360 Degree Walkthrough of Marketing Strategy of Balrampur Chini Mills

Updated on: Jun 20, 2022

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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.

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In the previous blog, we learned about the detailed SWOT analysis of Balrampur Chini Mills. In this blog, we will give a detailed and elaborate case study on the Marketing Strategy of Balrampur Chini Mills Рthe largest sugar manufacturer in India. 

The focus of the blog is to learn and understand how Balrampur Chini Mills became the largest sugar manufacturer in India and how it plans to expand its growth and reach all over the world and maintain its position in India. 

Marketing is an essential part of every organization; it is a basic foundation for every industry. It serves as the backbone of the industry. If you are interested in the new digital era then you should check out IIDE’s Free MasterClass on Digital Marketing 101 by our CEO and Founder, Karan Shah.

We are going to cover the complete marketing strategy of Balrampur Chini Mills in this blog. But first, let us begin with a bit of the company story, the target audience, and its presence.

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About Balrampur Chini Mills – Company Overview

Marketing Strategy of Balrampur Chini Mills

Balrampur Chini Mills Limited is an Indian sugar-producing Industry. The organization’s central command is in Kolkata, West Bengal. Balrampur Chini plants are enlisted at the Registrar of Companies. The organization is creating sugar for the clients. It is one of the biggest sugar fabricating organizations on the planet.

It is the second-biggest sugar fabricating industry in India with critical strength in the assembling of downstream items like power and ethanol. In 1975, the business with a stick smashing limit of 800 tons each day, therefore extended its ability to 1200 tons each day.

Balram Chini factories Limited was established by Shri Kamal Nayan Saraogi in 1975. He is a business graduate. Saraogi has wide involvement with the sugar business. He wedded Meenakshi Saraogi, an Expressions graduate. She is a central coach in the organization and was likewise granted Padma Shri in 1992.

The upsides of the organization are to guarantee a moral way of behaving, convey sincerely and productively, work together to determine issues in a brief, fair, and even-handed way, regard thoughts, jobs, and ability to keep an open, comprehensive and harmless climate, approach individuals with deference, graciousness, nobility, and respectability and perceives compensates and celebrate achievement.

Quick Stats on Balrampur Chini Mills
Area Served BCML serves all over India
Industry Sugar Manufacturing Company
Market Share/ Revenue The estimated annual revenue is 4845.11 crores
Vision To create a personality extending beyond sugar
Tagline Transforming into an energy company from a sugar company


Marketing Strategy Of Balrampur Chini Mills

Let us now see the marketing strategy of Balrampur Chini Mills and how it carries the marketing campaigns and what are the marketing strategies used by the company.


Talking about the segmentation of the Balrampur Chini Mills there is no specific target audience for any age as sugar is widely consumed by all the consumers irrespective of their age.

Sugarcane represents almost 80% of worldwide sugar creation. The main ten sugar-creating nations – Brazil, India, Thailand, China, the US, Mexico, Russia, Pakistan, France, and Australia represent almost 75% of the worldwide result. Brazil represents 40% of world sugar sent out and is the central participant in the worldwide market, with 70% of its complete creation being traded in the global market.

Targeting is the multisegment marketing of the products that involve identifying specific markets for specific content. Balrampur Chini Mills targets mainly the manufacturing sector in Indi. It identifies its competitors and then increases its production and aims at becoming the world’s largest producer of sugar in India.

In a nation, where expansion was normal, Balrampur had chosen to adhere to its centre skill. Throughout the long term, Balrampur had expanded the size of its activities through both limit extension and procurement. Simultaneously, it tried to lessen the risk by zeroing in on the side effects and becoming the largest producer of sugar in India. It is positioned quite well in the manufacturing sector of India. 


Balarampur Chini Mills does not have a great online presence even though they haven’t conducted any kind of campaign. They don’t conduct any kind of advertisement campaign to promote their mills. 

Balarampur Chini Mills 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.

Balarampur Chini Mills can launch such advertisements and other media campaigns to increase its presence in India and other foreign countries.


Balrampur Chini Mills is on Instagram, Facebook, and LinkedIn.            

  • ¬†Facebook: It has 5-6k followers¬†
  • ¬†Instagram: Less than 100 followers are not at all active on Instagram.
  • ¬†LinkedIn: It has around 4.1k followers¬†
  • Twitter: They don’t have a Twitter profile.

They are most followed and active on their Facebook page. 

They are not very active on social media. Due to the market growing more on the digital aspect; they should try to grow their product more digitally like selling the Agri inputs and sugar on e-commerce sites and even better on their website and encourage more farmer growth.


Marketing Strategy of Balrampur Chini Mills - SEO

As stated in the ranking of SEO it says that the Number of Keywords below 500 is poor, above 1000 is good, and 10000 is amazing. Here we can see that Chini.com has 3501 organic keywords and it is good. This shows that (BCML) is gaining a good number of insights.

Also, the traffic per month is around 27k+ which is very good. Hence the SEO strategies are working to rank in the SERP results. 


Influencer marketing involves a brand collaborating with an online influencer to market one of its products or services. Some influencer marketing collaborations are less tangible than that ‚Äď brands simply work with influencers to improve brand recognition. Balrampur Chini Mills has not actively participated in this marketing strategy. Unfortunately, it has not reached out to any of the big influencers to market its product.¬†


An eCommerce strategy is the tactics that you plan to use to promote your product in an online store to gain more sales.

It is a long-term idea of where your eCommerce business is heading. It’s based on the knowledge of the market, trends, consumer research, and product.


No information was found.


This strategy is used for attracting, engaging, and retaining vast audiences by creating videos, and relevant articles by the use of other media. Balrampur Chini Mills is not active on its social media for quite a while now.

The only majority of the content that is posted is on Facebook and LinkedIn. Although it also posts regular updates and articles on its website https://chini.com/.

This ends our elaborative marketing strategy of Balrampur Chini Mills. Let us conclude our learning below from the marketing strategy of Balrampur Chini Mills.

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What’s Unique in Balrampur Chini Mills Marketing? 

We have seen that Balrampur Chini Mills is a fast-growing sugar manufacturer in India. And also how to plan to convert to an energy company from a sugar company shortly.

The above marketing strategy of Balrampur Chini Mills shows that they are not much active on social media and mainly focus on the growth of their website and they have also got a reasonable amount of traffic on their website compared to Instagram and Facebook. Although Balrampur Chini Mills is not that great at maintaining relations with the target audience and lacks digital marketing methods it still needs a lot of time and practice to evolve in the digital sector.

Digital Marketing is extremely important in today‚Äôs age. With the increasing importance of digital marketing, learning about the growing field is an important step. If you would like to learn more and develop skills, check out IIDE’s 4 Month Digital Marketing Course to learn more.

We hope this blog on the marketing strategy of Balrampur Chini Mills 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 Balrampur Chini Mills, check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of Balrampur Chini Mills, and do share your thoughts on this case study of the marketing strategy of Balrampur Chini Mills 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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