Professional Documents
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STRATEGY
SAIL TRANSFORMATION STRATEGY SAIL TRANSFORMATION STRATEGY
MESSAGE
THE CONTEXT 3
We build lasting relationships with customers based on trust and mutual benefit.
We uphold highest ethical standards in conduct of our business. ENHANCING HUMAN CAPABILITY 7
We create and nurture a culture that supports flexibility, learning and is proactive to change.
We chart a challenging career for employees with opportunities for advancement and rewards. REDUCTION IN PRODUCTION COST 11
We value the opportunity and responsibility to make a meaningful difference in people's lives.
PRELUDE
The Indian Steel Industry has a long history dating back to the In the last fiscal SAIL, with 13 operating mines, became the
Nineteenth Century. Post-independence, realizing the largest miner in the Country for supply of input materials for
importance of steel in providing the backbone for the socio- Iron & Steel. SAIL also has the distinction of having the largest
economic development of the Country, Government of India put Ferrous Metallurgy R&D Centre for Steel in India, an In-house
emphasis on increasing the production, which led to the setting Consultancy & Design unit and a dedicated Management
up of plants at Rourkela, Bhilai and Durgapur under the control Training Institute for senior executives. SAIL also has a refractory
of the then newly formed Hindustan Steel Limited (HSL). production unit called SAIL Refractory Unit (SRU) and a Ferro
The corporate reforms in further decades paved the way for the Alloys Plant at Chandrapur.
formation of a new holding company in 1973 by taking over HSL, As the economy moves towards development, there is a spate of
Bokaro Steel Plant, Salem Steel Plant and the Alloy Steels Plant. activities in sectors like manufacturing, infrastructure,
This was the birth of Steel Authority of India Limited with urbanisation, etc. This prompts the increase in usage of steel
majority shareholding with the Government of India, which is at which in turn further boosts the economy. Thus, GDP of the
75% as on date. Currently SAIL is operating five Integrated Steel Nation and the growth of the steel industry are found to be
Plants at Bhilai, Durgapur, Rourkela, Bokaro and Burnpur with strongly correlated.
Special Steel Plants at Salem, Durgapur and Bhadravati.
Steel is synonymous to strength and reliability and hence use of
Over the decades SAIL has gone from strength to strength to steel is seen in privately owned things like houses, furniture,
become a leading steel producer in India and was ranked 20 in
th
utensils, vehicles or public property like railways, buses, bridges,
Crude Steel Production globally (WSA 2019 rankings). Post the roads, dams, power plants, etc. The universal usage of steel in
Modernization and Expansion Plan (MEP) it has a Crude Steel everybody’s life prompted SAIL to coin the hugely popular tag
capacity of around 21 MTPA with the widest range of steel products line “There is a little bit of SAIL in everybody’s life”.
amongst all Indian manufacturers. SAIL has a pan India presence
with a Marketing & Distribution Network comprising of 37
Branches, 45 Warehouses, 10 Customer Contact Offices & around
2800 Dealers. SAIL's International Trade Divison (ITD) caters to the
requirement of customers spread across various countries.
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THE CONTEXT
Over the years, the Indian Steel Industry has made full utilisation With the scale of production raised to unprecedented levels by
of the resources available in the Country and India has steadily China, global competition to capture available market space has
risen on the list of top steel producing nations. The finished steel seen the customers becoming more aware and selective
production of the Country which stood at a mere 1.1 MT during regarding quality, delivery and price to meet their stringent
1951 rose to 31.63 MT by 2001-02. Thereafter, the next two demand criteria. It is, therefore, imperative for SAIL to transform
decades have seen the production scale up and cross the 100 itself to be able to meet the challenges of volume, quality and
MT mark. With finished steel production of ~102 MT in FY 2019- service to retain and expand its customer base.
20, India sits pretty at the second position amongst the top steel Fluctuation in SAIL’s profitability, in the past, has often been
producing nations. attributed to the volatility in the market but while that may be
Setting up of SAIL was one of the major cornerstones in the partially true, there is an immediate need to reassess and find
history of Indian Steel Industry. The time period before the the real reasons for our lower performance in order to learn
Liberalization, Privatization & Globalization (LPG) era saw SAIL from them for taking corrective measures. SAIL needs to
perform consistently in all areas and make itself fundamentally
as the sole driver of the growth in steel production in the
strong to reduce dependence on favourable markets to be
Country. Thereafter, with the economy opening up for greater
profitable.
participation from the private sector, steel industry also
witnessed the emergence of new players and hence greater This is the time to instil a sense of urgency in all our employees,
competition. partners and stakeholders for participating in and contributing
to the transformation of SAIL to beat the competition today and
During this period, SAIL has tried to live up to the expectation by
be prepared to meet the challenges of the future. The focus
reinventing its business processes, expanding its horizons,
must therefore be on Human Capital Motivation, Cost
adopting global practices, etc. While some of these measures
Leadership (through Production to Capacity & beyond,
have provided us flashes of brilliance and brought us occasional
Consistency in Operation & Inter Process Optimization), Market
laurels, SAIL needs to improve further to achieve consistently Leadership and Global Orientation.
superior performance in production, techno-economic indices,
It is with this background that the need for evolving a strategy for
quality and customer service.
sustainable profitability and growth was felt.
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THE STRATEGY
In moving towards becoming a truly world class organization, Country. With most of these facilities now in different stages of
self-belief and confidence in our capabilities and abilities will ramping up and stabilization, the onus is on us to perform.
play a big role. While acknowledging our shortcomings, we must
Keeping all these factors in view, a series of discussions were
also recognise our potential. The proposed strategy shall serve
held with the Functional Directors, CEOs and other Key
as our guiding path in leading us to achieve our aspirational
Personnel to develop a draft strategy for discussion in the
goals. In order to ensure that we succeed, we need to believe in
Board. Based on discussions in its 472nd meeting held on 31st July,
ourselves and move relentlessly on that path.
2020, SAIL Board approved the multi-pronged strategy in three
SAIL takes pride in the fact that it has been one of the major major areas for enhancing performance of the Company:
contributors in the Nation building. We have been and will a) Enhancing Human Capability
remain the Nation’s most trusted partner when it comes to
b) Reduction in Production Cost and
serving the requirement of quality steel for projects of strategic
or National importance. Our contribution in the fields of c) Improvement in Sales Volume and Net Sales Realization (NSR)
infrastructure, defence, railways, transportation, space
Focussed efforts, in all the above areas, will help SAIL in
programmes, power, oil & gas, etc. is unparalleled.
achieving its vision “To be a Respected World Class Corporation
There is an immense opportunity before us and we must and the Leader in Indian Steel Business in Quality, Productivity,
commit ourselves to make full use of the same. Though India is Profitability and Customer Satisfaction”.
the second largest consumer of steel behind China, the per
capita consumption at ~74 kg/annum is way below the global
level of ~229 kg/annum. This provides a major opportunity to
further boost the consumption in the Country.
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B. Improving Operational Efficiencies: • Harnessing the full potential of RDCIS for basic research as well
as process improvement and products development while
• Optimization of Coal Blend to attain lower cost of BF coke while
maintaining coke properties. moving towards energy efficient environment friendly green
• Reduction in specific consumption of inputs including coal, steel making.
iron ore, fluxes, power, ferro-alloys, specific energy, • Use of Data Analytics and AI based solutions for improvement
refractories, water, etc. in production process and maintenance monitoring as also for
• Substituting high cost inputs with low cost ones like hard reduction in rejections.
coking coal with soft coking coal, BF coke with PCI, steel scrap
D. Optimizing Project Cost Impact:
with iron ore lump, etc.
• Improving Techno-economic Parameters like Coal to Hot Metal Prioritization and timely implementation of capital projects plays
Ratio, Coke Rate, CDI Injection Rate, BF Productivity, TMI in an important role in maintaining or enhancing profitability. A
SMS, Rolling Hours and Consumption of power, energy, significant portion of the decline in profitability of SAIL can be
refractories, fluxes, water, ferro alloys etc. attributed to inefficient project implementation.
• Increasing the yield at every stage of process i.e. Coke at COB, Once a project is completed and put into operation, depreciation
HM at BF, Crude Steel at SMS, finished steel at Rolling Mills, etc. cost and interest burden of the new facility get immediately
• Ensuring higher equipment availability and reliability through loaded on the fixed cost of the Company. Additionally, a partly
improved maintenance practices. completed projects lead to inefficient production performance,
which adversely impacts techno-economics, variable cost and
C.Adoption of New / Better Technologies:
thereby profitability. SAIL plants will have to come out of the
• Setting up of beneficiation and pelletisation facilities for paradigm of commissioning minima and ensure that all facilities
utilization of sub grade iron ore as well as improving quality of are complete before starting production.
input.
• Installation of Stamp Charged Batteries in all forthcoming COB Poor project implementation, therefore, does not auger well for
complexes. any Company and is certainly not sustainable, especially when
• Increasing prepared burden. our peers are steadily gaining competitive edge by expanding
• Development of new/higher grades of steel like Electric Steel, capacities and ushering in efficient technologies for reducing
Auto Body Sheets, API X70 & above etc. from existing / new cost and adding to their product basket for catering to expanding
facilities. market demand.
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In the context of the plan to reach 50 MT as per Vision 2030, it is v) Projects on BOO/BOOT/JV basis: Projects taken-up in these
imperative that SAIL adopts a sound strategy for projects modes would require nil or minimal initial outflow towards
selection and effective implementation for timely realization of capital investment. Also, Operation and Maintenance of the
the envisaged benefits. For ensuring optimum allocation and facilities would be taken care of by the contractor who
proper utilization of capital funds, the following salient action deploys skilled manpower at lesser cost.
vi) O&M to be a part of the Contract on Extendable Basis: For
points are important:
EPC contracts, making O&M for initial years of operation a
i) Rolling Plan in line with the Corporate Plan : Unit-wise part of the contract would result in better maintenance of the
prioritised Rolling Plan of projects is to be finalised in line with equipment and quick ramping-up of facilities.
the Corporate Plan with a view to prioritise and implement vii) Technology Transfers from Reputed Players in the Market:
projects with maximum value and minimum payback period Better technologies available in the market can be purchased
within the limited funds. The plans must be continuously for the projects which are repetitive in nature in order to
avoid repetitive build-up of Design and Engineering cost.
reviewed based on the dynamic market conditions and
viii)Strengthening Centre for Engineering & Technology (CET)
financial scenario of the Company.
along with induction of back up technical consultant of world
ii) Comprehensive Revision of Standard Bidding Document repute.
(SBD) : Review and Revision of SBD needs to be done in line
with experience gained from last phase of MEP and E. Other Cost Control Measures:
implementation of other capital projects. This would pave • Maximization of power generation from in-house facilities
the way for optimizing the cost of capital projects. • Solid Waste Management – Gainful Utilization of Microfines
iii) Engaging Project Management Consultant (PMC) for High and Solid Waste through Micro-Pelletization and Briquetting.
• Better Housekeeping and Waste Recovery. Maximise waste
Value Projects: Appointing a dedicated PMC, selected on
recycling like BOF Slag and BOF Sludge in Sinter mix.
QCBS basis, would facilitate effective project implementation
• Quick start and ramp up of projects to recover capital related
and help in mitigating time and cost overrun. Association
charges.
with such PMC would also help in building project • Liquidation of non-prime inventory through plant sales/melting
management capability of SAIL’s project group. thereby reducing the working capital requirement and interest
iv) Use of advanced IT based Project Management Tools: for burden.
planning and monitoring of projects. • Product basket to be as per the market demand.
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• ISP –WRM : EQNR, HC, CAQ, CHQ, SAE1006 grade WRC; BRM : • Developing 1-Tier Distribution network for B2B products in
SeQR, HCR TMT ; USM : E350 and above grade Structural major consumption centres - reduction in dependency on
• DSP-Cast Rounds, Special grade Semis ; MSM : E350 & above Trade.
grade Structural • Strengthening 2-Tier Distribution Network for B2C products
• SSP – Duplex/Super Duplex Stainless Steel, Salem Steel Blade like TMT, GC Sheets - Increase penetration in Retail Segment,
Steel (SSBS) 440B, SS441, 409L, 420S1, 420S2, Slip free and 2J etc.
finish steel • Online portal for sale of TMT.
• ASP – Auto grade Rounds • Enhance sales in high NSR geographical zones
• Target Segment wise sales – Pre Engineered Building (PEB), • Thrust on exports. Appointment of Commercial Agent in
Drum & Barrel, Automotive, White Goods, Infrastructure, Oil countries with potentially high sales volume e.g. Middle East.
& Gas, etc.
• Banish value destroyers like improper packaging/ handling, C. Logistics and Supply Chain Management
uncertain lead time, generation of NCOs, quality issues, etc. • Substitution of rail movement by augmenting road
• Selling quality products beyond BIS –as per requirement of dispatches in economic freight zones
customers-international certifications for benchmarking • Hub and Spoke Model in warehouses for distribution of
• Meeting customers’ requirements on tolerances, size grade materials across the Country
mix, thickness requirements in HR, CR, GP, Plates, etc. • Formulating Multi Modal Logistics including combination of
Rail / Road / Inland Waterways / Coastal Movement based on
• Quick Commercialisation of new products continually with
cost economics
proper protocol – API X-70 Plates, HR Coils, etc.
• Optimum stocks at warehouses to cater to the requirement of
small and medium customers and off the shelf requirement
B. Channel Improvement
of market.
• Nurturing Key Account Customers – To keep high value and
• Debottleneck rail movement and port operations to handle
strategically important customers within folds of SAIL.
export volumes
• Developing Mid-Size Accounts (MSAs) – To increase consumer
base.
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Potential Capacity
NOTES
Unit: Million Capacity Phase-I Capacity Phase-II
Tonne before Phase - I expansion
BSP 7.5 7.0 6.6 7.5 7.0 6.6 12.2 12.0 11.5
DSP 2.8 2.5 2.4 8.0 7.5 7.3 8.0 7.5 7.3
RSP 4.5 3.7 3.5 9.3 8.8 8.2 9.3 8.8 8.2
BSL 5.3 5.0 4.7 10.0 9.5 9.1 14.7 14.0 13.5
ISP 2.7 2.5 2.4 4.9 3.0 2.9 9.9 7.3 7.2
SAIL
(5 ISPs) 22.8 20.7 19.6 39.7 35.8 34.0 54.1 49.6 47.7
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SAIL TRANSFORMATION STRATEGY
NOTES
SAIL Steel
Transforming
India
www.sail.co.in @SAILsteelofficial @SAILsteel @steelauthority