Professional Documents
Culture Documents
INSPIRE 2023
Slide 1
PROJECT DETAILS & ACTIVITY
Slide 2
PROJECT AGENDA
Slide 33
CUSTOMER ENGAGEMENT REPORT
8 5 6
Channel Independent
Sales Officers Contractors
Dealers/Distributors
In Ludhiana, Includes TSL Mostly involved
Chandigarh, and Distributors whose in Housing in
Delhi Office to customers are Delhi-NCR
help establish
contacts 8 engaged in
construction
17
Construction
Business Dealers
Companies
Involved in further
processing of Mostly Involved in
HRCs with good Infrastructure
knowledge of TSL Construction in
products J&K, Himachal
Slide 44
LIST OF CUSTOMERS AND DISTRIBUTORS
Slide 55
CONSTRUCTION COMPANIES AND ITS ANNUAL FP DEMAND
Slide 66
CONSTRUCTION COMPANIES AND ITS ANNUAL FP DEMAND
Company SPOC Contact Segment Annual Demand-FP
Sam India Builder Pvt. Ltd. Mr. Ashish 8010187488 Commercial Variable
Swadeshi Civil Infra Pvt. Ltd Ram Avtar Goyal 9810149582 Infra 3500 KT
Roshan Real Estate Rashid Ali 9810115205 Housing Nil
Nanu Ram Goyal and Co. Mr. Ashish Goyal 9810103210 Infra -------
Winner Construction Mr. Amit Pasrecha 8860380380 Infra, housing ----------
Shyama Power India Pvt. Ltd. Mr. Santosh Thakur 9313909987 Infra Variable
Quality Buildcon Pvt. Ltd Mr. Ravindra Singh 9810036227 Housing Variable
Arvind Technoengineers Pvt. Ltd. Mr. Rishabh Agrawal 9560190905 INFRA ----------
Varindra Constructions Mr. Virendra Garg 9312090434 Infra 3000 KT
NKG Infrastructure Mr. Ravinder 9999652640 INFRA ---------
BL Kashyap And Sons Mr. Tyagi 9871101188 Infra, Commercial Variable
Inderjeet Mehta and Sons Amarjeet Mehta 9810048041 Housing and Commercial ----------
SP Singhla Constructions Pvt. Ltd Vipin Singhla 9256382317 Commercial, Infra ----------
Bhartiya Realities Mr. Rajeev Madhwan 9633758803 Commercial Nil
MG Contractors Rikhi Jha 9815045897 Infra 5000 KT
M/S MOGLIX Smartworks Mr. VAIBHAV SETH 9685772580 Commercial 1000 KT
FLOWMORE LTD MR. VIKRAM BHASKAR Commercial 500-800 KT
SuperTech Mr. SONU JHA 9999060731 Housing and Commercial 1000-1500 KT
M/S ISGEC HEAVY ENGINEERING LTD Ms. PANKHUDI PALLAWI 9311445023 Industrial 10000 KT
Hansa Tubes Arjit Gupta 9592500077 -------------- Nil
Slide 77
KEY REASONS FOR TSL’S ABSENCE IN J&K, HP
Understanding Why the Hilly Terrain has been a ‘Black Box’ for TSL
CUSTOMER RELATIONSHIPS
Market Understanding Distributors for longs are interested in selling the target
sales with little focus on creating new relationships for
TSL may lack exact understanding of requirements,
TSLs market in the FP domain. A customer flagged lack
preferences, and dynamics in a vast construction
of engagement one of the reasons for not buying Flats
sector, where each sub – segment may have its own
specific demand. The majority of players buy through
distributors and are not directly engaged by TSL
SERVICE SUPPORT
The customer portal of TSL has been flagged as
inadequate and useless. Also, customers in lower strata
SPECIFICATIONS/Product Differentiation also face delays in supplies
TSL lacks the stock of FP as and when required by the
Construction Companies. A lack of Market
Understanding also leads to a lack of specific grades or COST COMPETITIVENESS
processed steel which might have more demand in the
TSL charges a premium for its quality products. This
market
discourages the price sensitive customers from buying
its products
Slide 88
9
Even though maximum thickness Width is found to be a less The grade mix by TSL was found to
produced by TSL is 25mm, it is hardly constraining factor than thickness. be appropriate. The above
available for distributors. Moreover, However a maximum of 2000m limits mentioned 3 grades almost covered
most heavy construction requires plates the applications in certain Infra all the segments and sub-segments
of more than 25mm thickness projects
The quality of TSL offerings have
Companies involved in Industrial In projects involving Road Highway, historically been a notch above
Segment require plates in thickness Hydro, Solar and Tunnels, plates of JSW and SAIL. However, the
above 50 mm for their special width 2500m and 3000m are required difference seems to be
requirements in Industrial and Heavy diminishing rapidly
Engineering Products
Slide 9
FP REQUIREMENTS IN CONSTRUCTION- ALL SEGMENT
Width Thickness
35%
25%
20% 20%
15%
10%
Grade 5%
E550 5%
E450 15%
E350 40%
E250 40% • The data for the above charts are sourced from primary interviews
with the construction companies involved in all segments
0% 10% 20% 30% 40% 50%
• Since the research might not be exhaustive, actual figures may vary
Slide 10
10
FP REQUIREMENTS IN CONSTRUCTION – (BY SEGMENT)
Heavy Engineering Products,
Roads and Bridges Special structural steel
Boilers, Material Handling
• Customer- Gawar Construction • Customer- SuperTech Pvt. Ltd • Customer- ISGEC Heavy Engineering
• Products:- • Products:- • Products:-
1) Plates - 25mm – 50mm 1) Plate 30 mm X 1500 mm X 6300 mm 1) 63THK PLATE (1550*6000)
2) Width - 1500mm -2500mm 2) Plate 36 mm X 1500 mm X 6300 mm 2) PLT. 60THK (0.4 x 1.0 Meters)
3) Grade – IS 2062 E350BR 3) Plate 40 mm X 1500 mm X 6300 mm 3) 50, 45, 40, 36, 32 THK PLATE
4) Grades –IS 2062 E350BR 4) Grades –IS 2062 E250BR
• Customer- Ahluwalia Contracts • Customer- Flowmore Ltd. • Customer- Shyama Power India
• Products:- • Products:- • Products:-
1) 30 mm HR PLATE 30 X 2500 X 12000 1) Plate 45mm X 2125mm X 8500mm 1) Plates- 35mm – 70mm
2) 32 mm HR PLATE 32 X 2500 12000 2) Plate 36mm X 2000mm X 6300mm 2) Width – 2150mm-3500mm
3) 36 mm HR PLATE 36 X 2500 X 6000 3) Plate 32mm X 2000mm X 6300mm 3) Grade – IS2062 E350BR
4) Grades- IS 2062 E250 BR 4) Plate 50mm X 1960mm X 8000mm
5) Grades- IS 2062 E450
Slide1111
ANALYZING LP AND FP SHARE IN 10 SUB-SEGMENTS
LP VS FP IN CONSTRUCTION
Infrastructure Housing & Commercial Industrial
Share of LP Share of FP
Slide 12
12
STEEL CONSUPMTION IN VARIOUS PROJECTS
• Since, the total steel consumption by all active projects in JK and Himachal, were difficult to map, I have used examples
from other state projects as a relative comparison.
Slide 13
13
RECOMMENDATIONS FOR TSL
A Top-Down approach to capture the FP Market in Construction
DISTRIBUTION
Market Understanding Encourage collaboration with distributors to identify
new market opportunities and expand the customer
❑ Conduct market research and analysis to gain better
base for flat products (FP)
insights through surveys, interviews, and
collaboration with industry experts
❑ Increase in Engagement and fostering strategic INDUSTRY ANALYSIS
partnerships with end-customers Improve market intelligence by closely monitoring
industry trends, competitor activities, and customer
feedback
Supply CHAIN
❑ Streamline internal processes to minimize delays in PRICING
supplies and ensure timely delivery to all customer ❑ Bundling products or services to provide more
segments, including those in lower strata value to customers at a competitive price point
❑ Enhance supply chain management system to ensure ❑ Communicate the value proposition and quality
an adequate stock of high-demand steel grades benefits to justify the premium pricing for
customers who prioritize quality over price
Slide 14
14
ANNEXURES
Slide 15
15
Projects of Major Customers
J&K, Himachal Pradesh, Punjab
Slide 16
16
GAWAR CONSTRUCTION
Value of
Anticipated
Contract
Project Name / Description of Work Place & State Date of Segment
(Rs. In
completion
Crore)
Himachal
Mataur-Dharamshala-Macleodganj road NH-503 36.66 31-May-23 Infrastructure
Pradesh
Srinagar - Banihal section of NH 1A (New NH-44)
Jammu and
5.18 30-Apr-23 Infrastructure
FP Consumption Chart
Kashmir
Jammu and
Srinagar-Banihal section of NH-44 (old NH-1A) 155.00 30-Jun-23 Infrastructure
Kashmir
Himachal Thickness Grade Width %share
Kiratpur to Nerchowk section of NH-21 1635.00 11-Feb-24 Infrastructure
Pradesh
Green National Highways Corridor Project (GNHCP)-Mo- Himachal
25mm- 1500-
189.09 12-Apr-25 Infrastructure 30mm E350 BR 2500m 20
Sihuni Pradesh
Green National Highways Corridor Project (GNHCP)-(Sihuni- Himachal 30mm- 1500-
223.27 21-Dec-24 Infrastructure
Rajol) Pradesh 40mm E350 BR 2500m 50
Himachal 40mm- 1500-
Excavated Escape Tunnel - Uni-Directional 2 Lane Tunnel 280.00 14.03.2024 Infrastructure
Pradesh
50mm E350 BR 2500m 30
Completion
Delhi Amritsar Katra Expressway J&K 650.99 Time : 24 Infrastructure
Month
Slide 17
17
ISGEC HEAVY ENGINEERING
• Manufacturer of Heavy Engineering Products like Boilers; equipments for Power Plants, Refineries &
Material Handling Equipments for Ports, Mines and Stockyards.
• Shop floors in Rattangarh, Bawal and Yamuna Nagar in Punjab And Haryana
• Annual Capacity of Rattangarh plant- 12000MT
Slide 18
18
AHLUWALIA CONTRACTS
Construction of AIIMS Jammu (750 Bed Hospital) Samba, J&K Nov-25 Commercial
Slide 19
19
SUPERTECH PVT. LTD.
• Supertech (India) Pvt Ltd is a leading manufacturer of Pre-engineered buildings, special structural
steel fabrication, metal roofing and cladding.
Description of Flat Products sourced from JSPL through Vikrant Iron for the month of April 2023
Slide 20
20
MG CONTRACTORS
• It is focused on high-quality general road and bridge construction.
• In recent headlines due to being awarded a key section of the Mumbai-Ahmedabad High-Speed Rail
• Active Projects in JK, HP given below:
Slide 21
21
STEEL REQUIREMENTS
(CONSTRUCTION)
Slide 22
22
USAGE OF FP IN CONSTRUCTION IN J&K, HIMACHAL
Slide 24
24
INFRASTRUCTURAL CONSTRUCTION
• Roads, Tunnels & Bridges
1) Delhi-Amritsar- Katra Expressway
2) Anjil - Khad Bridge
3) Z-Mol Tunnel
4) Zoji - La Tunnel
5) Jammu – Srinagar Ring Road
6) 30+ other tunnel and bridge projects
• Railways
1) Jammu, Srinagar Elevated Light Rail System (ELRS)
2) USBRL Project
3) 5+ railway stations
4) Chenab bridge
• Hydroelectric
1) Kiru- Hydroelectric Project
2) 20+ Dams and other projects
Slide 25
25
HOUSING & COMMERCIAL
• Urban Housing
1) JK Housing Mission
2) JNNURM
3) 20+ projects in Kashmir
4) 15+ projects in Himachal
5) Smart Cities
• Rural Housing
1) AMRUT
2) Rajiv Awas Yojana
3) PMAY
• Commercial
1) AIIMS Awantipora
2) AIIMS Jammu
3) IIM Jammu
4) Indian Institute of Mass Communication
5) NLU Jammu
6) Emaar Srinagar Mall Projects
7) Jammu Habitat Centre
Slide 26
26
INDUSTRIAL
• Ferrous Industry
1) Solan Steel Works
2) Kashmir Rolling Mills
• Non-Ferrous Industry
1) Cement
2) Aluminium
• Refineries/ Chemical Industry
1) Pharmaceutical
2) Chemical fertilizers
• MSMEs/Small-Scale
1)Handicrafts (woodwork, metalwork, stone carving, etc.)
2)Handloom and textile weaving
3)Horticulture-based industries
4)Tea and herbal tea processing
5)Honey production and processing
6)Agro-based industries
7)Carpets and rugs manufacturing
Slide 27
27
PRODUCT ANALYSIS
Slide 28
28
TSL’S AVAILABLE FLAT PRODUCT OFFERINGS - CONSTRUCTION
HRC Projects Fabrication( Infra Roads and Bridges) Tata Astrum IS2062 GrA/E350/TISCRAL 1.6 mm - 25 mm 1250 mm - 2000 mm
HRC` Pre-Engineered Building Tata Astrum ASTM A 572 Gr 50/IS2062 E350/E450 1.6 mm - 25 mm 1250 mm - 2000 mm
HRC Ship buildings Tata Astrum LRS GradeA/B?D 1.6 mm - 25 mm 1250 mm - 2000 mm
80 GSM, 120 GSM, 275 GSM, 450 GSM,
Coated Steel Solar Structures Galvano 0.9 mm - 2.0 mm 1050 mm - 1300 mm
550 GSM
CQ, DQ Coating Thickness : 80 GSM, 120
Coated Steel Ducting GalvanoRos 0.50 mm - 1.2 mm 900 mm - 1250
GSM, 275 GSM
Coated Steel HVAC GalvanoRos 90 GSM, 120 GSM Grades: DQ 0.40 mm - 1.2 mm 900 mm - 1250
Grades: HSQ, Coating Thickness: 275
Coated Steel Pre-Engineering Buildings GalvanoRos 0.80 mm - 2.00 mm 900 mm - 1220 mm
GSM
Coated Steel Doors and Windows Frames Colornova DQ, CQ, 80 GSM, 120 GSM 0.80 mm - 1.20 mm 900 mm -1540 mm
Slide 29
29
FP REQUIREMENTS
Slide 30
PRICING RECOMMENDATIONS
Implementing a pricing segmentation strategy to cater to different customer segments
Communicate the value proposition and quality benefits to justify the premium
pricing for customers who prioritize quality over price.
Explore options for offering different pricing tiers or discounts for price-sensitive
customers without compromising on product quality
Evaluate the pricing strategy by considering market conditions, competitive pricing, and
customer preferences
Slide 31
31
FLAT PRODUCTS – MARKET SHARE
32Slide 32
Purchase Analysis - TSL vs JSW
Most buyers
JSW shows Price is not an TSL quality is have their
TSL is Here, both
active issue for way above fabrication
unable to suppliers are
engagement quality- JSW. One units. But those
provide equally
with customers conscious buyer bad- not having
extensive competent
unlike TSL buyers who are mouthed JSW might need a
stock options and no
distributors who willing to buy as a grocery processing
like JSW, serious
concentrate TSL flats if store and yet center from
thus losing issues are
only on their specifications had to buy their supplier
sales recognized
long targets are available from it. near to location
Time
Slide 33