360° Marketing Strategy of Surya Roshni with Campaigns

Updated on: Jul 8, 2022
Marketing Strategy of Surya Roshni - Featured Image

  Hey there!

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.

Practical assignments, case studies & simulations from Business Review helped the students from this course present this analysis.

Building on this practical approach, we are now introducing a new dimension for our online digital marketing course learners - the Campus Immersion Experience.

If you find this case study helpful, consider leaving a comment below.

In our last blog, we discussed in-depth the SWOT analysis of Havells India in-depth. In this article, we will go over the marketing strategy of Surya Roshni

Surya Roshni is a very popular brand since 1973 and is best known for its One of India’s well-recognized Fans, Steel, Lighting, LED, Kitchen Appliances and PVC Pipes manufacturers.

We are going to discuss the detailed marketing strategy of Surya Roshni. Marketing is a component of a company’s DNA that can build or destroy it. As users around the world shift to the digital sphere, marketing has followed them. If you’re interested in cutting-edge digital marketing, you should definitely check out IIDE’s Free MasterClass on Digital Marketing 101 by the CEO and Founder, Karan Shah.

In this blog, we’ll look at the marketing strategy of Surya Roshni, target market, marketing tactics, campaigns, and methods of gaining new and existing clientele in this case study. So let’s start by understanding more about the company.

Digital Marketing Academic Challenge 2024 - DMAC

About Surya Roshni

Back in 1973, Surya Roshni Limited started making steel tubes by the name Surya Steel Pipes in Gujarat, Madhya Pradesh and Haryana. Today, it came a long way as an emerging group dealing in the production of Fans, Steel, Lighting, LED, Kitchen Appliances and PVC Pipes.

Surya Roshni the light business was incorporated as a tube-making unit in 1984 by B.D. Agarwal. Today it also manufactures LEDs, Lighting, and PVC Fans. The LEDs manufactured by Surya Roshni are energy efficient with extremely lower maintenance costs and come with the facilitation of a remarkable life span.

Indian manufacturing company Surya Roshni is also exporting products to over 50 countries across the globe along with marking irreplaceable brand image onto the customer’s mind. Surya Roshni’s lighting unit and R&D centres are located in Kashipur, Uttarakhand and Gwalior, Madhya Pradesh.


Quick Stats on Surya Roshni
CEO Jay Prakash Agrawal
CMO Raju Bista (Managing Director), Vishal Mahendru (product marketing head)
Area Served Worldwide
Industry Lighting, Fan, Steel, PVC Pipes
Market Share/ Revenue Market cap – Rs. 2548.24 crore (2022) / Revenue – Rs.20.3b (2021)
Vision To be the best global enterprise with the best steel pipes and appliances.
Tagline Energising lifestyles


Marketing Strategy of Surya Roshni

Segmentation, Targeting, and Positioning

The target audience of Surya Roshni limited is very wide as it produces its products through lower maintenance costs and a remarkable life span. With the hope of entering every home, the company wants to broaden its reach to consumers every day. Surya Roshni Ltd. operates through the following segments: Steel Pipe & Strips; and Lighting & Consumer Durables. The Steel Pipe & Strips segment offers steel pipes and cold-rolled strips. Likewise, the Lighting & Consumer Durables segment provides lamps, fittings, fans, electric appliances, and allied items.

All the LED products of the company are manufactured in-house in a special manner at the fully integrated plants in Kashipur and Gwalior which are supported by Surya Technology & Innovation Centre. STIC is an advanced lighting laboratory and research centre that specifically focuses on energy-efficient lighting products such as LED and its luminaries. 

Surya Roshni seems to be positioned as consumer-based as it gives access to its lighting products at a minimal price and also tends to solve the problem of LED bulbs. Also, competition might be one of the criteria for the company’s market positioning. 

Marketing campaigns

To date, various campaigns have been executed by the company some failed however most of them had a positive impact on the consumers and generated profits and popularity among the consumers.

Marketing Strategy of Surya Roshni - Campaign 1

Surya Roshni Ltd. provides fair discount campaigns on the occasions of festivals and special days. Surya Roshni sells its products at a price range that can easily be afforded by lower to mid-class income of people, especially in India. They constantly launch discounts and offers on their products, as Indian consumers are more attracted to discounts and freebies. This campaign has been successfully carried out and has increased customers than the normal days.

Marketing Strategy of Surya Roshni - Campaign 2

Additionally, an advertisement on television with the singer Shankar Mahadevan. The advertisement highlights the promotion of Surya Roshni products especially the Surya Smart Downlighter which can be controlled through a remote and one can choose from warm to cool lights and can adjust the intensity of the lights easily with a single remote. People around the world loved the ad which also hyped the interactions of consumers with the company. 

Marketing Strategy of Surya Roshni - Campaign 3

Surya Roshni also has Corporate social responsibility criteria where they engage in social activities for the benefit of the community. There is a foundation established by the company named Surya foundation where the department solely works on social work. As a community is also a stakeholder, the activities provide a lot of support in the business and help increase trust and loyalty in consumers.

Social media marketing

Impressively, Surya Roshni has been active on all social media platforms such as Facebook, Twitter, Instagram, Youtube, and Linked In, out of which only Youtube videos are updated once in 2 to 3 months otherwise, they are updated almost every day. These social media posts are mostly informational as in how the consumer can use the product better and also promotion of their appliances along with attractive product launches.

With over 759,858 likes and 766,602 followers on Facebook, 3400 tweets and more than 25k followers on Twitter, 36.2k followers and 1089 posts on Instagram, 2.48k subscribers on Youtube, and 6754 followers with 194 employees on LinkedIn, the company ensures social media presence on most of the platforms.

These followers and posts have been consistently updated and also the viewers have reacted well to its posts which consist of informative and persuasive and sometimes also argumentative articles.

Facebook: https://www.facebook.com/suryalighting
Twitter: Surya Roshni (@surya_roshni) / Twitter
Instagram: https://www.instagram.com/surya.roshni/
Youtube: https://www.youtube.com/channel/UCZBgFZ4heKjIc-oinaY1gSw
Linked in: https://www.linkedin.com/company/surya-roshni/

SEO strategies 

Marketing Strategy of Surya Roshni - SEO

There is no other option for SEO strategy, and Surya Roshni takes full advantage of it. As we can see that organic keywords count is quite high i.e 10,000+, which is amazing, and with this, it makes sense that most of its traffic comes from the searches made online. Surya Roshni accounts for more than 8k+ organic traffic to its website which is quite good. This demonstrates that Surya Roshni is powered by a flawless SEO approach in addition to working hard enough to maintain the brand climbing in the Google organic SERP rankings.

Influencer marketing

Preeti Zinta, a famous actress and also an entrepreneur has worked with Surya Roshni for its promotion through posters and advertisements. Similarly. Shankar Mahadevan, a popular singer has also contributed through advertisements on television and youtube videos.

E-commerce strategies

It might not have an online portal. However, some websites like amazon are in collaboration with Surya Roshni to provide an easy alternative to consumers for purchasing lighting products such as bulbs. Surya Roshni is more towards selling its products through traditional mediums i.e. physical stores, wholesalers, retailers etc. One can purchase Surya Roshni products through any nearby lighting shop.

However, talking from a marketing perspective, Surya Roshni should think about coming up with an e-commerce portal to sell its products, as e-com is burgeoning in today’s era and keeping the company completely bereft in this area is going to be a minus point.

If you are also someone who still hasn’t understood how beneficial e-commerce is, then in our opinion you must check IIDE’s online e-commerce course where you will apprehend everything about e-commerce from creating your eCommerce website to selling on marketplaces like Amazon.

Mobile app

Surya Roshni has an app by the name Surya Service app through which customers of Surya can avail of the services of Surya Service products. Although, the application in itself is not completely in service and is still under development. It is not very updated and active.

Content Marketing Strategies

There are also several blogs on their website about the use of products in an effective way and also providing information about the products themselves. Blogs like “things to remember before buying more heaters” and “how to clean a glass top“ are recent articles. 

The blogs and articles answer the questions and general queries which can occur in Indian consumers’ life. They provide informative tips on home appliances.


This ends our elaborative marketing strategy of Surya Roshni. Let us conclude our learning below from the marketing strategy of Surya Roshni.

Digital Marketing Academic Challenge 2024 - DMAC

What’s Unique in Surya Roshni Marketing?

Let’s be honest, we all saw the advertisements with Shankar Mahadevan where we were kinda surprised but not much as Surya was a well-known brand even before then. Though the company doesn’t do many advertisements about its brand, the promotions that were conducted were pretty effective. As you can see, the importance of digital marketing for big companies is significant. 

Marketing is one of the most important aspects of every company, and it is now undergoing a rapid transformation. With the growing importance of digital marketing, it’s essential to educate yourself on this subject.

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 Surya Roshni 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 Surya Roshni check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of Surya Roshni, and do share your thoughts on this case study marketing strategy of Surya Roshni in the comments section below.

Share post via

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]


Submit a Comment

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Related Posts