Marketing Strategy of Nilkamal- A Comprehensive Analysis

Updated on: Jun 30, 2023
Marketing strategy of Nilkamal

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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 a previous article, we learned about the detailed Marketing Strategy of Damensch, an Indian leading multinational financial technology company. In this blog, we are going to elaborate on the marketing strategy of Nilkamal – Asia’s largest processor of plastic moulded products.

The objective is to learn and gain insights into Nilkamal, how it became India’s premium brand of furniture products, and how Nilkamal aims to become the largest furniture industry in India.

As you can see, marketing is the backbone of every sector in today’s totally internet world. 

Check out our Free Masterclass on Digital Marketing taught by Karan Shah, the CEO of IIDE, if you’re interested in learning more about marketing.

By the end of this blog, we will have learned in detail about the marketing strategy of Nilkamal. Before delving deeper, let’s start with the company’s history, target market, and online presence.

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About Nilkamal- Company Overview

Marketing strategy of Nilkamal -logo

The fact that Nilkamal is the biggest manufacturer of plastic furniture in the world gives them an advantage over rivals. First-generation businessmen Mr. Vamanrai Parekh (CHAIRMAN of Nilkamal Ltd.) and Mr. Sharad Parekh successfully founded Nilkamal (Managing Director of Nilkamal Ltd.) Since then, Nilkamal has slowly expanded into a variety of industries, including Material Handling Solutions, Ready Furniture, @Home, the brand’s retail network for lifestyle home solutions, Nilkamal Mattrezzz, and Bubbleguard, a product protection service.

Since 1991, Nilkamal has also been listed on the Bombay Stock Exchange and the National Stock Exchange. A fundamental premise guiding the Company is to maintain leadership in its market categories with a great emphasis on quality, its core values, hard effort, and fulfilling changing market needs. 

During the COVID-19 period due to the numerous safety restrictions, Nilkamal has made quality control to increase customer confidence and maintain their sales. In order to provide clients with the chance to take full advantage of its product and service proposition, it seeks to build as many touchpoints as possible. Customers may now obtain Nilkamal products from practically anywhere in the country thanks to a solid digital infrastructure. Along with BIFMA Level 3 and Greenguard certifications, all Nilkamal production facilities also hold multiple levels of ISO certification (UK Cert).

Quick Stats about Nilkamal

CEO Manish Parekh
CMO G Sivaram
Area served Across 30 countries
Industry Moulded plastics, Furniture industry
Market Share/revenue 2,190 crores INR
Vision bring quality and budget friendly furniture to the deepest regions in India.

Marketing Strategy of Nilkamal

Let us now dive into the marketing strategy of Nilkamal, and how they carry out their marketing campaigns.

Segmentation, Targeting, and Positioning


The segmentation of Nilkamal can be divided into several categories such as Region, City, Family size, Gender, etc. For instance, people in south and central India like to have all-wood furniture. This is one kind of segmentation where the tastes of individuals in various locations can be taken into account and plastics marketing. Similarly, Men could research how plastic furniture is more flexible and durable than traditional furniture, while women would seek for designs and patterns.

City: The same is true for cities; this type of segmentation is possible since each city has a unique population, and each city has a wide range of income levels. When opposed to plastic furniture, people with higher income levels—or, for that matter, residents of higher-income cities—prefer wood furniture since it is seen as a luxury commodity. Therefore, there won’t be much of a market for plastic furniture in places with high-income levels.

Personality: Of all the segmentations, personality-based segmentation would be the most suited since typically, furniture is made of wood, and a person’s ability to adjust to using plastic furniture would be more closely related to their personality.


 When talking about the target audience, To enhance the aesthetics and design of your home interiors, their knowledge has been expanded to include the selection of ready furniture in Indian Homes.

Undifferentiated marketing was also a tactic that Nilkamal formerly employed. Customers have a limited selection of designs. Differentiated marketing strategy: Nilkamal later adopted this approach. They created a number of items to meet various needs, including racks, crates, dustbins, industrial pellets, wash crates, and products for different market categories, including infant seats, center tables, dining tables, etc. Focused marketing is currently popular, according to Nilkamal. The first step taken in this approach was by @Homes.

@Homes is a full-service home improvement retailer that offers modern ready-made hardwood furniture and decorative items. It usually targets the aspirational and upper-middle-class sections of society.

It is situated in a number of malls in a strategic manner. Nilkamal is importing furniture, including beds, kitchen appliances, bathroom fixtures, table sets, etc. Customization according to customer needs is also supported. As a result, the business interacts with the customer.


The market positioning of Nilkamal Plastics’ goods has proven effective. With a robust network of almost 20,000 dealers spread out across the nation, the Company seeks to offer high-quality and reasonably priced furniture to India’s remotest areas. Nilkamal has continually reinvented itself in response to shifting furniture trends in the Indian market by offering a variety of solutions targeted at improving the lives of its consumers.

When compared to other furniture types, Nilkamal’s primary points of equality are its pricing and quality. For instance, a Nilkamal plastic monoblock chair costs 50% less than a comparable hardwood chair. In addition, Nilkamal joined the furniture industry quite early (1990), by which time it had developed a strong company in other sectors (household goods, crates). It, therefore, had the resources necessary to promote its goods. In the furniture industry, Nilkamal was the first to develop television advertising.

Nilkamal thus gained a significant competitive edge over the other plastic furniture manufacturers in the market, becoming a well-known brand in India. Particularly in south India, where people like basic living, it gained popularity. As a result, there was a need for plastic furniture there as well. For Nilkamal, the first-mover advantage has certainly paid off. 

Marketing Campaigns

Marketing campaigns are launched as a part of the marketing strategy of Nilkamal to attract its target audience and to impact and influence people. Some of their campaigns are mentioned below:

Nilkamal launched a new campaign in November 2021 called #KhushiyonKeLiyeHameshaReady to encourage the public to bring home additional causes to rejoice this holiday season.

Marketing strategy of Nilkamal -campaign

The campaign, which was conceptualized, produced, and carried out by Makani Creatives, consists of a series of videos that instantly appeal to millennials by celebrating commonplace events in unexpected ways. These movies show how the viewers interact with their loved ones, emphasizing the important function that furniture plays in turning ordinary moments into treasured memories.

Nilkamal’s general manager of marketing, Pinaki Gupta, said: “Nilkamal has been a staple in Indian homes for more than three decades. Consumer tastes have been changing throughout time, and Nilkamal has innovated and changed to follow these shifting patterns. Our most recent advertising effort takes inspiration from this voyage and highlights our selection of furnishings by telling accessible and endearing tales.

Marketing strategy of Nilkamal -campaign

Stay at home for a brighter tomorrow is the slogan used by Nilkamal Limited, a well-known brand in the furniture industry in India, to promote COVID-19 prevention. The new timetable has caused a paradigm change in people’s outlooks on life, and for some people, social isolation is proving to be difficult. Nilkamal has produced a slice-of-life film to address this. 

Through this, it offers consumers a helpful option on how to handle the problem in addition to asking them to follow the government’s regulations. This is beautiful because it captures the present and magically transports you back in time. This movie perfectly captures life as we know it and the wonderful transformation the lockdown brings about—catching up with old interests, recovering lost time, and falling in love with life again. 

This is a tribute to a newfound feeling of life, the opportunity to enjoy long-forgotten interests, and the true meaning of “staying home” in these trying times.

Nilkamal Furniture Division Executive Director Manish Parekh said, “Our goal is to maintain contact with our customers and to keep them happy and delighted. That is precisely the message we want our video to deliver to our audience at this time of need. We created this movie with an awareness of all the limitations and the desire to improve the lives of our viewers.”

Social Media Marketing

Nilkamal is active on social media platforms including Facebook, Twitter, LinkedIn, and Instagram. Their Instagram has more followers than Facebook does. Around 40-45K people follow the account on Instagram and LinkedIn. They are quite active on all of their social media accounts making it an effective marketing strategy of Nilkamal. The articles primarily consist of promotional and educational material, with a few entries pertaining to the debut of their new product.

SEO Strategies

Marketing strategy of Nilkamal -SEO

 As we can see, has 4,637 organic keywords, which is an excellent number. This indicates that Nilkamal’s digital marketing is acquiring a lot of insights.

The organic traffic at Nilkamal is also very amazing, which accounts for the success of the company. This demonstrates that Nilkamal uses a tried-and-true SEO approach and puts in the necessary effort to keep the brand climbing the Google organic SERP rankings.

Influencer Marketing

It was revealed in September 2017 that Nilkamal had consented to co-sponsor Mohun Bagan A.C. from July 2018 to June 2019. The sponsorship agreement, which cost 20 million rupees (two crores), was signed and would last through the end of the current campaign. They also collaborated with Bizongo, which increased their sales and reflected positively on their brand. Apart from this, they market their products and services through various social media platforms and short commercials which increase social awareness.

E-commerce Strategies

Nilkamal has a dedicated website through which they sell their items with unique incentives when discussing e-commerce techniques. In addition, it has joined together with other e-commerce delivery services including Amazon, Flipkart, Pepperfry, and others that occasionally give discounts.

Mobile app

A smartphone application for staff engagement and training is called Nilkamal connect allowing Nilkamal to instantly disseminate information to its staff, such as product demonstrations, management films, invitations to events, and news. The downside of this app is that it is only confined to its employees which makes it restricted when it comes to raising sales and product awareness.

Content Marketing Strategies

On social media, Nilkamal is a highly active user. They publish articles on brand-new products, messages about awareness that include readable visuals to draw in more viewers, etc. Additionally, they utilize subtle creatives and popular hashtags on Twitter and Instagram.

This concludes our in-depth examination of the marketing strategy of Nilkamal. Let’s sum up everything we’ve learned here.

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Conclusion – What’s Unique in the Marketing Strategy of Nilkamal?

We saw in the marketing strategy of Nilkamal that it is receiving love and support from all across the world. The business is developing the furniture industry’s brand image. 

The Nilkamal sector consistently produces high-quality goods. In order for even regular people to buy their items without giving them a second thought, the firm needs to increase the quality of their products and adopt a more competitive price strategy when compared to other furniture manufacturers.

As is well known, pandemics that impacted every industry caused a significant shift in digital marketing. 

According to statistics on digital marketing, around 60% of people worldwide use the Internet. Due to the pandemic and the increase in internet enterprises over the last two years, it increased by 20%. The reputation of a well-known business is crucial. A company’s brand image may be made or broken by its advertising techniques. Effective campaigns may be created with digital marketing, and any errors can be quickly fixed.

Learning about the expanding sector of digital marketing is crucial given its rising relevance. Check out IIDE’s 4 Month Digital Marketing Course if you want to learn more and expand your abilities.

We hope that our blog post about the marketing strategy of Nilkamal has provided you with valuable insight into the company’s marketing plans.

Check out our IIDE Knowledge site for more intriguing case studies if you enjoy such in-depth analyses of businesses like the marketing strategy of Nilkamal. Thank you for reading, and please feel free to comment below with your opinions on this case study on the marketing strategy of Nilkamal.

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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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