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Extensive Marketing Strategy of Welspun India – Detailed Explanation

by | Case Studies | 0 comments

In the previous blog, we learned about the SWOT analysis of Welspun Corp – the World’s Second Largest Manufacturer Of Large Diameter Pipes. We learned about the marketing mix, its marketing strategy, and marketing campaigns. Today in this blog, we are going to talk about the marketing strategy of Welspun India, a home textile company. 

The objective is to learn and gain insights into Welspun India and how it became India’s fastest-growing textile company. Welspun 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 Welspun India by the end of this blog. Before diving deep into it the marketing strategy of Welspun India, let’s begin with the company’s story, target audience and digital presence. 

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About Welspun India – Company Overview

Marketing Strategy of Welspun India - main-gate

Welspun Winilon Silk Mills Pvt. Ltd. was established on January 17, 1985, as a Private Limited Company in Mumbai. It was founded to produce polyester filament yarns (PFY) and textured yarns (PTY). The name of the company was changed from Welspun Polyester to Welspun India Ltd in 1995.

Welspun’s global reach allows the company to benefit from commercial relationships with a long list of prestigious clients, particularly in the Oil & Gas and retail sectors. Line Pipes is the preferred partner for some of the most difficult projects for some of the world’s top oil and gas companies. They have achieved global leadership in home textile goods and line pipe extensively with a global presence in over 50 countries and a strong team of over 26,000 home textile manufacturers in India who represent a diverse range of ethnicities, cultures, and geographies. 

They are driven to create a smarter, sustainable world with the express purpose of maintaining their customers’ well-being at the forefront and making their lives better 24 hours a day, seven days a week. Their integrated facilities and 360-degree skills enable us to create high-end, comprehensive solutions.

 

Quick Stats on Welspun India
CEO Dipali B.Goenka
CMO Anuj Arora
Area Served Worldwide
Industry Textile
Market Share/ Revenue ₹5,956.35 crores (US$780 million)
Vision To put India at the forefront of global manufacturing excellence.
Tagline Leading Tomorrow Together.

 

Marketing Strategy of Welspun India:

Segmentation, Targeting, and Positioning


Segmentation:-
Welspun customers desire low maintenance items that are also of good size and quality and are reasonably priced. The strategy for each of their brands is to develop products that reflect the Welspun ethos of creativity and technological prowess. 


Targeting:-
The target demographic, as with many other businesses, is made up of new-age aspirational consumers looking for something a little different and willing to pay a little more for it. According to CEO Goenka, consumer focus groups revealed some surprising category realities. For example, because people spend 80% of their time at home in their bedrooms, giving bed and bath linen is a popular present. Millennials, on the other hand, are more open to the idea of online shopping, although baby boomers and the older age are still brand loyalists and prefer to purchase in stores.


Positioning:-
Welspun India made its positioning in the market by being India’s fastest-growing textile company. Their integrated facilities and 360-degree skills enable them to create high-end, comprehensive solutions. They have been a global leader in home textiles for over 35 years.


Marketing Campaigns

  • Welspun gives ‘Many Reasons to Smile’ in its new ad film

Marketing Strategy of Welspun India

‘Many Reasons To Smile,’ a new corporate marketing film from Welspun Group, has been released. The goal of the corporate campaign was to increase the visibility and equity of Welspun as a group company, as well as to raise awareness of its numerous sister businesses. The core reason for this campaign was to highlight the fact that they are guided by a strong consumer focus in all they do and Welspun India is developing with the communities they serve and operate in. 

The campaign got successful and the post got more views compared to the previous posts. The reason behind the triumph was the unique campaign idea and the great use of marketing strategies like proper use of hashtags and curating & promoting user-generated content.

  • Welspun launches a digital campaign to raise awareness around personal hygiene

Marketing Strategy of Welspun India - Campaign 2

Welspun has launched a new digital campaign promoting awareness around not just washing hands frequently but also drying it and adopting healthy means. It raises awareness and encourages individuals to use clean, hygienic towels to protect themselves and others.

Hand drying with a clean towel is also recommended by WHO and UNICEF standards. Welspun is attempting to raise awareness about this with its new campaign. This campaign was up to the mark as per the views and likes on the post. Customers were encouraged to adopt the safety measures and stay safe inside the home during the pandemic time. 

  • Regional Media Campaign

Marketing Strategy of Welspun India - campaign 3

When they first started this campaign, Welspun India had a regional rollout and some regional media. They got a chair start in areas like Delhi and Mumbai, where they invested heavily in outdoor advertising. In reality, it all started with the Kumbh Mela. Women pilgrims who bathe at the Mela were a source of concern, as there were insufficient changing rooms. Welspun constructed changing rooms on the ghats and handed out their towels to customers who wanted to try the product for themselves. The towel and its price point received a lot of positive comments. This campaign made by Welspun touched the sky. Many devotees of the Kumbh Mela took the benefit of this campaign with a positive comment. 


Social Media Marketing

Welspun is active on Social Media like Instagram, LinkedIn, and Facebook. It has more followers on Linkedin than on Facebook and Instagram. The Instagram and Facebook handle has followers in the range of around 65k. LinkedIn having 170k followers is more of a professional sort of social media which excludes young teenagers as most of them don’t have an account on LinkedIn. The posts contain mostly promotional and informational content along with some posts related to their new product launch.


SEO Strategies

Marketing Strategy of Welspun 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 Welspun has 4283 organic keywords and it’s considered as good. That means the digital marketing of Welspun is gaining a good number of insights. 

Also, the traffic per month is around 34k+ which is good. Hence, Welspun still needs improvements in its SEO strategies while working hard enough to keep the brand soaring in the Google organic SERP results. This means that as more people visit your website, the more online traffic you’ll have and the more probable you’ll be able to offer your product or service to a broader audience. If you want to learn more about SEO in-depth, check out our short term SEO course through which you can extensively learn SEO.  


Influencer Marketing

Marketing Strategy of Welspun India - Influencer Marketing

Welspun, as a brand, has just recently entered the Indian mass market. As a result, they felt that a celebrity and a customer’s voice were required to establish instant trust for the brand. Mr Amitabh Bachchan is the best pick since he brings a lot of credibility and authenticity to the table. In terms of the Welspun brand ethos and Mr Bachchan’s personality, it was also a good fit. So they went on the air with him, and they got the kind of traction with retailers that we expected. With him, the transaction becomes quite enthralled. And he’s the type of brand ambassador who appeals to all types of customers, young and old.


Ecommerce Strategies

Welspun India, the world’s largest terry towel manufacturer, is targeting a $100 million (Rs 730 crore) e-commerce revenue by FY23 as it expands its brands in the US, UK, and India. The company is investing close to $10-15 million (70-100 crore) over the next two to three years in the launch of its brands (including licensed ones) and the establishment of an e-commerce network – including the back-end and front-end, as well as employee upskilling.


Mobile App

Marketing Strategy of Welspun India  - Welspun wellness mobile app

Employee well-being has been a major topic of discussion at Welspun. As a result, the Company’s culture prioritizes the mental and physical well-being of its personnel. Last year, when the entire globe was fighting against COVID-19, the topic of employee wellness at Welspun began to heat up.

Welspun launched a wellness mobile app on June 2, 2021, as a healthy step toward fostering a culture of safety and employee welfare. To make this happen, the company cooperated with another wellness and technology partner. Welspun chose to publish this wellness app as part of their employee support program after collecting all of the data and identifying the concerns related to their employees’ health. With the launch of this software, the company hopes to address employee well-being issues more fully. This program, which has several useful functions, is available to all Welspun employees.


Content Marketing Strategies

Welspun shares information about its business through different means. It shares opinions and thoughts on certain topics through blog writing. Welspun has created a personality for their company and made the business more credible through blog writing. 

If you are interested in reading blogs here is the Welspun blog page link: https://www.welspunindia.com/blog

 

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

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Conclusion – What’s Unique in Welspun Marketing?

In the marketing strategy of Welspun India, we saw that Welspun is gaining love and support from all the places in the world. The popularity of Welspun products is increasing among millennials. The uniqueness of being India’s top textile company has lessened the competition for them. Though Welspun lacks in its digital marketing methods, it is still trying to evolve and grow in the digital sector.

Marketing is one of the most important cornerstones of every organization, and it is now undergoing a fast transformation. 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 Online Digital Marketing Course to learn more. Or else you can attend one of our free online masterclasses held by IIDE’s CEO, Karan Shah which will give you a glimpse into the world of digital marketing.

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

Thank you for taking the time to read this, and do share your thoughts on this case study of the marketing strategy of Welspun India 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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