Marketing Strategies Used By the Cotton Industry In India

The cotton industry in India is one of the largest industries in the world, with a production of more than 34.1 million bales in 2021-2022. As per the Indian Trade Portal, it provides employment to more than 60 million people and accounts for 10.2% of the total global exports. Quite impressive, right? However, have you ever thought about what marketing tactics such large industries might be using to obtain a growth rate of 5-7%? Is it product differentiation? Content marketing? Let’s quit this guessing game and dive straight into the marketing tactics used by the cotton industry in India.

Table of Contents

1. Product Differentiation

Product differentiation is one of the key marketing strategies business owners use to establish brand loyalty and establish a name for themselves. For those who don’t know what product differentiation is, it is about finding the balance between a product’s unique qualities and simultaneously highlighting its competitors’ differences. The cotton industry in India generally differentiates its products through fabric quality, design innovation, sustainability, or special collections to gain a competitive advantage and build brand awareness.

2. Performance Marketing & Brand Building

In the past two decades, performance marketing has become a prevalent tactic for companies to connect with their customers. It enables companies to run highly targeted marketing campaigns that deliver measurable ROI, giving them a comprehensive view of what’s working and what’s not. The cotton industry in India has used similar marketing tactics through consistent messaging, logos, celebrity endorsements, ad campaigns that link to Indian heritage, and more to build customer trust and loyalty.

3. Digital Marketing

One impressive thing about the cotton industry in India is that it has never dismissed evolving trends and has been quite adaptable to these changes. If we look at our days, most purchases were done through physical stores, but the times have changed. Now, most people buy products from e-commerce and e-mobile platforms to make their purchases, including fabric, clothes, etc. The cotton industry observed these trends closely and quickly adapted to these changes to build its online presence. Today, dedicated platforms like Myntra and Bewakoof.com, etc., are solely developed to meet people’s fashion and clothing requirements.

4. Content Marketing

Content marketing is now one of the biggest enablers for companies to build credibility, increase online visibility, generate leads, boost loyalty, and improve authority. Over the past years, the cotton industry in India has consistently posted blogs, white papers, social media posts, etc., on fashion trends, care instructions for different fabrics, styling tips, and more. This has enabled the industry leaders to establish themselves as experts and trusted guides on the industry’s ongoing trends.

5. Influencer Partnerships

Another that has taken off in the past few years is Influencer marketing. It has been one of the most effective methods used by the cotton industry in India to market its products. Some of the famous influencers in India, like Kiara Advani, who features in Myntraa advertisements and more, have a loyal following that trusts their recommendations. By partnering with them, textile companies reach new audiences and benefit from positive endorsements and reviews.

6. Sustainable Practices

As we have already discussed above, the cotton industry in India has always been agile. With growing awareness about environmental issues, many consumers prefer brands that adopt sustainable practices. Textile companies adopted eco-friendly measures and started highlighting their use of organic materials, eco-friendly production methods, fair trade practices, and recycling initiatives to appeal to environmentally conscious consumers and differentiate themselves from competitors. This strategic move proved to be quite beneficial for the company, leading them to grow exponentially.

7. Promotions and Discounts

Offering promotions, discounts, and loyalty programs are the powerful strategies used by the cotton industry in India to leverage its sales. By implementing limited-time offers, seasonal sales, and exclusive deals, cotton businesses can create a sense of urgency and encourage customers to take advantage of savings, leading to increased sales and customer engagement. Further, if textile companies add promotional bundles, discount coupons, and reward points in loyalty programs, it can further incentivise purchases and foster customer loyalty. These promotions played a crucial in building trust and enhancing the overall customer experience, ultimately driving sales growth for the cotton industry in India.

8. Market Segmentation

Knowing your audience well is the most important step any company can take to improve their sales and build credibility. Segmenting customers is a strategic approach that has allowed textile companies, including those in the cotton industry in India, to understand their diverse customer base and tailor their marketing efforts accordingly. By identifying specific customer segments based on demographics, lifestyle choices, purchasing behaviour, and geographic location, companies enabled them to create targeted marketing campaigns that resonate with each segment’s unique needs and preferences. For example, a cotton brand targeted younger demographics with trendy and affordable cotton clothing lines while offering premium organic cotton products to environmentally conscious consumers.

Strategies That Resonated With Indian Audiences

The cotton industry is one of the most significant in India, employing millions of people. From April 2021 to February 2022, it contributed 2.61% of India’s exports and is growing at a rate of 5-7% annually. Textile companies in the cotton industry in India achieved such a feat because of the impressive marketing technique they adopted, which resonated with Indian audiences. For more such informational blogs, stay tuned with TradeFlock.

Frequently Asked Questions

What are the four types of cotton?

Upland cotton (Gossypium hirsutum)
Egyptian cotton (Gossypium barbadense)
Tree cotton (Gossypium arboretum)
Levant cotton (Gossypium herbaceum)

Where is the biggest cotton industry in India?

Gujarat is the largest cotton-producing State in India. However, it is also the main producer of tobacco dates, sugar cane, milk products, and groundnuts.

Which city is called the Manchester of India?

Ahmedabad is known as The Manchester of India owing to its popular textile industry. This name was given because the textile industries in Manchester and Ahmedabad are similar.

What was the first cotton industry in India?

The first cotton mill in India was established in 1818 at Fort Gloster near Kolkata; however, it was not a commercial hit. Second, a cotton mill in India was established by KGN Daber in 1854 and was named Bombay Spinning and Weaving Company.