Comprehensive Marketing Strategy of Bajaj Hindusthan Sugar

Updated on: Jun 27, 2022
Marketing Strategy of Bajaj Hindusthan Sugar - Featured Image

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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

Practical assignments, case studies & simulations from Harvard Business Review helped the students from this course present this analysis.

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Previously we learned about the SWOT Analysis of a well-renowned company, Kesoram Industries which manufactures tires to cement to rayons.

Today, we are going to delve deep into the marketing strategy of Bajaj Hindusthan Sugar. The objective is to help you gain a fair amount of knowledge on Bajaj Hindustan Sugar’s business augmentation by understanding its key aspects of growth.

Marketing provides an opportunity for growth to the brand and digital marketing is one such pillar in today’s age. Companies should be well versed in considering digital marketing as it is beneficial not only to acquire customers but also to retain them. 

If you are interested in upskilling yourself in digital marketing, you should undoubtedly check out IIDE’s Free MasterClass on Digital Marketing 101 by our CEO and Founder, Karan Shah.

We will be digging deep to gain some insights into the marketing strategy of Bajaj Hindusthan Sugar and how as a company it has been able to achieve a mark in the Sugar Industry.

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About Bajaj Hindusthan Sugar

Bajaj Hindusthan Sugar Limited (BHSL) is a sugar producer in India. It is a subsidiary of Bajaj Group’, which is Asia’s Number One sugar and ethanol manufacturing company, headquartered in Mumbai (Maharashtra), India.

BHSL is a public company that is listed on the NSE as well as the BSE. It was founded in the year 1931 by Jamnalal Bajaj. It deals in Sugar, Power, Distillery, and Sugar by-products. The revenue generated is ₹135.75 billion w.r.t 2021.

BHSL has a crushing capacity of 136,000 tonnes crushed each day (TCD) and 800 kiloliters each day (KLD) of alcohol distillation capacity over 14 areas in the north Indian State of Uttar Pradesh (UP). The organization is a forerunner in the Asian and Indian sugar industry and is additionally one of the biggest makers of green fuel ethanol in India.

Its by-products incorporate molasses, bagasse, fly ash, and press mud. BHSL additionally creates electrical power from the bagasse delivered in its sugar factories.

Quick Stats on Bajaj Hindusthan Sugar
CEO Ravijit Chaudhuri
Area Served Predominantly India but exports to other countries
Industry Sugar
Market Share/ Revenue Rs 1,864.95 Crore
Vision To transform Bajaj Hindusthan Sugar Ltd. into a dynamic and vibrant business entity where growth is an ethos and the long-term value creation for our stakeholders is the paramount objective.
Tagline N/A


Marketing Strategy of Bajaj Hindusthan Sugar

Now that we have got an understanding of the company’s essence let’s go through the detailed Marketing Strategy along with the STP Analysis, SEO Strategies, etc.

Segmentation, Targeting, and Positioning

Considering the target audience of BHSL, its segmentation is mostly industry-oriented dealing with manufacturers and wholesalers. They are also enlisted on IndiaMart which provides end-to-end B2B services as well as B2C services.

In particular, there hasn’t been any testing of the products as it has expanded its operations over the years in various verticals and it majorly focuses on B2B distribution but also it’s few of its products deal with the B2C front, having a robust supply chain it supplies in not only rural areas but also few of the urban areas. The target audience for the company is wholesalers and other manufacturers who are affiliated with the sugar industry.

The primary key to the business’s success is support. The product lines of Bajaj Hindusthan Sugar enable the organization to have a large number of clients, which facilitates the organization in significantly improving business support.

Standing tall from its competitors, BHSL is ahead in its game due to its establishment in the market over the decades. Taking into account the economical valuation, brand loyalty, trust, and its integration are the key points for differentiation.

Marketing Campaigns

Marketing Strategy of Bajaj Hindusthan Sugar - CSR

Bajaj Hindusthan Sugar as of now does not have any marketing campaigns. Bajaj Hindusthan Sugar can use the same marketing techniques as its competitors are using. The marketing campaign which they can follow from their competitors is advertising on television, launching an advertisement in newspapers, launching a short corporate film, and other marketing ideas.

Bajaj Hindusthan Sugar can launch such advertisements and other media campaigns to increase its presence in India and other foreign countries.

Social Media Marketing


9,263 total likes & 9,460 total follows




143 followers & 245 following

The company can be found on various social media platforms such as Linkedin, Twitter, and Facebook. It is not available on Instagram. Even though there is social media presence the handles aren’t active for quite a while. 

The organic content that they often post is regarding their company’s current events or press releases. Taking into account customer engagement, the company posts various seasonal and festive greetings.

As it is an industry-oriented company the best medium to connect to them would be via LinkedIn and Facebook.

SEO Strategies 

Marketing Strategy of Bajaj Hindusthan Sugar - SEO

SEO strategy is a crucial strategy for any company to consider and Bajaj Hindusthan Sugar is doing a satisfactory performance.  The organic keyword and traffic are fair as more organic keyword generation could work in their favour. Taking into account the backlinks data, the performance is well. Bearing in mind the above data there is scope for change in the SEO Strategy of BHSL.

Domain authority of 29 is very less but can be worked upon by posting organic content on their website which will in turn also increase the organic monthly traffic i.e. 40k which also needs to be worked upon. Overall traffic on the official website is 40-60% considering the keywords the company is tapping. In conclusion, there’s room for improvement. 

Influencer Marketing

BHSL doesn’t indulge in influencer marketing. BHSL as a company doesn’t need Influencer Marketing as most of the transactions are B2B and contract oriented. Only a few of its products have end-to-end marketing.

E-commerce Strategies

E-Commerce is gaining its mark over the years and it is opening a pathway for companies to sell their products on marketplaces. BHSL has an FMCG front but is a B2B company and doesn’t directly sell on B2C platforms such as Amazon, Big Basket, etc.

It is listed on IndiaMart where they sell Sugar, Molasses, Fly Ash, Press Mud, etc. IndiaMart is a distinguished platform for B2B services as well as customer-to-customer web services via its portal.

Mobile Apps

BHSL doesn’t have a mobile app but has a website. 

Consider launching a mobile app that sells its products that would act as an e-commerce platform or give information regarding the course of events of the company considering it is one of the companies that investors on the share market prefer keeping an eye on.

 This would cater to the company for its benefit which will lead to awareness in the market and create a better name as compared to its competitors. 

Content Marketing Strategies

BHSL doesn’t delve deep into content marketing as a whole but posts content on its social media regarding certain press releases, product launches, and seasonal greetings.

The content marketing activity is very confined and should be worked upon by being more active on social media platforms as well as providing suitable information regarding the company’s current course of events.

This ends our elaborative marketing strategy of Bajaj Hindusthan Sugar. Let us conclude our learning below from the marketing strategy of Bajaj Hindusthan Sugar.

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What’s Unique in Bajaj Hindusthan Sugar’s Marketing? 

In the marketing strategy of Bajaj Hindusthan Sugar Ltd, we could gain insight that the company has a long way to go in the lines of marketing. The company could start by being more active on its social media platforms or try connecting more to its consumers via exhilarating its E-commerce strategies. 

Almost every other firm, like Bajaj Hindusthan Sugar, is striving to boost its digital presence and, as a result, is looking for digital marketers. Check our Online Digital Marketing Course if you want to learn more and improve your skills. Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing. 

We hope this blog on the marketing strategy of Bajaj Hindusthan Sugar has given you a good insight into the company’s marketing strategies.

If you like such in-depth analysis of companies just like the marketing strategy of Bajaj Hindusthan Sugar, check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of Bajaj Hindusthan Sugar, and do share your thoughts on this case study of the marketing strategy of Bajaj Hindusthan Sugar in the comments section below.

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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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