SAIL Chairman for higher levels of customer engagement

Chairman, SAIL, Mr. P.K. Singh reviewed the marketing performance of SAIL in a meeting. This was part of a series of interactions held with various units of SAIL for improving the overall performance and increased customer focus. Mr. Singh emphasized the need for higher levels of customer engagement and increased proportion of value added, ready-to-use steel materials to be a part of the SAIL product basket. While broadly outlining the way forward for the marketing team, Chairman SAIL, said, “The customer requirements are evolving fast, in these times of ready-made niche products we need to anticipate their requirements and look into customized products suiting their needs”

Enthused with the guidance provided by Chairman, SAIL, the marketing team will be preparing a product wise detailed plan for increased last mile value addition which will enable the end consumers to significantly reduce processing at their end. This value addition is proposed at locations both inside and outside the steel plants.

The meeting was a precursor to the Annual Business Plan meeting of SAIL, which is organized to finalize targets and goals for the company in the coming year. It is noteworthy that during the past one year, Chairman, SAIL has been visiting and interacting with the marketing setup across the country to further streamline processes and services to make them more customer-centric.

SAIL has a very diverse product basket with 500 grades and in 5,000 dimensions from its five state of the art integrated steel plants. SAIL management is planning to further leverage this potential by ramping up production from its New Universal Section Mill at Burnpur; New Cold Rolling Mill at Bokaro, Universal Rail Mill at Bhilai and New Plate Mill at Rourkela Steel Plant and by producing more varieties of steel to meet even more diverse spectrum of steel users.

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