Steel Authority of India Ltd. (SAIL), under its reoriented marketing strategy and to propagate the usage of steel, is taking initiative of marketing SAIL’s new products like structurals to far flung areas in every corner of the country. Realizing the vast potential of steel consumption in country’s rural and semi urban areas, the company has been organizing various innovative meets and seminars in these target areas to familiarize actual users with customer specific products. Such initiatives provide momentum to boost the initiative of per capita steel consumption in India.

Recently, touching the remote and distant villages under Jammu district a huge meet under its flagship programme ‘SAIL Steel – Gaonki Ore’ was organised. Along with it a seminar on ‘SAIL Structurals – The Future of Steel Design’was organized in Jammu city for the local architects, customers, government representatives, etc. These carefully planned programmes present a platform for familiarizing people and the end users with the new steel products like structurals which are easier and beneficial to use in infrastructure and construction projects.The interactive nature of Gaonki Ore helps the rural consumers to understand the benefits of using steel over the traditional products.

States like Jammu & Kashmir where landmark infrastructure projects are underway and many are commissioned in the recent past are ideal to host such programmes. These programmes with their two pronged aim address the issue of raising awareness on steel usage, boosting consumption and also presenting company’s new products which are sector and usage specific and can be now easily obtained. SAIL is also looking at revamping its product availability module and making it easier for customers to get the product. There is a focussed attempt by the company to cater to wider people by adopting a structural hub concept and moving towards end-to-end customer service concept. The projects in roadways, railway links, dedicated freight corridors, tunnels, power projects and other developmental projects like modern convention centres, steel intensive buildings, bridges etc. provide a significant opportunity for steel consumption. These initiatives will help improve the steel usage and consumption in farther regions.

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