Detailed Marketing Strategy of RattanIndia Power – With Extended Study

Updated on: Jul 13, 2022

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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 have learnt about the SWOT analysis of RattanIndia Power. In this blog, we will dig into the marketing strategy of RattanIndia Power- which is India’s most competitive and innovative power brand.

The main objective of this blog is to aware you How RattanIndia Power became India’s best power brand. Today’s company acquires customers – through Digital Marketing.  As the world goes digital, marketing followed them into the digital realm as well

As we all know  today’s digital world, where all the brands, companies, and industries are marketing their products by influencing or taking up any celebrity as their brand ambassador. So if you are interested in updating your marketing skills, we organized IIDE’s Free MasterClass on Digital Marketing 101 by none other than our Founder and CEO, Karan Shah.

In this blog, you will demonstrate the marketing strategy of RattanIndia Power. So let’s start by learning about the company history, target audience, and moreover the digital presence of RattanIndia Power.

Digital Marketing Academic Challenge 2024 - DMAC

About RattanIndia Power

RattanIndia Power, having 2700MW thermal power plants in Amravati, Nashik is one of the largest private power generation companies in India. RattanIndia Power was incorporated in 2007. The company was first known as Sophia company ltd. which later changed to Indiabulls ltd. in 2009. It was in 2014 that the company was known as RattanIndia Power.

The company focuses on constructing, developing, and operating power projects in India and internationally. RattanIndia Power ltd. is located in New Delhi and is a part of the Electric power generation, transmission, and distribution industry.

The company has big investors like Goldman Sachs and VardePartners, the USA in the business. RatanIndia Foundation is a responsible corporate house that has been giving back to society by addressing grassroots social and development issues. RattanIndia Power has Successfully Commissioned the 3rd 270 MW unit of Amravati Thermal.

Quick Stats on RattanIndia Power
CEO Amitav Parigrahi
CMO Amir Jain
Area Served Emery Sector
Industry Electric Power Industry
Market Share/ Revenue 43.50 per share/$0.44B
Vision Transform lives of a billion-plus aspiring Indians through innovation and technology.
Tagline N/A


Marketing Strategy Of RattanIndia Power

However, in terms of marketing, they are still on the back foot as compared with peers. RattanIndia is unquestionably a well-known power-generated company in the market. However, in terms of marketing, they are still lagging compared to their competitors

Segmentation, Target & Positioning


RattanIndia Enterprise Ltd. made a huge level of market segment all over the market They are aiming for all geographical locations, In fact, in many cases, there isn’t much targeting or segmentation involved because they are attempting to reach all demographics, geographic, and psychographics of consumers. Along with that, they are open to both public and private projects.


The company does not produce anything to be sold, they work in the power generation and construction industries throughout India. So the concept of targeting does not apply to RattanIndia Enterprise Ltd.


RattanIndia maintains its position in high-quality projects. RattanIndiaEnterprisesLtd.made a long-standing promise to create responsible infrastructure. Sustainability is an integral component of their approach to business and work practices

Marketing Campaigns

RattanIndia Power does not have a great online presence even though they haven’t conducted any kind of campaign. They don’t conduct any kind of advertisement campaign to promote their Electric power company. 

RattanIndia Power can use the same marketing techniques as its competitors are using. The marketing campaign which they can follow from their competitors is advertising on television, launching an advertisement in newspapers, launching a short corporate film, and other marketing ideas.

RattanIndia Power can launch such advertisements and other media campaigns to increase its presence in India and other foreign countries.

Social Media 

This generation is aware of how many “likes”, “follows”’, “comments” and “shares” are essential to promote or expand the business. But RattanIndia is remarkable without any social media platform.

Facebook followers 9,500

Marketing Strategy of RattanIndia Power - Facebook & Instagram

They are not active on other social media platforms like Twitter & Instagram since it is a huge construction company and it directly deals with the government of the country for power projects.

SEO Strategy 

Marketing Strategy of RattanIndia Power - SEO

As per SEO ranking, it is said that the Number of keywords As we can see, its website has 226 organic keywords and it’s outstanding. That means the digital marketing of RattanIndia is gaining a good number of insights. RattanIndia’s digital marketing is attracting a large number of visitors. The monthly traffic is in the 3.9k+ range, which is considered exceptional.

RattanIndia is doing its best, But this is not enough if the company has to set a benchmark in front of its competitors or to remain at its peak in this industry i.e. RattanIndia need to work on its SEO strategies so that it can attract a large amount of organic traffic to their site which leads to an increase in their sales which is good for the company

E-commerce Strategy

RattanIndia Power really does not have any eCommerce strategy because most of their work is onsite. It would be harder to deliver the same level of service to their customers online than physical. 

RattanIndia Power Limited is a company that is engaged in India’s power development. E-commerce doesn’t take up much space in the marketing strategy of RattanIndia Power. RattanIndia Power does not have an E-commerce portal, however, they do have ample information on their website and various offices of their, through which a potential client can reach out to them for any business-related inquiry.

Mobile Apps

RattanIndia subsidiary company Rattanindia finance has a mobile app which provides services to the client. They do have a website through which their potential clients can contact them. Firstly, RattanIndia finance deals in the financial sector.

Secondly, RattanIndia Power clients are the government and many other private companies etc, who wouldn’t choose a mobile app for dealing with RattanIndia Power. Such big deals are to be done personally. Considering the above factor, not having a mobile app has never been an obstacle for RattanIndia Power. 

Content Marketing Strategies

RattanIndia Power Limited does not use any content marketing strategies and they are not active in this section of posting different articles on their website. They do say about their achievements on their website and the growth strategy they are going to imply in future.

This ends our elaborative marketing strategy of RattanIndia Power. Let us conclude our learning below from the marketing strategy of RattanIndia Power.

Digital Marketing Academic Challenge 2024 - DMAC

Conclusion – What’s Different in RattanIndia Power Marketing?

From the above-gathered information, we can see that RattanIndia Power is not utilizing the power of Digital Marketing in its favour. Considering it a B2B Company, many Strategies become irrelevant to it, but some remain like Content Marketing strategies that need to be followed effectively.

As the digital space is experiencing a boom in today’s world, a company needs to do better digital marketing. 

Check our Online Digital Marketing Course if you want to learn more and improve your skills. 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 RattanIndia Power 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 RattanIndia Power check out our IIDE Knowledge portal for more fascinating case studies.

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