Bathla        |
Home Essentials

Helping a 50-Year-Old Home Essentials Brand Show Up in AI-Led Discovery

Bathla, one of Indiaʼs established home essentials brands, partnered with Glu to understand how its products were surfacing in AI-driven discovery and to bring its catalog up to par with how generative engines now interpret, rank, and recommend products.

Background

Consumer discovery is evolving.

Bathla is an Indian home solutions brand specialising in ladders, drying racks, ironing boardsand everyday utility products. Founded in 1967, it is known for durable, space-efficient designsand a strong presence in the home improvement category. Today, Bathla sells roughly one in every two ladders bought in India, with a catalog of more
than 800 SKUs across ladders, cloth drying systems, ironing tables, bathroom fittings andcleaning essentials.

Challenge

Bathla is currently grappling with the question of AI visibility. Specifically, how its products and content surface in AI-driven discovery layers such as search assistants and generative answer engines. Traditional SEO signals were no longer sufficient. The brand had limited clarity on how to structure product data, content and metadata so that AI systems could consistently pick it up, interpret it correctly, and surface it in category-level recommendations.

Implementation

Glu worked with Bathla to optimize brand and product presence for AI-generated answers, and to structure discovery signals across the category-level prompts that matter to a home utility buyer.

Pilot scope:
• Bathla prioritized 21 products across its core categories for the pilot
• Glu shared optimized content drafts for each product and received feedback fromthe Bathla team
• Optimizations were rerun based on that feedback to align with Bathla’s brand toneand category requirements
• Bathla approved the revised content and published it to Shopify
• Glu’s schema checker agent then validated each product page, confirming that LLM crawlers could correctly read and interpret the updated structured data
• Glu shared a parallel set of recommendations for strengthening third-party trust signals,including Trustpilot scores
• Weekly prompt tracking was set up to monitor AI visibility across a consistent test set
• Baseline and post-deployment reports were produced to measure uplift in brand inclusion, placement and category-level relevance

Observations

Within roughly 5 weeks of the optimizations going live, Bathla’s brand visibility moved from0% to 23% on the tracked prompt set. The lift from zero and the consistency of thesubsequent readings indicated that the optimized content was being recognized and surfaced by AI systems as intended.

Observations

During the pilot period, measured indicators showed directional changes in how Bathla appeared within AI-generated answers.

Some variation was observed from week to week, as expected in early-stage testing. Overall, the results indicated improved consistency and accuracy in how Bathla products were surfaced in relevant AI contexts.

Brand Visibility

The percentage of relevant AI queries where your brand or product is likely to appear.

"We knew AI was changing how people discover products, but we didn't know what to actually do about it. Glu gave us a structured way to test it on 21 SKUs, see the numbers move, and then decide how far to take it across the catalog."
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Dev Bathla

Chief Marketing Officer, Bathla