the screeners were.
The recruiter team needed a way to screen consistently across all of India without requiring every interviewer to be available at the same time.
"I've already recommended GoodFit to friends in other organizations. It genuinely makes the recruiter's job easier and helps teams start using AI in their hiring processes."
Kunal Kshirsagar
HR Business Partner, Somany Ceramics
The solution: multi-lingual AI interviews with WhatsApp delivery
GoodFit deployed multi-lingual voice interviews with WhatsApp delivery. Plant-floor candidates could interview in Hindi on their own phones, with scorecards flowing to HR in English.
The setup was role-specific: sales roles got roleplay scenarios and objection-handling questions, plant roles got safety-awareness and process-adherence questions, and corporate roles got behavioral and competency questions.
Regional language support
Candidates in different regions interviewed in Hindi, Tamil, or Marathi, whichever they were most comfortable in. Scorecards came back in English so the central HR team could review consistently.
WhatsApp-first delivery
Most Somany candidates are more reachable on WhatsApp than email. The interview link landed in a WhatsApp message, and candidates started with one tap. No app download, no login, no scheduling.
The outcome
The recruiter team tripled output without adding headcount. Screening time dropped 30%. Candidates appreciated interviewing in their own language on their own schedule.
HR leaders across peer companies started asking what Somany was using. The consistency of scorecards across locations became a competitive advantage in multi-city hiring drives.
