Lauritz Knudsen Partners Mumbai Indians for IPL, Enhancing Visibility

Lauritz Knudsen, the premium electrical and automation solutions brand of Schneider Electric, has been named the Principal Partner of Mumbai Indians for the 2025 and 2026 Indian Premier League (IPL) seasons. This milestone comes just seven months after its rebranding from L&T Switchgear, a legacy brand Schneider Electric acquired in 2020.

Marketing Transformation Post-Rebranding

Since rebranding in May 2024, Lauritz Knudsen has employed an aggressive 360-degree marketing strategy to enhance brand awareness in both rural and urban markets. This includes partnerships with Kaun Banega Crorepati, strategic digital initiatives with platforms like Meta and Google, and on-ground campaigns. These efforts aim to target over 65 million MSMEs, the agricultural sector, large enterprises, government bodies, and individual households.

IPL Partnership with Mumbai Indians

The partnership with Mumbai Indians, one of the IPL’s most celebrated teams, is a strategic fit, reflecting Lauritz Knudsen’s Mumbai roots. Rajat Abbi, Global Marketing Head for India and CMO of Schneider Electric, said, "Cricket unites millions in India, and there is no better team than the Mumbai Indians to showcase our brand."

Lauritz Knudsen’s association with cricket builds on Schneider Electric’s ongoing partnership with the Rajasthan Royals, where it has been the Official Sustainability Partner for three years. Another Schneider subsidiary, Luminous Power Technologies, has also renewed its Title Sponsorship with the Rajasthan Royals for two more seasons.

Digital-First, Consumer-Centric Strategy

Lauritz Knudsen is leading a digital-first approach, allocating 50% of its marketing budget to digital platforms. Recognizing India’s young, tech-savvy demographic, the brand is leveraging tools like voice search, WhatsApp for Business, and extensive online research to connect with its audience.

"We're witnessing a fundamental shift in how consumers interact with brands," said Abbi. "Our digital strategy ensures we engage India’s median age group of 28 years across multiple platforms."

Influencer Partnerships and Skill Development

Lauritz Knudsen’s influencer marketing goes beyond visibility metrics, focusing on:

• Skill Development Advocates: Promoting professional growth for electricians and technical experts.
• Professional Community Builders: Engaging architects and thought leaders to foster innovation and dialogue in their fields.

The brand also participates in industry events like Elecrama, targeting professional communities such as electricians, consultants, and interior decorators.

Investment in Expansion

Lauritz Knudsen has allocated $100 million (₹850 crore) for its India operations, aiming to become the most recalled electrical brand in the country. Its reach spans tier-one, tier-two, and tier-three cities, as well as rural areas, reflecting a broad market focus.

“We are not a niche brand,” Abbi stated. “We aim to dominate the Indian electrical solutions market while educating consumers about our 70-year legacy of trust and quality.”