In-depth Marketing Strategy of Bijnis – India’s Largest Footwear Company

Updated on: Jul 24, 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.

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

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Previously we looked at the elaborated SWOT analysis of Bijnis. Now, let us hop over and look at the elaborated Marketing Strategy of Bijnis.

Bijnis was introduced in the Indian market. The company is of young and dynamic people who are working on revolutionising unorganised manufacturing factories by taking them into the digital world.

Another aspect that has made Bijnis a giant today is marketing. Marketing changes as the world goes online,  and when you want to stay up to date – check out our Free MasterClass on Digital Marketing 101 by the CEO and Founder of IIDE, Karan Shah.

Want to see how Bijnis has succeeded in the market? In this blog, you will learn about the marketing strategy of Bijnis. Before we get started, learn more about Bijnis‘s company.

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About Bijnis,

 Marketing strategy of Bijnis - The 4 Founder of Bijnis, Source: Timesnext
(The 4 Founder of Bijnis, Source: Timesnext)

Bijnis is a digital platform that connects your factory directly to the consumers by providing you with a digital platform. Bijni’s is revolutionising the unorganised manufacturing industries by digitising factories. The main motto of the company is to make the factories smarter, faster, and more cost-effective with the help of technological advancement. It will help both the factory owners and the consumers in terms of growth and profitability. It lets you create your digital ID and through that, you can get orders and sell your products to nationwide buyers. The logistics part plays a very important role in it.

It is a revolutionary idea that was founded 7 years ago by Siddharth Vij, Chaitanya Rathi, Siddharth Rastogi, and Shubham Agarwal. Bijnis was formerly known as ShoeKonnect. Through Bijnis not only the factory owners are getting benefited but also the buyers get personalised products of their own choice at their place without being worried about the quality. The digital transaction layer between manufacturers and retailers in the unorganised categories of footwear, fashion, and accessories.

Quick Stats on Bijnis
CEO Siddharth Vij
CMO Tarun (Kumar) Gupta
Area Served India
Industry Digital Business
Market Share/ Revenue Rs 2.3 crore
Vision To be the most trusted sourcing platform for all the retailers in the unorganised markets of the world.
Tagline Your factory – Now digital


Marketing Strategy of Bijnis

Let’s discuss the marketing strategy of Bijnis and how Bijnis carries out the marketing campaign, etc.

Segmentation, Targeting, and Positioning


Bijnis has divided its customer base into different segments based on the following variables – geographics, demographics, and psychographics. 


Bijnis employs a targeted marketing strategy that is differentiated. With its many sorts of sectors, offerings, and services, Bijnis Company has covered the whole shoe market. Bijnis is ready to meet any footwear need through its wide range of footwear. 

If upper-class, high-income individuals desire a luxurious shoe, Bijnis can meet their needs. If a lower-class, low-income person only needs a shoe to cover their feet, Bijnis provides a solution for them as well.


Bijnis is positioned as an affordable superior quality, soft, attractive, and fashionable brand.

Marketing Campaigns

 Marketing strategy of Bijnis - Campaign

Bijnis had launched a marketing campaign between 16 – 21 April in which the company was providing discounts on products by the top 5 factories listed in the Bijnis application. It was a Maha Festival Mela EID Specially designed in which customers were getting up to 12% discount from top factories + 5% extra on prepaid orders. Though the campaign failed in achieving its purpose and it barely got 33-35 likes on posts related to this marketing campaign.

Other than this only campaign, Bijnis have never done any other marketing campaign. Bijnis is relatively active on social media platforms where it promotes the products of its factory and manufacturing partners.

Social Media Marketing

Bijnis is active on social media like Instagram, LinkedIn, and Facebook.  

It has a maximum Facebook following of 20,219 people and a larger LinkedIn following than Instagram. LinkedIn is a more professional social media platform, and retailers who did not have LinkedIn accounts were excluded. The posts are mostly promotional of manufactured products, festive wishes, an overview of the factory’s owners, free shipping posts, discounts and offers etc.

The posts on Instagram are about the launch of manufacturers’ new products. Similar posts are posted on Bijni’s LinkedIn and Facebook handles. Instagram has more than 6,500 followers and LinkedIn 9.5K+.

SEO Strategies

   Marketing strategy of Bijnis - SEO

According to SEO rankings, the number of keywords is bad, above 1000 is good, and 10,000+ is amazing. As can be seen,  has 5085 organic keywords and is regarded as good. As a result, digital marketing gains insight. insight.

Also, the monthly traffic is around 90k+, which is considered average. As a result, Bijnis working well on SEO strategies and working hard to keep the brand visible in Google organic SERP results.

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.

Bijnis doesn’t conduct any kind of influencer marketing. Bijnis should get involved in influencer marketing to increase its reach among adults and youngsters. 

E-commerce Strategies

In talking regarding Bijins on eCommerce strategies provided on websites, the portal sells the product at a high discount, and people like to shop on it. B2B startups in commerce and Logitech were some of the sectors that showed growth during the Covid-19 pandemic. Most recently, JustDial entered the wholesale B2B wholesale space with JD Mart. Other big players such as Udaan, Flipkart, Amazon, and Ajio are also in the B2B fray.

Mobile Apps

Marketing Strategy of Bijnis - Bijnis - Order from Factories

The company has an app named Bijnis – Order from Factories where one can buy fashion products in bulk for their retail shop directly from factories. Factories from pan India are on the Bijnis app and retailers can buy clothing and accessories products wholesale directly from factories across India.

The app has more than 1M+ downloads with a star rating of 4.1. 

Marketing Strategy of Bijnis - Factory App - Grow Your Factory

Another application name – Factory App – Grow Your Factory is for factory manufacturers who want to grow their business across India. The Bijnis factory application is for manufacturers who want to scale up their business in the easiest way possible. More than 500+ factories trust Bijnis. Factory manufacturers can take their factories digital – By starting with a digital ID card for their factory.

The app has more than 10k+ downloads with a star rating of 4.1.

Content Marketing Strategies

When it comes to the content marketing strategy of Bijnis. It does give attention to this part of marketing too. They have a newsletter, press releases section on the website, social media handles, and a youtube channel.

A bulk of their social media posts are just about their latest collection, shoe trends & topical posts utilizing trending and relatable topics.

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

Digital Marketing Academic Challenge 2024 - DMAC

What’s unique in Bijnis’s marketing?

Companies have yet to learn how to fight their own battle by winning over their customers through better marketing efforts, despite increasing competition in a new vertical. In a rapidly changing world where digital marketing is crucial, being well-informed and knowledgeable is essential.

Bijnis is a digital platform that connects your factory to consumers in a significant digital way. We discovered that Bijnis has yet to establish strong brand recognition and customer trust.

With the growing importance of digital marketing, learning about the ever-changing field is a must. With the growing importance of digital marketing, learning about the ever-changing field is a must.

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 Bijnis 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 Bijnis check out our IIDE Knowledge portal for more fascinating case studies.

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