SAIL Plans to Ramp Up Pro­duc­tion at New Units

PSU also plans to of­fer tai­lor-made steel prod­ucts to suit cus­tomer needs

The Economic Times - - Companies: Pursuit Of Profit - Press Trust of In­dia

New Delhi: State-owned SAIL plans to ramp up pro­duc­tion at cou­ple of its new fa­cil­i­ties in­clud­ing at Burn­pur, Bokaro and Rourkela and will also add new prod­ucts to suit cus­tomer needs. SAIL chair­man PK Singh un­der- took a re­view meet­ing of the mar­ket­ing per­for­mance of the com­pany a few days ear­lier.

He stressed upon higher level of cus­tomer en­gage­ment, in­creased pro­por­tion of value added and ready-to-use steel ma­te­ri­als as part of com­pany’s prod­uct bas­ket. “SAIL man­age­ment is 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,” the steel maker said in a re­lease on Mon­day. There was an em­pha­sis on pro­duc­ing more va­ri­eties of steel to me- et the di­verse spec­trum of steel users in the meet­ing, Steel Au­thor­ity of In­dia (SAIL) said. Cur­rently, SAIL has a di­verse prod­uct bas­ket with 500 grades and in 5,000 di­men­sions from its five state of the art in­te­grated steel plants.

Out­lin­ing a broad-way for­ward for 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 cus­tomised prod­ucts suit­ing their needs.” The mar­ket­ing team will pre­pare a prod­uct wise de­tailed plan for in­creased last mile value ad­di­tion to en­able end users to sig­nif­i­cantly re­duce pro­cess­ing at their end.

This value ad­di­tion is pro­posed at lo­ca­tions both in­side and out­side the steel plants.

The re­view meet­ing, a part of the se­ries of in­ter­ac­tions held with var­i­ous units of SAIL to im­prove over­all per­for­mance and in­creased cus­tomer fo­cus was a pre­cur­sor to com­pany’s An­nual Busi­ness Plan meet­ing. The An­nual Busi­ness Plan meet­ing is held to fi­nalise tar­gets and goals for next year.

Singh has been vis­it­ing and in­ter­act­ing with mar­ket­ing set-up across the coun­try for the past one year to fur­ther stream­line pro­cesses and ser­vices to make them more cus­tomer cen­tric.

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