Complete Marketing Strategy of Sandhar Technologies – With STP Analysis

Updated on: Aug 29, 2022

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In our previous article, we learnt in detail about the SWOT Analysis of Sandhar Technologies. In this blog, we will dive deep into the marketing strategy of Sandhar Technologies. The objective of this blog is to give you an insight into the strategies used in the marketing of the company.

The purpose of marketing is to help a business grow, by promoting brands, goods and services. Marketing allows businesses to achieve their best potential for ROI. Most marketing promotions aim to increase product and service sales, content engagement and brand exposure. Marketing research can also be used to find the target audience and analysis of the same which can aid in precisely measuring performance and engagement.

The times are changing, and so has the way businesses interact with their customers. Traditional marketing has taken a step back to allow for the introduction of a new face to the industry.

Digital marketing can help businesses in a variety of ways. It has the potential to enhance exposure and sales. After all, as an entrepreneur, your primary goal is to maximise profits.

If you want to expand your business or improve your sales, you must use digital marketing. If you are interested in pursuing digital marketing you should check out IIDEs free master class on digital marketing 101 by our CEO and Founder Karan Shah.

We will be covering the whole marketing strategy of Sandhar Technologies and how it started from supplying sheet metals to Honda motorcycles to becoming a global manufacturer of automobiles.

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About Sandhar Technologies – Company Outline

Marketing Strategy Of Sandhar Technologies - Sandhar-Technologies

Sandhar Technology was founded in 1987 by Jayant Davar. The company currently has 3 subsidiaries and 10 joint ventures with 41 factories. Sandhar Technologies all over the world focuses on the client-centric element which is substantially furnishing Original Equipment Manufacturers (OEM). 

They’re committed to empowering the lives of our employees to live better, increasing their efficiency, and promoting the manufacturing of innovative products and solutions. Over the years, they have experienced steady growth in their business in terms of product portfolio, manufacturing plants, clients they serve, and also various other aspects that set them apart in the industry. 

Adding their effectiveness with their unique aphorism which is “Growth. Provocation. Better Life”. They also concentrate on vehicle safety as well as the security systems along with the visage India’s presence and also a growing transnational footmark.


Quick Stats on Sandhar Technologies
Chairman, Non-Executive Non-Independent Director Mr D.N. Daver
Co-Chairman & Managing Director Mr Jayant Daver
Area Served Worldwide
Industry automobiles parts
Market Share/ Revenue INR 500 Cr (2020)
Vision To be the Most Preferred Choice of Global Stakeholders.
Tagline Growth, Motivation, Better life.


Marketing Strategy Of Sandhar Technologies

Let’s look at the various marketing strategies used by Sandhar Technologies to attain their global presence;

Segmentation, Targeting and Positioning

Sandhar Technologies in the automobile industry. This sector is divided into two: automobile manufacturers and automobile parts manufacturers. STL produces and manufactures automobile parts (automobile components).

The target audience for them is automobile manufacturing companies, global as well as national. They already have a relationship with 79 global OEM customers, which includes companies such as Hero, Ashok Leyland, Komatsu, Tata Motors, Scania, Volvo, etc.

Sandhar Technologies cemented its position in the market by maintaining cost effectiveness through innovative technology and optimum utilisation of talent and resources. This made them into a leading Indian multinational and a global manufacturer of automobile components.

Marketing Campaigns

Sandhar Technologies initiated the Sandhar Foundation as a Trust for undertaking various activities as a part of Corporate Social Responsibility from 2010 onwards. They had different campaigns. Some of the initiatives are down below:

Marketing Strategy of Sandhar Technologies + group of people outside a health clinic

Conducting monthly health screenings for youngsters in adjacent regions’ schools. Other strategies for eradicating hunger, poverty, and malnutrition, boosting preventive health care and sanitation, and providing safe drinking water are discussed in these activities.

Marketing Strategy of Sandhar Technologies + photo of a group of people with volunteers
Community Services

Promoting gender equality, women’s empowerment, and the establishment of homes and hostels for women and orphans; the establishment of old age homes, daycare centres, and other senior citizen services; and steps to reduce inequalities experienced by socially and economically disadvantaged groups. Measures to support veterans of the armed forces, war widows, and their dependents.

Marketing Strategy of Sandhar Technologies + group of school children with their principal and an official from STL
Girl Child Education

To support, and grant aid or other financial assistance to schools, colleges, libraries, reading rooms, universities, laboratories, research, and other institutions of a similar nature in India for the use of students and the public, for the advancement and dissemination of knowledge, and the development and advancement of education.

Marketing Strategy of Sandhar Technologies + four people planting trees

Supporting a cautious attitude to environmental issues and working within frameworks/policies such as the IT E-Waste Policy. To create a forest / green belt, trees will be planted throughout the plant and in front of the facility on permitted public land.

Social Media Marketing

Sandhar Technologies can be found on LinkedIn and Facebook. They have a good following on LinkedIn but they are inactive on Facebook. They usually post festival wishes and also information about their initiatives on CSR.

LinkedIn 9448 followers
Facebook 564 followers

SEO Strategies

Marketing Strategy Of Sandhar Technologies - SEO

As per SEO ranking, if the number of keywords -below 500 is bad, above 1000 is good and above 10000 is amazing. As you can see, the domain  has 555 organic keywords which are neither good nor bad. This means that the digital marketing of Sandhar Technologies needs to be a bit more active.

Also, the traffic per month is around 7500, which is below average. They need to up their SEO techniques to keep the brand ranking in the Google organic search results. 

Influencer Marketing

Sandhar Technologies entered into a collaboration with JEM Techno. (Jinyoung Electro-Mechanics Co. Limited), Korea for the manufacturing of AVN Panels and switches. And Honda Lock Manufacturing Company Limited, Japan for the manufacture and assembly of door mirrors, door handles and keysets for automobiles and motorcycles.

E-commerce Strategies

Sandhar Technologies have no online selling portal because they deal with automotive parts, which people prefer to purchase offline.

Mobile Apps

Sandhar Technologies is a B2B company therefore they don’t have mobile apps as of now.

Content Marketing Strategies

Sandhar Technologies is a B2-B company that doesn’t require any form of content making. You can get to know about their products through their official website. Also, they announce their products through various sources such as print media and electronic media.


This ends the elaborative marketing strategy of Sandhar Technologies. Let us conclude our learning below from the marketing strategy of Sandhar Technologies.

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What’s Unique in Sandhar Technologies Marketing?

From our study about the marketing strategies of Sandhar Technologies, we get to know that the company revolves around CSR(Corporate Social Responsibility) where a company integrates social and environmental concerns into their business.

A B2-B transaction is complicated. It’s a business-to-business transaction. This means that before a deal is finalised, OEMs must contact a variety of suppliers. As a result, consistency and honesty aid in gaining customer loyalty, which is essential for any organisation.

Huge market potential and fierce rivalry, on the other hand, are driving auto-parts producers to do everything they can to stand out and deliver the finest in the quickest period feasible. Effective B2B branding is all that is required to stay ahead of the competition.

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 Sandhar Technologies 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 Sandhar Technologies check out our IIDE Knowledge portal for more fascinating case studies.

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