Dr. Fixit, from the house of Pidilite Industries, announced the launch of Waterproof World in Mumbai. Furthering this initiative, Dr. Fixit?s Waterproof World, first-of-its-kind retail concept, will aim at educating customer through touch and feel. This will provide a platform to engineers, structural consultants and architects to showcase waterproofing solutions to their clients. Ashish Prasad, President, Sales & Marketing, Construction Chemicals, Pidilite Industries, while launching the concept, said, ?Objective of Waterproof World will be to inform the customers in terms of waterproofing concepts through customer engagement. This is an innovative retail concept that will also enable trade to grow their business.?