Marketing Strategy of Sundaram Finance: Overview

In our previous article, we learned in detail about the marketing strategy of a really fascinating brand, Pemex. In this article, we will elaborate on the marketing strategy of Sundaram Finance – a leading NBFC in India. 

The objective of this case study is to get an in-depth analysis of the marketing strategy of Sundaram Finance. How it converted a small finance company into a leading NBFC.

Marketing is a way that companies showcase their products, values, and the company as a whole to the world. If you are interested in new-age digital marketing then you will find this free digital marketing masterclass by Karan Shah, CEO, and founder of IIDE. 

So without any further adieu let’s dive right into the blog, Let’s start with knowing about the company and quick stats about it.

About Sundaram Finance – Company Overview

With the vision of hire-purchase finance in India, Sri T. S. Santhanam established Sundaram Finance in 1954, in Madras. It has emerged as one of the most trusted financial service groups in India. Currently, they have 680 branches nationwide, with 2 lacs depositors and 3 lakh car and commercial vehicle finance customers. 

Over the years Sundaram Finance has diversified its reach in Mutual Funds, Housing Finance, General Insurance, IT, Business Process Outsourcing, and Retail Distribution of financial services and products. The company also has 6 subsidiaries namely:

• Sundaram Finance Holdings
• Sundaram Home Finance 
• Sundaram Asset Management Company
• Sundaram Fund Services
• Sundaram Trustee Company
• LGF Services

The company works in such a way that it can protect and enhance its shareholders’ value with growth quality and profitability.

The company initially was listed on the Madras Stock Exchange and then subsequently on the National Stock Exchange in 1998. The current market price is 2235 rupees.

The company also has a “AAA” rating from CRISIL and ICRA in terms of fixed deposits.