Jou nal o Resea ch and De elopmen
Pee Re iewed In e na ional, Open Access Jou nal.
ISSN : 2230-9578 | Websi e: h ps://j d b.o g Volume-17, Issue-9(I) | Sep - 2025
53
Digi al Ma ke ing in Re e ence o S a -Up India Tie II and Tie III: An
Analysis
D . Sa sa e S. M11, D . Agale S.V2, D . Kalam P.G.3
123Assis an . P o esso , Depa men o Comme ce, Babu aoji Adaska , Maha idhyalaya Kaij,
Email: -askcom[email p o ec ed]m
Manusc ip ID:
JRD -2025(I)-170912
ISSN: 2230-9578
Volume 17
Issue 9(I)|
Pp. 53-56
Sep . 2025
Submi ed: 9 Aug. 2025
Re ised: 20 Aug. 2025
Accep ed: 20 Sep . 2025
Published: 30 Sep . 2025
Abs ac
The s udy examines he g owing signi icance o digi al ma ke ing in he con ex o S a -Up
India, wi h a pa icula ocus on Tie -II and Tie -III ci ies. The apid expansion o in e ne connec i i y,
ueled by he ansi ion om 3G o 5G and inc easing sma phone pene a ion, has c ea ed unp eceden ed
oppo uni ies o s a -ups beyond me opoli an egions. This esea ch highligh s he classi ica ion o
Indian ci ies, he eme gence o new ma ke s in Tie -II and Tie -III a eas, and he ole o digi al pla o ms
in p omo ing business g ow h. Using a ques ionnai e-based me hodology, he pape in es iga es how
digi al ma ke ing unc ions as a cos -e ec i e ool o building cus ome ela ionships, expanding each,
and enhancing b and awa eness. The indings emphasize he po en ial o a o dable housing, e-comme ce,
educa ion, heal hca e, and e ail sec o s in smalle ci ies, whe e consume p e e ences a e apidly
e ol ing. The pape concludes ha digi al ma ke ing no only b idges he u ban– u al di ide bu also
posi ions Tie -II and Tie -III ci ies as c i ical g ow h hubs o s a -ups in India.
Keywo ds
Digi al Ma ke ing; S a -Up India; Tie -II Ci ies; Tie -III Ci ies; In e ne Pene a ion; E-
comme ce; Cus ome Engagemen ; Business G ow h; Ma ke Po en ial; Real Es a e De elopmen
In oduc ion
In his esea ch a icle we emembe he ansi ion om 3G o 4G? I c ea ed such a
sensa ion when Jio o e ed ee in e ne in 2016-17, and ha was indeed a phenomenal mo e,
opening a as ma ke o no only me os o India bu also Tie -II & Tie -III ci ies and u al
India likely o Digi al Ma ke ing. Now, as we enjoy he bene i s o 5G, i is a g ea pleasu e o
us a G ea Ideas In Ac ion o in oduce you o he g owing po en ial o Digi al Ma ke ing in
Tie -II and Tie -III ci ies o India.
His o y o Ti e II and Ti e III
In his a icle we ha e o y and unde s and he concep o classi ica ion o he Indian
Ci ies in o Tie II and III Also knows why he ci ies ha e been classi ied in o a ious ca ego ies
by he Go e nmen .
Ci ies in India ha e been classi ied in o Tie 1, 2 and 3 ca ego ies. The mos de eloped ones a e
called ie 1 and he unde de eloped ones a e called ie 2 and ie 3 ci ies. The de ails o he
ca ego ies ha e been p o ided in he a icle below. Take a look.
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DOI:
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Add ess o co espondence:
D . Sa sa e S. M, Assis an . P o esso , Depa men o Comme ce, Babu aoji Adaska ,
Maha idhyalaya Kaij,
How o ci e his a icle:
Sa sa e S. M1,Agale S.V, Kalam P.G. (2025). Digi al Ma ke ing in Re e ence o S a -Up India
Tie II and Tie III: An Analysis . Jou nal o Resea ch & De elopmen , 17(9(I)),53-56
O iginal A icle
Jou nal o Resea ch and De elopmen
Pee Re iewed In e na ional, Open Access Jou nal.
ISSN : 2230-9578 | Websi e: h ps://j d b.o g Volume-17, Issue-9(I) | Sep - 2025
54
Who di ides ci ies in o ca ego ies
India has been di ided in o a ious ca ego ies by he Pay Commission. This is he cu en way o
classi ica ion. Be o e 2008, he e we e wo ca ego ies in which he ci ies we e classi ied in India. This was called he
His o ical classi ica ion and he ci ies we e classi ied be o e he Six h Pay Commission's ecommenda ions. In his
ca ego y he ci ies o Chennai, New Delhi, Kolka a and Mumbai we e called Tie -1 ci ies. The ci y s a uses we e la e
e ised based on he esul s o he Census o India 2001. Hyde abad was hen acco ded he s a us o Tie I ci y in 2007
and Bangalo e also in he same yea . Tie II classi ica ion was howe e abolished in 2008. The classi ica ion was
abolished as i was seen ha he ci ies o Tie III ca ego y we e ha ing Tie I Pay commission which ca ego ized hem
as A1 ci ies which had no ameni ies as such. Such anomalies pa ed he way o he cu en classi ica ion based on 7 h
Pay Commission. The ea lie HRA o he ci ies was changed om A1Tie I Tie II and unclassi ied ci ies o Tie III
Tie II Ci ies
Am i sa , Bhopal, Bhubaneswa , Chandiga h, Fa idabad, Ghaziabad, Jamshedpu , Jaipu , Kochi, Lucknow, Nagpu ,
Pa na, Raipu , Su a , Visakhapa nam, Ag a, Ajme , Kanpu , Mysu u, and S inaga all unde Tie -II ci ies wi h
eme ging eal es a e ma ke s. Inc easing in es men oppo uni ies, imp o ed in as uc u e, and expanding economic
ac i i ies a e d i ing he eal es a e sec o . G owing demand o a o dable housing, mid-segmen esiden ial p ojec s,
and comme cial spaces. Rise in o ganised e ail and shopping malls o ca e o he changing consume p e e ences.
De elopmen o indus ial pa ks and special economic zones (SEZs) a ac ing comme cial and indus ial in es men s
Tie -III Ci ies:
Tie -III ci ies like Banswa a, Bhad eswa , Chilakalu ipe , Da ia, Gang ok, Kalyani, Kapu hala, Kasganj, Nagda, and
Sujanga h a e wi nessing g adual eal es a e de elopmen . · Inc easing in e es om in es o s and de elope s due o
lowe land cos s and un apped po en ial. · Focus on a o dable housing p ojec s, especially o i s - ime homebuye s
and middle-income g oups. · G owing demand o comme cial spaces, pa icula ly in sec o s like educa ion, heal hca e,
and hospi ali y. · In as uc u e de elopmen ini ia i es and imp o ed connec i i y a e boos ing eal es a e ac i i ies in
hese ci ies.
Re iew o Li e a u e
Sin, I. and Dimi o a, P. (2018), “The Role o Digi al ma ke ing in s a -ups is ha i allows s a -ups o each new
clien s a a minimal a e and de elop ela ionships a a ac ion o he cos o adi ional ma ke ing. Digi al Ma ke ing
helps in pushing he b and awa eness and helps s a up in cap u ing and main ain a posi ion in ma ke . Scalingi, A.,
Bala, D., D’Ascenzo, F., Sa as ano, M. and Ruggie i, R. (2018), As digi al pla o ms become inc easingly impo an in
he gene a ion o new oppo uni ies and ou comes, he e has been a signi ican shi in he s udy o business en e p ises
in o how digi al pla o ms d i e business pe o mance and mechanisms ha media e he impac o pla o ms on digi al
s a -ups, in ecen yea s Singh, K. and Singh, O. (2017). Shows in his a icle, “Digi al ma ke ing has many channels.
Fo each cus ome , he channels a e selec ed in a way ha will es ablish a s ong ela ionship be ween he company and
he cus ome and inc ease p o i s. Digi al ma ke ing in ol es he complex use o ools. Beie , Michael. (2016).The
digi al case desc ibes an expe imen un by a Indian s a up selling digi al ideo lec u es online. Because he business
model o he company ocusses on a ic gene a ion and con e sion on hei own online-shop, he company i s well
in o he logic o his pape .
Objec i es o he S udies
To examine he impo ance o he digi al ma ke ing
To explo e he ela ion be ween digi al ma ke ing and s a up India
To analyzing he impac o digi al ma ke ing on s a up India Ti e II & III
Me hodology o he S udy
The pu pose o he s udy is o iden i y “The Role o Digi al Ma ke ing in S a ups”. The me hod o esea ch used is
ques ionnai e, popula ion unde in es iga ion a e s a ups and he a iables being s udied a e Digi al Ma ke ing and
S a ups, whe e Digi al Ma ke ing is an independen a iable and S a up is a dependen a iable because Digi al
ma ke ing is being manipula ed which is a ec ing ano he a iable called s a up.
Wha is Digi al Ma ke ing?
As we know now, ma ke ing is a salesman doing his job o selling p oduc s o se ices o po en ial cus ome s. As
Digi al Ma ke e s we ha e a eam o expe s o do he same job ia he in e ne . He e a e some po en ial bene i s o i .
The each o audiences is beyond measu es which is a o emos bene i o Digi al Ma ke ing.
Jou nal o Resea ch and De elopmen
Pee Re iewed In e na ional, Open Access Jou nal.
ISSN : 2230-9578 | Websi e: h ps://j d b.o g Volume-17, Issue-9(I) | Sep - 2025
55
1. An end- o-end digi al ma ke ing agency like G ea Ideas In Ac ion handles all you digi al ma ke ing needs o you
unde one oo .
2. You ge he exac analy ics o you ime and money spen on digi al ma ke ing, unlike o he a enues.
3. The en i e wo ld becomes you ma ke place when you choose Digi al Ma ke ing o you business.
The scien i ic op imiza ion o you mone a y spending helps you expec you agency o be accoun able o you
spending.
Le us we know on he basis o example which is gi en below
Be o e we discuss Digi al Ma ke ing, le us i s alk abou ma ke ing in gene al.
Le me ell you a s o y om Reali y in Ad e ising.
Once a po en ial cus ome isi s a goods s o e and asks he owne - “do you sell he goods he e?”
He says, “No.”
“Is his you s o e,” The cus ome asks nex .
He says, “Yes.”
Then do you sell hese goods?”
He says, “No.”
And hen he poin s o his salesman and alks o he isi o - “The igh ques ion is will ha salesman sell he goods?”
So ma ke ing is all abou a salesman selling he p oduc , goods o se ices o po en ial buye s.
I is as simple as o as di icul as ha !
Digi al Ma ke ing employs digi al a enues o make you sell you p oduc s o se ices o a as a ay o a ailable
audiences “online” as we call i .
I is no only limi ed o ha bu comp ises a as ange o digi al ma ke ing se ices we o e as digi al ma ke e s.
The De elopmen in Tie -II and Tie -III Ci ies o India
We emembe he Idea Tele-communica ion ad e e en be o e he popula iza ion o sma phones p oposing i sel as
an online uni e si y. Le us keep aside he educa ion pa o he ad e bu since 2020 sma phones ha e become he
p ime en e ainmen hub e en in he emo es pa o India. Now he e is no longe a dis inc ion o Me os o Tie -II/III
ci ies any longe a -leas in he domains o usages o sma phones. Also, gi en he s a is ics, E-comme ce has almos
he same in e es and each in he ule India and he e is an e e g owing wide audience exci ed o new se ices,
p oduc s and expe iences.
The G owing Po en ial Ma ke o Digi al Ma ke e s
As expe ienced digi al ma ke ing consul an s we a e no only amazed bu su ely exci ed o he g owing
po en ial ma ke o digi al ma ke e s and se ice p o ide s in ule India. Indeed we see he e is no such dis inc ion
any longe o we ha e seen he same de elopmen o he in e ne i espec i e o demog aphics. So, he audience om
he ule pa is as impo an and choosy as Me os. The o ganic con en , paid ads, and in luence ma ke ing ha
esona e wi h local communi ies a e ou ocus when keeping he local ma ke in mind.
How do we ap Tie -II & Tie -III audiences?
Ins ead o eaching a new audience, i is ice e sa whe e an e e - eady g oup o audience seeking new
p oduc s o se ices ailo ed o hem. So, i is indeed a challenge o us o engage he audience by choosing he igh
channels o op imizing websi es o egional sea ch que ies.
The Fu u e o Digi al Ma ke ing
Digi al Ma ke ing is ye ela i ely new a -leas o ma ke s we a e conside ing and he e a e s ill places o
each and miles ones o achie e. The u u e o Digi al Ma ke ing is ye new and b igh and hough ma ke gian s like
Amazon, Flipka o Myn a a e eaching on he ule needs he e is indeed a chance and oppo uni y o o he ma ke
playe s. We as a Digi al Ma ke ing Agency see i as a as playg ound o ou cus ome s o make conside able p o i s.
So, le ’s ma ke you p oduc o se ice o ha di e se, loyal and hung y audience looking o new expe iences wi h
he igh digi al ma ke ing s a egy.
Conclusion
In conclusion, he eal es a e ends in Tie -I, II, III, and IV ci ies e lec he di e se dynamics o India's u ban
landscape. Tie -I ci ies con inue o expe ience high demand and ising p ope y p ices, while Tie -II ci ies wi ness
eme ging oppo uni ies o in es men and de elopmen . Tie -III and IV ci ies, on he o he hand, show g adual g ow h
and inc easing ocus on a o dable housing. Unde s anding hese ends helps s akeholde s na iga e he eal es a e
Jou nal o Resea ch and De elopmen
Pee Re iewed In e na ional, Open Access Jou nal.
ISSN : 2230-9578 | Websi e: h ps://j d b.o g Volume-17, Issue-9(I) | Sep - 2025
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ma ke and capi alise on he oppo uni ies p esen ed by each ie . Tie -II and Tie -III ci ies p esen a goldmine o
b ands willing o go he ex a mile in unde s anding local nuances and cus omizing hei PR s a egies acco dingly.
Re e ences
1. Sin, I. and Dimi o a, P. (2018). Digi al Ma ke ing in S a -Ups: The ole o digi al ma ke ing in acqui ing and
main aining business ela ionships, pp1-82.
2. Scalingi, A., Bala, D., D’Ascenzo, F., Sa as ano, M. and Ruggie i, R. (2018). The impac o Digi al Pla o ms on
Business Models: an empi ical in es iga ion on inno a i e s a -ups. Managemen & Ma ke ing. Challenges o he
Knowledge Socie y ol.13, No.4, pp1210-1225
3. Singh, K. and Singh, O. (2017). Fo mula ion o alue p oposi ion o digi al ma ke ing s a egy in s a ups.
Na ional Jou nal o Mul idisciplina y Resea ch and De elopmen ol. 2, No.2, pp45-52.
4. Beie , Michael. (2016). S a ups’ Expe imen al De elopmen o Digi al Ma ke ing Ac i i ies: A Case o Online-
Videos. Elec onic Jou nal, pp1-8.
