Detailed Marketing Strategy of Usha Martin – A Leading Global Manufacturer Of Wire Ropes

Updated on: Jun 1, 2022
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In our last blog, we discussed in-depth the Marketing Strategy of TTK Prestige. In this article, we will go over the Marketing Strategy of Usha Martin

Usha Martin is a leading global manufacturer of wire ropes that is set up in various parts of the world; India, South East Asia, Europe, the Middle East, Australia and the USA. Founded in 1960, it has built itself to become the market leader and has multiple portfolios through the adoption of modern technologies. In this write-up, we are going to discuss the detailed marketing strategy of Usha Martin – a leading manufacturer of wire ropes.

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 this Free MasterClass on Digital Marketing 101 by IIDE’s CEO & Founder – Karan Shah.

In this blog, we’ll look at the marketing strategy of Usha Martin, 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.

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About Usha Martin

Founded in the year 1960, it has thrived to be the number 1 leading wire rope solution provider. Usha Martin Company has broadened its portfolio, output line, and physical system outside India. The company has remained one of the most successful steel wire rope product manufacturers. 

Usha Martin’s wire rope has manufactured buildings in Ranchi, Hoshiarpur, Dubai, Bangkok and the UK producing the widest span of wire ropes that are applicable in various industries across the world and they are equipped with the latest cutting-edge capacity machines to manufacture world-class products.

They have distribution centres located in various parts of the world; the United Kingdom, North America, South America, The Netherlands, Australia, Russia, Singapore, South Africa, Indonesia, Vietnam, China, Kazakhstan, Iran etc and also work in collaboration with globally renowned companies like Joh Pengg of Austria and TESAC wire rope of Japan.

In the 21st century, marketing becomes one of the vital functions of any company. The financial success of any company often depends on its marketing ability. Finance, Operation, Accounting and further business purposes will not be significant if the adequate need for products or anticipated sale of the products is not taking place.

Quick Stats on Usha Martin
CEO Mr P Jhawar
CMO Mr Devadip Bhowmik
Area Served Worldwide
Industry Industrial machinery manufacturing
Market Share/ Revenue $1.87 billion
Vision To be the global leader in the wire rope industry by delivering a complete solution, adopting modern technology, and ensuring sustainable and inclusive growth for all stakeholders.
Tagline Your safety is our priority.


Marketing Strategy of Usha Martin

Marketing is all about identifying and meeting human, social or industrial needs. It is an organisational function and a set of processes that create awareness of a product to customers, communicating and delivering products, services, and ideas to the customers in a way that creates a benefit to the organisation and the stakeholders.

It is a set of processes that creates awareness and delivers the product, services or ideas to the customer at the right place at the right price to make an organisational profit. Below is a guide to the marketing strategy of Usha Martin.

Segmentation, Targeting and Positioning


Usha Martin is divided into the following market segments; oil and gas, cranes, fishing, marine, mining, elevators and ropeways, structural system, and general engineering.


Their target audience is companies in the machinery industry. Usha martin offers a wide range of products to its customers who are in the machinery and steel industry.


This is to show how powerful the brand is in the customers’ minds, what the company’s message is, and how the organisation sees itself in the market. Selling an incredible output or service isn’t sufficient to guarantee a company’s success.

Marketing Campaign

Usha martin international subsidiary EMMC exhibition at subsea expo 2022

Marketing Strategy of Usha Martin - Campaign 1

On their Facebook and LinkedIn pages, they campaigned for their EMMC Exhibition which was held between 22- 24 February 2022 in Scotland. Exhibited at #subseaExpo 2022 the world’s largest subsea exhibition and conference. The team demonstrated how technology is being adapted to find innovative solutions to make the industry safer and can be used in daily operations. 

Usha martin E2 forum

Marketing Strategy of Usha Martin - Campaign 2

Usha Martin participated in E2 Forum as an associate partner, organised by Messe Frankfurt India at New Delhi on 1st Oct 2021. The Elevator & Escalator Conference established a suitable forum for the effective trade of knowledge and technique between the top authorities, decision-makers, industry stakeholders, experts and professionals in the vertical transportation industry.

Usha Martin delivered a special presentation on different types of elevator ropes used as lifting solutions in the elevator industry and imparted awareness of their global capabilities & services, which were highly appreciated by the audience.

8th International Elevator & Escalator 

Marketing Strategy of Usha Martin - Campaign 3

Usha Martin took part in the 8th international elevator & escalator exhibition which was held in BCEC, Mumbai on 27 to 29 Feb’ 2020. Many top leading real estate companies and elevator companies visited their stalls. They interact directly with their customers about their products. Due to the attractive event 12,000 footfalls from different countries including India. UML got a great response from the customers as it created several new business opportunities. 

Social Media Marketing

Usha martin company isn’t a company that focuses a lot on social media and this is because its target audience is most companies. They are active on Facebook and LinkedIn social media platforms.

Facebook: 6998 likes
LinkedIn: 10,281 followers. They post content about their various segments, exhibitions, and empowerment programs.
Youtube: 127 Subscribers

It is evident that Youtube is Usha Martin’s least active page with just 127 subscribers. They rarely post content on their youtube page unlike on Facebook and LinkedIn pages.

SEO Campaign 

Marketing Strategy of Usha Martin - SEO

Usha Martin has a good SEO strategy. It has an overall of 21k plus organic keywords which is not bad. It has organic traffic of over 14k which is also an implication of a good strategy but looking at the organic monthly traffic from October 2021 till March 2022, there hasn’t been any significant progress because the monthly traffic is fluctuating and its lowest traffic visitor is March which is not a good sign of an SEO strategy. Usha martin needs to step up its SEO strategy.

Influencer Marketing

Usha Martin hasn’t employed any form of influential marketing to promote its product. This is because it is not directly serving the public. Usha Martin is a business to business company. Business-to-business (B2B) marketing refers to any marketing strategy or content that is geared towards a business or organisation. 

Companies that sell products or services to various businesses or companies normally use B2B marketing strategies. The purpose of B2B marketing is to make other businesses familiar with your brand name, and the value of your product or service, and convert them into customers.  

E-commerce Strategy

Usha Martin really does not have any eCommerce strategy because it mostly works B2B. Companies that sell products or services to various businesses or companies normally use B2B marketing strategies. But it will be better if they will start an eCommerce platform so that it will increase their credibility in front of their customers.

Mobile App

Usha martin does not have an existing mobile app. Instead, Usha Martin Technologies has extensive expertise in custom mobile application software development and has vast experience in developing Mobile Applications across various outlets including iOS and Android.

Their solutions are available on all the major handheld and smartphone platforms to help their clients achieve a faster time to market with an unmatched cost advantage. They follow the greatest standards in the industry for engineering process, product quality, delivery and support.

Content Strategy

Content marketing is a marketing strategy used to entice, engage, and secure an audience by creating and sharing relevant articles, videos, podcasts, and other media. This strategy establishes expertise, promotes brand knowledge, and keeps your business top of mind when it’s time to buy what you sell. 

Usha martin focuses on other content strategies like conferences and exhibitions since they direct their content to other businesses and not directly to the public. They excel in blog writing for awareness of their company. Usha martin’s social media content strategy isn’t strong. They post an average of 3 posts every week on LinkedIn and Facebook (the same content) and they aren’t active on youtube. On youtube, they have a total of 4 posts and haven’t posted in 7 months.


This ends our elaborative marketing strategy of Usha Martin. Let us conclude our learning below from the marketing strategy of Usha Martin.

Digital Marketing Academic Challenge 2024 - DMAC

What’s Unique in Usha Martin Marketing?

Usha Martin is one of the world’s steering manufacturers of wire rope. Established in the year 1960, today Usha Martin is a multi-unit and multi-product company. For Usha Martin, the direction to sustainable development was long; the association often tried out creative business practices. With the drive to shape the customer core by attempting the international markets, moving up the value chain and fully integrating its business process to maximise stakeholder value.

Usha Martin has a good marketing strategy, but there is always room for growth and improvement to adopt innovative strategies for their marketing game. Marketing is a very important foundation for every organisation and marketing is all about digitalization. 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 Usha Martin has given you a good insight into the company’s marketing strategies.

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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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