Extensive Marketing Strategy of Polycab India – Complete Overview

Updated on: Aug 21, 2022
Marketing Strategy Of Polycab India - 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, we learnt in detail about the SWOT analysis of Polycab India. In this blog, we are going to cover the marketing strategy of Polycab India.

The objective is to help you gain insights into Polycab India’s transition from being an electrical store to becoming one of the most recognized and respected brands in India.

Marketing is a part of a company’s DNA 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, then you should definitely check out IIDE’  Free MasterClass on Digital Marketing 101 by our CEO and Founder, Karan Shah.

We will fully cover our marketing strategy for Polycab India in this blog. Before we begin our deep dive, let us start by learning the company’s story, target audience and digital presence.

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About Polycab India – Company Overview

Marketing Strategy of Polycab India - Range of Products

Polycab is engaged in the business of manufacturing and selling wires and cables and fast-moving electrical goods ‘FMEG’ under the ‘POLYCAB’ brand. Apart from wires and cables, they manufacture and sell FMCG products such as electric fans, LED lighting and luminaires, switches and switchgear, solar products and conduits & accessories.

FMEG (Fast Moving Electrical Goods) consists of Fans, electric fans, LED lighting and luminaires, switches and other forms of electrical appliances. The competition in the FMEG segment is more fierce and hence branding is the differentiator.

Polycab India was incorporated as ‘Polycab Wires Private Limited’ on January 10, 1996, in Mumbai as a private limited company under the Companies Act, 1956. It has the reputation of being the fastest-growing company in the Indian cables sector. Polycab India has 25 manufacturing facilities through which the company gets help to make its products available throughout the country and enables the company to enjoy a reputation for great quality and superior durability.

They strive to deliver customized and innovative products with speed and quality service. Their production process is designed to ensure quality while delivering the ability to produce complex electrical products in short timeframes to meet their customers’ needs.

Quick Stats on Polycab India
CEO Bharat A Jaisinghani
CMO Nilesh Malani
Area Served India, Africa and UAE
Industry Wires, cables and fast-moving electrical goods
Market Share/ Revenue $1.51 Billion
Vision We will create a great place to work by inspiring our people to continuously innovate and bring greater value to our customers and environment, thereby enhancing stakeholder value.
Tagline Connection Zindagi Ka


Marketing Strategy of Polycab India 

Polycab adopts both B2C and B2B business models, where it gets almost 35% share from the B2C segment and 65% share from the B2B segment. The B2B or business-to-business model is mainly focused on supplying manufactured products to businesses or institutions on a big scale.

Segmentation, Targeting and Positioning

Segmentation can assist the company in focusing on key features and providing customers with features they are more likely to use. Business consumers have a wide range of needs, wants, and demands, as well as locations, resources, access to technology, different cultures, purchasing attitudes, and how they use the products and services.

Wire, cables and fast-moving electrical goods are among their various segments.

Market segmentation is the process by which Polycab India divides the overall market into smaller segments and groups with similar characteristics, purchasing habits, socioeconomic status, and so on. This is done to communicate with the target audience more efficiently and effectively.

Polycab India’s target audiences are mostly everyone who uses these products in any industry. Government projects, engineering companies, Municipal corporations, construction, and different industries, are among the industries that use the products produced by Polycab India extensively.

Polycab India is a well-known brand in the iron and steel piping products industries. Because of diversified products and being in the oligopoly market, the Polycab India industry faces lower production costs and direct connection to potential clients via one-on-one communication and some online retailing tactics, brand positioning and product uniqueness.

Polycab India must position its product in such a way that it builds a clear vision in the client’s mind, providing a specific identity/reference point for the goods and services. About their positioning, they are one of the biggest leading global manufacturers and suppliers of wire, cables and fast-moving electrical goods.

Marketing Campaigns 

Marketing Strategy of Polycab India - ‘Hap-Hap-Happy, Yeh Dil hai free’ 

Polycab India Ltd. unveils its new Masterbrand campaign featuring India’s youth icon Ayushmann Khurrana. The campaign uses a musical route to capture the experiential essence of being liberated and joyous as felt by consumers upon using the Polycab range of products.

Marketing Strategy of Polycab India - Campaign 2

Polycab is proudly announced to be the support to the Team Manipal Racing-Electric Team of the Manipal Institute of Technology at eBAJA 2022. Polycab also congratulates them for being the 1st runner-up at the event and winning multiple accolades! They wished them immense success in the future.

Marketing Strategy of Polycab India - Campaign 3

Polycab India Ltd. is proud to organise their summer interns on completing #PolycabXPLORE2022! It’s a pleasure for the organisation to have such bright, young minds who will revolutionise the industry. This helped many youngsters to throw their skill and knowledge to grow themself and company both. 

Social Media Marketing 

Polycab is active on Social Media like Instagram, LinkedIn, and Facebook. It has maximum followers on Facebook than on Linkedin and at last Instagram. The Facebook handle has followers of 6lakh+, and Linkedin has followers in the range of around 90-92K Instagram has followers in the range of 14-16k. 

Facebook is more of a professional sort of social media which excludes young teenagers as most of them don’t have an account on LinkedIn. The posts contain mostly promotional and informational content along with some posts related to their new product launch.

SEO Strategies

Marketing Strategy of Polycab India - SEO

As per SEO ranking, it is said that the number of keywords – below 500 is bad, above 1000 is good, and 10,000+ is amazing. As we can see that www.polycab.com has 10,818 organic keywords and it’s considered amazing. That means the digital marketing of Polycab is gaining a very good number of insights. 

Also, the traffic per month is around 80k+ which is known as good. Hence, Polycab has very good SEO strategies enough to keep the brand soaring in the Google organic SERP results.

Influencer Marketing

The process of identifying, engaging, and supporting individuals who initiate conversations with a brand’s customers is known as influencer marketing. It is a growing trend used in public relations campaigns. In recent years, this strategy has become increasingly focused on social media, allowing brands to market through social media influencers. Influencer marketing will also be a big trend in 2022 and beyond.

Here, Polycab India works with various popular influencers like Pravesh Rawal and Ayushmann Khurrana sharing inspiring content that captivates authentic and loyal consumers. 

E-commerce Strategies

Marketing Strategy of Polycab India - E-com

In talking about the e-commerce strategies Polycab has its website from where they brief about their products besides that they sell their products online with, Flipkart,  Amazon etc. Also in traditional means, you can find Polycab India at shelf space at both your local convenience store.

Mobile Apps

Marketing Strategy of Polycab India - Mobile App

This mobile application will provide easy accessibility to register your purchases by scanning the QR codes. The complete list of eligible products with their points is also mentioned. You can scan, earn points and rewards and keep a track of it via the same application.

Content Marketing Strategies

Polycab is very active on social media. The post content is related to their new quality and their products, awareness messages, etc. The only source of posting content is through Facebook or Instagram. Also, they press releases about their product via various sources such as The Hindu, MoneyControl, The New Indian Express, etc.

This ends the elaborative marketing strategy of Polycab India. Let us conclude our learning below from the marketing strategy of Polycab India.

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Conclusion – What’s Unique in Polycab India’s Marketing? 

In the marketing strategy of Polycab, we saw that Polycab is gaining love and support from all the places in the world. The uniqueness of being India’s leading copper wire producer has lessened the competition for them. The company has beaten its competition and the biggest reason for that is its amazing marketing efforts in highlighting the brand to its customers. 

Today, digital marketing is the heartbeat of an organisation’s marketing efforts and the one which can stay ahead of its competitors through using innovative digital marketing strategies is the one that leads the industry.

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 Polycab India 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 Polycab India check out our IIDE Knowledge portal for more fascinating case studies.

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