Somany Ceramics makes ceramic tiles, sanitaryware and bath fittings. It has plants, offices and a large sales network, and it hires for many teams and regions every month. Most hiring is for field sales, with more for finance, marketing and plant operations. Hiring across 10+ states and several languages takes close work between recruiters, hiring managers and senior leaders. We spoke with Sylvi Sasidharan, HR Business Partner at Somany Ceramics, and Kunal Kshirsagar from the HR team, about how Goodfit made screening easier, cut recruiter workload and brought AI interviews into their hiring.
The challenges
Manual screening through a job board
Before Goodfit, Somany Ceramics found almost all candidates on one job board. Recruiters searched profiles by hand, called candidates one by one, and then sent shortlisted resumes to hiring managers. Every step took time from the recruitment team.
Sales roles took at least 20 days to fill
Sales roles make up the bulk of Somany's hiring, and the whole process took at least 20 days. Recruiters had to coordinate schedules between candidates and hiring managers, set up Microsoft Teams calls to check on personality and fit, and wait for everyone's availability before any profile could move forward.
Hard-to-fill roles at remote plants
Roles at remote plants, far from big cities, were hard to fill. Few candidates for them were on the job board, and many did not want to move. The usual sourcing could not reach them.
"Before Goodfit, our recruiters had to coordinate schedules with candidates, set up Microsoft Teams interviews, and then wait for both sides to be available before moving the profile forward to the hiring manager."
Sylvi Sasidharan
HR Business Partner, Somany Ceramics
Why Somany Ceramics chose Goodfit
When Somany's Head of HR, Biju Sebastian, joined the company, he had already seen Goodfit in action at a previous company, Amrit Cement, and knew the platform could cut down hiring time. But the referral was not the only reason they moved forward. What really clinched it was how the Goodfit team ran the demo.
Other platforms were evaluated, but none pushed the team to actually experience the product firsthand. Goodfit's hands-on approach, and how quickly the team responded during setup, made the difference.
Plus, with per-assessment pricing, Goodfit made it easy to roll out across multiple roles and hiring managers without the overhead of a per-user SaaS contract.
"The Goodfit team actually asked us to try the AI interview ourselves during the demo. That helped us understand exactly how the platform works from a candidate's perspective."
Kunal Kshirsagar
HR Business Partner, Somany Ceramics
The solution
AI interviews for first-level screening
Somany Ceramics implemented Goodfit's AI interviews as the first stage of candidate screening. Recruiters now share interview links through LinkedIn and other channels, allowing candidates to complete interviews on their own time, in their preferred language.
Faster collaboration with hiring managers
One of the biggest workflow improvements came from being able to share interview recordings directly with hiring managers and senior leadership, including when they were on the road.
Multilingual interviews across regions
Candidates can take the interview in the language they speak best, so the team screens the same way in every region.
Recruiters check the cheating flags and the report before sharing a candidate
Each interview comes with a report. It shows the score for each skill and flags things like a second person in the room or reading from notes.
Recruiters read the report and watch the key answers before they send a profile to a hiring manager.
Closing difficult roles faster
In January and February alone, Sylvi filled 3 positions through Goodfit, including roles that had stayed open for a long time. Two plant roles and an internal audit role all found candidates through Goodfit links shared on LinkedIn.
Sharing the interview link on LinkedIn reached people who were not looking on job boards.
Maya Collins · Field Sales Representative
Shared by private link · no login needed
- Second personNobody else seen or heard
- Reading answersEyes stay on the camera
- Tab switchesNone during the interview
- RecordingFull call with transcript▶ 17:02
Overall score 7.8 out of 10
What's next for Somany Ceramics
Somany Ceramics plans to use Goodfit for more roles as hiring picks up after the annual review cycle.
The team also plans to add skill tests before the AI interview.
As sales and plant hiring grows, the AI interview will be the first step for most roles.
