JINDAL STAINLESS STEEL

SIP 2020-21

TOPIC: - Potential market for stainless steel in Gujarat

By: -

Shubham Kumar

Lovely Professional University

Under the guidance of

Sandeep Kumar
 Table of content
I. Acknowledgment
01. Executive summary
02. Company overview

i. About.
ii. Understanding the core business.
iii. Globally recognized producer of flat products.
iv. Product range.
v. Infrastructure.
vi. Services.
vii. Industry served by JSSL.
viii. Segment understanding.
ix. Calculation of weight of sheets and coil.

03. The objective of the study

04. STP
05. Swot analysis

06. Market mapping

i. Allocation of area
ii. Industrial mapping
iii. Customer mapping

07. Research methodology

i. Primary
ii. Secondary

08. Customer experience and findings.

09. Conclusion and suggestions

10. Recommendation

11. References
 Acknowledgment
I would like to use this opportunity to thank all who lend their hand for completing my project
successfully. First of all, I would like to thank Almighty God, who drove me through my project
with his blessing and providing me with enough support to make it a success. I would then like
to thank Mr. “Sandeep Kumar” who was there to guide me along with the project, providing me
assistance in doing the things properly and appropriately. Without his supervision, this project
would have been a tedious task for me. Also, I would like to extend my gratitude to my faculty
and friends who helped me a lot in finalizing this project within the limited time frame and for
providing me with good services and creating an environment for carrying out my project. At
last, I am thankful to JSSL and LOVELY PROFESSIONAL UNIVERSITY for giving me this
opportunity to carry out my project which contributed to enhancing my skill and knowledge in
marketing.
 Executive summary

This report focuses on existing and potential customers of Jindal stainless steel.

For that, the primary source was India mart, export India and government sites. For better
understanding, need to know the stainless steel market. Like what all grades are being used in
stainless steel, what all segments in which jssl is currently dealing.

This report also covers the Gujarat state, industrial area in the region, major production in the
state, and so on.

This report has covered the consumer behavior of existing customers based on pre-defined
questions .and tried to understand their experience with jssl.

Whereas this report tried to know whether the new customers have heard about the Jindal
stainless steel ltd. Or not.

At last, this report focused on the inquiry generated while interacting with the customers
through cold calling.
 Company overview
About
A part of the O P Jindal group, Jindal Stainless Limited (formerly JSSL Stainless Ltd.) is India's
largest and the only fully integrated Stainless Steel manufacturer. Jindal Stainless Limited has
grown from an indigenous single-unit Stainless Steel plant in Hisar, Haryana, to the present
multi-location and multi-product conglomerate.

Understanding the core business

Before entering any market knowing the industry plays a crucial role. Few of the key points of
JSSL are:-

 Fully integrated stainless steel manufacturer

 Started from Hisar to multiple locations
 ISO certified
 Multiservice center
 Well developed infrastructure
 33 segments are being covered by JSSL
 Specialty products
 Capacity 1.8 mt per annum.

Globally recognized producer of flat products

Austenitic Ferritic Martenstic Duplex

Product range
 Ferro Alloys
 Stainless Steel Slabs & Blooms
 Hot Rolled Coils, Plates.
 Cold Rolled Coils
 Specialty products
 razor blade steel
 precision strips
 Coin blanks.

Width range available Length range available

Standard 1000mm 2000mm
1250mm 2500mm
1270mm 5000mm
1600mm 6000mm
Customized 21-1600mm 400-6000

Infrastructure
 Slitting
 Cut to length
 Circle cutting
 Flat bar
 Surace polishing
 Mirror finish
 Etching and embossing

Services
 Customize product
 Inventory management
 Technical value engineering
 Warehousing
 Material testing
 J.I.T delivery
 Competitive pricing
Industry served by JSSL

S.No. Segment S.No. Segment

1 Auto Anciliarry & Process Indutry 18Heat Exchanger
2 Dairy & Food Processing 19Lift & Elevator
3 ABC 20Rice Mill Equipment
4 White Goods & Utensils 21Sugar Plant
5 Pharmaceuticals & Hospital Furniture 22Power Plant
6 Railway 23water cooler
7 SS Tank ( storage /chemicla) or Boilers 24Bakery & Ovens
8 Cold storage / Chiling Plant 25Sink
9 Commercial Kitchen / Modular Kitchen 26Pipe & Tube
10 Ash Handeling Units 27Breweries & Distilleries
11 Agriculture equipments 28Vanity Box
12 Hinges & cutlery 29Tandoors
13 Composite Panels ( Puff Panel) 30SS Doors & Windows
Water treatment &
14 Lock Industry 31 Desalination Plant
15 Sanitaryware & Bath Fittings 32 Pump
16 psu 33 Bus Body ( Transport )
17 Fasteners

Segment understanding:-
Understanding the market segment and knowing about the product is very important before
targeting any of the markets. Under segments mapping, I have gone through all 33 segments and
get to know about all the types of equipment used by these following segments. And try to
understand what all segments could be emerging markets after this epidemic. I have also gone
through the equipment used in different manufacturing products.

 Storage tank
 Blenders
 Processing equipment
 Steel bridges
 Escalator
 Microwave
 Refrigerator
 Bottle
How to calculate Weight of the sheets and coil
 Sheet
Weight = thicknessmm *widthmm *lengthmm * 8.01/106

Here, 8.01 is taken as a density of stainless steel

 Coil
Weight= thicknessmm *widthmm * lengthmm * 8.01/106
 Objectives
 To seek the opportunities of stainless steel in the market.
 To understand the buying behavior of the existing customers.
 Increase brand awareness of JSSL.
 To find the prospects who can be converted into customers.
 To generate the sales inquiry through cold calling.
 The segment, target group & positioning
• JSSL Stainless produces a range of products for distribution in the domestic
market for various clients across building construction, architecture,
automobiles, railways, white goods and appliances, power plants and other
industrial sectors. The company exports products to the US, Europe, Middle-
East and South Asia. They have also segments theirs products on grades of the
Segment material.

• Construction, oil & gas, transportation, refining, telecom, ship building,

power, automobiles, capital goods, consumer durables and infrastructure
sector
Target Group

• Jindal stainless steel is the first company of india to manufacture stainless

steel as a result they took the first mover advantages and has become One of
the most prestigious and dynamic business groups in the World.
Positioning
 Swot Analysis
1.Produces economical and efficient stainless steel
2. Sports a product portfolio that caters to varied needs in the stainless steel market
3. Has force of innovation, adaptation of new technologies and the collective skills of
its strong, committed workforce
4. Has an enterprising spirit and the ability to discern future trends.

1.Availability and Recruitment of Skilled Workforce.

2. Weak performance on the back of the higher raw material cost and the power &
fuel cost

1. Venture into new businesses by leveraging its core capabilities

2. Increase production capacity to meet the global steel demand
3. Diversify investments to distribute risk in business

1. Hike in the export duty on iron ore fines and lumps

2. Project implementation and raw material security
3. Issues related to land acquisition, raw material linkages and environmental
clearances
 Market mapping
Under market mapping, I was assigned to understand the market structure, region,
number of the industrial area, major industries, and so on.

Allocation of area

Under this, I have been assigned to Gujarat.

Gujarat is a state in Western India, has significant agricultural as well as industrial production
within India. The major agricultural produce of the state includes cotton, groundnuts (peanuts),
dates, sugar cane, milk, and milk products. Industrial products include cement and petrol. Gujarat
maintains a variety of industries, the principal ones being general and electrical engineering and
the manufacture of textiles, vegetable oils, chemicals, soda ash, and cement. New industries
include the production of fertilizers and petrochemicals

Capital: Gandhi Nagar

Geographical Area (lakh sq km): 96.024

State Language: Gujarati

Literacy Rate: 79.31%

Facts
 Gujarat is India’s ‘Petro Capital’ State with 30% of Petrochemicals, 50% Chemicals and
Pharmaceuticals business. Manufacturing India’s 90% soda ash, 70% salt, and 20%
caustic soda.
 Textiles and Apparels Known as the Manchester of the East and Denim City, Gujarat’s
six percent of total Industrial Production comes from the textile industry. It is the largest
producer (35%) and exporter (60%) of cotton and is the third-largest denim producer in
the world. It offers India’s 12% textile exports.

 Gujarat has the distinction of the second-largest producer of Gold Jewellery with 85%
contributing share to national jewelry production. Gujarat contributes 80% to Diamond
Exports.
Opportunity for stainless steel in Gujarat
 Flying car-maker PAL-V of the Netherlands will set up a manufacturing plant in Gujarat.
An (MoU) has been inked for this with the government of Gujarat. The company intends
to commence production by 2021
 KLJ Plasticizers is planning to set up a synthetic organic chemicals manufacturing unit
with a capacity of 6,87,100 tpa at Jhagadia in Bharuch district of Gujarat. The project
entailing an investment of Rs 600 crore
 Subhasri Pigments is planning to set up an organic pigments manufacturing unit with a
capacity of 2,530 tpm at Saykha GIDC Industrial Estate in Bharuch district of Gujarat.
The unit will entail an investment of Rs 260 crore.
 Banas Dairy laid the foundation stone for setting up a new dairy plant at Sanadar taluka,
Banaskantha district in Gujarat on 16 February 2020. Once fully operational, it will have
the capacity to process 30 lakh ltr per day for which the company is investing Rs 600
crore.
 Well-known Polyesters plans to set up a man-made fiber yarn manufacturing unit at
Morai village in Valsad. The cost of the project is pegged at Rs 485.50 crore. The work
on the project is expected to commence by September 2020 with a slated completion in
June 2021

Region Name of District Area (sq km)

Ahmedabad 7,170
Bharuch 6,524
Anand 4,690
Chhota Udaipur 3,237
Dahod 3,643
Kheda 3,667
Mahisagar 2,500
central Gujarat Panchmahal 3,272
Gandhinagar 2,163
Aravalli 3,217
Banaskantha 12,703
Mehsana 4,386
Patan 5,738
North Gujarat Sabarkantha 4,173
Surat 4,418
Vadodara 4,312
Dang 1,764
South Gujarat Narmada 2,749
 Navsari 2,211
Tapi 3,249
Valsad 3,034
Amreli 6,760
Botad 2,564
Devbhoomi Dwarka 5,684
Gir Somnath 3,754
Jamnagar 8,441
Kutch 45,652
Morbi 4,871
Porbandar 2,294
Rajkot 7,550
Surendranagar 9,271
Bhavnagar 8,334
Saurashtra Junagadh 5,092

Area (sq km)

Area (sq km)

7,170 6,524 4,690 3,237 3,643 3,667 2,500 3,272

Panchmahal
Dahod
Ahmedabad

Bharuch

Anand

Chhota Udaipur

Mahisagar
Kheda

central gujarat
14,000

12,000

10,000

8,000

6,000 Series1
4,000

2,000

0
Gandhinagar Aravalli Banaskantha Mehsana Patan Sabarkantha
north gujarat

4,418 4,312

3,249 3,034
2,749
2,211
1,764

Surat Vadodara Dang Narmada Navsari Tapi Valsad

south gujarat
 Saurashtra Saurashtra Saurashtra
Saurashtra
junagadh, 5,092 Amreli, 6,760 Devbhoomi
Saurashtra Botad, 2,564
bhavnagar, 8,334 Dwarka, 5,684

Saurashtra Gir
Saurashtra Somnath, 3,754
Surendranagar,
9,271

Saurashtra
Saurashtra Jamnagar, 8,441
Rajkot,
Saurashtra 7,550
Porbandar, 2,294

Saurashtra
Morbi, 4,871
Saurashtra Kutch,
45,652

Industrial mapping
In industrial mapping, first of all, I found all the region in given state and then what all-district
comes under the region and the industrial park in the following district, as a result, I got an idea
about which industrial region need to target more and also which region is specialized in which
product .for example Gujarat industrial development corporation has segmented their state with
202 industrial estates where Kutch region is famous for soda and salt, as a result, the companies
need more storage tank in this region.
Customer mapping
Under this, I needed to find out the potential customers in a given state according to the segment
in which the jssl is dealing. I have been able to cover many segments and collected primary data
of 275 customers whereas secondary data from officials has been provided to me was 250
customers. Out of this, I have worked on 100 primary data and 250 secondary data.
Primary data

No. of customer identified

water cooler Hinges & cutlery Lock Industry SS Doors & Windows

15%

20% 48%

17%

Secondary data
pumps
Pipe & Tube -
Decorative
no. of customers 1%
11%
hinges
1%

kitchen ware
5%

General fabrication
82%
 Research methodology
The methodology is a systematic procedure of collecting information to analyze and verify a
phenomenon. The information collected is done through a principal source like primary source
and secondary source. The current study presents the consumer awareness and inquiry
generation.
Primary sources: Essential sources are those from which data is collected directly.
The source from which give information gathered are:
 Gathered data from India mart, export India, government sites, and so on.

Secondary sources: Secondary information is used data gathered from:

 A company official who has collected information in the past has shared with me
to work upon their existing data.
 Customer experience and findings
Responses on customer awarness

Unware about JSSL

0%
0% 6%
0% 3%
Know but do not involved in any
23%
business with JSSL
0%
Know and have business with JSSSL

Business with JSSL but have Price

issue.
Business with JSSL but have Quality
issue.
Business with JSSL but have
Service/Delivery issue.
Fully satisfied/Happy Customers of
68%
JSSL
not applicable/Did not responded

Brand awareness is how consumers recognize and remember your business. The greater the
brand awareness you have, the more audiences will be familiar with your logo, messaging, and
products.
This definition is broad, but so is brand awareness. It’s an all-encompassing term for how aware
and informed people are about what your brand has to offer. Brand awareness is important
because it helps audiences understand, recall, and become comfortable with your branding and
products. Brand awareness is often seen as the first stage of the marketing funnel. By creating
brand awareness, you can cast a wide net across your audience of potential buyers. From there,
you can funnel leads towards the research and decision-making processes, and eventually the
buying process.
However, brand awareness is not like an FMCG good here the product is not the one which can
be identified by its color or size or the packaging. In stainless steel, the product varies with the
quality of the product, services of the supplying company, and the major part is the price as most
are homogeneous goods we need to differentiate our product either with the price or quality.
Here, while interacting with a different set of customers, my focus was to gather much
information so that it could be useful for future reference. These customers are mainly small lot
buyer and during the interaction, few of them revealed that they require 1tonn or less.
Here, in the diagram, you can see the 49% percentage of the consumers who knows Jindal
stainless steel in Gujarat region but they do not involve in any of the business directly, although
customers have claimed that they are using Jindal stainless steel for the manufacturing purpose
but not directly buying from the jssl.
Whereas 23% said that they are not aware of jssl so for them I make them aware about the
product segments, grades we are providing, our service centers and how well we are
implementing just in time model for the benefits of customers to make a win-win situation for
both of us.
On the other hand, as I was working on new customers I tried not to map any customers who
have been engaged with Jindal stainless steel earlier however 3% out of mapped customers were
our existing customers and their feedback in terms of customer’s satisfaction is very crucial for
our organizations.
 Existing customer responses
Business with JSSL but have Price issue.

Business with JSSL but have Quality issue.

14% 13% 4% Business with JSSL but have

Service/Delivery issue.
6%
3% 9%
Fully satisfied/Happy Customers of JSSL

size issue

51%
Did not comment

NA

Customer feedback is information provided by customers about whether they are satisfied or
dissatisfied with a product or service and about the general experience they had with a company.
Their opinion is a resource for improving customer experience and adjusting your actions to their
needs.

Major performing companies understand an important role that customer feedback plays in
business. They consistently listen to the voice of their clients. Not only they search for opinions
they clients publish on social media and reviews they provide on websites designed for gathering
feedback but they also deliberately ask for feedback using distinct kinds of surveys. If you want
to stay ahead of the competition you should never stop listening to customer feedback whether it
is positive or negative, prompted, or unprompted. Herewith the help of cold calling I have tried
collecting information and their opinion on the experience with the jssl.
While interacting with existing customers the experience was different, the behavior of the
existing customer was cooperating as they might be thinking that I am calling for the information
purpose.

With the help of secondary data, I got to know about the customers who were ideally inactive
due to many reasons and most of the customers do share their viewpoint when I asked why they
are buying from the Jindal stainless steel.

Following points can be supported by the given figure, as you can see that 13% of customers said
that they have a price issue with jssl, in this they mentioned mainly two points

 Customers mentioned that they are not getting credit periods as results they can’t have
business with Jindal stainless steel ltd.
 On the other hand, few customers claimed that they get the same raw material of Jindal
stainless from the local vendor at a lower cost with credit periods.

The second point is that 4%of the customers has said that they make very specific goods as a
result they require specific material in a different order as a result they do not deal with Jindal,
these customers claimed that they regularly send inquiry to our salesperson but due to
unavailability of a particular material at your warehouse, we no more deal with your group.

Whereas there are 9% of the existing customers who have claimed that they are not happy with
the delivery of the products, sometimes it takes more than usual time as a result they stopped
sending their van to procure the material.

After all the satisfied customers' ratio is more than 50%. It means the customers who have a deal
with jssl earlier have a satisfying experience and they can be active customers again however due
to pandemic they are not purchasing raw material right now but they have given an assurance
that they are going to order in coming months.
 Total inquarry generated
1000

900

800 kg, 790

700

600

500

400

300
pipes, 225
200
tonn, 114
100 sheets, 82

0
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5
-100

Here, interacting with the customers through a cold calling or you can say inside calling where I used to
talk about the services we are dealing in and what are the benefits that be avail by the Jindal stainless steel
customers like for example JIT.
The prime objective of JIT is to increase the inventory turnover and reduce the holding and all connected
costs. This concept was made applicable again by the Japanese firms, placing an order for the material,
the same day for the production of the product.
Thus, the Just In Time approach eliminates the requirement to carry voluminous inventories and incur
heavy carrying other related costs to the manufacturer. To avail of the benefits of the JIT system, there
should be an optimum synchronization between the manufacturing cycle and delivery of material. So this
method will help the customers not to hold large material and can reduce the holding cost.

On the other hand, I also talked about Customization is a strategy by which an organization's products or
services are individualized through personal engagement and dialogue with its customers. In
contrast, customization is a modification made to a product or service to suit a specific purpose.

These following benefits that I used to share with the existing customers and through the cold calling I
was able to generate inquiry of 114 ton of stainless steel including 225 pipes and 82 sheets of defined size
shared by the customers either through mail or WhatsApp and the same has been shared with the suitable
person in the organizations.
 Conclusion and suggestions
Stainless steel brings along corrosion and heat resistance besides the conventional properties of steel. It
provides all the advantages of steel along with a few of its own. It does not corrode easily, endures
rough environments better, and has a longer service life. These features make the product unique.
Whereas if you see the Jindal stainless steel way, it is the first company that has started operating in
India so jssl always has the first-mover advantages in the market, the country has a very huge market
and the potential of the market is very deep. JSSL already doing wonders in the home as well as host
country whereas they have advantages of Stainless steel as it is a wonder material and has a highly
positive impact on the industry as a whole. Due to so many grades with different properties, there is
always a great that is perfect for any application and the market is rapidly growing at a very high ratio.

If I talk about a solution I would recommend with the support of my analysis that we should reconsider
the credit period because if we see the Indian market it is a trend that is being followed by every
customer that firstly they will and then they will make payment although the actual sale is going
marvelous in the market for jssl the current situation is not so supportive for the market players,
therefore, there should be some credit period for the customers as my I was working on secondary data
and data says that many customers have stopped dealing with the jssl directly because of credit issue.
 References
www.indiamart.com

www.exportindia.com

www.gidc.com

www.jssl.com

www.youtube.com/hfsfjf...

www.economicstimes.com