It’s an extremely unique concept. The brainchild of the Strategic Planning Group and the task force of Tata Steel’s SBUs, “steeljunction” - a mid-size split level speciality store - has brought under one roof 4500 steel products across 15 categories in Kolkata. It has created a new paradigm in steel relating for ‘B2C’ consumers.

The experience while walking into “steeljunction” is much like a lifestyle store in a metro anywhere in the world. But imagine walking into the store and having every imaginable product used to build a dream house - pipes, sheets, rods, and the like -all conveniently displayed. Till now, convenience while buying

construction products in India meant depending on masons, carpenters and fabricators to make the purchase. Consumers no longer have to do so. All they need to do is visit the ground floor section of “steeljunction”. The ambience is inviting enough for consumers to make the effort themselves.

Thoughtfully planned to guide consumers to the products they are looking for, the store has “Home Construction & Maintenance Products”at the ground level and “Home Aesthetics Products” on the first floor. Home Aesthetics is further divided into sections for modular kitchens, kitchenware, cutlery furniture as well as the higher end life style products and even jewellery created out of steel. A bridge connecting the two wings of the first

The imaginative display at the store

floor draws even the uninterested consumer towards the construction products on the ground floor.

The Tata Steel News team browsed through the store looking for basics - kitchen knives, a grater and a comfortable dining table set. The brands available were well known and the range on display, offered a more than adequate choice. To add to the pleasure were sales people keen to help find just what you want.

Tata Steel’s extensive consumer research, prior to the launch of the retail outlet indicated that consumers are willing to try new formats and home products in this fast emerging sector. Tata Steel’s products comprised only 10% of the entire range available at steeljunction, while the rest are all top of the line brands in each of their categories. The entire range of steel - mild steel, alloy steel and stainless steel - is on offer. Especially appealing are the imaginative displays showcasing common and uncommon uses of steel. The Company hopes to drive home the message that steel is functionally resilient and yet aesthetically pleasing. steeljunction has taken the Company a full year from concept to completion. Based on feedback from India’s steel capital Kolkata, Tata Steel intends to launch 3-4 more pilot stores across the country.