In-Depth Marketing Strategy of Dhampur Sugar Mills – With Detailed Overview

Updated on: Jul 9, 2022
Marketing Strategy of Dhampur Sugar Mills - 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 the online digital marketing course at IIDE - India's #1 digital marketing institute.

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Marketing is the fuel for every business’s sales, growth, brand awareness and visibility. In our previous article, we did a SWOT analysis of Dhampur sugar mills but it’s also equally important to understand the marketing strategy of Dhampur Sugar Mills –  to know how serious they are about their reputation, branding and their overall growth.

The objective of this article is to get a detailed overview of how this listed company is marketing itself and to understand if it can do better in this area.

As a reader, it is essential that you first understand how marketing has evolved post-global covid pandemic.

We are going to discuss the detailed marketing strategy of Dhampur Sugar Mills. Marketing is a component of a company’s DNA that can build or destroy it. As users around the world shift to the digital sphere, marketing has followed them. If you’re interested in cutting-edge digital marketing, you should definitely check out IIDE’s Free MasterClass on Digital Marketing 101 by the CEO and Founder, Karan Shah.

In this blog, we’ll look at the marketing strategy of Dhampur Sugar Mills, target market, marketing tactics, campaigns, and methods of gaining new and existing clientele in this case study. So let’s start by understanding more about the company.


About Dhampur sugar mills – company overview

Lala Ram Narain Ji founder of the Dhampur Group founded the group in 1933 and began its operations in a small town called Dhampur located in the state of Uttar Pradesh, India, with a sugar mill having a crushing capacity of 300 tonnes of cane per day.

Dhampur Sugar Mills Ltd is a consumer goods company that offers sugarcane processing services. The company produces sugar, renewable power, alcochem, fuel ethanol, extra neutral alcohol, alcohol-based chemicals, industrial gas, and bio-fertilizer.

Its biofertilizers include liquid biofertilizers and organic fertilizers. Its technologies include fibrizors, pressure feeders, pressure evaporation systems with falling film type evaporator bodies, vertical continuous pans, 105 at bagasse fired boiler, and others.

The company also offers project advisory and consultancy in ethanol, co-generation, and automation solutions. It owns and operates sugarcane crushing complexes in India.  The company operates through its facilities located in Dhampur, Asmoli, Mansurpur, Rajpura, and Meerganj. Dhampur Sugar Mills is headquartered in New Delhi, India.


Quick Stats on Dhampur Sugar Mills
CEO Vijay Kumar Goel
CMO Rajat Arora
Area Served India
Industry Sugar, Power, fuel
Market Share/ Revenue 4049.04 CRS
Vision Making a positive contribution to the environment we operate in. Innovate and Optimise for the benefit of all Stakeholders.
Tagline “Dil Mein Mithaas”


Marketing Strategy of Dhampur sugar mills

Segmentation, Targeting and Positioning

Talking about the segmentation of the Dhampur Sugar Mills there is no specific target audience for any age as sugar is widely consumed by all 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 products that involves identifying specific markets for specific content. Dhampur Sugar 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, Dhampur had chosen to adhere to its centre skill. Throughout the long term, Dhampur 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.


Marketing campaigns 

Dhampure, even though comparatively new to the Instagram platform still managed to hit the ground running. Here is an overview of some of their campaigns.

  • Dhampure sweetness challenge

On a Saturday of March 2021, Dhampure sent their on-ground team to 2 different locations in Noida

Marketing Strategy of Dhampur Sugar Mills - Campaign 1

and one in North Delhi and invited everyone to visit their stalls and have a cup of their glorious Chai, on the house and absolutely everyone loved this idea of promoting their sugar and connecting with the customers.

  • Dhampure at Select Citymall promoting health:

Dhampure leveraged the Covid crisis to sell immunity boosters and promote their natural sugar ‘Gur’ at the Select city mall and in doing so they improved their brand awareness and despite being a sugar company created a Health focused brand image.

Marketing Strategy of Dhampur Sugar Mills - Campaign 2

  • Dhampure’s Diwali marketing:

Marketing Strategy of Dhampur Sugar Mills - Campaign 3

Dhampure is seen putting up special billboards and newspaper ads on Diwali naturally because it’s a sugar brand and sweets are very special in Indian festivities. 

Dhampure’s laddu gift box is also a brilliant move to promote their natural Gud since Laddusare is an integral part of our culture and festivals.

Social media campaigns 

Dhampure can be found here:

Facebook –
Instagram –

Dhampure seems to have adapted to Instagram very well. They have designed their Instagram highlights well, it has even made collections of informative posts and posts of their live session where they demonstrate special recipes using Dhampure sugar.

Dhampure has held contests on Instagram like Jashn-e-mithaas and Dhampure sweetness challenge. They grab every opportunity like Diwali, Buddha Purnima and even Labour day to showcase their creativity. It’s safe to say that even though their followers are fewer, looking at their Instagram game their account is expected to grow big in the coming years. Dhampure’s Facebook page seems just as good as its Instagram page which means they are steadily improving their presence and following on both platforms.

SEO strategies

Marketing Strategy of Dhampur Sugar Mills - SEO

According to Ubersuggest Dhampure’s domain authority is 6 out of 100 which means the website is still very new and needs a lot of consistent work. By employing appropriate and latest SEO strategies they can increase tons of organic traffic to their platform and drive up their popularity and sales. To know more about SEO and how important it is, for the best SEO knowledge resource click here.

Influencer marketing

While Dhampur is an FMCG  sugar commodity it seems counterintuitive to use influencer marketing but with such massive growth in the use of social media and influencer reach, Dhampure can use familiar and loved faces on social media to make their product’s awareness and popularity.


Dhampure has a lot of information about their white crystal, brown sugar and natural jaggery sugar i.e Gur but no online shopping page that lets users get their favourite products home-delivered which is obvious to contribute to the consumer convenience and growth of sales as well as brand awareness which can even be integrated on their Instagram and Facebook page by linking their online shopping page in their account bio. Good domain authority and driving traffic by SEO make much more sense when an e-commerce system is available too.

Mobile App

Once their website’s domain authority and traffic improve with a well-designed e-commerce system in place, along with products like Gur, white & Brown sugar, if they add sugar and sugar-free sweets and snacks to their platform, a mobile app makes a lot of sense to create a better database of consumers and retain them. After which strategies like to refer and earn and monthly subscriptions can also be implemented.

Content marketing strategies

Dhampure uses its social media very actively and strategically even though its following is very less which is understandable given they are new on social media.

They regularly post creative images and seize every occasion or festival to post. A well-organised collection section on their Instagram can also be seen.

They are interactive with contests and giveaways. They have been seen using memes for their brand too, with such a good grasp and consistency they must now work to improve their following by effectively employing SEO, influencer marketing and SEM strategies.

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


What’s Unique in Dhampur Sugar Mills Marketing? 

Dhampure seems to have designed its brand, its packaging and advertisements well. Despite their small following their social media also seems to be impressive. Dhampur sugar mills must interlink Dhampure, its sugar company.

Given that they are a listed company, they must work to improve their site’s SEO and integrate a well-designed e-commerce shopping section on their platform.

Marketing is one of the most important aspects of every company, and it is now undergoing a rapid transformation. With the growing importance of digital marketing, it’s essential to educate yourself on this subject.

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 Dhampur Sugar 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 Dhampur Sugar Mills check out our IIDE Knowledge portal for more fascinating case studies.

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