The company is trying to transform its image from being a manufacturer to a marketeer and is thus making efforts to evolve brands for its products.
The steel major realises the importance of branding its CR range of products after having done so successfully in some cases in the past. Branding will add value to the product and will help in highlighting it in the otherwise fragmented market for cold rolled steel, the company said on Thursday. u
Speaking of the Tata Steelium brand at the launch before the companys distributors and senior officials, Tata Steel managing director B Muthuraman said, Branding will give rise to a customised product in terms of value, performance and pricing that will meet our customers needs better; branding will go a long way in meeting the challenge of gaining a sustainable competitive edge.
According to the company, the Tata Steelium brand possesses advanced attributes such as superior form, flatness, surface quality, thickness, consistency and strength. It is also said to have a high level of consistency in width and thickness, ensuring low wastage and is characterised by better packaging.