{"id":12695,"date":"2025-05-16T17:53:14","date_gmt":"2025-05-16T15:53:14","guid":{"rendered":"https:\/\/svaerm.com\/?p=12695"},"modified":"2025-05-16T18:04:55","modified_gmt":"2025-05-16T16:04:55","slug":"kuraray-elastomer-website-regionalization-india","status":"publish","type":"post","link":"https:\/\/svaerm.com\/en\/projects\/kuraray-elastomer-website-regionalization-india\/","title":{"rendered":"India: B2B Regionalization Project for Specialty Chemicals Company"},"content":{"rendered":"\n<p>Kuraray, a worldwide operating Japanese manufacturer of specialty plastics, commissioned svaerm for a digital expansion into the Indian market for TPEs and elastomers. The goal: an online strategy that boosts visibility, strengthens trust and generates new B2B contacts.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"630\" src=\"https:\/\/svaerm.com\/wp-content\/uploads\/2025\/05\/indian-website-regionalization-digital-expansion-kuraray.jpg\" alt=\"\" class=\"wp-image-12696\" srcset=\"https:\/\/svaerm.com\/wp-content\/uploads\/2025\/05\/indian-website-regionalization-digital-expansion-kuraray.jpg 1200w, https:\/\/svaerm.com\/wp-content\/uploads\/2025\/05\/indian-website-regionalization-digital-expansion-kuraray-768x403.jpg 768w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><figcaption class=\"wp-element-caption\">Kuraray Elastomer expands digitally to India.<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">1. Concept phase<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">1.1 Strategic questions<\/h3>\n\n\n\n<p>Our approach started with the central questions of successful internationalization:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>What specific digital solutions does a B2B chemical supplier need for India?<\/li>\n\n\n\n<li>Is English enough or does content need to be translated into regional languages?<\/li>\n\n\n\n<li>What content and formats establish a connection, build trust and create relevance on site?<\/li>\n\n\n\n<li>How can Kuraray stand up to the Indian competition online?<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">1.2 Research<\/h3>\n\n\n\n<p>We found the answers through:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Discussions with Indian SEO and marketing experts<\/li>\n\n\n\n<li>Analysis of competition on Google India<\/li>\n\n\n\n<li>Studies on language, travel and media use<\/li>\n<\/ul>\n\n\n\n<p>The result: a list of clearly prioritized measures \u2013 tailor-made for a country that thinks in digital format but feels in local terms.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"585\" src=\"https:\/\/svaerm.com\/wp-content\/uploads\/2025\/05\/indian-website-regionalization-kuraray-elastomer-car.jpg\" alt=\"\" class=\"wp-image-12698\" srcset=\"https:\/\/svaerm.com\/wp-content\/uploads\/2025\/05\/indian-website-regionalization-kuraray-elastomer-car.jpg 1600w, https:\/\/svaerm.com\/wp-content\/uploads\/2025\/05\/indian-website-regionalization-kuraray-elastomer-car-768x281.jpg 768w, https:\/\/svaerm.com\/wp-content\/uploads\/2025\/05\/indian-website-regionalization-kuraray-elastomer-car-1536x562.jpg 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" \/><figcaption class=\"wp-element-caption\">Images for the new website region are prepared using Indian models, taking care not to distort the original visual message.<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">1.3 List of measures<\/h3>\n\n\n\n<p><strong>1. New website region<\/strong><br>We launch elastomer.kuraray.com\/in\/ as the underlying technical base.<\/p>\n\n\n\n<p><strong>2. hreflang en-IN<\/strong><br>English-language content is considered state-of-the-art for India in a business context. We confirmed this fact not only through local SEO and marketing experts, but also by an analysis of the competition: Even high-profile B2C platforms such as Amazon India are unavailable in Hindi.<\/p>\n\n\n\n<p><strong>3. Content and image regionalization<\/strong><br>India is not a society of immigrants: 99.6% of the Indian population are natives and only 0.4% are immigrants (<a href=\"https:\/\/www.un.org\/en\/development\/desa\/population\/migration\/data\/estimates2\/data\/UN_MigrantStockTotal_2019.xlsx\" target=\"_blank\" rel=\"noreferrer noopener\">UN, 2019<\/a>). 99% of Indian travel is domestic and only 1% is international (<a href=\"https:\/\/online.fliphtml5.com\/nmyfd\/fqhe\/#p=2\" target=\"_blank\" rel=\"noreferrer noopener\">Booking.com &amp; McKinsey, 2023<\/a>).<\/p>\n\n\n\n<p><br>Therefore we used ethnically appropriate models and imagery that allowed us to better address the target group \u2013 using of stock photo databases, image editing or generative AI. Inclusive content in the sense of <a href=\"https:\/\/en.wikipedia.org\/wiki\/Diversity,_equity,_and_inclusion\" target=\"_blank\" rel=\"noreferrer noopener\">DEI (Diversity, Equity and Inclusion)<\/a> is not used in the Indian website region.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"585\" src=\"https:\/\/svaerm.com\/wp-content\/uploads\/2025\/05\/indian-website-regionalization-kuraray-elastomer-packaging-shopping.jpg\" alt=\"\" class=\"wp-image-12700\" srcset=\"https:\/\/svaerm.com\/wp-content\/uploads\/2025\/05\/indian-website-regionalization-kuraray-elastomer-packaging-shopping.jpg 1600w, https:\/\/svaerm.com\/wp-content\/uploads\/2025\/05\/indian-website-regionalization-kuraray-elastomer-packaging-shopping-768x281.jpg 768w, https:\/\/svaerm.com\/wp-content\/uploads\/2025\/05\/indian-website-regionalization-kuraray-elastomer-packaging-shopping-1536x562.jpg 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" \/><figcaption class=\"wp-element-caption\">Kuraray sells plastic additives that improve the properties of food packaging, among others.<\/figcaption><\/figure>\n\n\n\n<p>The Kuraray Elastomer Blog will focus on topics such as urbanization, water management and e-mobility. These are particularly relevant topics for the rapidly growing Indian society and provide an editorial gateway to Kuraray&#8217;s specialty chemicals. However, the corresponding expert articles do not have to be created exclusively for the Indian website region, but can as well be translated into other languages.<\/p>\n\n\n\n<p>Indian testimonials and case studies will also be added in subsequent phases of the project.<\/p>\n\n\n\n<p><strong>4. Online PR &amp; thought leadership<\/strong><br>The use of additional online PR on business platforms such as moneycontrol.com or businessinsider.in is recommended to build trust and generate brand awareness in India.\u00a0<\/p>\n\n\n\n<p>As Kuraray&#8217;s business grows in India, suitable \u201cnewsworthy stories\u201d will be created and local PR partners will secure access to relevant publishers.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"532\" src=\"https:\/\/svaerm.com\/wp-content\/uploads\/2025\/05\/indian-website-regionalization-kuraray-toronto-new-dehli.jpg\" alt=\"\" class=\"wp-image-12703\" srcset=\"https:\/\/svaerm.com\/wp-content\/uploads\/2025\/05\/indian-website-regionalization-kuraray-toronto-new-dehli.jpg 1600w, https:\/\/svaerm.com\/wp-content\/uploads\/2025\/05\/indian-website-regionalization-kuraray-toronto-new-dehli-768x255.jpg 768w, https:\/\/svaerm.com\/wp-content\/uploads\/2025\/05\/indian-website-regionalization-kuraray-toronto-new-dehli-1536x511.jpg 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" \/><figcaption class=\"wp-element-caption\">The SEPTON\u2122 Q-series from Kuraray is advertised in India using a panorama of New Delhi (rather than Toronto).<\/figcaption><\/figure>\n\n\n\n<p><strong>5. Competition on Google India<\/strong><br>India has a young, tech-savvy population, with excellent command of English and benefits from a robust education system \u2013 conditions that are ideal for digital professions. The SEO density is accordingly high, leading to intense competition in Google search results.<\/p>\n\n\n\n<p>However, this level of competition also opens up opportunities: We perform a systematic analysis of successful content from the competition, identify tried-and-true structures and topics and build on these insights to develop independent, higher-quality SEO content that is specifically tailored to Kuraray&#8217;s target groups in India. One distinct advantage is the high degree of regionalization enabled by our content strategy.<\/p>\n\n\n\n<p>To safeguard against negative SEO, we periodically remove detrimental backlinks using the Disavow tool in the Google Search Console.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"945\" src=\"https:\/\/svaerm.com\/wp-content\/uploads\/2025\/05\/indian-website-regionalization-kuraray-researcher-laboratory.jpg\" alt=\"\" class=\"wp-image-12702\" srcset=\"https:\/\/svaerm.com\/wp-content\/uploads\/2025\/05\/indian-website-regionalization-kuraray-researcher-laboratory.jpg 1600w, https:\/\/svaerm.com\/wp-content\/uploads\/2025\/05\/indian-website-regionalization-kuraray-researcher-laboratory-768x454.jpg 768w, https:\/\/svaerm.com\/wp-content\/uploads\/2025\/05\/indian-website-regionalization-kuraray-researcher-laboratory-1536x907.jpg 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" \/><figcaption class=\"wp-element-caption\">These types of compositions combine technical precision (laboratory equipment) and regional references (Indian model), created using two or more original visuals.<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">1.4 Project structure<\/h3>\n\n\n\n<p>The regionalization project is divided into three distinct parts:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Conceptual phase (completed)<\/li>\n\n\n\n<li>Kick-off phase (currently)<\/li>\n\n\n\n<li>Growth phase (to follow)<\/li>\n<\/ol>\n\n\n\n<p>The conceptual phase has been completed. This case study now focuses on implementation and growth.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">2. Kick-off phase<\/h2>\n\n\n\n<p>The kick-off phase is divided into:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Launch of the new website region<\/li>\n\n\n\n<li>Content upload<\/li>\n\n\n\n<li>Regionalization of visual media<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\">2.1 Launch of the new website region<\/h3>\n\n\n\n<p>The new region elastomer.kuraray.com\/in\/ was integrated into the existing WordPress Multisite \u2013 a setup that offers clear advantages over an implementation that uses the WPML (WordPress MultiLingual) plugin: Separate media libraries, faster loading times, consistent localization and more control over regional customization.<\/p>\n\n\n\n<p>Sometimes small changes are enough for a successful regionalization of photos \u2013 like adjusting the skin tone of this model.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"505\" src=\"https:\/\/svaerm.com\/wp-content\/uploads\/2025\/05\/indian-website-regionalization-kuraray-hot-melt-adhesive.jpg\" alt=\"\" class=\"wp-image-12701\" srcset=\"https:\/\/svaerm.com\/wp-content\/uploads\/2025\/05\/indian-website-regionalization-kuraray-hot-melt-adhesive.jpg 1600w, https:\/\/svaerm.com\/wp-content\/uploads\/2025\/05\/indian-website-regionalization-kuraray-hot-melt-adhesive-768x242.jpg 768w, https:\/\/svaerm.com\/wp-content\/uploads\/2025\/05\/indian-website-regionalization-kuraray-hot-melt-adhesive-1536x485.jpg 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" \/><figcaption class=\"wp-element-caption\">Sometimes small changes are enough for a successful regionalization of photos \u2013 like adjusting the skin tone of this model.<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">2.2 Content upload<\/h3>\n\n\n\n<p>For technical reasons we could not perform a fully automatic import. We have therefore adjusted manually content such as media, internal links, permalinks and SEO-relevant fields like excerpt, meta description and <a href=\"https:\/\/svaerm.com\/en\/blog\/open-graph-meta-tags\/\" target=\"_blank\" rel=\"noreferrer noopener\">Open Graph<\/a> data.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2.3 Regionalization of visual media<\/h3>\n\n\n\n<p>In order to improve the target group appeal, we replaced western-themed visuals with suitable Indian ones \u2013 without the need for a photo shoot, but rather with efficient budgeting and visual accuracy.<\/p>\n\n\n\n<p>Our approach:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Research in stock photo databases:<\/strong> Targeted search for Indian models and sceneries<\/li>\n\n\n\n<li><strong>Photo montage:<\/strong> Combining several image elements if required (e.g. Indian researcher + laboratory environment)<\/li>\n\n\n\n<li><strong>Image processing:<\/strong> Adjustment of skin tones, perspectives or details, where necessary<\/li>\n\n\n\n<li><strong>Generative AI:<\/strong> Used as a \u201clast resort\u201d for missing image sources \u2013 with manual correction of any logical inconsistencies (e.g. diver with correctly connected breathing tube)<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"892\" src=\"https:\/\/svaerm.com\/wp-content\/uploads\/2025\/05\/indian-website-regionalization-kuraray-elastomer-diver-photoshopped.jpg\" alt=\"\" class=\"wp-image-12699\" srcset=\"https:\/\/svaerm.com\/wp-content\/uploads\/2025\/05\/indian-website-regionalization-kuraray-elastomer-diver-photoshopped.jpg 1600w, https:\/\/svaerm.com\/wp-content\/uploads\/2025\/05\/indian-website-regionalization-kuraray-elastomer-diver-photoshopped-768x428.jpg 768w, https:\/\/svaerm.com\/wp-content\/uploads\/2025\/05\/indian-website-regionalization-kuraray-elastomer-diver-photoshopped-1536x856.jpg 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" \/><figcaption class=\"wp-element-caption\">Generative AI produces logical mistakes that often require extensive manual post-processing.<\/figcaption><\/figure>\n\n\n\n<p>Our approach:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Before and after documentation<\/strong>: Table based comparison with counter-proposals for existing images<\/li>\n\n\n\n<li><strong>Staggered release process: <\/strong>First get the rough outline approved, then fine tune \u2013 so as to avoid sunk costs<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"840\" src=\"https:\/\/svaerm.com\/wp-content\/uploads\/2025\/05\/indian-website-regionalization-kuraray-before-after-document.jpg\" alt=\"\" class=\"wp-image-12697\" srcset=\"https:\/\/svaerm.com\/wp-content\/uploads\/2025\/05\/indian-website-regionalization-kuraray-before-after-document.jpg 1600w, https:\/\/svaerm.com\/wp-content\/uploads\/2025\/05\/indian-website-regionalization-kuraray-before-after-document-768x403.jpg 768w, https:\/\/svaerm.com\/wp-content\/uploads\/2025\/05\/indian-website-regionalization-kuraray-before-after-document-1536x806.jpg 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" \/><figcaption class=\"wp-element-caption\">Our before and after documentation is a working document, ensuring the completeness of the image regionalization, as well as a coordination document for Kuraray.<\/figcaption><\/figure>\n\n\n\n<p>This methodology combines economic viability with cultural authenticity \u2013 critical for a demanding B2B audience.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">3. Growth phase<\/h2>\n\n\n\n<p>The upcoming expansion includes:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Specialist articles with a focus on India on the Kuraray Elastomer Blog<\/li>\n\n\n\n<li>Localized data and case studies<\/li>\n\n\n\n<li>PR collaborations with Indian publishers and business websites<\/li>\n\n\n\n<li>Testimonials from Indian customers<\/li>\n\n\n\n<li>Regular disavow procedures to ward off negative SEO<\/li>\n\n\n\n<li>Extending SEO reporting to include Google India<\/li>\n<\/ul>\n\n\n\n<p>The growth phase will start shortly. However, the first signs of success from the kick-off measures can already be seen: The organic Google traffic from India has roughly doubled since the launch in January 2025.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"620\" src=\"https:\/\/svaerm.com\/wp-content\/uploads\/2025\/05\/indian-website-regionalization-kuraray-traffic-statistics-ahrefs.jpg\" alt=\"\" class=\"wp-image-12704\" srcset=\"https:\/\/svaerm.com\/wp-content\/uploads\/2025\/05\/indian-website-regionalization-kuraray-traffic-statistics-ahrefs.jpg 1600w, https:\/\/svaerm.com\/wp-content\/uploads\/2025\/05\/indian-website-regionalization-kuraray-traffic-statistics-ahrefs-768x298.jpg 768w, https:\/\/svaerm.com\/wp-content\/uploads\/2025\/05\/indian-website-regionalization-kuraray-traffic-statistics-ahrefs-1536x595.jpg 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" \/><figcaption class=\"wp-element-caption\">Monthly organic Google traffic from India has doubled in the last 3 to 4 months (ahrefs, 4\/27\/2025).<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Contact option for companies<\/h2>\n\n\n\n<p>Do you have plans to launch a new localized version or to enhance the digital development of a specific market? We devise sustainable strategies, plan every detail of the regionalization process and implement them efficiently. <strong>Contact us now no strings attached!<\/strong><\/p>\n\n\n\n<p>Please contact us by e-mail or via the contact form. After receiving your initial written request, we will also be happy to advise you personally by phone, video chat, or on-site consultation.<\/p>\n\n\n<noscript class=\"ninja-forms-noscript-message\">\n\tNotice: JavaScript is required for this content.<\/noscript>\n<div id=\"nf-form-124-cont\" class=\"nf-form-cont\" aria-live=\"polite\" aria-labelledby=\"nf-form-title-124\" aria-describedby=\"nf-form-errors-124\" role=\"form\">\n\n    <div class=\"nf-loading-spinner\"><\/div>\n\n<\/div>\n        <!-- That data is being printed as a workaround to page builders reordering the order of the scripts loaded-->\n        <script>var formDisplay=1;var nfForms=nfForms||[];var form=[];form.id='124';form.settings={\"objectType\":\"Form Setting\",\"editActive\":true,\"title\":\"Kontaktformular B2B-Regionalisierungsprojekt Indien (EN)\",\"created_at\":\"2016-04-18 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       \n\n\n\n\n","protected":false},"excerpt":{"rendered":"<p>The specialty chemicals manufacturer Kuraray has commissioned svaerm with a digital expansion into the Indian B2B market for TPEs and elastomers.<\/p>\n<p><a href=\"https:\/\/svaerm.com\/en\/projects\/kuraray-elastomer-website-regionalization-india\/\" class=\"more-link\">Read more<\/a><\/p>\n","protected":false},"author":2,"featured_media":12696,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"single_projekte.php","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[13],"tags":[],"class_list":["post-12695","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-projects"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>India: Regionalization project for specialty chemicals company<\/title>\n<meta name=\"description\" content=\"The chemicals manufacturer Kuraray has commissioned svaerm with a digital expansion into the Indian B2B market for TPEs and elastomers.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/svaerm.com\/en\/projects\/kuraray-elastomer-website-regionalization-india\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"India regionalization project for specialty chemicals company\" \/>\n<meta property=\"og:description\" content=\"svaerm: Your partner for international online marketing\" \/>\n<meta property=\"og:url\" content=\"https:\/\/svaerm.com\/en\/projects\/kuraray-elastomer-website-regionalization-india\/\" \/>\n<meta property=\"og:site_name\" content=\"svaerm Online Marketing Frankfurt\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/svaerm\" \/>\n<meta property=\"article:published_time\" content=\"2025-05-16T15:53:14+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-05-16T16:04:55+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/svaerm.com\/wp-content\/uploads\/2025\/05\/indien-website-regionalisierung-digitale-expansion-kuraray.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Maxim Bollig\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@https:\/\/twitter.com\/maximbollig\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Maxim Bollig\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"9 minutes\" \/>\n<script type=\"application\/ld+json\" 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