Launching and Expanding German MNCs in India: Role of Digital Marketing

A Case Study on KTI-Plersch Kältetechnik GmbH’s India Entry Journey

India’s infrastructure surge, “Make in India” initiative, and highly connected B2B ecosystem offer tremendous potential for German multinational companies. With over 100 million LinkedIn users in India and widespread adoption of digital tools like WhatsApp for business communication, a digital-first approach enables German engineering firms to quickly build brand awareness, generate high-quality leads, and establish long-term credibility.

This blog shares the ongoing success story of KTI-Plersch Kältetechnik GmbH, a German leader in concrete cooling and heating systems, as they establish their presence in India. As part of their extended marketing team, we have prioritized a phased digital marketing strategy that is already delivering measurable results, with exciting next steps planned to accelerate growth further.

Core Strategies for German MNCs Entering India

• Thorough market entry preparation (competitors, mainly Chinese & Indian – understanding their digital platforms, keywords and campaigns)
• Strong focus on digital marketing for rapid visibility and lead generation in a competitive landscape
• Blend of online and offline touchpoints to build trust in a relationship-driven market

Phased Digital-First Marketing Launch Plan: Progress and Roadmap for KTI-Plersch India

We designed a structured, phased digital marketing strategy tailored to the Indian construction and infrastructure sectors. The initial phases—social media management, email marketing, and exhibition participation—are fully underway and already yielding strong results. The upcoming phases will focus on a dedicated website and advanced SEO/performance campaigns to scale momentum.

• Social Media Management and Targeted Campaigns (Launched and Yielding Results)
  • Actively managing the KTI-Plersch India LinkedIn page as the core platform for B2B thought leadership.
  • Consistent content calendar featuring technical insights, project updates, infographics on concrete cooling advantages, and event highlights.
  • Running precision-targeted LinkedIn campaigns reaching decision-makers at ready-mix concrete producers, EPC contractors, consultants, and infrastructure developers.
  • Going forward, as the company builds it’s team, there will be activity on building Instagram presence with visual content (installation videos, timelapses, site photos) to engage engineers and field teams.
  • Current Results: Rapid follower growth, high engagement rates, and a steady stream of direct inquiries from key accounts.
• Email Marketing and Lead Nurturing Campaigns (Launched and Yielding Results)
  • Built a targeted database of stakeholders (RMC plants, Fisheries, FnB and food processing companies, large contractors, consultants, project owners) through research and event leads.
  • Running automated nurture sequences: introductory emails on German precision engineering → educational content (whitepapers, guides) → personalized event invitations and offers.
  • Segmented campaigns emphasizing ROI benefits such as reduced cement usage, crack prevention, faster pouring cycles, and compliance with Indian standards.
  • Current Results: Strong open and click-through rates, multiple conversions from email leads into technical discussions and project opportunities.
• Participation in Key Exhibitions and Events (Ongoing and Yielding Results)
  • Active participation in major events like EXCON with engaging booth setups that highlight concrete cooling solutions.
  • Using exhibitions to collect leads, showcase live demos, and drive traffic to digital channels via QR codes (LinkedIn, WhatsApp).
  • Immediate follow-up integrating event leads into email and LinkedIn retargeting sequences.
  • Current Results: High footfall, qualified on-site inquiries, and new relationships with contractors and project developers.
• Dedicated Website for Indian Operations (Next Phase – Upcoming)
  • Planned launch of an India-specific section/microsite with localized content: case studies from hot-climate projects, Indian standard compliance details, and references addressing local challenges.
  • Mobile-first design with fast loading speeds, integrated lead forms, and WhatsApp chat widget for instant engagement.
• SEO Optimization and Performance Campaigns (Following Website Launch)
  • Aggressive SEO targeting high-intent keywords such as “concrete cooling systems India,” “flake ice plants for RMC,” “concrete temperature control dams,” and “chilled water plants infrastructure.”
  • Rollout of performance marketing campaigns (Google Ads, LinkedIn Ads) to drive targeted traffic and accelerate lead generation.
  • Full integration of analytics to track and optimize ROI across all digital channels.
• Supporting Stakeholder Outreach
  • Ongoing targeted meetings with key influencers (CPWD, NHAI, major contractors) supported by digital collateral and follow-ups via email/social channels.

Early Results and Growing Momentum

The launched phases—social media, email marketing, and exhibition participation—have already established strong initial visibility and generated a robust pipeline of opportunities in metro rail, dam, airport, and high-rise projects. With the upcoming website, SEO, and performance campaigns, we expect exponential growth in organic traffic, lead volume, and brand authority.

For German MNCs entering India, a phased digital-first approach provides the fastest, most cost-effective route to sustainable growth. The ongoing KTI-Plersch journey demonstrates that starting with social media, email, and strategic events builds immediate traction—while a strong website and SEO/performance layer will unlock the next level of scale.

If your German company is planning an India launch, begin with high-impact digital channels and phase in advanced tools for long-term dominance. The results speak for themselves.