Detailed Marketing Strategy of Grasim Industries – Complete Overview

Updated on: May 28, 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.

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Are you looking for a Marketing Strategy for Grasim Industries? Then you are in the right place as we got you covered with a comprehensive study of the marketing strategy of Grasim Industries. 

So here we have discussed various ways of marketing used by Grasim Industries which help them to grow their business in fibre, chemicals, agrochemicals, textiles and insulators. In a previous article, we learned about the marketing strategy of JSW energy, an Indian leading power company. 

Marketing is a component of a company’s DNA that can either make it or break it. As users across the world go digital, marketing has tracked them to the digital domain as well. If you are interested in new-age digital marketing, then you should check out IIDE’s Free MasterClass on Digital Marketing 101 by our CEO and Founder, Karan Shah.

We will fully cover the marketing strategy of Grasim Industries in this blog. Before we begin our deep dive into the marketing strategy of Grasim Industries, let us start by learning the company’s story, target audience, and digital presence.

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About Grasim Industries – Company Overview

Marketing Strategy of Grasim Industries

Grasim Industries, the well-known name under the Aditya Birla Group was incorporated on August 25, 1947. It ranks topmost among India’s largest private sector companies. Started as a textile manufacturing company in 1948, today Grasim’s businesses comprise viscose staple fibre (VSF), cement, chemicals and textiles. Its core business fields are VSF and cement, which contribute to over 90 per cent of its revenues and operating profits.

The Birla Group is the world’s largest producer of VSF, commanding a 24 per cent global market share. It is also the second-largest producer of sodium hydroxide in India. In the cement industry, Grasim through its subsidiary brand UltraTech Cement Limited has a capacity of 52 million TPA and is a leading player in India. In July 2004, Grasim acquired a majority stake and internal control in UltraTech.

One of the most important of its kind within the cement sector, this acquisition catapulted the Aditya Birla Group to the highest of the league in India. Star Cement may be a subsidiary of Ultra Tech which manufactures cement in Bahrain. It sells cement under the brand name Ultra-Tech and also it produces white cement under the name ‘Birla White’, which is employed for floorings and wall finishes. It also manufactures other products like Putty and GRC which are value-added products utilised in architectural applications. Its chemicals department produces Rayon grade sodium hydroxide, Epoxy, stable chlorinated lime (SBP) used poly aluminium chloride (PAC) utilised in effluent treatment; and Chloro vitriol, utilised in vinyl sulphate. Grasim produces the raw material that is used in dyes and intermediates, saccharin, drugs and pharmaceuticals. The textile division manufactures fabrics and synthetic yarns. Its subsidiary GBTL is a company for producing branded suiting, Grasim and Graviera.


Quick Stats on Grasim Industries
CEO Jayant V Dhobley
CMO Rajeev Gopal
Area Served Worldwide
Industry Fibre, Chemicals, Agrochemicals, Textiles, Insulator
Market Share/ Revenue ₹77,449 crores (US$10 billion) (2021)
Vision To deliver superior value to our customers, shareholders, employees and society at large.
Tagline Ultratech Cement – Build beautiful


Marketing Strategy Of Grasim Industries:

Various brands under the Grasim industries have their own unique marketing campaigns. The most famous advertisement which you must have seen on television must be the Ultratech Cement ad which has the tagline “Desh Ka Number 1 Cement”.


Segmentation, Targeting and Positioning:

STP is a comprehensive framework that explains and streamlines the market segmentation process. 


Grasim Industries separated its customers into three sections: Tier I/II/III cities, Public Sector/Private Sector, and Customer/Builder. 


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


Finally, the position of Grasim Industries as a Strong Cement Brand in India.


Marketing Campaigns

This Campaign by Ultratech states that you build your own house once in a lifetime so choose cement which is India’s number 1. A very famous and catchy advertisement campaign as seen on television. This is a story about a father and son, where the son desires to build a home. But have some challenges he overcomes and wins his father’s respect towards him. The campaign was made to promote ultra tech cement. 

The campaign was very successful with views of 67k+ on the youtube channel. The content strategy, promotions on television and advertisement were on the point. 

“Rakho Poora Khayal”, a campaign by Aditya Birla Finance, a venture of Grasim Industries, was well known for giving an emotional connection with the audience by using the family as an example to portray the need for insurance. This campaign was very successful with 500+ views on youtube and it was telecast on television too. 

Marketing Strategy of Grasim Industries - Campaign 3

Linen Club – Very well known for its Pure linen clothes is also under the ownership of Grasim Industries. Farhan Akhtar is the Brand Ambassador of Linen CLUB, who always convinces men into buying clothes from Linen Club through the advertisement and his social media posts.

Social Media Marketing:

Where can the company be found?

On Facebook, as – Grasim Industries

Marketing Strategy of Grasim Industries - Facebook

The company has over 5000 followers on Facebook and keeps posts up to date with the latest trends. They post about the company’s new launches, its future and past campaigns. 

Company’s Instagram Handle – 

Marketing Strategy of Grasim Industries - Instagram

Grasim industries don’t have an Instagram account but the parent company Aditya Birla Group has around 125k followers on Instagram. They mainly post about the company, its achievement and festival wishes. 

Twitter Handle –

Marketing Strategy of Grasim Industries - Twitter

With over 6500 Followers, the company maintains good relationships with customers. They mainly tweet about the company, its products and the marketing campaign it runs. 

Linkedin Page – 

Marketing Strategy of Grasim Industries - LinkedIn

Grasim Industry and most of its ventures are found most active on Linkedin where they reach out to customers, solve their issues and also launch new products and give new opportunities to the youth who are needy for jobs.

SEO Strategies

Marketing Strategy of Grasim Industries - SEO

As per SEO ranking, it is said that the number of keywords – below 500 is bad, above 1000 is good, and 10,000+ is amazing. As we can see, Grasim Industries has 6k+ organic keywords and it’s good. That means the digital marketing of Grasim Industries is gaining a good number of insights.

Also, the traffic per month is around 16k+ which is good. Hence, Grasim Industries has better SEO strategies while working hard enough to keep the brand soaring in the Google organic SERP results.

E-commerce Strategies

Grasim Industries does not sell online but has a presence and provides different tools to attract customers. But its other company – Linen Club has an e-commerce website where the brand sells linen clothing products and other fabrics.

Linen Club has an online e-commerce store. You can buy different types of apparel for men & women and also buy cloth pieces to stitch some special garments from linen. Their website is very attractive and can make users spend more time exploring the website.

Mobile Apps

Marketing Strategy of Grasim Industries - Mobile App

Different brands have different requirements, Aditya Birla Finance is an app available on the play store and app store which helps users manage their funds and policies. Other apps from Aditya Birla Group like Share Market and shopping apps are available also. 

Content Marketing Strategies

Content marketing is a type of online marketing that focuses on generating, publishing, and distributing relevant content to a specific audience. Grasim Industries has a very unique content marketing strategy as compared to their competitors because they are doing more campaigns where the content is directly related to the society and it also highlights what positive changes it will make in its customer’s life. 

They have many newspaper articles to show their market position and also their performance in the stock market. Many blogs manifest their future vision.


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

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What’s unique in Grasim Industries Marketing strategy?

Grasim Industries is a successful company with a unique marketing strategy. They market their products with a socially relevant topic which helps them to beat their competitors in the market. Overall, the marketing strategy of Grasim Industries is good but in our opinion, the Grasim industry should invest more in its marketing strategy considering it as a venture. 

As we all know, digital marketing has taken a drastic change because of pandemics that affected every business. As per digital marketing statistics, about 60% of the population of the world uses the internet. It rose by 20% in the past two years due to the pandemic with many businesses going online. An established company’s image is everything. The right campaign strategies can make or break a company’s brand image. Through digital marketing, effective campaigns can be designed and the scope of fixing any glitches immediately is there.

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 Grasim Industries has given you a good insight into the company’s marketing strategies.

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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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