From Prospects to Profits: How Strategic PR can Propel Growth of New-Age to Legacy Logistics Companies

By Tamanna Gupta

The Indian logistics sector has been making waves & boasting impressive growth figures. As per IBEF, the logistics sector in India was valued at US$ 250 billion in 2021. It is projected to reach a staggering US$ 380 billion by 2025. Fuelling this growth are government initiatives such as the National Logistics Policy that have been set in motion, along with ground-breaking national projects. These initiatives, coupled with the global manufacturing shift towards India and the thriving e-commerce segment have presented a massive opportunity for Indian logistics companies to flourish.

However, with the sector experiencing such exponential growth, competition is heating up like never before. New players are entering the field and existing players struggling for a greater share of the growth pie. To thrive in this environment, companies must embrace strategic Public Relations (PR) as a vital tool for standing out from the crowd. PR is no longer about general media coverage and press releases; it has transformed into a powerful means for navigating the intense competition that mars the industry. In a fast-paced world where information spreads instantaneously and social media dominates conversations, PR can be the strategic tool for logistics businesses seeking to grow significantly and gain a competitive edge.

Tamanna Gupta (Ex Allcargo Logistics & Eculine), Founder of Umanshi Marketing & Branding, an award-winning marketing firm, lists key reasons why strategic PR needs to be a part of the marketing plan for new-age logistics and supply chain companies:

1. Growth led by Distinct Positioning: Logistics companies are more than just moving goods from point A to point B. They have an ingenious approach to problem-solving, skin in the game with infrastructure investment, extensive networks, and others. PR can build compelling narratives for logistics brands, effectively differentiate themselves, build trust, and cultivate enduring stakeholder relationships. These fuels sustained growth and provide a significant competitive edge in the ever-evolving logistics landscape.
2. From Obscurity to Prominence, Out of Sight is Out of Mind: In an industry where the options for a service provider are high, an ongoing PR exercise creates the opportunities to maintain optimum visibility to be on the constant radar of prospective stakeholders – clients, talent, vendors, etc. By increasing visibility and exposure, PR increases top-of-the-mind recall of the brand, fostering a positive perception and encouraging long-term business relationships.
3. Breaking Commoditization & Charging a Premium: In the cutthroat logistics industry with low entry barriers and fly-by-night operators, PR is instrumental in achieving a business edge. PR acts as a shield against commoditization, elevating firms beyond price-based competition, and positioning them as trusted industry leaders. With strategic PR implementation, logistics businesses gain market visibility, secure lucrative contracts, and establish a competitive advantage essential for sustained growth.
4. Building the Desirable Employer Brand: In the fiercely competitive talent landscape, attracting top-notch professionals is crucial for the success of a service-based logistics industry where people are its biggest assets. Public Relations (PR) enables you to build a desirable employer brand and draw talent from both within and beyond the sector. With PR, logistics companies can rise above the competition and become magnets for exceptional talent, propelling them toward unparalleled success.

In the midst of transformative changes driven by tech-enabled start-ups, effective communication plays a pivotal role in the logistics industry. However, with limited resources at their disposal, these companies often lack the internal expertise to navigate the intricacies of brand communication. That’s where PR partners come in as invaluable extensions of their marketing teams. By leveraging PR strategies and tactics, these start-ups can enhance their visibility, establish credibility, and effectively convey their unique value proposition to stakeholders. Furthermore, by effectively communicating their brand narrative, these companies have the opportunity to attract and retain investor interest, build confidence, and foster long-term partnerships. By tapping into the expertise of PR partners, new-age logistics and supply chain companies have the power to amplify their brand presence, attract critical investments, and unlock pathways for sustainable growth, thus paving the way for long-term prosperity.

(The author is Tamanna Gupta, Founder of Umanshi Marketing & Branding, and the views expressed in this article are her own)