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Extensive Marketing strategy of Vardhman Textiles – With Detailed Overview

by | Case Studies | 0 comments

In our previous article, we had learnt about the detailed SWOT analysis of Vardhman Textiles, one of the leading brands in its industry. In this article, we’re going to get in-depth knowledge of the marketing strategy of Vardhman textiles – India’s largest vertically integrated textile producer.

The objective is to help you gain insights on Vardhman textiles & how it raised the bar on a global level in the textile industry.

Marketing has always been a very crucial part of a company & since the pandemic there has been a significant push in the digital marketing industry as many businesses who aren’t online are missing out on major marketing strategies. As you seem interested in this rapidly booming digital marketing industry, you should check out IIDE’s free digital marketing masterclass by our CEO & Founder, Karan Shah.

We will learn about the Marketing strategy of Vardhman textiles in an elaborated manner by the end of this article. Before diving deep let’s start with the company overview & its presence digitally.

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Vardhman Textiles- Company Overview

Vardhman Group of companies is a major group producing textile-based products. Vardhman Textiles is an Indian textile industry manufacturing Yarn, fabric, sewing threads, fibre, garments and special steels, located in Ludhiana, Punjab. It is previously known as Vardhman Spinning and General Mills Ltd and the founders Shri V.S Oswal & Shri Ratan Chand Oswal started production in 1965 to produce Cotton Yarn with 6000 spindles.

Vardhman Textiles was incorporated in 1973. It was incorporated into the flagship of a group. They diversified their business by installing 25000 spindles at Hoshiarpur, Punjab by the name of Arihant Spinning Mills. Then they expanded their business by indulging in sewing threads. In 1988, the company was merged with Mohta Industries Limited and set up a mini steel plant at Ludhiana.

The company started exporting its products in 1990-91 mainly in Spain, the UK, the US, Germany, Japan, and in some parts of Africa and Asia. To diversify their business, they set up various industries in Himachal Pradesh and Madhya Pradesh as well. Vardhman Textiles was incorporated as a joint venture and became the world’s second-largest thread industry. Its mission is to become a world-class textile-producing industry and to bind its customers with them.

Quick Stats on Vardhman Textiles
CEO Shri Paul Oswal
CMO Amit Monga
Area Served Vardhman textiles is a leading & manufacturer & exporter of cotton yarn & largest hand knitting yarn in India with over 75+ countries and a global presence.
Industry Textiles
Market Share/ Revenue The operating revenues range is over INR 500 cr for the financial year ending on 31 March 2021.
Vision Rooted in Values, Creating World Class Textiles
Tagline N/A

 

Marketing strategy of Vardhman textiles

Vardhman textiles use intensive market research in domestic as well as international markets. It has established a long-term partnership with vendors, customers, stakeholders etc. Let’s dive deep into its marketing strategies.

Segmentation, Targeting & Positioning 

Segmentation is the process of breaking a targeted market into segments that may be contacted. Vardhman textiles have segmented its business into various textile fragments. It has built its goodwill & reputation as a business conglomerate on a global level dealing across 75+ countries worldwide. The company has a turnover of more than a billion dollars. Vardhman is the largest vertically integrated textile manufacturer in India. Annually, they produce 2,40,000 metric tons of yarn and 220 million metres of woven fabric, providing direct employment to over 28,000 people. 

Targeting in marketing is a kind of strategy that divides the market into various segments so that effective service can be provided by concentrating on a specific group of customers. The company’s targeted and focused diversification has helped them over the years build on its core skills and create an appealing presence across the global value chain.

The company’s equipped modern technology, innovations & customer-focused adaptation, All such factors have made it one of the largest exporters of cotton yarn to some of the growing markets of the European Union, the USA and the Far East.

Vardhman is very well-positioned in the global market to gratify the needs of the customers as it offers up-to-the-mark services to its customers. It has been walking the long road keeping up with its competitors. The very secret to this consistent pursuit of excellence lies in values, commitment to investing time &  explaining these values to the entire employee spectrum, living & implementing these enhanced values in day-to-day business decisions and above all, letting them grow strong roots so that they are always unshakeable even in the very face of adversity.

Marketing Campaigns

https://youtu.be/z-NvimIJlF8

Vardhman textiles posted a fashion film showreel showcasing their Autumn collection 22/23 infinite as models flaunting their garments & featuring other brands that featured the company. 

The video has few likes and 556 views. 

https://youtu.be/sBpsILAJ4nc

It also featured its Sustainable film where it explains the ways & measures they’ve taken towards sustainability & contributing to the environment explaining water outcomes, energy outcomes, waste & the way it’s been taken care with their equipped technology which also managed to collect few of appreciative comments about the same.

Marketing Strategy of Vardhman Textiles - Campaign

Their institutionalised sustainability framework ‘PRO’ helps them to capture this urgency guiding their business decisions.

Their framework focuses on a very holistic, balanced and practical approach used for addressing all three major facets of sustainability: Environmental | Social | Economic

also designated to protect, prosper & proliferate for the above-mentioned facts respectively.

Social Media Marketing

Vardhman textile’s Social Media Marketing status is as follows –

  • Instagram – Followers – 1,597 
  • LinkedIn – Followers – 74,000 
  • Facebook page – Likes – 2,500 

The content posted on social media is promotional.

They use this platform to share their achievements and accomplishments, various new launches, further steps are being displayed on their social media sites.

The highest number of followers they have is on LinkedIn, adding up to 74,000 followers.

SEO Strategies

Marketing Strategy of Vardhman Textiles - SEO

According to the SEO ranking, it is said that the Number of keywords – below 500 is bad, above 1000 is considered good, and 10,000+ is extremely good. As we can see that www.vardhman.com has 943 organic keywords and it can be considered as good. This could mean the company has a decent digital strategy.

Also, the traffic per month is around 44,961 which is a great amount of traffic right there. Hence it’s established that the company has phenomenal monthly traffic to its website & the number of backlinks is good too which could help the company rank higher on Google  SERP results.

Influencer Marketing

The company hasn’t done any major celebrity campaign or sponsorship although Reliance Industries Ltd had entered into a partnership with Vardhman Textiles to manufacture the company’s innovative R | Elan Fabric in 2018.

Apart from this the company’s VC & joint MD does keep getting featured in various top economic & business magazines for the work she’s done in the company & industry. She was seen featured in the CEO magazine in 2020 as well.

E-commerce Strategies

The company doesn’t have any online selling portal. It only has a well-maintained company website where it features all the information regarding its stem of business in an elaborate manner.

Mobile Apps

The company does not have any mobile app

Content Marketing Strategies

The company’s content is mostly promotional & its most active channel is through LinkedIn & its website. The company shares its achievements  & its new strategies using social media.

The company is a huge name in the industry & also because of the movements of its share in the stock market is always on various top news channels & blogs regularly.

This ends our elaborative marketing strategy of Vardhman Textiles. Let us conclude our learning below from the marketing strategy of Vardhman Textiles.

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Conclusion – What’s unique in Vardhman Textiles Marketing?

In the marketing strategy of Vardhman textiles, we saw how the company paved its way into the competitive industry & gained the trust of its clients & stakeholders with their diversified & innovative strategies which helped them gain a reputation across the globe.

We learned the importance of SEO & how it helps the domain of the company gain organic traffic to its website helping it rank higher on SERP.

Marketing is the pillar of any business & if today’s date marketing is not infused with digital strategies then businesses are lacking an integral stem to maintain their presence.

Almost every other firm, like Vardhman Textiles, is striving to boost its digital presence and, as a result, is looking for digital marketers. 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 Vardhman Textiles 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 Vardhman Textiles, check out our IIDE Knowledge portal for more fascinating case studies.

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

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]

Aditya Shastri

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