In-Depth Marketing Strategy of Galaxy Surfactants – Detailed Analysis

Updated on: May 30, 2022
Marketing Strategy of Galaxy Surfactants - Featured Image

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In our previous article, we learned in detail about the marketing strategy of a fascinating brand Pidilite Industries. Now we are going to elaborate on the marketing strategy of Galaxy Surfactants – India’s Chemical manufacturer.

Startups are the talk of the town nowadays. Galaxy Surfactants is not the only global technology brand in automotive engineering and mobility solutions that has unveiled its new visual brand identity. We will help you gain insights into how Galaxy Surfactants went from zero to becoming one of the world’s largest automotive engineering companies. 

As things are getting digital, people want to buy everything online. That is the main reason why Digital Marketing becomes an essential part of any startup or business. Without Digital Marketing it will be hard to survive in the competitive market.

So, to stay ahead of your competitor’s marketing becomes essential. If you want to learn about new-age digital marketing, then check out the IIDE’s Free Masterclass on Digital Marketing 101 by our CEO and Founder, Karan Shah.

Do you ever think of the company’s Success Secrets? Why is it famous for its product? What Are the strategies behind a good product? So, We will fully cover the marketing strategy of Galaxy Surfactants in this blog. Before we begin our deep dive, let us start by learning the company’s story, target audience, and digital presence.

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About The Company

The company was begun in 1980 and was founded by five college friends from Mumbai i.e Unnathan Shekhar, G. Ramakrishnan, Shashikant Shanbhag, C.R. Ramakrishna, and Sudhir Patil. The company was originally incorporated as Galaxy Surfactants Private Limited, under the provisions of the Companies Act, 1956. 

It is a leading Manufacturer, Supplier of Chemical products Like surfactants, sulfosuccinates, etc. The business of this company is to sell raw materials for personal hygiene and sanitation products and speciality ingredients used in sunscreens, fairness creams, and other such products. 

Galaxy Surfactants is an Indian MNC that manufactures around 200 products and caters to 1750+ customers across 75+ countries. They produce a range of vital cosmetic ingredients including active ingredients, UV protection, and functional products, and cater to some of the largest global brands in the FMCG sector. 

They have 18 patents in India and 10 patents in the USA. In addition, they have applied for 12 patents in India and 1 patent in Europe. This company aims to be the global leader in surfactants and chemical speciality to personal and to delight customers.

Quick Stats on Galaxy Surfactants
CEO Ramakrishnan Geera
CMO Shivanshi Shah
Area Served Worldwide Industry: Personal and home care industry
Industry Chemical Industry
Market Share/ Revenue Approximately 20 Billion USD
Vision To delight customers through class value delivery by high-quality people.
Tagline Global Supplier to Global Brands


Marketing Strategy of Galaxy Surfactants

A marketing strategy is a company’s strategy for reaching out to real customers and converting them into clients of the company’s products. The marketing strategy of the company is that they used four marketing mixes i.e. Product, Price, Place, and Promotion. It includes the company’s value proposition, core brand messaging, information on target customer demographics, and other high-level elements. 

STP – Segmentation, Targeting, and Positioning 

  1. Segmentation – Galaxy Surfactants is one of the most consistent speciality chemical makers in India. Galaxy surfactants have market segments in skincare, haircare, sun care, oral care, baby care, and homecare. This business follows B2B and B2C models which give ideas and information to customers. The business has been segmented into Performance Surfactants and Speciality Care Products.
  2. Targeting – Galaxy surfactants target the population who are making personal and home care products. It can include any age group. Galaxy surfactant is a manufacturer of chemical products and supplies to the manufacturer’s personal and home care industry. The target is to achieve an environmentally sound management framework for products and complete the Life Cycle Assessment.
  3. Positioning – Galaxy surfactant is well-positioned in the market all over the world. It has created value through innovation and sustainability to emerging trends. The company has positioned itself as a Home and Personal Care solution provider.

Marketing Campaigns 

Marketing Strategy of Galaxy Surfactants - Campaign 1

Galaxy surfactants have recently launched a new campaign i.e #OldHabitsNewForm. It says that to get motivation from the predecessors and to move towards a supportable future. It has taken an effort to derive inspiration from the environment-conscious lifestyle practised by the older generation that now serves as a benchmark template in the modern-day.

This ad was to make them nostalgic and bring them to buy their products. Galaxy Surfactants has presented three unique personal care ingredients i.e. Galsoft Range of Mild Surfactants, Galaxy TBB & Galaxy Syndets that contain the essence of the old popular personal care formats coupled with their novel innovation.

Marketing Strategy of Galaxy Surfactants - Campaign 2

Under the “Stree Unnati and Arogya Vardheeti project” Galaxy surfactants started the campaign to build bathrooms for the women residing in Randedi Village 2km from jhagadia factory site of the galaxy surfactants. Due to the poverty and unhygienic sanitation facilities, the women of the village often takes bath outside. With the help of the village women, the washroom was inaugurated. They constructed 95 bathrooms with the “Abru Gruh Project”.

Marketing Strategy of Galaxy Surfactants - Campaign 3

On the international mental health day, galaxy surfactants started a therapy session for their employees called DMT (Dance/Movement Therapy). This was conducted to help individuals to achieve emotional, cognitive, physical and social integration which helped employees to prevent mood swings, depression and many more diseases. 

Social Media Marketing

Galaxy surfactants can be found on Facebook, Instagram, and Youtube. Social media can raise a share of commerce in the personal and home care industry but Galaxy Surfactants does not invest too much in these platforms. The table is given below:




982 Followers, 875 Likes




658 Subscribers



As we can see, the social media marketing strategy is very poor. They hardly post on Instagram but They have shared a lot of interesting content on Facebook. They mostly post content based on environment and sustainability. Marketers can engage their audience with a solid social media strategy and the ability to offer interesting content. They need to work more on social media to get engagement with customers.

SEO Strategies 

Marketing Strategy of Galaxy Surfactants - SEO

Galaxy surfactants are appropriate for advertising in SEO to people who are interested in seeking information about the company. 

As you can see in the above image, the SEO strategy of the company is bad. The company needs to work more on its SEO strategy to increase the organic keywords. If we see the traffic trend on the website, the traffic was more in October 2021 and January 2022. If a company has more backlinks then, more traffic it will get.

As we have already seen, most of its traffic (over 66%) comes from searches made online. SEO strategy has no alternative and along with working hard enough to keep the brand soaring in the Google organic SERP results.

To put it another way, good SEO boosts your online presence. This means that as more people visit your website, the more online traffic you’ll have and the more probable you’ll be able to offer your product or service to a broader audience. Hence, we can say that Galaxy surfactants have to work more on SEO strategy to increase their monthly traffic so that it ranks first.

Influencer Marketing

Influencer Marketing is a very important tool because it allows you to gain the trust of the audience, expand the reach and it will position your brand in the market. The influencer can be a person who has many followers on Instagram or Facebook or any celebrity. 

Galaxy Surfactants has not yet collaborated with any influencer, blogger or celebrity so far. Influencers can inspire e-commerce purchases, which can help to expand the sales of the brand. Galaxy Surfactants have to collaborate with influencers so that they get more fame and more customers.

Ecommerce Strategies

Galaxy surfactants has a global e-commerce market and the emergence of niche speciality players & private labels catering to specific sub-segments in the personal care space. The products are also listed on Amazon US.

Content Marketing Strategies

Marketing Strategy of Galaxy Surfactants

Galaxy surfactants limited company is not active on any of the social media platforms. On Youtube, you can find 24 videos from the last six years in which they have uploaded ads, some reports, and shorts. Whereas on Facebook they posted 235 photos and on Instagram 826 photos have been posted. Here if you see they are more active on Instagram. 

Sometimes Instagram photos are automatically posted to Facebook. Galaxy surfactants limited has a website where you can check its blogs.

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

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What’s Unique in Galaxy Surfactants’ Marketing?

As mentioned above, Galaxy surfactants limited company is the biggest chemical maker company all over the world. It has some unique strategies because they mainly focus on personal and home care products. Nowadays every person needs that product in day-to-day life. It says that we want to have a sustainable environment with innovative new things. Galaxy Surfactant has beaten tough competition all over the world.

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 Galaxy Surfactants 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 Galaxy Surfactants, check out our IIDE Knowledge portal for more fascinating case studies.

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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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