Complete Marketing Strategy of BASF India – With Company Overview

Updated on: Jul 24, 2022
Marketing Strategy Of BASF India - 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 Business Review helped the students from this course present this analysis.

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In our previous article, we studied a detailed SWOT analysis of BASF India. Today in this article we will study the Marketing Strategy of BASF India. We will also look at quick stats, products, and company history.

BASF India is known for its chemistry, they are known for their chemicals, plastics, performance products, and crop protection products for oils and gas. They are the world’s leading chemical company in India, and they believe in developing innovative solutions for customers around the world. Their employees have passion & determination, and due to that, they are leading. 

BASF India’s marketing strategies help in boosting its growth, this is another reason why they are leading. After covid almost every business is going online, so you must know how to do marketing online means how to promote products & services through digital marketing. So if you are interested in learning the latest marketing efforts which are digital marketing – check out our Free MasterClass on Digital Marketing 101 by the CEO and Founder of IIDE, Karan Shah.

Before we go into the Marketing Strategy of BASF India, let us know about BASF India as a company.

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About BASF India, 

Marketing strategy of BASF India

BASF India is a German multinational chemical company. They are known as the largest chemical producer in the world. The BASF India Group comprises subsidiaries and joint ventures in more than 80 countries and operates six integrated production sites and 390 other production sites in Europe, Asia, Australia, the Americas, and Africa. To produce dyes, Engelhorn used the byproduct of gasworks which is tar and that’s how BASF India was formed slowly.

At the end of 2019, the company employed almost 1,20,000 people, & also in 2019, they recorded sales of 59.3 Billion Euros. The company’s primary focus is to expand its international activities in Asia. Also, If we see their stock portfolio, they are listed on Frankfurt as well as Bombay Stock Exchange. Their shares are performing well in past years, one can get good returns from BASF India. The company is currently planning to slowly expand in Asian countries.


Quick Stats on BASF India
CEO Narayan Krishnamohan
CMO Prakash karekar
Area Served South Asia
Industry Chemical
Market Share/ Revenue $1.75 billion
Vision To safely market and distribute energy and petrochemical products while offering innovative value-added services.
Tagline We create chemistry


Marketing strategy of BASF India 

BASF India has many innovative and effective marketing strategies which helped the company to be at the top position. 

Segmentation, targeting and positioning 


BASF India separated its customers into three sections: Tier I/II/III cities, Public Sector/Private Sector, and Customer/  looking to fulfil energy needs.


Its main target is customers in both the public and private sectors in all-tier cities.


Finally, BASF India is A Strong and largest producer of chemicals in the world.

Marketing campaigns

Sustainability campaign of BASF master builders solution wins gold and silver award

Marketing strategy of BASF India - Campaign 1

The sustainable campaign” quantified sustainable benefits” of the BASF brand master builders solution about the application of eco-efficient construction materials won a gold award at Deutscher Preis fur online communication 2018 in the category microsite as well as a silver award of best content marketing award 2018 in the categories “B2B Crossmedia” and “B2B Microsite”. eco-efficient construction solutions were used.

Engineer campaign

Marketing strategy of BASF India - Campaign 2

This campaign revolves around the increasing number of cars on Indian roads and the increasing level of harmful emissions in the environment. The thought of living in a greener environment has inspired a group of diverse professional experts. A team of dedicated electrical, mechanical and process engineers and a business manager came together to build a catalytic converter to protect the air we breathe from harmful substances and gases. there were many hurdles but it was able to manage by intensive planning. 

Innovate with us 

Marketing strategy of BASF India - Campaign 3

It emphasises finding solutions to the global challenges that we face daily, which require out-of-the-box thinking. It is a sustainable effort for the future. This deals with ongoing challenges. They need experts from different backgrounds to join the cause and innovate with them. it was an invitation for the experts of another field to join them for the same, which was pretty much successful 

Social media marketing

BASF India can be found on Instagram, Facebook, LinkedIn and Twitter 

Instagram: 48300 followers
Facebook: 8513 followers
Linkedln: 1808694 followers
Twitter: 85400 followers 

As we can analyse from the data the company is most active on LinkedIn. The company mostly posts by appreciating its employees and highlighting their contribution to the success of the company. They post on every occasion such as children’s day, pride month and much more

Hey, If you want your business to get success on social media platforms or have a curiosity about how marketing works on these channels, then you must check out the short-term SEM course offered by IIDE in which you will get everything you are looking for to know-how marketing works on social media.


SEO strategies

Marketing strategy of BASF India - SEO

According to SEO rankings, the number of keywords- below 500 is bad, above 1000 is good, and 10000+ is amazing. As we can see, has 201,149 organic keywords, and it is considered out of the league. Hence, the digital marketing of BASF India is gaining an unexpected number of insights.

Further, the organic traffic per month is 504,785 which is again very astonishing. As a result, BASF India is putting full effort into its SEO strategies for better promotion of the brand. While the brand is working hard enough to strengthen its position in Google SERP results.

SEO helps in achieving your long-term goals for your brand. A good ranking and a favourable placement help in raising the profile of your brand. In short, SEO strategies are crucial for the development of the website and to provide more visibility to the relevant audience.

Influencer marketing 

The process of identifying, engaging, and supporting individuals who initiate conversations with a brand’s customers is known as influencer marketing. It is a growing trend used in public relations campaigns. In recent years, this strategy has become increasingly focused on social media, allowing brands to market through social media influencers. Influencer marketing will also be a big trend in 2022 and beyond.

Influencer marketing, which mixes brands and influencers working together, maybe a strong strategy that may help businesses develop. It is a marketing approach that’s been employed successfully by thousands of organisations and brands for over a decade and is still growing.

In the past few months, various bloggers and companies had mentioned them on their social media platforms. Interestingly BASF has collaborated with Adidas for over 20 years and they have constantly supported the improvement of the performance of running shoes through innovative materials. 

They also collaborated with Linde which resulted in DRYER technology, but they never collaborated with celebrities as such because they don’t need that type of promotion as it is a chemical manufacturing company.

E-commerce strategies 

BASF India increases the number of high-performance products in their e-store. BASF India ease the three main phase of the product purchasing process – product information( providing the source of product information, 24/7), online ordering ( provides the overview of BASF portfolio which is personalised for each customer), order information(provides the information of historical orders)

system-to-system connectivity is available. It is the most efficient way to exchange data between enterprise resource planning systems. This connection serves as a hub for the chemical industry. They provide services such as order to cash, automotive, VMI, logistics, e-voicing, e-signature and much more. 

Mobile apps 

BASF India has an app that is used for agriculture solutions as it deals with the production of chemicals for agriculture. It was launched in 2019 and talks about the digital farming solution scouting smartphone app for farmers in India. 

This app could be used by farmers in almost all languages of India(Hindi, English, Kannada, Tamil, Malayalam, Telugu).

It was launched to improve crop quality and increase yield. Crop shouting is a time-consuming process and requires detailed information that’s why this app was a success.


Content Marketing Strategies

Marketing strategy of BASF India - content marketing  

BASF India has published various blogs and social media posts. They tend to upload posts regarding various occasions that are ongoing in society, recently they have uploaded a post regarding pride month catering to their employees that contribute so much to their company.

They believe that every individual has something different to contribute that leads to their success. They constantly emphasise sustainability by writing blogs for the same and mention that clearly on their website. 

Another method of content marketing that BASF India focuses on is publishing videos, pages and other types of content on different social media networking sites and channels.

We know you also want to attract and engage your desired target audience without forcing them to make purchases. Well, for that, you’ll need to muster a basic understanding of how to create a holistic content marketing strategy to ultimately convert them into paying customers without insisting they pay.


This ends the elaborative marketing strategy of BASF India. Let us conclude our learning below from the marketing strategy of BASF India.

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What’s Unique in BASF India Marketing?

BASF emphasises more on sustainable development and a lot of its campaigns are related to agriculture solutions, environment protection and sustainability. Regardless of a chemical company, they tend to complete its social responsibility which made them the world’s leading chemical company. They had vigorously campaigned online which came out to be beneficial for them. 

Thus digital marketing is a great step taken by them which gives them a global sector for their product, if you want to learn about digital marketing, check our Online Digital Marketing Course if you want to learn more and improve your marketing 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 BASF India 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 BASF India check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of BASF India, and do share your thoughts on this case study marketing strategy of BASF India 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]


  1. Moulika

    Hey IIDE Team!

    I just finished reading your case study on the marketing strategy of BASF India, and I must say, it’s incredibly insightful! You’ve done an excellent job of dissecting their approach to marketing and highlighting the key strategies that have contributed to their success in the Indian market. Your analysis of their focus on sustainability, innovation, and customer engagement is particularly enlightening.

    What I really appreciate about your case study is the depth of research and attention to detail. You’ve provided a comprehensive overview of BASF India’s marketing initiatives, backed by data and real-world examples. The way you’ve structured the case study, with clear headings and subheadings, makes it easy to follow and understand, even for those who may not be familiar with the intricacies of marketing strategy.

    Overall, your case study serves as a valuable learning resource for anyone interested in understanding the nuances of effective marketing in the Indian context. Whether you’re a marketing professional looking for inspiration or a student keen to learn from real-world examples, there’s plenty to glean from this study. Kudos to you for putting together such a well-researched and insightful piece! I’m looking forward to reading more of your case studies in the future! Cheers!

  2. vennela

    This case study on the marketing strategy of BASF India is incredibly insightful. It’s impressive to see how BASF effectively utilized digital marketing tactics to enhance brand visibility and engage with their target audience. The emphasis on sustainability and innovation in their marketing approach is particularly commendable. Overall, this article provides valuable lessons for businesses looking to excel in the digital age. Great read!


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