A STUDY ON MARKETING STRATEGY USED BY ADITYA BIRLA GROUP

Abstract

The worldwide corporation Aditya Birla Group works in a variety of industries, such as manufacturing, retail, financial services, communications, and fashion. Ghanshyam Das Birla founded it in the late 1800s, and it has since expanded to become one of India’s most prestigious business associations with a global presence. The organization prioritizes innovation and sustainability, utilizing programs to reduce environmental impact and advance community development. Important acquisitions like Novelis, Columbian Chemicals, Inc. and Forever 21 are part of (foreign direct investment) strategy, which aims to increase its market share abroad.

Aditya Birla Group encounters difficulties within the Indian market, including fierce rivalry, complicated regulations, and limited infrastructure. Strong marketing techniques that are suited to a range of consumer demands, including as branding, advertising, internet marketing, and localization, are used to combat these. Additionally, the organization establishes strategic alliances.

In order to stay ahead of the competition, the group prioritizes digital transformation, sustainable practices, and smart acquisitions. It seeks to innovate and satisfy changing consumer expectations by adopting data analytics, artificial intelligence, and the growing Internet of Things. The Aditya Birla Group is well-positioned for long-term growth in both local and international markets because to its strong dedication to corporate responsibility as well as operational excellence.