Ansh Tandon / Senior Marketing Manager
← All work
Positioning and web

Repositioning an SD-WAN vendor as a converged security platform

As Nirad grew from an SD-WAN vendor into a converged security platform with AI capabilities, its website was still selling the company it used to be. I defined NiradOne and rebuilt the homepage to present the company it had become.

Screenshot of the niradnetworks.com homepage on desktop: the NiradOne headline 'Every network, unified on one platform', the six product lines, the N Controller dashboard card and the platform and AI Fortress sections below
Screenshot of the niradnetworks.com homepage on a phone: the NiradOne headline, the list of product lines, the request a demo button and the N Controller dashboard card
Role
Positioning, copy, design and deployment
When
July 2026
Sign-off
CEO
Surfaces
Homepage, navigation, forms, collateral
1 → 6product lines, from SD-WAN alone to a converged platform
1controller presented behind every product
~15enquiry forms rebuilt around the new portfolio

The company outgrew its website

Nirad started as an SD-WAN vendor. As the company grew, it added a next-generation firewall, threat intelligence, enterprise WiFi, managed switching and AI security, all run from one controller. In practice it had become a converged security platform with AI capabilities.

The website hadn't caught up. It still told a single-product SD-WAN story, so the new lines looked like add-ons rather than parts of one system. A buyer evaluating security or AI governance had no reason to think of Nirad at all. And the headline leaned on "built for the Indian edge", which was true but capped the company's ceiling.

Where it startedSD-WAN vendorOne product line, sold on connectivity
As it grewSecurity and access addedFirewall, threat intelligence, WiFi, switching
What it becameConverged platform with AISix product lines, one controller, AI security

The positioning had to catch up with the company.

What the positioning had to do

The job was to present the company Nirad had become, without losing the credibility of the product that got it there.

  • A platform name. NiradOne, signed off by the CEO, as the umbrella for every product line.
  • One platform, six product lines. SD-WAN stays first because it's the proven flagship. Security, threat intelligence, WiFi, switching and AI security sit beside it as parts of the same system, all managed from one controller.
  • Convergence as the message. Every network, unified on one platform. The page contrasts one converged stack with four vendors bolted together.
  • Engineering over geography. The regional headline came out, replaced by the point competitors can't copy: a security stack built in-house on the company's own IP.

Before Hero headline

NiradOne. Converged, Automated, and Built for the Indian Edge.

After Hero headline

NiradOne. Every network, unified on one platform.

Geography out of the headline, the platform promise in.

Where I kept the India angle, and why

Removing "Indian" everywhere would have been a mistake. The threat intelligence product is built around the actors and incidents that target Indian organisations. For that product, India isn't branding, it's the capability. So the platform-level positioning went broad, while the threat intelligence sections kept their India-specific framing.

India-built is a strength, not the headline.

The details that make it hold together

  • Forms that match the portfolio. Every enquiry form's "solution required" list was rebuilt around the new product lines, with an honest "not sure" option.
  • A security ladder. The firewall needed a clear standalone option and a bundled-with-SD-WAN option, so buyers can see how the products stack.
  • No proof I couldn't back. I didn't invent hero statistics for the newer products. The proof on the page belongs to the product that earned it.
  • A "Why NiradOne" section built on three reasons: converged rather than stitched together, engineered in-house, and proven in the field.

Result

Showing the whole platform brought in demand for products that hadn't launched yet.

Organic enquiries

Partners and direct customers started asking, unprompted, about products that were still in development.

From both channels

Interest came through system integrator partners and from end customers directly, not just one route to market.

Customer-need data before launch

Because the forms listed every product line, each enquiry showed which product it was about, giving real data on what customers need before those products shipped.

One platform story now runs through the homepage, navigation, forms and sales collateral.