Campaigns ran, website live
TESP Labs didn't launch Sandesh as new.
They opened it to India as proven.
Alchemy IBS Private Limited repositioned Sandesh, the Made-in-India industrial edge gateway from Bengaluru's TESP Labs, from a new product into a proven one: field-proven for more than five years, now available for the open market. We then built the paid campaigns, ad copy, creative structure, website and sales material that carry that line to sellers and system integrators.
At a glance.
| Client | Industry | Market | What we did | Stage |
|---|---|---|---|---|
| TESP Labs (Sandesh) | Industrial technology | India | Positioning, partner ICP, paid search, ad copy, creative system, website, sales enablement | Campaigns ran, website live |
TESP had a gateway that already worked. The open market had never seen it.
Sandesh connects field equipment to the cloud, with remote monitoring, diagnostics, commissioning and last-mile access for panels, drives and distributed sites. For years it ran inside closed deployments. A documented 2019 project for Petronet used it for 4G remote valve operation where a river crossing ruled out cabled communication, and installed Petronet panels were photographed in the field in 2021 and 2022. In 2026, Schneider Electric recognised TESP Labs' contribution to its Access to Energy work, with Sandesh as the connectivity and edge-intelligence layer for distributed-energy assets.
The next step was the open Indian market, sold through distributors, resellers and integrators.
In industrial connectivity, a track record sells harder than a launch.
The expected route was a product launch: new product, new campaign, introductory offer. In industrial connectivity, "new" is the weakest thing a product can say. An integrator who puts a gateway into a client's panel stakes the project on it. Against established imported brands, a newcomer starts behind on trust, and the usual way to catch up is price, which turns a capable product into a cheap substitute.
So we stopped calling Sandesh new. It was a closed-market solution becoming openly available in India. The line became "Field-proven for 5+ years. Now available for the open market.", supported by two claims TESP could stand behind: Made in India, and protected by 2 patents.
The rules mattered too. "New", "untested" and "cheapest" were struck from every asset. Field evidence stays tied to the project it came from: the Petronet deployment proves what it proved, and no more. Pricing, margins, stock and lead times are TESP's to answer, never ours to imply.
Then we built everything that carries the line.
We started with who sells it. Most outreach goes to distributors, resellers and regional industrial suppliers who can add Sandesh to accounts they already serve. The rest goes to system integrators, panel builders and OEMs, who decide technical fit.
- Paid campaigns. Google Search grouped by buying intent: industrial gateway and 4G modem searches, Modbus and MQTT, remote diagnostics, reseller enquiries, and buyers comparing imported gateways. Retargeting by audience, and negative keywords that keep students and hobby projects out.
- Ad copy and creative structure. Search ads that lead with the field-proven line, operator and partner ad variants for ten application areas, and a creative system that shows only real product photographs and real Sandesh Studio screens.
- Website. Product, buyer and partner pages plus eleven application pages with one enquiry path.
- Sales material. Call scripts for sellers and integrators, objection handling, WhatsApp and email follow-ups, product catalogues, and TESP's technical decision deck rewritten around the open-market story.
Alchemy qualifies the conversation. TESP runs the technical demo and owns the commercial answer.
The campaigns ran, and the Sandesh website is live.
Positioning, creative and sales material are delivered, the campaigns have run, and the Sandesh website is live. We will publish results when TESP has a sales record it is ready to share.
A product with years in the field should say so first.
Calling it new throws away the strongest proof it has. Lead with the record, and let every asset repeat it.
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