The case study explores how IndiaMART became a leading B2B marketplace in India, reporting a valuation of Rs 250 crore. Founded in 1996 by Dinesh Agarwal, IndiaMART connects millions of buyers and suppliers through its online platform, leveraging a mix of free and paid services. The company employs effective marketing strategies, including television ads featuring actor Irrfan Khan and various social media campaigns to enhance its visibility and engagement.

1. CASE STUDY
How IndiaMart became Rs 250
crore company and leader in
B2B marketplace in India?

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3. What you will find in
this case Study?
1. About IndiaMart
2. Idea of B2B Marketplace
3. Business Model
4. Growth and Success Story
5. Marketing Strategy of IndiaMart
6. Social Media Campaigns

4. About
IndiaMart• India’s biggest online marketplace, connecting
buyers with suppliers.
• Currently number #3rd B2B marketplace in the
world.
• Started by Dinesh Agarwal in 1996
• Offers a platform and tools to more than:
 2.6 crore buyers
 3.3 crore products
 22 lakh suppliers.

5. The idea of B2B
marketplace
Mr. Dinesh Agarwal
was working with
HCL America where
he was deeply
impressed by the
internet technology
He soon realized the
potential of internet
in India and moved
to India to bring this
new technology to
Indian SMEs
The internet broke
the geographical
boundaries and
brought buyers and
suppliers on a single
platform in a cost-
effective manner.
Buyers from all
over the world can
get Indian suppliers
and manufacturers
just through a single
click.

6. Business
Model
 Offers a free service as well as paid membership to the users,
 Mostly for the SMEs.
 Registration is free of cost for the SMEs
 Has an option to upgrade an account to get a paid
membership to get high end results.
 Also works with the business model of pay per lead

7. Growth and
Success Story
 More than 2.2 million suppliers & 12 million
buyers visiting the online platform every month.
 3100 employees located in its 55+ offices across
the country.
 Clients from all across the world, from 200+
nations.
 Service option available in more than 100+ cities
in India,
 700,000 registered members and nearly 5
million global buyers across various industries
and verticals.

8. Marketing
Strategy of
IndiaMart

9. TV Advertisement: With a digital boom all across the
country, IndiaMart has featured Bollywood actor Irfan
Khan to drive the primary message of “Kaam Yahin
Banta Hai”.

10. Social
Media
Marketing
#AaramKiTune
campaign: IndiaMart with an
ample presence over various social
media platforms, Facebook having
more than 2.4 lakh and Twitter with
more than 5000 followers, created
the pre-buzz for the campaign.

11. #IndiaKiKho
j campaign:
IndiaMart has most recently
launched its “India Ki
Khoj” campaign to celebrate the
spirit of entrepreneurship. Irfan
Khan kick started the campaign
through a tweet which was then
amplified through its other digital
platforms.

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