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| Mr U K Chaturvedi releases the wiron |
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| Glitz and glamour marked the launch |
...This is literally what Tata Steel hopes to do with its
Tata Wiron brand. The brand was formally launched by the Managing Director, Mr B
Muthuraman on July 23 at Bangalore, in the presence of Mr Partha Sengupta,
Executive-in-Charge, Wire Division and Mr U K Chaturvedi, Vice President, Long Products. A
product of the company’s Wire Division, Tata Wiron is a galvanised wire targetted at
the rural community. Over the last few years, the company has successfully launched Tata
Tiscon, Tata Shaktee and Tata Steelium adding to its existing portfolio. Branded products
comprised 22% of the company’s revenues today.
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| The Tata Wiron "think tank",
M/s Chaturvedi, Muthuraman, and Sengupta |
“Often in life,” Mr Muthuraman drew the
attention of the audience, “ we remember the brand for its name but we forget what is
behind the brand; and what is behind the brand is more important and that’s what
should make the brand. That is what will make sustainable brands.
| Brand
Roll Out The Wire
Division, has as part of the brand roll out, been appointing distributors and inviting
them to distributors meets with their families.
A media campaign focussing on the brand
and its promise was rolled out recently in South India. Prior to the roll out inputs were
requested from the distributors and territory sales managers. Each launch meant flooding
the location with hoardings, wall painting, vans across the countryside to apprise
converters, retailer and end users of the superiority of the product and its brand
promise.
“The branding of TISCO products is a
very successful effort which has established TISCO brands in the last 2-3 years. This is a
very good addition, as wires will surely prove to be a very good source of value added
products in the TISCO range.” - Dr J J Irani, former Managing Director, Tata Steel
and Director, Tata Sons
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....That differentiation is not
there in the product or service, the differentiation is what has made the product or the
services, in terms of the history of the company, the philosophy of the company, the
straightforwardness of the company, the genuineness of the company, the fundamental
philosophy of the company to serve the customers, he added.”
“It is more than a name,” asserts Mr
Partha Sengupta. “It encapsulates our lineage and culture. We see it as an entity
that guarantees the Tata Steel standards and value that our clientele cherish.”
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| The Tata Wiron launch team with the
Managing Director Mr Muthuraman |
The advertising line of Tata Wiron “Baandhe Rishton
Ke Taar”, is symbolic of the fact that wires touch everyone's lives. The brand is
being rolled out through a media campaign in phases across the country.
Wire Division of the company is one among the top ten
wire companies in the world. It is the largest wire producer in the country with a
presence in many global markets. The Division produces various types of coated and
uncoated steel wires for diverse applications such as auto, infrastructure and power
segments.
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