Extensive Marketing Strategy Of Ahluwalia Contracts – In-Depth Analysis

Updated on: Feb 28, 2023
Marketing strategy of Ahluwalia Contracts - Featured Image

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In a previous article, we learned about the detailed marketing strategy of LIC, a leading asset management company. In this blog, we will elaborate on the marketing strategy of Ahluwalia Contracts, one of India’s leading providers in the construction sector. The company is primarily in constructing a wide range of structural buildings and manufacturing Ready Mix Concrete.

The primary objective is to help you gain insights into Ahluwalia Contracts, and how it emerged in the construction sector of the Indian Economy.

So, we all know that there is an inevitable surge in the use of digital technologies, and marketing has been the most important way of promoting businesses and surviving this digital transformation. 

To survive in this business, marketing strategies, consumer understanding tactics, and market capture play a critical role. With the advent of digitalization, marketing has become technical and digitised. 

If you are interested in pursuing a career in digital marketing, then you can check out IIDE’s  Free MasterClass on Digital Marketing 101 conducted by our CEO and Founder, Karan Shah.

We will dive into the marketing strategies of Ahluwalia Contracts And will be wholly covering the marketing strategy of Ahluwalia Contracts Construction. Before we begin, let’s understand the company’s story, target audience, and digital presence, and let us gain some insights into the company, its story, target audience, and much more.

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About Ahluwalia Contracts – Company Overview

Marketing strategy of Ahluwalia Contracts - Ahluwalai Contracts logo

The top EPC service provider in the construction industry in India is Ahluwalia Contracts (India) Ltd. The company’s main lines of business are the construction of numerous structural buildings and the production of ready-mixed concrete. 

They are involved in a variety of business ventures, including IT parks, retail, multi-story housing developments, and industrial complexes. The Commonwealth Games Village and Stadium, plush hotels, and medical facilities

Over 50 projects have been completed by them in the last five years. The company Ahluwalia Contracts (India) Ltd. was established on June 2nd, 1979. Four partnership firms that were involved in construction sold their businesses to the corporation in July 1979. 

The corporation converted to a public limited company in September 1990. The Indian High Commission in Delhi’s chancery building was finished by the business in 1992.


Quick Stats on Ahluwalia Contracts

Mr Bikramjit Ahluwalia


Rajesh Sharma

Area Served

All Over India


Engineering & Construction

Market Share/ Revenue

Rs 2,911.61 Cr.


To be a premier company providing comprehensive
end-to-end solutions in the construction industry




Marketing Strategy of Ahluwalia Contracts

Let us have a look at the fantastic marketing strategies of Ahluwalia Contracts. We will look into its marketing campaigns, SEO strategies, etc.

Segmentation, Targeting, Positioning

Ahluwalia Contracts is a leading construction services company that caters to a wide range of customers. 

However, the key to successful marketing lies in identifying and targeting the right customer segment. 

In this article, we will discuss the various factors that Ahluwalia Contracts needs to consider to market successfully to its target market.

Product Life Cycle Stage

One of the most important factors that Ahluwalia Contracts needs to consider while marketing to its target market is the product life cycle stage. In the international scenario, the product life cycle is at different stages based on social, economic, regulatory, and political reasons. 

This will help the company to develop appropriate marketing strategies and tactics to target the segment effectively.

Financial Resources to Target a Specific Segment

Ahluwalia Contracts needs to have marketing capabilities, operational skills, and financial resources to target a specific segment of consumers. 

It is important to assess whether the organization has the required resources to target the identified segment. This will help in ensuring that the marketing efforts are not wasted and are focused on the right segment.

Segment Structural Attractiveness

The presence of core infrastructure is essential to market successfully to the target market. Ahluwalia Contracts needs to assess the segment’s structural attractiveness before entering it. 

This will help in ensuring that the organization has the required infrastructure to market successfully to the target market.

Presence of Appropriate Collaborators

Ahluwalia Contracts needs to assess whether there are sufficient collaborators available to target certain customer segments. 

For example, there is an environment-conscious segment in the automobile industry that can pay premium prices for electric vehicles, but none of the major auto players was successfully able to target that segment because there was no collaborators ecosystem. 

Organization’s Mission, Vision, and Consumer Segment Fit

It is important to ensure that the targeting is consistent with the vision, mission, ethos, values, and strategic fit of Ahluwalia Contracts. The company needs to ensure that it is targeting the right segment, which is aligned with its overall strategy and goals.

Financial Return Potential of the Target Market

Ahluwalia Contracts needs to assess the financial return potential of the target market before investing resources in marketing to the segment.

Regulatory and Other Entry Barriers

Ahluwalia Contracts needs to assess whether there are any regulatory and technological barriers that it will face if it decides to enter the market. 

This will help in ensuring that the company is aware of the potential challenges and can develop appropriate strategies to overcome them.

Organizational Technical Capabilities

Ahluwalia Contracts needs to assess whether it has the technical capabilities to cater to a specific consumer segment in the construction services industry. This will help in ensuring that the company can deliver the required services to the target segment effectively.

Competition in the Target Segment

Finally, Ahluwalia Contracts needs to assess the level of competition in the target segment. If the competition is fierce, then there is less likelihood of sustainable margins in the long term. 

The company needs to develop appropriate strategies to differentiate itself from the competition and ensure that it can compete effectively in the target segment.

Marketing Campaigns

In the past 38 years, Ahluwalia Contracts won several awards for our approach towards quality, engineering, health, & safety and the built environment. They constantly strive to establish industry SOPs such that significant economic development and a positive impact on society at large, are made efficiently.

There is huge scope for up-skilling the Indian construction workforce, which the industry must take up.

Their first step was to upgrade existing skills to national standards and develop frameworks necessary for quality assurance by aligning their plans with those of the Skill India Mission and partnering with training agencies for greater workforce productivity.

Marketing strategy of Ahluwalia Contracts - Marketing Campaign

(Source: Linkedin.com)

This campaign was showing agricultural importance In India. Farmers come first was their motive. They have shown Democracy through this. They were trying to spread awareness in society.

Safety Week is organized by Ahluwalia Contracts at the Muthoot Hospital Construction site, Dwarka. 

Social Media Marketing

Ahluwalia contracts are not very active on social media handles. Social media is a great tool that can be used to give your business a voice, build trusted relationships with customers, and advertise your business and services, which is why it’s important to have a good social media team

SEO Strategies 

Marketing strategy of Ahluwalia Contracts  - SEO Strategies

SEO is an important aspect of digital marketing.

As per SEO ranking, it is said that the number of keywords – below 500 is bad, above 1000 is good, and 10,000+ is amazing. As we can witness, Ahluwalia Contracts management has 28015 amazing keywords. Also, the traffic per month is around 3.5 lakh + which is considered to be fantastic. 

Influencer Marketing

Ahluwalia Contracts are spread All Over India. There is no specific personality who represents Ahluwalia Contracts as a whole firm. However, in India Ahluwalia Contracts has appointed Civil Engineer Jasan Ahluwalia to Influencer marketing at Boult Audio.

He as an engineer will help in promoting the Ahluwalia Contracts. On Youtube, you will find people talking about Ahluwalia Contracts as the best Indian entity.

E-commerce Strategies

Ahluwalia Contracts management constructor entered the market of e-commerce in 2008. It sells its construction policies online on its website, they collaborate with other e-commerce websites like Amazon and Flipkart where construction information is provided with their past constructions.

To better their comprehension of clients, systematise customer data, and manage it through CRM, which would further boost their sales and customer care, was their key motivation for utilising the e-commerce platform.

Mobile Apps

It would be beneficial for them to have a mobile application so that the customers can easily access all the information easily.

Content Marketing Strategies

Content marketing is a strategic approach to creating and sharing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.

Ahluwalia contract is highly proactive in publishing informational blogs related to the construction sector. The company is primarily in the business of construction of a wide range of structural buildings and manufacturing Ready Mix Concrete. These blogs are published on their websites.

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Conclusion  – What’s Special in Ahluwalia Contract’s Marketing?

In conclusion, Ahluwalia Contracts needs to consider various factors while marketing to its target market. 

These factors include the product life cycle stage, financial resources to target a specific segment, segment structural attractiveness, presence of appropriate collaborators, organizational mission, vision, and consumer segment fit, financial return potential of the target market, regulatory and other entry barriers, organizational technical capabilities, and competition in the target segment.

Today, every company requires digital marketers. To excel in digital marketing, check out IIDE’s Online Digital Marketing Course.

We hope that this blog has given you a good knowledge about the marketing strategies of Ahluwalia Contracts. If you would like to read and learn such insights about other companies, check out IIDE’s Knowledge Portal. This portal covers more interesting case studies.

Thank you for taking the time to read this blog. We hope you enjoyed reading it. Feel free to express your thoughts in the comment section below. Happy Reading!

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She has been working with new trends in the Education industry for the last 2 decades. Starting her career as an Academic Counselor in the Middle East with Emirates College for Management & Information Technology......[Read full bio]


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