SAIL aims to produce higher share of customised products

28 February 2017

Steel Authority of India (SAIL)will attune its product portfolio to changing customer needs as part of an overall review of its marketing performance

Reviewing the marketing performance in a meeting, chairman SAIL P K Singh emphasized the need for higher levels of customer engagement and increased proportion of value added, ready-to-use steel materials to be a part of the SAIL product basket.

This was part of a series of interactions held with various units of SAIL for improving overall performance and increased customer focus.

Outlining the way forward for the marketing team, Singh said: “The customer requirements are evolving fast, in these times of ready-made niche products.We need to anticipate their requirements and look into customized products suiting their needs."

In line with this, SAIL's marketing team will prepare a product-wise detailed plan for increased last mile value addition which will enable the end consumers to significantly reduce processing at their end. "This value addition is proposed at locations both inside and outside the steel plants," an official statement said.

The meeting was a precursor to the Annual Business Plan meeting of SAIL, which is organized to finalize targets and goals for the company in the coming year.

SAIL has a diverse product basket with 500 grades in 5,000 dimensions from its five integrated steel plants. It is now planning to further leverage this potential by ramping up production from its New Universal Section Mill at Burnpur; New Cold Rolling Mill at Bokaro, Universal Rail Mill at Bhilai and New Plate Mill at Rourkela Steel Plant and by producing more varieties of steel to meet a more diverse spectrum of steel users.