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Professionalising family firm through internal HR marketing: a case of Ratnamani Metal and Tubes Ltd.

Anamika Sinha (Goa Institute of Management, Sattari, India)
Biju Varkkey (Indian Institute of Management Ahmedabad, Ahmedabad, India)
Surajit Saha (IME, Indian Institute of Technology Kanpur, Kanpur, India)
Shiva Kakkar (Indian Institute of Management Nagpur, Nagpur, India)

Benchmarking: An International Journal

ISSN: 1463-5771

Article publication date: 18 August 2020

Issue publication date: 21 May 2021




The paper reports the practices and interventions adopted at a successful business transformation in an Indian family run organization. The firm deployed internal HR marketing and large-scale interface to deliver results in terms of improved financial performance.


Single case study method and grounded theory approach was used to conceptualise the practices deployed to implement desired change. Multiple interviews and on-site observations were conducted and validated through different primary and secondary data sources to build the case narrative.


The results demonstrate how repositioning and rebranding of HR as strategic partner helped in building promoter and line manager buy in of HRM initiatives, build capabilities, controlled employee attrition, increased engagement and productivity, and eventually resulted in improved the financial performance of the company.

Research limitations/implications

The article is based on single organization in India. Hence, generalizability of the study is limited. The description and analysis provide insights about internal HR marketing and navigating the professionalising journey of traditional firms.

Practical implications

Scholars and practitioners working in the domain of internal HR marketing, employer/HR branding will develop a nuanced understanding of using internal HR marketing as a strategic tool for business realignment. The study also makes readers aware about the dilemmas faced by decision-makers during such transitions.


The study illustrates how internal HR marketing can be successfully deployed in family business environments and adds to both “family business management” “Internal HR Marketing” and “Employer/HR branding” literature.



We thank our reviewers for their valuable time and review which substantially improved the case. We also thank Prof Kanupriya Katyal, Associate Professor, Goa Institute of Management, for her inputs on branding.Funding: This research is not funded by any agency and is self supported by the authors.


Sinha, A., Varkkey, B., Saha, S. and Kakkar, S. (2021), "Professionalising family firm through internal HR marketing: a case of Ratnamani Metal and Tubes Ltd.", Benchmarking: An International Journal, Vol. 28 No. 5, pp. 1482-1502.



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