Profound Marketing Strategy of Adani Power – With Company Overview

Updated on: Feb 18, 2023
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In a recent article, we looked into the marketing strategy of Reliance Power. In this article, we will talk about the marketing strategy of Adani Power.

Since You are here you might be familiar with the term “Adani Power” if not don’t worry we are here to clear all your doubts, With its headquarters in Khodiyar near Ahmedabad, Gujarat, Adani Power is a subsidiary of the Indian conglomerate Adani Group and a market capitalization of $20 billion as of August 7, 2022. It is a privately owned thermal power plant in Gujarat’s Kutch region with a 12,450 Megawatt capacity. The first company in India to synchronise supercritical technology is this one.

While analysing the marketing strategy of Adani Power, it becomes clear that the company’s primary objective is to make the best use of available resources in order to help India become one of the world’s top power performers and stand out.

Marketing is a fundamental element of a business that has the power to make or break it. As users across the world go digital marketing, you should check out IIDE’s Free Masterclass on Digital Marketing by our CEO and Founder, Karan Shah. 

Before we begin our deep dive into the marketing strategy of Adani Power, let us start by learning the company’s story, target audience, and digital presence. 

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About Adani Power – 

marketing strategy of adani power - adani power logo

Source – Wikipedia

An affiliate of the Adani Group is the Indian power and energy firm Adani Power. It is a private thermal power producer with headquarters in Khodiyar, Ahmedabad, and operates a 40 MW mega solar facility at Naliya, Bitta, Kutch, Gujarat. In 1996, Adani Power was founded as a power trading business. A 1,600-megawatt facility is being built in Jharkhand by Adani Godda Power. With the governments of Gujarat, Maharashtra, Haryana, Rajasthan, Karnataka, and Punjab, the business has inked long-term power purchase agreements totalling roughly 9,153 MW.

It started generation in July 2009 by Ram implementation of its first 330 MW of 4,620 MW at Mundra. The largest single-location coal-based power project in India. It started increasing its capacity gradually in 2015 the company announced the completion of the acquisition of Udupi Power Corporation Limited on 11 May 2015. With this, Adani Power has a total commissioned capacity of 10,440 MW, making the company the largest private producer in India.

According to the recent reports 2019, they ended their fourth quarter on 31 March 2019, It has a consolidated net profit of Rs 634.64 crore. The company had reported a consolidated net loss of Rs 653.25 crore during the same fiscal year the year before. 

Quick stats –

CEO Mr Shersingh B. Khyalia
Area Served Gujarat, Maharashtra, Rajasthan, Karnataka, Chhattisgarh, and Madhya Pradesh.
Industry Energy, Power
Market Revenue 31,686 crores INR (US$4.0 billion, 2022)
Vision To be a world class leader in business that enrich lives and contribute to nations in building infrastructure through sustainable value creation.
Tagline Growth with Goodness. Thinking big. Doing better.


Marketing Strategy of Adani Power – 

STP Analysis is the first part that we would look into in the marketing strategy of Adani Power.

Segmentation, Targeting and Positioning 

Segmentation – Adani Power segment involves power transmission activities, trading segment, Mumbai GTD Business and many more. 

Targeting – The company does not produce anything to be sold, they transmit power with 14000+ power transmission length and 23000+ transformation capacity, so it doesn’t apply the concept of transmission. 

Positioning – As for the positioning of the company in the market, it is one of the leading companies in power transmission and trading. 

Marketing Campaigns

1. #SoundsOfGoodness Campaign

Marketing strategy of adani power - marketing campaign

The Adani Group has elevated its sustainability position in honour of World Environment Day (5 June 2020) with the #SoundsOfGoodness campaign to raise much-needed awareness about urgent environmental issues and how individual efforts may result in significant change. By collaborating with RepIndia, the digital partners of Adani Group, the campaign inspired millions to take action and protect Mother Nature in all of her wealth and grandeur.

The initiative hoped to start a meaningful discussion that would encourage individuals to do their part to protect Mother Nature and follow the righteous path.

Adani Group started the campaign by sharing sounds of nature that served as inspiration for its eco-friendly, sustainable projects, such as mangrove plantations and renewable energy. Users were then asked to report their individual encounters with the many sounds of nature they regularly hear. The #SoundsOfGoodness tribute video was created using crowdsourced sounds and showcased the beauty of nature and the need to preserve it in its entirety.

2.  #Livetheconstitution Campaign

marketing strategy of adani power - marketing campaign

The Adani group launched the #Livetheconstitution campaign on the 71st Republic Day. It attempts to review the Preamble to the Indian Constitution, which underlines the core values and tenets of our Constitution. It also stands for the constitutional pillars of politics, morality, and religion. It demonstrates the commitment to making India a socialist, secular, and democratic country.

The data shows that within 72 hours of its debut, the new ad campaign #LiveTheConstitution received over 2.9 million views, 1+ million views on YouTube, and 30,000 shares.

Through this campaign, Adani Group hopes to appeal to millennials and younger audiences who aren’t afraid to express their opinions about democratic rights and what it means to be authentically Indian.

The business seeks to engage with young, brilliant people from both the current and upcoming generations who have had exposure to traditional India. Every person in the nation will be able to relate to this advertising campaign, which will also help the public build brand awareness.

Social Media Marketing 

  • LinkedIn – 300K followers

Adani Power is not available on all social media platforms except LinkedIn. As the majority of their customer base is present on this platform. As seen they have an impressive amount of followers on this platform. They also keep on posting the activities that they carry out for the audience to know more about them. They also post promotional and informative content on their Linkedin handle.

SEO Strategies

marketing strategy of adani power - ubersuggest seo screenshot

Source – UberSuggest 

As per SEO ranking, it is said that number of keywords below 500 is bad, above 1000 is good, and 10,000+ is amazing as seen Adani power has organic keywords of around 10K+ which is amazing but they can still work on it.

Another vital element in an efficient SEO Strategy is the monthly traffic as per standards monthly visits of more than 20,000 are amazing. As seen in the above image Adani power has 130K+ monthly visitors which is impressive.

Influencer Marketing 

Adani Power is not using any kind of Influencer marketing to prompt the company. Apart from that when it comes to the Adani group they have collaborated with celebrities and have brand ambassadors for their other subsidiary companies. 

E-Commerce Strategy 

Adani Power does not have an e-commerce portal. As this company is into sustainability and thermal power which cannot be bought or sold on e-commerce websites to any B2B or B2C customers. Therefore, it is valid on their side to not have an e-commerce portal and it can not add much of benefit to the business.

Mobile Apps 

Separately, Adani Power doesn’t have a mobile application. Adani Electric, Adani Saksham, Adani Collections by Collect, and other divisions of the Adani group all have mobile apps.

Content Marketing Strategy 

As seen Adani power is not present on each and every social media but apart from that they have a media room on their website in which they publish various media releases, videos and media mentions for their customers to know about the activities carried out by the company.

So here we finish our detailed marketing strategy of Adani Power. Let’s proceed to the conclusion and summarize what we learn in the case study.

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What’s Unique in the Marketing Strategy of Adani Power?

One of the leading companies in power transmission and trading is Adani Power. The business is enormous and has a good handling system. They have carried out numerous distinctive marketing campaigns and Social initiatives. 

So engaging with customers and developing new social media marketing tactics are still areas where the organisation may improve, given the importance of digital marketing in today’s world.

Learning about the expanding sector of digital marketing is crucial given its growing relevance. Check out IIDE’s 4-Month Digital Marketing Program and 11-Month Digital Marketing Program if you want to learn more and expand your skills.

We hope that our blog post about the marketing strategy of Adani Power has provided you with valuable insight into the company’s marketing plans.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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