SAIL taps rural demand to boost retail steel sales by 18% in August

Steel Authority of India Ltd. (SAIL), is running a nation-wide campaign `SAIL steel – Gaon ki ore' which is aimed at boosting steel consumption in the countryside. And, according to the state-run steelmaker, has started reflecting through higher dealer sales numbers, which recorded an 18 per cent jump  in August 2017 against 91,000 tonnes of steel sold in August last year.

The steel ministry has given SAI L a target of selling 1 million tonnes of steel through its dealer network this financial year with doubling the target in next three financial years, with Steel Minister Birender Singh prodding SAIL to go for smart marketing.

SAIL has  identified the potential of rural markets for enhancing steel consumption, which is currently around 10 kg per capita per year as against around 150 kg per capita consumption in urban India.

The `Gaon ki ore' campaign is designed to familiarise end users at the grass-root level, especially in rural areas, with innovative usage of SAIL steel and its applications and advantages in construction, household equipment, agriculture etc. Through engagement of the audience through various activities customers are informed how using SAIL steel can increase durability, life, safety and longevity of any construction and product.

SAIL's product basket has branded products like SAIL TMT, SAIL Jyoti GP/GC sheets, Salem stainless utensils products in its basket which fit the rural requirements well and has popular acceptance, says the steelmaker.

Through this nation-wide campaign initiated at Nalbari, Assam, SAIL aims to cover more than 100 locations by the end of this year and within months of its inception around 20 workshops have already been conducted in various states. This new age marketing campaign strategically aims to develop a stronger link with consumers through direct engagement. All workshops of the campaign are designed to familiarise participants about SAIL's production process, product range, applications and advantages and the interactive sessions are conducted in local language for easier connect with audience.

SAIL said its Earth-Quake Resistant (EQR) TMT Rebars received special attention of the audience who were keen to know regarding the bendability of the EQR and its higher resistance to earthquakes.

The company's recently held campaign at Mandi, Himachal Pradesh successfully involved a wide participation from locals and their families. SAIL on Thursday organised another round in Palampur, integrating it with an on-going exhibition on 'Destination Himachal' leveraging the crowd presence to raise awareness about steel consumption.