Extensive Marketing Strategy of Jindal Stainless with STP Analysis

Updated on: Aug 14, 2022
Marketing Strategy Of Jindal Stainless - Featured Image

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When you visited us last time, we are sure you must have checked out our previous blog about the SWOT Analysis of Tata Steel, one of the most trusted brands in India. Today, we will be taking a brief look at the marketing strategy of Jindal Stainless – One of India’s well-recognized steel manufacturers.

As we all know, China is one of the leading stainless steel as well as steel producing countries in which China Baowu Steel Group is one of the largest producers. When it comes to India we are not so much behind, India is the second-largest steel producer in which JSL is one of the leading stainless steel-producing companies in our country.

In today’s blog, we will look at the exceptional and effective marketing strategies Jindal stainless adopted, which helped them become India’s leading Stainless steel-producing company.

As we all know, Marketing for a company is like oxygen for humans. If you don’t have enough of it you are out of your game. Marketing is an intrinsic and most valuable reason for the sales and the survival of a company, if you are one of those who wanted to thrive in the field of marketing and don’t know where to get started, then you should check out this link of IIDE’s Free MasterClass on Marketing 101 by our CEO Karan Shah. 

Before we dive into the concept of the marketing strategy of Jindal Stainless, first let’s get an overview of the company Jindal Stainless.

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About Jindal Stainless – Company Overview

Marketing Strategy of Jindal Stainless

Founded in the year 1980 Jindal stainless offers a plethora of steel products including steel slabs, coils, and plates. With humble beginnings in Hisar, (Haryana, India) Shri O.P Jindal, a man with an entrepreneurial spirit and a mission to take India forward in steel production decided to establish a company a steel manufacturing plant in Hisar- which is India’s first-ever stainless steel manufacturing Unit.

Now, the company has a global outreach with a well-networked supply chain management. 

Jindal Stainless has since partnered up with international companies to raise funds for its expansion. The company has been working towards improving its supply chain to cope with the increasing demand for steel. 

The state-of-the-art unit of Jindal Stainless is located in the eastern part of India, in the state of Odisha where the stainless steel is manufactured at the capacity of 1.1 million tonnes per annum. The company is eventually planning to scale up stainless steel production to 3.2 million tonnes per annum.

Quick Stats on Jindal Stainless
CEO Ratan Jindal
CMO Ajey Shiledar
Area Served Worldwide
Industry Stainless Steel Manufacturer
Market Share/ Revenue 20,365.65 (in Rs. Cr)
Vision Improving lives through trustworthy and innovative Stainless solutions.
Tagline N/A


Marketing Strategy of Jindal Stainless

Now let’s talk about the marketing strategy of Jindal Stainless and how it dominates.

Segmentation, Targeting and Positioning

The Jindal Stainless is segmented into different segments such as –

  1. Construction – For the development of houses and infrastructure 
  2. Automotive – For the development of Railway transport 
  3. Consumer Durables – for the development of long-term consumer durables such as washing machines, microwaves, etc.
  4. Process and Engineering – For the development of things like Nuclear grade SS for fuel consumption and waste handling, etc. and many more.

Their targeted market is mainly the Automotive sector consisting of development for Railway Transport. Austenitic stainless steel grades are used to make railway coaches, whilst ferritic stainless steel grades are used to make freight waggons.

Jindal Stainless has positioned itself well in the Indian market as one of the best and leading stainless steel manufacturing companies and the first one to produce 121-meter rails. Not only that they also offer a variety of products with economical prices and the best quality.

Marketing Campaigns

Marketing Strategy of Jindal Stainless - beware campaign

Jindal Stainless has done a few campaigns but most of the campaigns were to curb counterfeit products in the market which in a way helped them to increase their market share to 60%. Recently they have also filed a case against the Uttarpradesh-based steel manufacturing company Ambaji Inox LLP for making counterfeit products in the name of Jindal Stainless. 

Marketing Strategy of Jindal Stainless - plastic waste collection drive

Recently, Jindal Stainless also organised a plastic waste collection drive on the occasion of Environment Day. Not only that they also run “Switch To Stainless” Marketing campaigns on their social media which reduced around 3,100 metric tonnes of carbon emission FY22.

Marketing Strategy of Jindal Stainless - tree

In the last 10 years, Jindal Stainless has planted around 10 lakh trees around their manufacturing units and they have always encouraged their employees to do the same. This type of CSR Marketing campaign helped Jindal Stainless in maintaining a good image in the market.

Social Media Marketing 

Jindal Stainless is active on many social media platforms such as Instagram, Facebook, LinkedIn, Twitter and Youtube. Out of all of these Social Media platforms, it is mostly followed on LinkedIn with a follower count of around 1,14,611 followers. 

Although Jindal Stainless has promoted itself well on Instagram and Facebook it was able to get around 7K followers only. As Jindal Stainless is a B2B it explains well why it is well followed on professional platforms like LinkedIn. On their Social Media, they regularly update their CSR-related posts and also post content promoting steel over other things like plastic, etc. Not only that they also regularly update about their companies and employees’ achievements also.

SEO Strategies 

Marketing Strategy of Jindal Stainless - SEO

As we can see that jindalstainless.com has a keyword count of 2000+, we can say that the Marketing team of Jindal Stainless has good awareness of their campaigns and what they are doing.

Also, we can see that the traffic per month was about 14K+ which is considered average. By looking at these results we can say that the SEO team of Jindal Stainless might have to work a little bit on their techniques to attract traffic to their page and increase their business.

Influence Marketing 

Jindal Stainless has done zero per cent of work in the field of Influence marketing as their product is not the kind of product which can be sold by YouTubers or Influencers as they sell their products directly to businesses i.e. B2B. But because of the CSR work done many YouTubers might promote their product indirectly and improve their business image by including Jindal in their case study videos.

Ecommerce Strategies 

Jindal Stainless sells its product directly to businesses i.e. B2-B type of selling. If any business is interested in buying their products they can directly contact them using the emails and phone numbers of their executives provided on their official website.

Content Marketing Strategies 

Jindal Stainless is active on its Social Media. The Social Media Team regularly post about the new campaigns by Jindal Stainless and posts many things related to their recent CSR events. Many websites like The economic times, Hindu business line, NDTV, etc. share news regarding their campaigns, activities and awards & recognitions. And recently PR professionals have got the mandate of Jindal Stainless, from now on they will be responsible for maintaining their media presence, marketing, etc.

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

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Conclusion – What’s Unique in Jindal Stainless Marketing?

As we all already learn from the blog that Jindal Stainless is a B2B and keeping that in mind we can conclude that they do well in promoting their products to other businesses not only that they are also trying their best to preserve their Brand reputation by suing all the counterfeit Jindal Steel manufacturing companies like Ambaji Inox LLP which also help them in increasing their market share.

Not only that, they are regularly doing CSR activities which according to us is one of the best ways for a company doing B2B business to promote themselves and increase their brand awareness and their goodwill. 

Jindal Stainless has promoted itself well by using Digital Marketing. As we all know, Digital Marketing is the future of Marketing as it provides the Business with more customers from all over the world. 

Digital marketing is crucial since it links a company with its clients when they are online and is effective across all sectors. It links businesses with ideal consumers through SEO and PPC on Google, social media marketing, and email marketing. If you would like to learn more and develop skills, check out IIDE’s 4-Month Digital Marketing Course to learn more.

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

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