Precise Marketing Strategy of Bharat Electronics – With Campaigns

Updated on: Jan 2, 2023
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In our previous article, we learnt in detail about the marketing strategy of General Dynamics. In this article, we are going to elaborate on the marketing strategy of Bharat Electronics Limited – India’s leading electronic security products manufacturer.

The objective is to know how BEL becomes one of the leading electronic security products manufacturers in India. It is a Navratna PSU under the Ministry of Defence, Government of India.

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In this article, we’ll go through every aspect of the marketing strategy of Bharat Electronics Limited. Let’s start by studying the company’s history, target market, and online presence before we dive in deep.

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About Bharat Electronics Limited –

marketing strategy of bharat electronics - bharat elctronics logo

Source – PSU Connect

Bharat Electronics Limited (BEL) is a Navratna PSU under the Ministry of Defence, Government of India. It manufactures state-of-the-art electronic products and systems for the Army, Navy and Air Force. 

Since its modest origins in 1954, when BEL was founded in collaboration with CSF, France (now Thales), to build basic communication equipment, the company has grown to offer a wide variety of cutting-edge technology in numerous sectors. BEL began with a single Unit in Jalahalli, Bangalore, and expanded by opening eight other Units in Ghaziabad, Pune, Machilipatnam, Panchkula, Kotdwara, Navi Mumbai, Chennai, and Hyderabad. Each Unit focuses on a certain consumer base and product mix.

BEL has also established two foreign offices—in Singapore and New York—as well as a vast network of offices and service centres across the nation.

Each and every BEL Unit is “clean and green.” The abundant flora across all of the Units demonstrates concern for the environment. Activities in this area include planting trees, treating wastewater, reusing used water, producing and using biogas, harvesting rainwater, designing green buildings, and constructing and utilising wind and solar energy power plants, to mention a few.

Quick Stats on BEL –

CEO M V Gowtama
CMO Anandi Ramalingam
Area Served Worldwide
Industry Aerospace, Defence
Market Revenue 14,233 crore
Vision To be a world-class enterprise in professional electronics.
Tagline Quality. Technology. Innovation


Marketing Strategy of Bharat Electronics Limited –

Now, let’s further discuss the marketing strategy of Bharat Electronics and how it has become a giant company with a big name in its domain and surviving in this cutthroat competitive world.

Segmentation, Targeting and Positioning

The Indian government owns the aerospace and defence electronics manufacturer Bharat Electronics Limited (BEL). It provides modern electrical products primarily for use in terrestrial and aircraft applications.

Bharat Electronics Limited doesn’t target any audience, because it is a defence product-making company and the items are priorly sold to the three wings of our nation. But about its target audience, we think BEL should promote its different segments so that other countries can also trade with these products and India can maintain a friendly environment with the rest of the world. 

BEL is well-positioned for best play in India’s defence industry. Rising defence CAPEX, a strong manufacturing base and execution track record, its relationship with defence and government agencies, and preference as a DPSU compared to private players are better.

BEL is a well-known company for its defence and mechanism products which are serving our nation fruitfully. Bharat Electronics Limited does not need any publicity because it’s a self-reliant government company and is well-positioned in its market segment. As it is the only company which provides major safety types of equipment to the army of India and has a monopoly in the market.

Marketing Campaigns

Here are BEL’s top 3 marketing campaigns which gave the company some hike. Have a look at it –

  • Make in India

marketing strategy of bharat electronics - marketing campaign

BEL will strive to achieve its cherished goals of self-reliance by strongly supporting & implementing the initiative on ‘Make In India’ and thereby giving a further boost to the Indian Industry.

BEL got connected with the Make in India movement for the development of the nation and to generate employees to soothing the economy

  • Airborne Defence Suite

marketing strategy of bharat electronics - marketing campaign

A Memorandum of Understanding (MoU) has been signed by Bharat Electronics Limited (BEL) and Defense Initiatives Aero Pvt Ltd. of India and Belarus (a subsidiary of DI Belarus).

A Memorandum of Understanding (MoU) has been signed by Bharat Electronics Limited (BEL) and Defense Initiatives Aero Pvt Ltd. of India and Belarus (a subsidiary of DI Belarus). The MoU was inked to foster collaboration between the three businesses for the supply of the Airborne Defense Suite (ADS) for the helicopters of the Indian Air Force.

  • LCA Tejas Mk1A programme

marketing strategy of bharat electronics - marketing campaign

Hindustan Aeronautics Limited and Bharat Electronics Limited inked a contract on December 16, 2021, for the development and supply of 20 types of systems for the LCA Tejas Mk1A programme, which will significantly advance indigenization.

“We are pleased to receive this order from HAL for the prestigious LCA Tejas programme and look forward to continuing a strong partnership and joint success with HAL,” said BEL CMD Anandi Ramalingam.

Social Media Marketing

Bharat Electronics Limited have an online presence on social media. They are present on Facebook, LinkedIn, and Twitter. Facebook, LinkedIn, and Twitter have a much larger following.

  •  Facebook – 7.6K followers
  •  LinkedIn –  27,719 followers
  • Twitter – 787 followers

The company posts general things on their social media such as heavy projects, the development of the nation and the growth of their contribution towards their nation.

SEO Strategies

marketing strategy of bharat electronics - ubersuggest seo screenshot

Source – UberSuggest

The keyword search of SEO Strategy is good for BEL it is good.

According to SEO rankings, the number of keywords – below 500 is bad, above 1000 is good, and 10,000+ is amazing. As one can see, BEL has 4k organic keywords, which can be considered as good.

Furthermost the organic traffic in the case of BEL is quite high i.e 237K. As a result, Bharat Electronics Limited has made steps to optimise its search engine results, and the data plainly show that it is successfully reaping the rewards.

Influencer Marketing

Bharat Electronics Limited is a company which produces electronics products, machines and communications devices which are used by the 3 wings of our nation. BEL does not require influencer marketing because the company is not listed for general products who does commercialization. 

E-commerce Strategies

In the case of eCommerce strategies, BEL does not require much because the products of the company are solely made by the government and used for themselves and the safety of the nation. BEL does not sell products to the general public, so there is no chance for an eCommerce strategy for Bharat Electronics Limited. 

Mobile Apps

There is no mobile application for this company as internal dealing is done between the government for the products. The goods cannot be purchased by the general public.

Content Marketing Strategies

State-owned electronics manufacturer Bharat Electronics Limited (BEL). It produces electronic goods for the Indian military and other government agencies in India. Electronic warfare systems, naval systems, optoelectronics, communications, radars, tank electronics, and simulators are all part of the company’s wide range of products.

Mostly the updates from the company side are published in the newspapers or telecasted on the news channel. At the same time, the company does not prefer to post much on its social media handle because it is not a company of daily-use products. Its domain is totally different and keeps the news internally.

The marketing strategy of Bharat Electronics brings this to a close. Here is an overview of what we’ve noticed concerning marketing from BEL.

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What’s Unique in the Marketing Strategy of Bharat Electronics?

Bharat Electronics Limited has a solid track record of fulfilling big-time orders for India, providing various types of products to the Indian Army and Defense. It’s the leading company to manufacture such type of good quality products for their nation and advancing India in the field of technology and research.

Digital Marketing plays a significant role in advertising and generating sales for the company. It is a new trend through which a company can reach its customer all over the globe. Companies are looking for digital marketers to ascertain the future of the company and of employers too. Check out IIDE’s 4-Month Digital Marketing Course and 11-Month Digital Marketing Course if you’re curious about the field and want to learn more and hone your skills.

Check out our IIDE Knowledge portal for more intriguing case studies if you enjoy such in-depth analyses of businesses like the marketing strategy of Bharat Electronics.

Thank you for taking the time to read the marketing strategy of Bharat Electronics Limited, and do share your thoughts on this case study in the comments section below. Happy Reading!

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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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