Complete Marketing Strategy of JK Lakshmi Cement With Complete Details

Updated on: Jun 5, 2022

  Hey there!

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.

Practical assignments, case studies & simulations from Business Review helped the students from this course present this analysis.

Building on this practical approach, we are now introducing a new dimension for our online digital marketing course learners - the Campus Immersion Experience.

If you find this case study helpful, consider leaving a comment below.

In this blog, we elaborate on the marketing strategy of JK Lakshmi Cement, an Indian leading manufacturing cement brand.

The objective of this case study has a broader perspective: to learn more about the various marketing strategies of JK Lakshmi Cement Corporation and its transition from being a cement producer cooperative society to becoming one of the most recognized and respected brands in India.

Marketing is a crucial part of a corporate DNA that can either make it or break it. The world is now a global village, which means people can connect with the world. Digital marketing has followed them into the digital realm. If you are interested in new-age digital marketing, you should check out the IIDE Free Masterclass on Digital Marketing 101 by our CEO and Founder, Karan Shah.

This blog will completely cover the marketing strategy of JK Lakshmi Cement Ltd. Before we begin our deep dive, let us start by learning the corporate story, target audience, and digital presence.

Digital Marketing Academic Challenge 2024 - DMAC

About JK Lakshmi Cement Ltd.

JK Lakshmi Cement is one of the leading and well-known brands in the cement industry in India and is a part of the JK Organization. JK Lakshmi Cement is one of the prime and reputable brands in the cement industry in India and is a part of the JK Organization.  Later, the late Lala Juggilal Singhania and his son, the late Kamplapat Singhania, named the business the JK Organization.

The key inspirational factor was the Swedish Movement of Mahatma Gandhi. Later, Lala Kamplapat Singhania established the JK Organization in the 19th century. JK Lakshmi Cement Ltd, a prestigious part of the JK Group, was founded in 1982. A renowned and diverse group in the corporation for over 125 years has an annual turnover of $4.0 billion. Its substitute competitors are Ambuja Cement and ACC Cement.

Quick Stats on JK Lakshmi Cement
Chairman Shri Bharat Hari Singhania
CMO Sumit Malhotra
Area Served India’s northern, eastern, and western markets
Industry The Indian cement industry
Market Share/ Revenue Rs.4,000 crores
Vision To be a productively growing, innovative, and caring company that will exist in the top 10 in the Indian cement industry.
Tagline India Ab Soch Karo Buland


Marketing Strategy of JK Lakshmi Cement Ltd.

Television commercials are an excellent means of increasing brand awareness through creative means. The JK Lakshmi TV commercials have been a hit with viewers across the country and have helped the company achieve higher product sales and brand loyalty.

Tv commercial advertisements are an excellent way to increase brand awareness through creative methods. JK Lakshmi Tv commercial advertisements have become a favourite of viewers across the whole country and assist the organization that helps them achieve high product sales and product reliability.

Segmentation, Targeting, and Positioning

Segmentation, targeting, and positioning are broadly known as STP. STP is a comprehensive framework that tells us about potential consumers.


JK Lakshmi Cement Ltd exists segmented into three broad categories; 1) tier I/II/III cities; 2) public sector/private sector, and 3) customer/builder.


Among these segments, JK Lakshmi targeted builders and customers in both public and private sectors in all-tier cities.


JK Lakshmi’s positioning in the market is by delivering strong quality cement and retaining them with a strong brand by promoting superior value services to the targeted customers.

Marketing Campaigns


Marketing Strategy of JK Lakshmi Cement - Campaign 1

JK Lakshmi Cement launches a unique campaign whose tagline is Risers With Buland Soch. It aims to engage the audience with the superstar cricketers of Sunrisers Hyderabad. The campaign was designed with a unique message to build more interest and create solid brand positioning. We know that millions of people love to watch the Indian Premier League. So, they trigger the cricket fans to JK Lakshmi cement that has built solid just like solid hitters.


Marketing Strategy of JK Lakshmi Cement - Campaign 2

JK Lakshmi Cement Ltd started another campaign in which they used the tagline #AaStrengthDekha. This campaign got popular and hit 3 million views. This commercial advertising aims to retain the strong brand positioning in the Indian market.

Click this link to watch JK Lakshmi Cement Aa Strength Dekha new TV commercial.


Marketing Strategy of JK Lakshmi Cement - Campaign 3

Jk Lakshmi Cement introduced a campaign name #gharwahanmaajahan on the occasion of Mother’s Day. in this campaign, participants have to share the photos with their mothers and tag them with the hashtag #GharWahanMaaJahan. The following steps should be taken to participate in the campaign: 

  • Follow us on all social media channels
  • Upload a picture with your mother 
  • Tag @JKLakshmiCementLimited and your 3 friends using the hashtag 

This campaign was very successful with 3.4k likes and 100+ comments and 40+ shares on the Facebook post. 

Social Media Marketing

JK Lakshmi Cement Ltd is active on well-known social media platforms. They continuously and regularly update their content on social media platforms to engage the target audience.

Facebook: JK Lakshmi Cement has 362,634 followers on its Facebook Page, which shows that it has the most followed social media channel.
Instagram: JK Lakshmi Cement has 3,810 followers on Instagram.
LinkedIn: JK Lakshmi Cement has the second most followers on LinkedIn. It has approximately 68,826 followers on LinkedIn. 
Twitter: JK Lakshmi Cement has 7,076 followers on Twitter.

SEO Strategies

Marketing Strategy of JK Lakshmi Cement - SEO

SEO strategy has no other alternative. JK Lakshmi Cement Ltd uses it to the fullest extent. As we have already seen, most of its traffic comes from searches made online. JK Lakshmi Cement Ltd drives around 14,541 organic traffic monthly, and the rest comes from paid marketing campaigns. These results proved that JK Lakshmi Cement Ltd adopted a foolproof SEO strategy. Along with working hard enough to keep the brand soaring in the Google organic SERP results.

Influencer Marketing

JK Lakshmi Cement Ltd promotes and increases its brand and company awareness through various well-known celebrities as an influencer marketing.

As we previously discussed, JK Lakshmi Cement started a campaign with IPL, well-known cricketers, in 2020. This aim is to engage with a mass audience. 

General manager of marketing (GMM) Mr Aseem Saxena has said that JK Lakshmi Ltd has been collaborating with IPL for quite some time. But this year, a new unique way means to engage with the target audience and die-hard IPL fans through the digital presence on social media and digital platforms. 

Marketing Strategy of JK Lakshmi Cement - Influencer

Another influencer is famous Indian cricketer Virender Sehwag, and he signed as a brand ambassador in 2013. He is the face of JK Lakshmi Cements Ltd. He has appeared in many Ad campaigns and is a dominant influencer of JK Lakshmi Cements Ltd to boost its brand reputation. 

Influencer marketing extends wide reach and increases the brand standing in the industry. The central role of an influencer is to increase brand awareness.

E-commerce Strategies

JK Lakshmi has tied up with Snapdeal to offer its entire product range. It includes cement, plaster of Paris, RMC, AAC blocks, and gypsum plaster online in all the existing markets, a statement stated.

JK Lakshmi Cement Ltd is the first company to make a foray into the online space by offering a basket of products, its Whole Time Director Shailendra Chouksey said.

Currently, the company has cement plants in states like Rajasthan, Gujarat, Haryana, and Chhattisgarh. They use these plants to produce and sell their products across 14 states. This capacity accounts for more than 50 percent of Indian market cement demand.

By providing ease of access to its customers, one can order a minimum of ten bags of cement at once. We show positivism about this tie-up,” Chouksey added.

Mobile Apps

Marketing Strategy of JK Lakshmi Cement - Mobile App

JK Lakshmi Cement Ltd has an app named JK Lakshmi Cement Ltd for the Dealers & Retailers of the company. This app is password protected and secured to use by users.

Content Marketing Strategies

Content Marketing Strategies Content marketing is a type of online marketing that focuses on generating, publishing, and distributing relevant content to a specific audience. 

Jk Cements has unique content marketing strategies that give it a competitive advantage compared to its competitors. Because of focus on more campaigns where the content is directly related to the people of society. JK Lakshmi also shows its quality and its strong cement.  

They have many newspaper articles to show their market position and performance in the stock market. There are also many blogs to appear as a vision for society’s future.

This ends our elaborative marketing strategy of JK Lakshmi Cement. Let us conclude our learning below from the marketing strategy of JK Lakshmi Cement.

Digital Marketing Academic Challenge 2024 - DMAC

Conclusion- What’s Unique in JK Lakshmi Cement Marketing? 

JK Lakshmi Cements Ltd. is a successful company with a unique marketing strategy. This famous brand is a member of The JK Group Organization. They market their products with a socially relevant topic that helps them to beat their competitors in the market.  

Overall, the marketing strategy of JK Lakshmi Cement is good. They are using the best marketing ideas. It follows the trends which are best for retention and getting the attention of its audience.  

Digital Marketing is extremely important in today’s age. 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 JK Lakshmi Cement 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 JK Lakshmi Cement, check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of JK Lakshmi Cement, and do share your thoughts on this case study of the marketing strategy of JK Lakshmi Cement in the comments section below.

Share post via

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]


Submit a Comment

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Related Posts