Tata Steel India serves its branded products to a large base of consumers and emerging corporate accounts (commonly called SMEs) through a pan-India distribution network of 65 distributors and over 9,000 dealers. Tata Tiscon and Tata Shaktee are now the most awarded and biggest steel brands in India. Tata Steel Limited has launched Pravesh - wood finished steel doors in Financial Year 2014-15. The large OEMs are served directly through 20+ sales offices across India. Tata Steel Limited has continually invested resources and efforts in building cross-functional Customer Service Teams for key accounts to help build and nurture relationships at multiple levels of the organisation. For the Automotive segment, Tata Steel Limited increased its market share from 42% to 44% in Financial Year 2014-15.

In Tata Steel Europe, the market differentiation strategy continued in sectors i.e., automotive, construction, packaging, rail, lifting and excavating, energy and power sectors. Tata Steel Europe's new product development process was identified as one of the Tata Group’s “Promising Practices”. Tata Steel Europe commercialised 30 new products during Financial Year 2013-14. This year, a record 35 products were launched. There are now over 110 new products commercially available. The key new products were SERICA^® – a premium hotdip galvanised surface finish product, for the automotive sector; and Celsius^® 420, a new range of hot finished hollow structural sections for use in demanding building projects.