'DHL evolving strategies, helping more biz go global' Gaurav Laghate randum of understanding)

In a category defined by intense price competition and operational complexity, DHL Express India is carving a distinct position by simplifying the global trade experience for businesses.

- Gaurav Laghate

Sandeep Juneja, vice president, sales and marketing, DHL Express India, talks to Mint about how the company is evolving its marketing strategies, working with small and medium enterprises (SMEs) and policymakers, tailoring communications across segments and why sponsorships like Mumbai Indians and Formula One still matter for a B2B brand.

Edited excerpts:

DHL operates in a commoditized, price-sensitive category. How do you approach brand positioning?

We operate in international express logistics, across 220 countries, with 400 planes, thousands of hubs and this scale isn't built overnight. It's years of investment, learning and maturity. Price competitiveness is important, of course.

But what matters equally is enabling our customers to offer the best experience to their buyers.

They realise that working with DHL enhances their own brand.

Our positioning is about making the complex world of logistics simple and reliable, and that reflects in our brand promise: Excellence.