Detailed Marketing Strategy of The Better India – Complete Overview

Updated on: May 19, 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.

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

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Are you looking for a Marketing Strategy of The Better India? Then you are in the right place as we got you covered with a comprehensive study of the marketing strategy of The Better India.

So here we have discussed various ways of marketing used by The Better India – an Indian digital media platform focused on positive stories which helps them to grow their business in the world’s largest impact-driven, positive stories platform. In a previous article, we learned about the Marketing Strategy Of Wysa, an Indian-based AI-enabled mental health application. 

The objective is to learn and gain insights into The Better India and how it became India’s leading digital media platform focused on positive stories. The Better India keeps the intention of patrons’ welfare at the core and makes their lives better 24×7. 

So, as you can see, the world is fully online now, and marketing is the rib of every industry. If you are interested to know more about marketing then do check out our Free Masterclass on Digital Marketing by the CEO and founder of IIDE, Karan Shah.

We will learn the entire marketing strategy of The Better India by the end of this blog. Before diving deep into the marketing strategy of The Better India, let’s begin with the company’s story, target audience and digital presence. 

Digital Marketing Academic Challenge 2024 - DMAC

About The Better India,

Marketing Strategy of The Better India

The Better India is the world’s largest positive and solutions-based content-driven impact platform which tells stories relating to various topics and things happening in life with solutions to its impact and influence millions of to be a part of the change in the world, it also uses its platform to sell eco-friendly house care products. The Better India was founded by entrepreneur husband and wife duo – Dhimant Parekh and wife Anuradha Parekh in 2009. 

The Better India has an on-the-ground impact by converting inspiration into action and inspiring millions of Indians to participate in the country’s transformation. The Better India supports numerous causes, assists unsung heroes and small initiatives in scaling up, and has a beneficial impact on everything around us through impartial reporting and an emphasis on solutions.

The Better India publishes in English as well as Indian languages such as Gujarati and Hindi. Better India has also entered the market with its eco-friendly home care products under the name better home which offers a range of plant-based home cleaning products used to clean floors, dishes, laundry, and toilets. The cleaning products do not contain harmful chemicals and contain plant-based surfactants.

Quick Stats on The Better India
CEO Dhimant Parekh
CMO Saurabh Pandey
Area Served India
Industry Media Industry
Market Share/ Revenue $28.8M per year
Vision To share better content over various platforms to over 30 million people.
Tagline N/A


Marketing Strategy of The Better India

The Better India is one of the famous media companies in India and has a major focus on developing and executing digital and social media initiatives. The brand adopts a sharp engagement strategy across its social media presence by sharing positive engages with its consumers via platforms like Instagram, Facebook, Linkedin, Twitter, etc.

It uses its wide reach to sell its products and advertisements and promotions for small companies as well. 

Segmentation, Targeting and Positioning


As a digital media platform, The Better India tries to widen its reach to as many people as possible throughout India but when it comes to the homecare products it tries to segment the market into the environment and health-conscious consumers. Who believe in happy and sterile life. 


When it comes to targeting it targets those people who are interested in reading blogs, stories and watching videos of various interesting and unknown things happening around them while for its products it targets the eco-friendly product users in the homecare sector markets.


Positioning is the final phase of the ‘STP’ process, and it focuses on how the customer perceives a product or service in comparison to the competitors, which is critical for gaining a competitive edge in the market. To gain a competitive edge in the market, The Better India always positions itself as a quality and affordable Indian digital media platform focused on positive stories. 

Marketing Campaigns

The Better India has launched many campaigns to promote and inspire India through many inspirational personalities. Some of them are –

Reach for better

Marketing Strategy of The Better India - Campaign 1

We humans always demand more. But have you ever seen arise the real question “HOW”? How do you turn your ambition into achievements? 

Franklin Templeton’s Investment and The Better India started the showcase with extraordinary stories by the many inspiring personalities about how they accepted the difficulties and achieved their ambition. 

This campaign was very successful because from a small age to the late 80s humans gave interest and watched it. 


Marketing Strategy of The Better India - Campaign 2

Dettol India and The Better India launched a campaign called #DettolSalutes. During the pandemic, many peoples risked their lives to save others. To highlight their efforts, Dettol India and The Better India walked a long way and learned their extraordinary stories to honour them.

To honour them Dettol India replaced their brand logo on their liquid wash packs with the image of the protectors and their stories. This campaign was also very successful during the pandemic period when people started to buy the Dettol for safety and got inspired by the stories of the inspiring personalities of India. 

Fulfilling dreams 

Marketing Strategy of The Better India - Campaign 3

In the 2018 International Day of Person with Disabilities, Amazon and The Better India came up with this campaign for the differently-abled persons, who have overcome all their fear and achieved their dreams. The Better India came with the showcase stories of the people who have tireless determination, hard work, and courage to prove to the world again that no disabilities will stop them from achieving what they want. 

There are many differently-abled people on the amazon work desk achieving their dreams. Amazon and The Better India’s campaign was very successful and inspired many others to achieve their goal without hesitation. 

Social Media Marketing

Being a digital media and online content sharing platform it is present mainly on all popular social media platforms like

Youtube – 90 thousand subscribers
Facebook with 2.4 million followers
Twitter with 8 lakh followers
Instagram with 1.3 million followers
LinkedIn with 50 thousand followers.

The Better India is active on all these platforms and has a good audience base on all of them. The Better India is most popular on Facebook followed by Instagram and it shares mostly informative types of content like engineers creating 20 mini forests in Odisha and some paid partnership content with other pages.

SEO Strategies 

Marketing Strategy of The Better India - SEO

As per SEO ranking, it is said that the number of keywords – below 500 is bad, above 1000 is good, and 10,000+ is amazing. As we can see, The Better India has 900k organic keywords and it’s out of the box. That means the digital marketing of The Better India is gaining an outstanding number of insights.

Also, the traffic per month is around 1.3 million which is unbelievable. Hence, The Better India has outstanding SEO strategies while working hard enough to keep the brand soaring in the Google organic SERP results.

Influencer Marketing

The Better India has not been involved in any kind of influencer marketing as it is a story sharing platform. 

Mobile Apps

Marketing Strategy of The Better India - Mobile App

The Better India has its own mobile app which is available on the google play store and has more than 10000+ downloads. The app’s features are that you get to read positive stories about good happenings around India.

You can bookmark content and keep it saved for accessing it later and love, share and comment on articles. The advantage of having the app is that you get instant popup messages regarding the news and you get recent updates.

Ecommerce Strategies 

The Better India uses its various online platforms where it shares news, blog, videos, and stories – The Better India also takes the sponsorship to promote small businesses and make them reach the targeted audience. It uploads lots of promotion videos, blogs and many more on its different websites. From the record, we got to know that 15% of their revenue comes from paid promotion of various products.

For selling its products The Better India has its own separate website called the better home where it sells its various home care eco-friendly products and it uses various marketing strategies to promote its product like 20% off on the first 3 orders, free shipping above 399, and eco-friendly and non-toxic products.

Content Strategy

Being a content sharing platform The Better India uses its social media platform to post all sought content like blogs, photos, videos, events, etc it keeps on posting regular content to keep its users updated with all recent facts and it uses catchy headlines and thumbnails for its blog and videos to gain the attention of the people scrolling through the platforms. 

For example “66-years old Bangalorean develops low-cost RWH system, has not purchased water for 6 years” such kind of content headings would easily make the readers curious to read more about it. 

If you are interested in The Better India’s content then here is the link for their page:

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

Digital Marketing Academic Challenge 2024 - DMAC

Conclusion – What’s Unique in The Better India Marketing?

From the above-detailed explanation about the marketing strategy of The Better India, you all must have understood how The Better India has grown as a brand using its various online media platforms. It initially just started as an online story-sharing platform in 2008 but by using various digital marketing strategies like SEO, and STP, and taking advantage of various media platforms, it broadened its reach and has now become a popular media company in India.

Although the company is having outstanding public attention it lacks influencer marketing which is the most important in today’s era. If they start influencer marketing then the SEO strategy will also gain numbers more than today. The importance of digital marketing has been booming ever since the pandemic and it is here to stay, it is shifting from ‘it’s nice to have digital marketing skills to a must-have skill’.

With the increasing importance of digital marketing, learning about the growing field is an important step. If you would like to learn more and develop skills, check out IIDE’s 4 Month Digital Marketing Course to learn more.

We hope this blog on the marketing strategy of The Better 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 The Better India, check out our IIDE Knowledge portal for more fascinating case studies.

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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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