APAR’s Brand Building Activities
The company has set ambitious long-term goals to enhance its market presence, develop premium product portfolios, and significantly contribute to the global energy transition.
APAR engages in brand-building activities and fosters strong relationships with both B2B and B2C audiences. We actively listen to and cater to their needs, and meet consumers where they are, both digitally and physically
APAR Industries is dedicated to becoming a leading global brand, known for its innovative engineering and sustainable business practices.
Long-term Objectives
Growing markets:
APAR’s long-term objectives are multifaceted, focusing on gaining acceptance in global markets while expanding its footprint in the Indian market for light-duty cables (LDC), lubricants, and automotive products.
Premium quality:
The company aims to develop premium product portfolios across all business verticals, positioning itself as a greener, cleaner, better, and cheaper business partner and supplier.
Global wingspan:
Furthermore, APAR aspires to be seen as a global brand that originated in India, associated with leading engineering efforts in the energy transition and supporting the nation’s growth and development.
Career Architect:
An essential part of this vision is to be recognized as a career architect, earning accolades like the Great Place to Work (GPTW) certification, attracting, retaining and nurturing the best talent.
Light Duty Cables (LDC) Brand Building
The brand-building efforts for APAR’s Light Duty Cables (LDC) segment are equally comprehensive. With a turnover of approximately 160 crores for products like APAR Anushakti and APAR Shakti, APAR targets a market that is characterized by one-time purchases driven by infrastructure needs.
APAR’s target audience for LDC includes consultants, dealers, distributors, architects, influencers (electricians), and end customers. The long-term objectives for LDC focus on increasing brand awareness, creating demand, and making APAR a household name synonymous with the LDC category.
FY24 Brand Initiatives
In the fiscal year 2024, APAR engaged in extensive brand-building activities both domestically and internationally by participating in exhibitions, events, and conferences. The company also hosted seminars and factory tours, welcoming visitors, guests, and business partners to showcase its capabilities and products.
APAR’s proactive approach includes attending 50+ exhibitions globally and strengthening its connections with customers worldwide. Some notable events include In-Cosmetics in Paris, France, focusing on speciality oils; Angacom in Germany, highlighting telecom solutions; and IEEE in California, USA.
APAR places active efforts to communicate and share with customers how the company’s products and manufacturing processes contribute to a greener, global energy economy, which has also been highlighted in this report.
APAR is making significant strides in the B2B space, connecting with customers digitally through its website, apps, social media, email marketing, custom web pages, and digital catalogues. This digital engagement is complemented by a strong presence in physical events, emphasizing the company’s commitment to meeting customers and keeping a close ear to the ground.
FY24 LDC Brand Initiatives
Exhibitions: Participated in 35+ key industry exhibition events nationwide
Television Commercials: Active TV ads over the past two years across states and languages
Branding and Advertising: Implemented dealer boards at active retail outlets.
New Website: www.aparwiresandcables.com launched to better represent the brand
Women’s Premier League:
Advertised in the Women’s Premier League FY 23 & 24
Asia Cup: Advertised in the Asia Cup in 2023
Digital Campaigns: Enhanced digital presence with SEO, SEM, and social media, increasing Facebook followers to 71 lakh.
Mobile apps: electrician loyalty app, distributor loyalty app and dealer loyalty app
