Somany Ceramics is one of India's leading building materials companies, manufacturing ceramic tiles, sanitaryware, and bath fittings. With manufacturing plants, corporate offices, and a wide sales network across India, the company hires across multiple functions and regions every month. Much of the recruitment happens in field sales roles, with additional hiring for finance, marketing, and plant operations. Managing recruitment at this scale, across 10+ states and multiple languages, takes tight coordination between recruiters, hiring managers, and senior leadership. We spoke with Sylvi Sasidharan, HR Business Partner at Somany Ceramics, and Kunal Kshirsagar from the HR team, to understand how Goodfit helped streamline screening, reduce recruiter workload, and bring AI-driven interviews into their hiring process.
The challenges
Manual screening through job portals
Before Goodfit, Somany Ceramics relied almost entirely on Naukri for sourcing. Recruiters manually searched profiles, called candidates one by one, and then shared shortlisted resumes with hiring managers. Every step required effort and time from the recruitment team.
20-day hiring cycles for sales roles
Sales roles make up the bulk of Somany's hiring, and the end-to-end process took a minimum of 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 in remote locations
Roles in remote plant locations like Haryana, Bahadurgarh, and Morbi were consistently difficult to close. Candidates were not easily discoverable on Naukri, and many were not open to relocating. Traditional sourcing just could not reach them.
"Earlier our recruitment process relied heavily on sourcing through job portals like Naukri. Our team had to search for profiles, call candidates individually, and then share shortlisted resumes with hiring managers. The entire process involved several manual steps and took significant effort from the recruitment team."
Sylvi Sasidharan
HR Business Partner, Somany Ceramics
Why Somany Ceramics chose Goodfit
When Somany's Head of HR, Mr. Biju Sebastian, joined the company, he had already seen Goodfit in action at a previous organisation, 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 the responsiveness of their team throughout the pilot, made the difference.
Plus, at Rs. 50 per candidate, Goodfit made it easy to roll out across multiple roles and hiring managers without the overhead of a per-user SaaS contract.
"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
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 for pan-India hiring
Because Somany Ceramics hires across several states, the HR team uses Goodfit's multilingual interview capabilities.
This flexibility enabled the team to screen candidates more effectively across different markets.
Better visibility through proctoring and interview reports
Goodfit's interview reports and proctoring capabilities also helped the recruitment team evaluate candidates more effectively before sharing profiles with stakeholders.
These reports allowed recruiters to review candidate behavior and responses more closely during screening.
Closing difficult roles faster
In January and February alone, Sylvi closed 3 positions through Goodfit, including roles that had been near-impossible to fill through traditional sourcing. Positions in Haryana, at the Bahadurgarh plant, and in Morbi for an internal audit role all found candidates through Goodfit links shared on LinkedIn.
By sharing Goodfit interview links through LinkedIn, recruiters were able to attract candidates beyond traditional job portals.
Positive candidate experience
The AI interview format also created a strong impression on candidates.
Customer support and implementation
During onboarding and implementation, the HR team appreciated the responsiveness of the Goodfit team.
What's next for Somany Ceramics
Following the pilot phase, Somany Ceramics plans to expand its use of Goodfit as hiring activity increases after the annual appraisal cycle.
The HR team is also exploring additional capabilities such as structured assessments and enhanced reporting.
As hiring volumes increase across sales and manufacturing functions, AI-driven screening is expected to become a core part of Somany Ceramics' recruitment strategy.
