As more & more people and businesses are becoming active online due to increase in the internet penetration, online security has become need of the hour. Due to increase in the number of cyber threats, malwares, and ransomware attacks, online security cannot be ignored. There are many companies in India which provide internet security services and Quick Heal Technologies Ltd. is one of them.
Since its inception in 1993, Quick Heal Technologies Ltd. has come a long way in revolutionizing the internet and IT security market in India.
Quick Heal- Fact Sheet
Brand: Quick Heal Technologies Ltd.
Business Type: B2B ( Business to Business)
Industry: Computer Security, Virus Protection
Founders: Kailash Katkar, Sanjay Katkar
CEO: Kailash Katkar
“Channel development is more about understanding the channel partners, who need good margins and respect” – Kailash Katkar, CEO & MD of Quick Heal
Quick Heal Technologies is India’s leading provider of Internet Security tools and is a leader in Anti-Virus Technology in India. Quick Heal antivirus provides the IT security solutions for PC, Mac, Mobile, Tablet, and Enterprise Network. Each Quick Heal product is customized to suit consumers, small businesses, Government establishments and corporate houses.
As of now:
- It is 1300 employees strong.
- It has offices in over 36 cities in India.
- It’s enjoying an active license user base of more than 7 million and has more than 24 million product installations.
- It has a strong global presence with offices in over 40 countries.
- It has a well-connected network of 19000+ channel partners in more than 80 countries worldwide.
Annual Revenue: Quick Heal Technologies generates an annual revenue of $48.9 million.
Desktop/App: Quick Heal provides antivirus security products for desktop, tablet, and mobile(apps). The products are available for Windows, Mac, and Android operating systems.
Investors: With an aim to boost its business and innovative technology, in 2010, Quick Heal partnered with Sequoia Capital, a venture capital firm, resulting in an investment of 12 Million USD from Sequoia Capital.
Acquisitions: Quick Heal acquired Junco Technologies in June 2016. Junco Technologies specializes in providing end-to-end information security, IT infrastructure and cyber intelligence solutions.
Competitors: Following companies are Quick Heal’s top competitors:
- Symantec (USA)
- McAfee (USA)
- Kaspersky (Russia)
- Trend Micro (Japan)
Reaching this stage was never easy. Quick Heal had its own share of struggles before it became one of the leading IT security services in India and abroad.
Table of contents
- How it all started?
- How Quick Heal Got its Early Adopters?
- Marketing Summary – Today
- Top growth hacks that stood out for Quick Heal
1. How it all started?
Belonging to a small village of Rahimatpur in Maharashtra, Kailash Katkar, was living in a lower middle class family. He grew up in Pune because his father used to work there as a machine setter at Philips.
Due to poor financial circumstances of his family, Kailash had to drop his studies after completing SSC. In order to help his family, he took up a job at a local radio and calculator repair shop. Working there and later on in other electronics repair shops helped him gain an in-depth knowledge in fixing computers, calculators and radios.
Kailash encouraged his younger brother, Sanjay Katkar, co-founder of Quick Heal, to pursue his education in Bachelors in Computer Science. Eventually, Sanjay developed an interest in coding and started to work on computers that Kailash used to repair.
In 1990, Kailash had an idea of starting his own calculator repair shop. In order to set up his shop, he rented a small 100 sq ft office in Pune with an investment of Rs.15, 000.
His company managed to gain a profit of Rs.45,000 within its first year. Kailash worked hard to expand his venture by updating his skill set and pursuing short term computer courses.
In 1993, Kailash started his new venture called, CAT Computer Services ( The company was renamed as Quick Heal Technologies Pvt. Ltd. in 2007).
As the internet penetration was slowly increasing, the risk of viruses also increased. So, there was a need to create an antivirus software that could protect the computers.
Kailash insisted his younger brother, Sanjay to design an antivirus based on all the tools developed by him. In 1995, the antivirus was developed and was named as Quick Heal.
2. How Quick Heal got its early adopters (customers)?
Kailash did not have enough knowledge about marketing and experience in generating business.
Moreover, at that time the IT security market space in India was dominated by the giants like McAfee and Norton.
So to increase the sales, a marketing guy was hired but he was unsuccessful in selling even a single copy.
a. Reaching out to hardware repair people
Kailash decided to handle the marketing on his own. He started reaching out to hardware repair people after failing in convincing software vendors because they did not trust Indian products. Kailash successfully convinced them of the advantages of selling antivirus software along with hardware.
Kailash was also successful in convincing and educating the vendors about the advantages of selling hardware and software as a package. Eventually, most of the vendors realised the advantage of this practice.
After launching the reseller program, Quick Heal got 10 hardware shops to resell its software. As people started seeing the value in it, other hardware vendors also started to pick it up, and in over 2 years (1998–2000), the company had over 400 hardware vendors reselling Quick Heal antivirus just in Pune. After that it expanded to other Tier-2 cities of India.
3. Marketing Summary – Today
Top of the funnel
SEO(Search Engine Optimization)
- Number of blog articles- Quick Heal Blog – Quick Heal publishes an average of 8 articles per month. The articles are about cyber crimes, cyber safety, vulnerability, computer security, hacking, cyber security news, mobile security, etc.
- Article length- The blog articles are usually 1000+ word long and are image & text heavy.
- Website traffic From Search– 35.62% traffic comes from search ( 98.97% organic search traffic and 1.03% paid traffic). (Data collected from SimilarWeb).
- Website traffic From Social Media Platforms– Youtube(69.2%), Facebook(12.80%), Twitter(7.84%). (Data collected from SimilarWeb).
- Ranking keywords: It is ranking for 16,782 organic keywords and 20 paid keywords. Top organic keywords- quickheal total security, quick heal antivirus, antivirus download. Top paid keywords- quick heal security, quickheal pro, quick heal online. (Data collected from SE Ranking).
Type of content they create
i. Business – Primary content:
a. Knowledge-Based articles related to internet threats, cybersecurity, cyber crimes, computer security. Some of the article written by them Quick Heal detects malware misusing the fame of Patanjali’s Kimbho app, Quick Heal Security Predictions for 2016: Be Alert, Be Secured and Stay Safe!.
b. Articles related to new product release. Some of the article are The New and Latest Version of Quick Heal is here! and Quick Heal Gadget Securance: Stay Connected, Stay Fearless!
ii. Industry based – Secondary content:
National and International news related to cyber attacks. Article like The 6 Biggest Data Breaches of 2015 So Far, Beware of the ‘Free Cycle Distribution Yojana’ WhatsApp message. It’s fake! were written.
iii. Interests & Persona – Tertiary Content
Articles related to cyber security tips. Some of the article links are below:
i). Type of Ads it’s running– Google ads. It is ranking for 20 keywords using Google Adwords. Paid keywords( Branded only): quick heal security, quickheal pro, quick heal online and 17 more keywords.
ii). Its Competitor- Symantec.com( 348 paid keywords, $9,528 traffic cost)
iii). Amount of money spent on ads- $25(monthly budget)
iv). Ad campaigns:
- In 2016, Quick Heal launched an ad campaign titled, ‘Free Wala Antivirus Mehenga Padta Hai’. The campaign was started in order to draw the consumers’ attention towards the risks associated with free antivirus solutions and promote company’s flagship product, Quick Heal Total Security. The ad was aired on television and the company’s social media channels.
- In 2017, Quick Heal launched a campaign ‘Khushiyon Ki Security’ with the objective of encouraging consumers to gift security software to their loved ones ensuring safety and security. The target audience for this campaign was of age group from 16-55 who are digitally connected with at least one device. A vox pop video was created where stories of cliché gifts from the customers was captured. The campaign was aired on radio in 74 cities across India.
i). Facebook – https://www.facebook.com/quickhealav/
- The Phone no is provided on the its page.
- Number of likes on the page- 206,008.
- It posts 8-10 times on a weekly basis.
- Audience engagement is very low. Number of likes, comments, and shares are hardly in 2 digit figures.
- It changes cover picture to broadcast messages related to the contests it conducts.
- The page posts are related to internet security tips, contests it conducts where it provides gifts on purchasing Quick Heal products, blog article links, and online show it sponsors. Short videos(<60 seconds) related to gift winning contests and winners of the contests are also posted. Some of the posts are as below:
ii). Twitter- https://twitter.com/quickheal
- It has 93.8K followers on Twitter
- It does 1-2 tweets/re-tweets per day.
- Posts are similar to that of its Facebook page.
- The Audience engagement is very less. Number of likes, replies, and retweets are hardly in 2 digit figures.
- It changes cover picture to broadcast messages related to the contests it conducts.
- It has 30,140 followers.
- It posts 10-20 times a month.
- Posts are related to internet/cyber security tips and facts, and blog article links. Secondary content related to cyber security is also posted. Type of posts that have really high engagement- Images/Infographics.
- Audience engagement is less.
- It is active in posting jobs.
- It has 3,376 subscribers.
- It post videos on its product setup tutorials, cyber security tips, product advertisements, and webinars. The 50-60 minute long webinars are about internet security tips.
- It has an inconsistent posting schedule.
- The videos have less views.
85.67% referral traffic from quickheal.com, and 12.69% traffic comes from cyberswachhtakendra.gov.in. The ” Cyber Swachhta Kendra ” (Botnet Cleaning and Malware Analysis Centre) is a part of the Government of India’s Digital India initiative under the Ministry of Electronics and Information Technology (MeitY) to create a secure cyberspace by detecting botnet infections in India and to notify, enable cleaning and securing systems of end users so as to prevent further infections. Cyber Swachhta Kendra has partnered with Quick Heal. A link to Quick Heal’s free bot removal tool is provided on cyberswachhtakendra.gov.in. which results in 12.69% traffic to Quick Heal’s website.
Press release- Quick heal has featured in:
iii). Business Standard-Repair shop to Quick Heal IPO, a long journey for Katkar brothers
Events- Quick Heal occasionally conducts offline events such as: Cyber Theatre Festival and Vaccination Drive against Ransomware
Middle of the funnel
i. Offering free product trials and free virus scans for computers. Also, send promotional offers via email.
ii. It conducts gift winning contests/schemes.
iii. It also provides discount offers on products.
iv. Users can also download Quick Heal annual threat reports for free.
Bottom Of The Funnel
After successful installation of the antivirus, free trial, or free scan it displays a thank you page.
4. Top Growth Hacks That Have Stood Out For Them
i). Low-price products- Providing antivirus products at cheap prices as compared to its competitors. As compared to the products of other IT security giants, Quick Heal’s products are quite cheap and better.
ii). Understanding the needs of Indian customers- There were many problems which were specific only to the Indian consumers. Quick Heal understood their challenges and focused on creating solutions. This made it unique in its approach. Quick Heal antivirus solved many problems which other anti-viruses couldn’t solve. This led more people to trust and buy it.
iii). Quality over Quantity- Quick Heal has always focused more on quality than the quantity of its products. It aims to provide the best experience to its customers.
iv). Contests- Quick Heal has conducted several gift winning social media contests and campaigns like- ‘Khushiyon ki Security’ and ‘Quick Heal Kharido Assured Gift Pao’. These campaigns have helped in increasing its customer base.
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