Precise Marketing Strategy of HSIL – With Detailed Explanation

Updated on: Dec 31, 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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We recently discussed the marketing strategy of Kajaria Ceramics in a post. In this piece, we’ll go over the marketing strategy of HSIL.

The main objective of this case study is to analyse the marketing strategy of HSIL in-depth in order to comprehend how it became the largest manufacturer of sanitaryware in India.

We are completely aware of how interconnected the globe is at the moment, particularly in the wake of the epidemic, and how crucial it is for businesses to have a prominent online presence that prioritises digital marketing. Since more and more businesses are moving online, it is imperative to learn skills like digital marketing.

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By the end of this essay, we will have gained as much knowledge as we can regarding the marketing strategy of HSIL. The first step before moving on will be to discuss the company’s profile, offerings, target market, and online presence.

Digital Marketing Academic Challenge 2024 - DMAC

About HSIL –

marketing strategy of hsil - hsil logo

Source –

The brand “Hindware” from HSIL Limited (HSIL), a household name in India, is well known. Hindusthan Twyfords Ltd. was founded in 1960 as a technology joint venture with Twyfords UK. The business was renamed HSIL Limited in March 2009. HSIL became the first sanitary-ware company to appear on the 2014 list of the 500 largest companies in India, known as the “Fortune India 500.”

The company’s products include urinals, washbasins, showers, cisterns, special series, accessories, and faucets. Groupe Atlantic, VENTS, Sekisui Chemical Co. Ltd., and other top worldwide brands with which HSIL collaborates allow it to provide distinctive goods and cutting-edge designs to its wide range of offerings. The company’s market capitalization is currently Rs 3,403 crore as per BSE.

Building Products and Packaging Products are the two business divisions that make up the company today.

They produce and sell a wide range of packaging products, such as glass containers, PET bottles and products, security caps, and closures. These goods serve a variety of industries, including fast-moving consumer goods, retail, pharmaceuticals, and culinary oil, among others. 

The majority of the work done by their Building Products section is the production of plumbing fixtures, faucets, and plastic pipes and fittings. They are one of India’s top producers of modern faucets and sanitary ware, and they are carving out a space for itself in the plastic pipe and fittings market with its high-quality offerings. 

A totally owned subsidiary of HSIL, Somany Home Innovation Ltd. (SHIL) was established on September 28, 2017. SHIL will file for listing on the BSE and NSE, respectively, after the scheme has been approved.

Incorporated on November 2, 2017, Brilloca Ltd (Brilloca) is a fully owned subsidiary of Somany Home Innovation Ltd. Brilloca won’t be added to the SHIL WoS list.

Quick Stats –

CEO Sandip Somany
CMO V Krishnamurthy – Head Marketing
Area Served India
Industry Sanitaryware Manufacturer
Market Revenue $236 Million
Vision Passionately strive to enrich customer’s quality of life, thereby enhancing stakeholder value.


Marketing Strategy of HSIL – 

Let’s move on to the marketing strategy of HSIL now that we have a basic understanding of HSIL as a business.

Segmentation, Targeting and Positioning 

Segmentation –  HSIL segments its offering into Building Products, Consumer Products, Packaging Products and Retail.

Targeting – HSIL targets the audience as per its segments. They target both companies and households both.

Positioning – HSIL is positioned as the largest manufacturer of sanitaryware in India.

Marketing Campaigns

Marketing campaigns are the ideal way to connect with your leads, prospects, and consumers. They could be the game-changing move that sets up meetings with clients or potential clients. An attention-grabbing campaign with several touchpoints will be more effective than a single advertisement. 

There are no campaigns found that are primarily launched by HSIL. The campaigns mentioned below are by the brands that are part of the company.

marketing strategy of hsil - marketing campaign

For its tiles segment from the Hindware Italian Collection, Hindware has launched a new television commercial (TVC) campaign called “Go Larger Than Life” with actors Tamanna Bhatia and “The Great” Khali. Since the brand entered the tiles market, this is the Hindware Italian Collection’s first TV commercial.

marketing strategy of hsil - marketing campaign

Today, the well-known bathware company Hindware debuted the second phase of its well-received marketing campaign, “Thoughtful is Beautiful.” In the midst of the ongoing pandemic, the campaign highlights Hindware’s recently released touch-free devices, such as sensor-based faucets and water closets, which have been created to improve safety and cleanliness in homes across India.

Social Media Marketing

HSIL does not have a presence on any social media handle under its own name. But the companies which are under this brand like Hindware have its account on respective social media handles.

SEO Strategies

marketing strategy of hsil - ubersuggest seo screenshot

Source – UberSuggest 

Having fewer than 500 keywords is poor, having more than 1000 keywords is good, and having more than 10,000 keywords is excellent, according to SEO rankings. As we can see, HSIL has 1K+ organic keywords, which is good additionally, they have 7K+monthly traffic which shows that HSIL needs to pace their game in SEO strategy.

Influencer Marketing

HSIL uses influencer marketing for the companies under them like Hindware. Celebrities like Tamanna Bhatia and “The Great” Khali are seen in their campaigns promoting the newly launched products.

E-commerce Strategies

HSIL does not have an e-commerce portal. HSIL sells the products offered by them at their store. On the official website of HSIL, they have described the products they offer. The website of the companies under HSIL also have the same feature, they have given all the information about the products and then they help you to connect to dealers if you are interested in buying.

Mobile Apps

HSIL has mobile apps that are available on the Google Play Store.

  • HSIL Lead Management – 100+ downloads
  • Pragati – 4.3 ratings and 1T+ downloads

Content Marketing Strategies

HSIL is not active on social media. But there are blogs and articles which are published by some websites like Business standard/ the print that helps the audience to know what is happening in the company.

This ends the marketing strategy of HSIL. Let’s proceed towards the conclusion of the case study.

Digital Marketing Academic Challenge 2024 - DMAC

What’s Unique in the Marketing strategy of HSIL?

The primary issue that HSIL is aiming to tackle is the absence of marketing initiatives. Companies under the HSIL Brand name have a good marketing strategy. Every company needs marketing to succeed, and in the current environment, more and more transactions are being made online.

This case study demonstrates the value of digital marketing to organisations today and explains why these businesses are hiring digital marketers. Internet marketing is therefore becoming more significant.

Check out IIDE’s Post Grad in Digital Marketing Course and Online Digital Marketing Courses if you’re interested in learning more about the industry. One of the main benefits of choosing this course is how convenient it is to choose an online option if you have four months to learn and a postgraduate programme if you have about a year.

One of the fundamental components of every organisation, marketing is undergoing a tremendous transition right now. Understanding the problem is crucial given the growing importance of digital marketing.

If you enjoy reading thorough analyses of firms like the marketing strategy of HSIL, our IIDE Knowledge portal contains extra instructive case studies.

We appreciate that you are interested in finding out more about the marketing strategy of HSIL. Please share your thoughts on this case study on the marketing strategy of HSIL in the comments section provided 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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