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Telecom CompanyWinning the 42% of the market everyone else ignored
No budget to out-market the giants. The real question was where a company this size could actually win.
The situation
A mid-sized telecom company competing against far larger Indian and global players, with no financial muscle for branding or marketing — the standard way of building presence simply wasn't available to them.
The real question wasn't how to out-market the giants. It was where a company this size could actually win.
What we did
- Ran detailed market segmentation research across every buyer category.
- Found that Government — including Railways and Defence — held 42% of total market share, the single largest segment, bought almost entirely through tenders and rate contracts where price decides once a product clears baseline requirements.
- Pointed the sales team squarely at Central and State rate contracts and made sure no relevant tender went unpursued.
Where it stands now
The company started winning consistently, and those wins built its name among channel partners, who began bringing business from other segments too.
Over time it became a genuine presence in India's largest procurement segment, using that footing to bring in more international products at close to zero incremental marketing cost.
of the market held by the segment they went after