Comprehensive Marketing Strategy of Redington India – The Supply Chain Leader

Updated on: Jun 28, 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 the previous article, we understood the SWOT analysis of Redington India which is India’s leading supply chain solution provider. Today we will go a step ahead to understand the marketing strategy of Redington India.

Through this blog, we will gain insight into what it takes for Redington India to become the best supply chain provider for the top brands. We will understand the strategies they use to market themselves to reach the top position.

So, the crux of every successful organization is how they implement their marketing strategies and now since the world is moving into the digital sphere we highly recommend you to check out our free Digital Marketing Masterclass by the CEO and Founder of IIDE Mr Karan Shah. 

In this entire blog, we will learn the Marketing Strategy of Redington India. But before this let’s begin with the company’s story, target audience and digital presence.

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Redington India – Company Overview

Redington India was incorporated in 1961 with its primary focus on functioning as the distributor of IT products. On Dec 9, 1981, the name of the company was changed to Kewalram Private Limited and subsequently to Redington (India) Private Limited on April 28, 1987. Redington’s registered office was transferred to Chennai, Tamil Nadu by the company law board order dated July 13, 1994. They changed their name to Redington (India) Limited with effect on October 1, 1996. 

The company became a Public Limited Company after registering with the registrar of companies, Tamil Nadu on the same date. On Jan 10, 2002, Redington became a private company but later on March 15, 2002, it again became a public one. Whereas it officially started its operation in the year 1993 as R.Srinivasan co-founded. With the group’s commencement of operation in 1993, Redington gradually started to operate in the Middle East and Africa, and other Asian countries.

Redington provides end-to-end supply chain solutions for all categories IT, Telecom, Lifestyle, Healthcare, and Solar Products. To more than 20 nations, Redington delivers hardware and software from more than 40 manufacturers, including Adobe, Cisco, Epson, Hitachi, Eastman Kodak, Lenovo, Nokia, Novell, Philips, and IBM. Today, new-age technologies like Artificial intelligence, IoT (Internet of things), Big Data, and Analytics are opening new possibilities and new opportunities for tomorrow.

Quick Stats on Redington India
CEO Ramesh Natrajan
CMO Puneet Chadha
Area Served Asia, The Middle East and Africa
Industry Information Technology, Supply Chain Management
Market Share/ Revenue US$ 7.7 billion
Vision N/A
Tagline Seamless Partnerships


Marketing Strategy of Redington India

Let’s jump into the strategies and understand them in a better way.

Segmentation, Targeting and Positioning 

Since Redington is a B2-B company the main segment for them is other companies which require their services in the supply chain domain and the industries that require the most of the supply chain solutions are IT, Telecom and consumer.

The target group for Redington is mainly the Information Technology sector but slowly with the increase of supply chain demand in other sectors as well, their target group has diversified into Telecom, Lifestyle, Healthcare and solar products.

Redington India has mainly positioned itself as the one-stop solution for its partners for all their requirements.

Marketing Campaigns

Redington India 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 construction company. 

Redington India 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.

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

Social Media Marketing

LinkedIn – Redington India’s social media presence is mainly on LinkedIn because its main focus is B2-B business. In fact, it has a solid presence on LinkedIn with 53,992 followers. 

Instagram – It also has a presence on Instagram where content is posted regularly but the follower count is 3,386 which is considerably low compared to LinkedIn because it is a professional services provider and Instagram is completely a different niche. 

Facebook – The same is the case with Facebook where there are only 724 followers and again being a Tech service provider B2B business they have no target audience on Facebook so it is not a key factor for them.

The type of content that can be seen is mainly informational in collaborations with their partners and also to some extent promotional where they promote their client’s products and services.

Twitter – Redington India joined Twitter recently in March 2022, so they don’t have any followers on Twitter and they have not posted any content, but being a service-based organization Twitter would play a key role in defining their social presence. It would be interesting to watch how they are going to develop their Niche on it.

SEO Strategies

Marketing Strategy of Redington IndiaMarketing Strategy of Redington India - SEO

For a B2B organization, Redington India’s SEO strategies are really on point. When we do the keyword rankings, in SEO it is said that below 500 is bad, above 1000 is good, and 10,000+ is amazing. Here we can see that their website has 4,013 organic keywords which are really good.

Another important facet of SEO strategies is the monthly organic traffic the website receives and when 20,000 visits a month is considered good, Redington has 33,306 organic visits a month. This shows that Redington is putting complete efforts into bringing out its A-game as far as SEO strategies are concerned.

Influencer Marketing

Since Redington is a B2B company and the end-users of the services are the other businesses the role of influencer marketing has very less prominence. So, they do not have any influencers or celebrities who have endorsed or sponsored them or their services.

Ecommerce Strategies

Redington India has a very interactive website which explains everything about the organization, brand value, services and achievements but since they are a service-based organization they do not sell anything on their website nor they have partnered with any other platform to sell.

Mobile Apps

Redington India does not have a mobile app. Since it’s a service-based organization having a mobile application is not of great use until they sell something, but as we have earlier understood during eCommerce strategies they do not sell anything and with the kind of industry they are in mobile application will not be of great use to them. 

Content Marketing Strategies

Redington is very active on LinkedIn where they have the highest number of followers and the content of the posts is mainly informational where they talk about their services, collaborations, and the vast amount of brands they provide services to. The content can also sometimes take a promotional form where they promote the services and products of their clients. This also gives them an advantage because it showcases the brands they cater to which include Adobe, Cisco, Epson, Hitachi, Eastman Kodak, Lenovo, Nokia, Novell, Philips, and IBM to name a few which will help them to strengthen their hold on the market.


Additionally, they also release newsletters at regular intervals which are subscription-based but can be subscribed free of cost by signing up with basic information and this newsletter will consist of all the information like the products, services, achievements, industry performance, and market trends and financial analysis to name a few.

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

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Conclusion – What’s unique about Redington?

After completely deep-diving into the marketing strategy of Redington India we can understand that they have given great importance to digital marketing which can be seen in their SEO strategies performances and their content strategies where they make sure that they are posting relevant content in a timely manner to keep their target audience hooked. 

On the other hand, one major area where they could venture is marketing campaigns. Not many B2B companies have tried anything of this sort, so Redington India can come up with great marketing campaigns based on their brilliant client profile to further strengthen their grip on the market.

Almost every other firm, like Redington India, is striving to boost its digital presence and, as a result, is looking for digital marketers. 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 Redington 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 Redington India check out our IIDE Knowledge portal for more fascinating case studies.

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