360° Marketing Strategy of Jumbotail with Campaigns and Target Audience

Updated on: May 28, 2022
Marketing Strategy of Jumbotail - Featured Image

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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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In our previous article, you had learned In detail about really interesting SWOT analysis of Phoenix Mills. In this article, you will learn about the marketing strategy of Jumbotail – one of the E-Commerce giants – India’s leading wholesale food, grocery and new retail platform.

The purpose of this article is to make you learn about Jumbotail’s growth and how introducing tech to their b2b startup helped them address the inventory challenges of unorganized ‘kiranas’.

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

We will completely cover the marketing strategy of Jumbotail. But before we dive into it directly let us know about the company a little bit more.

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About Jumbotail – Company Overview

Marketing Strategy of Jumbotail

Jumbotail defines itself as India’s leading wholesale food and grocery, and new retail platform. They go by the tagline Jai Jawan, Jai Kisaan, and Jai Dukaan which clearly tells about their market of E-commerce Indian Kirana stores.

Karthik Venkateswaran & Ashish Jhina, the two co-founders of Jumbotail are classmates from Stanford MBA 2011 batch. Ashish Jhina is a graduate of the Indian Institute of Technology – Delhi (IIT-D) and worked as a consultant in Boston Consulting Group (BCG). He is also a professional farmer. Karthik Venkateswaran served in the Indian Army in hard combat. Karthik is a marketplaces product veteran who led technology products in eBay US and Flipkart. Jumbotail was founded in 2015 in Bangalore.

They only have four people in the upper management or the key executive team. Along with Karthik and Ashish, they have Abhishek Gupta as Vice President and Major Allwyn D’Souza as President- of Jumbotail Wholesale

One thing interesting about them is their Business Model. They have four in-house proprietary platforms – B2B online marketplace, supply chain and logistics, fintech for SME lending and retail platform that powers its J24 branded convenience grocery stores. They mainly promote their Fintech Platform – Ok Credit to gain consumers. They have raised a total funding of $236.3 Million and the estimated revenue per year is $39.4 Million.


Quick Stats on Jumbotail
CEO Karthik Venkateswaran
Area Served India
Industry E-Commerce Kiranas
Market Share/ Revenue $39.4 Million estimated
Vision To organize the food and grocery ecosystem in India using technology, data science and design
Tagline Jai Jawan, Jai Kisaan, Jai Dukaan


Marketing Strategy of Jumbotail

Segmentation, Targeting and Positioning

Being an e-commerce leading company with Reliance and Udaan as competitors, Jumbotail focuses only on the unorganized sector of India, also called Kirana stores. 

Their target audience is Kirana store owners to use their supply chain and logistics. Along with people in tier 3 tier 4 cities to start their own Kirana shop using their branding J24. Its main mission is to digitize the wholesale retail chain and make the lending receiving payments process easy.

They have positioned themselves as India’s leading wholesale food and grocery and new retail platform.

Marketing Campaigns


Marketing Strategy of Jumbotail - Campaign 1

Jumbotail took an initiative and encouraged them to call their mother on mother’s day. In this world we are getting busy on our own. We couldn’t give enough time to our supermom so this campaign was started to celebrate mothers day by giving a call to their supermom. Let’s pause our timelines and celebrate the #giveheracall moment. 


Marketing Strategy of Jumbotail - Campaign 2

Last Diwali, this campaign was introduced by Jumbotail, #vocalforlocal. This campaign was initiated to encourage the public to buy the local product. That campaign helped lots of local vendors to sell their products. 

Jumbotail added value in our life” – Voice of customers

Marketing Strategy of Jumbotail

The youtube video shows how Jumbotail helped Indian Wholesalers and retailers in easing their daily lives and how Jumbotail added value to their life. In the video, you can see how various retailers and wholesalers in Bangalore are expressing a positive note regarding Jumbotail, and how Jumbotail helped them to save their efforts, time and money which was previously spent on getting products from the market. 

After Jumbotail came into their life, it became easy to get daily products delivered to them by Jumbotail. The whole purpose of the survey was to take feedback from its customers and it also worked as the marketing of Jumbotail that motivated potential wholesalers to partner with Jumbotail. The survey got successful and the interview video of retail owners got a viewership of 15k+ on Youtube.


Social Media Marketing

You can find Jumbotail only on their Linked In Page. Although their Fintech platform is present on all socials – 

Facebook: Ok Credit
Instagram: @okcreditofc
LinkedIn: Ok Credit
Twitter: @_okcredit 

SEO Strategies

Marketing Strategy of Jumbotail - SEO

Jumbotail being a service provider has to apply SEO strategies to capture the market and be in competition. As we can see that the website jumbo tail has only 1k+ organic keywords which clarifies the good strategy as the usage of organic keywords above 1k is good. 

While the organic monthly traffic of the site stands at 5,589 which is good just because of the service and customer care provided by Jumbotail which makes its customers choose them over the competitors.

Influencer Marketing

Jumbotail has not done any collaboration with Influencer so far but their Bi-product – Ok Credit has covered all their campaigns with Brijendra Kala, Atul Srivastava, Raj Sharma and also Kota Factory fame Ranjan Raj.

E-commerce Strategies

Digitizing the unorganized e-commerce sector of India has definitely made them the leader in the industry. Integrating technology is one of the major reasons why they are leading the b2b wholesale market.

Mobile Apps

When it comes to mobile applications, Jumbotail, Ok Credit and J24 have their own mobile applications. Although Jumbotail and J24 were recently launched and are still in the development stage. Ok, Credit is working in full zest.

Jumbotail – 100K+ downloads
J24 – 1K+ downloads
Ok Credit – 10M+ downloads with a 4.4-star rating

Content Marketing Strategies

When it comes to the content marketing strategy of Jumbotail. It doesn’t give attention to this part of marketing. They don’t have a newsletter, press releases section on the website, or social media handles.

Do you want your wholesale business to be as successful as Jumbotails? All you require is a tough marketing strategy that helps you reach millions of homes instead of just your current customers. Watch more such eye-opening digital marketing strategies for wholesalers in this video- 

Digital Marketing Academic Challenge 2024 - DMAC

What’s unique about Jumbotail’s marketing strategy? 

One of the biggest drawbacks of their marketing strategy is virtual presence. Having a digital presence is very essential for business nowadays. They are not on social media platforms. They should update posts regularly, and use correct marketing strategies so that more people engage with them. They need to improve their SEO marketing strategy, and influencer marketing and improve their app and update it. Not many people know about Jumbotail. 

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 Jumbotail 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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