• One of the critical factors for our success is our focused effort to continue to be the lowest cost producer of steel. This has helped us achieved the objective of making our Company EVA+ under normal (average) steel prices, one of the firsts for any steel company in the world.

• ASPIRE will enable us to consolidate our years of experience through different improvement initiatives. The Total Operational Performance (TOP) programme has given us immense value by training employees in the rigors of systematic process analysis and cost reduction.

• Iron Ore & Coal, at lowest costs and highest quality, from our iron ore mines at Noamundi and Joda and Coal Mines at West Bokaro and Jharia provide a worldwide cost competitive advantage to our coke making, sinter making and Hot Metal production units.

• Other measures taken towards maintaining lowest cost producer status include scientific and sustainable mining, waste recycling, strategic sourcing, e-procurement and reverse auctions, improved and integrated IT and automation systems, technical partnerships, training for process knowledge and other initiatives.

Improvement
Initiatives

Systematic
Process
Analysis
Lowest Cost,
Highest quality

Cost
Competitiveness

• A strategic alliance with Nippon Steel Corporation, Japan and Arcelor, Europe to jointly work on technical co-operation and customer service enables us to provide the Indian automotive industry with effective steel solutions.

• We have signed a galvanization technology license agreement with Arcelor to manufacture Hot Dip Galvanized (HDG) products for the automotive industry. We have also acquired a license for the use of Arcelor’s proprietary product, ExtragalTM – including the trademark and associated know-how.

• Tata Shaktee Haat and Mela Campaign reached out to over 5,00,000 retail customers.

• Knowledge Sharing Sessions with retail customers help them understand the Tata Steelium brand and its applications.

• The Value Management roll out is being implemented phase wise across the country for the CR customers.

• Retail Value Management for optimal structuring of the retail network has ensured higher capacity and reach, high visibility across the retail chain, systematic measurement of intangibles like distributor capability, Retail CAM capability, etc.

• The Customer Value Management (CVM) programme to create value for customers and to transform relationships from being transactional to value-creating and strategic has further strengthened our customer focus.

Effective steel
Solution




Direct
Customer
Contact

Retail value
Management


Improved
Customer
Service
Levels