Tata Steel today launched its first branded Cold Rolled steel called Tata Steelium amidst a glittering ceremony. The logo was unveiled by Mr.B.Muthuraman, Managing Director, Tata Steel in the presence of its distributors and other senior officials of the Company. Speaking at the launch Mr.Muthuraman commented "Branding will give rise to a customised product in terms of value, performance and pricing that will meet our customers’ needs better. Branding will go a long way in meeting the challenge of gaining a sustainable competitive edge".

Tata Steelium connotes both strength and a feel of being an international class brand. This is in tune with the company’s new thinking of transforming itself from a manufacturer to a marketer and evolving from products to a brand. In today’s world of active consumerism it is imperative to brand the CR range of products and more so after having reaped rich dividends out of branding our other products. Branding will add value to the product and will help in highlighting it in the otherwise fragmented market for CR. It will not only help in product identification but will also boost the element of a brand recall thereby creating a niche.

Manufactured in one of the world’s most sophisticated mills in Jamshedpur, Tata Steelium possesses advanced attributes such as superior formability, flatness, surface quality, thickness consistency and, of course, strength. The product has a high level of consistency in width and thickness ensuring low wastage and is characterised by better packaging. Furthermore, the customer will be assured of a guaranteed product which is backed up by legendary Tata Steel’s total quality assurance.

The country’s vast auto ancillaries sector, which till date had to depend on overseas markets for its major needs, now has a credible option within the country. Electrical engineering products and other components now have a top-class brand to opt for. Makers of steel furniture and other allied products can further strengthen their ware. The drums and barrels industry now has access to a raw material that will make for safer and stronger products.

The branding exercise has taken into account consumer behaviour, insights from the market place and feedbacks. This will help the end user and the customer in identifying it as a product of choice and value for money. The product is backed up by an improved distribution channel comprising a network of distributors for specific territories, technical support available in all the four regions and web-enabled distributors who can track order execution online. Branding has opened up a wider product range, offering greater choice to customers.