INNOVATING THE ROOFING INDUSTRY

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Hiten Choudhary

Aspiring to be the forerunner of the Roofing Industry and working towards the same by keeping customer satisfaction at the centre is Tata BlueScope Steel. With the line of products and services, they are catering to every sector starting right from infrastructure, institutional buildings, warehousing sector, top-notch manufacturing facilities, commercial structures, and contemporary residential segments.

They not only offer quality-driven, sustainable, and superior roofing products and services but also have become the one-stop solution of the roofing industry…

To orate more on their approach towards new normal and upcoming plans we have with us the man of the hour….

RITEN CHOUDHARY, MANAGING DIRECTOR, TATA BLUESCOPE STEEL…

Q. Starting from 2005, How would you explain Tata BlueScope’s magnificent journey?

A. The journey so far has been an exciting one!

To start with, we launched a wide range of cladding products imported from BlueScope Steel to cater to theemerging projects market. Tata BlueScope Steel offered most advanced technologies within construction fraternity way beforeits time. The JV brought along some iconic brands such as ZINCALUME®, COLORBOND®, LYSAGHT®. The largest PEB manufacturer in North America, with brands like BUTLER® and MR24 was also a part of the offering.

Subsequently, we set up our first downstream facility at Pune in 2006. Later, facilities at Bhiwadi and Chennai were set up in a quick succession.  We commissioned our state-of-art metal and color coating lines at Jamshedpur in 2012.

Increasing production was one part of the story. We needed to create a market for the premium products we were manufacturing. In 2008, we shifted our focus on retail for fetching volumes. At Tata BlueScope Steel, we have constantly been working towards introducing, high quality, well researched steel products manufactured at strategically located facilities pan India; made available through a wide network of sales offices and multiple touch points.In the present scenario, you will find Tata BlueScope Steel in almost every walk of life – be it infrastructure, institutional buildings, warehousing sector, top notch manufacturing facilities, commercial structures, or even contemporary residential segments.

Q. What is your take on the Indian Steel Construction Industry?

A. With increased awareness with respect to quality, sustainability, and superior aesthetics; the Indian roofing industry is witnessing an improved acceptance for steel roofing, majorly dominated by pre-painted coated sheets which contributes around 55 per cent of the total steel roofing market. Steel roofing not only promises long term performance with flexibility; it also includes all the green aspects of a building material including reusability and recyclability.

Over the years we have witnessed demand in the usage of steel for architecturally superior structures for the value it brings to the end user. The products sold in the market include GI, GL, PPGI and PPGL coated sheets. The total market is estimated to grow to 3 MN Ton by FY25 at a CAGR of 6 per cent. The market which was initially dominated by Zn coated (Galvanized) steel sheets, has gradually moved to Zn-Al coated steel sheets owing to superior performance over various parameters.

In recent times, the steel industry has remained resilient inspite of the pandemic, which is a positive news as compared to other sectors.

Q. Tata BlueScope’s Vision is“Creating your new world in steel”. How are your unique products and service helping you to achieve it?

A. Tata BlueScope Steel was established with an objective to bring to the Indian market the latest and globally accepted technology and products. The JV ushered innovative, new age, quality driven steel building products and solutions. BlueScope Steel is the global leader in metal coated and color coated steel, with iconic brands. Tata Steel is one of the largest private sector manufacturers of steel in India, with a 100-year legacy. Our products promise unmatched performance with practical functionality, superior aesthetics, long-term durability. Driven by a team of experts we offer design optimization, precision in manufacturing, best-in-class installation practices and after sales services giving our customers an end-to-end experience!

Q. Being the pioneer in roofing Industry. What makes you different from your contemporaries?

A. Consistency in Quality and Superiority in Performance of our products and solutions, sets us apart from other players. To offer best-in-class products and solutions we have partnered with top players in the industry. We have collaborated with world’s leading paint companies to jointly develop paint systems which provide eco-friendly, long lasting solutions. The products brought to the market have been tested for several years under actual site conditions. Apart from this, we have a wide network of our channel partners that brings us closer to our customers. With end-to-end solutions from design, supply,and construction we offer value added services that include preventive maintenance and expert consultation making us the one-stop-solution.

Our construction expertise is primarily governed by world-class safety processes. Our team of experts are well-trained for handling advanced and critical construction practices. At Tata BlueScope Steel we follow the Tata Business Excellence Model, a framework that helps us achieve the highest order of a successful business enterprise.  Additionally, the trust earned by our two promoters has helped us build an edge over our contemporaries!

Q. Could you please elaborate about your manufacturing facility and its production capacity?

A. Tata BlueScope Steel set up its state-of-art manufacturing facility (Metal Coating Line – MCL and Color Coating Line – CCL) at Jamshedpur.It is fully equipped with Level 3 automation solutions and equipment from global suppliers. With best-in-class equipment supplied by technology leaders – Siemens VAI,it is one of the most modern plants within the BlueScope family. Tata Steel’s acquisition of Bhushan steel has further added to our metal coating capacity at a group level. Additionally, we have 4 strategically located plants in each zone of our country, for roll forming of coated sheets and other building products.

This ensures proximity to site locations pan-India, enabling on-time delivery. With roll forming capacity of over 1.5 lakh tones / per annum, we manufacture high strength steel with improved resistance to oil canning and edge rippling defects. Our plants are equipped with high end machinery from top-notch suppliers such as Bradbury and Hayes. These equipment’s ensure precision roll forming with uniformed quality. We follow strict processes governed by ISO, Environment, and safety practices in our day-to-day operational practices.

Q. How is Tata BlueScope’s approach to the new normal?

A. Currently we all are living in times of uncertainty. However, with adequate safety guidelines for our people – employees, channel partners and customers; we have deployed all the necessary conduitsthat has helped us bounce back swiftly. We certainly are heading to a new normal where technology has played a key role in every aspect of our lives and its adoption in TBSPL has been much faster.We have ramped up our IT infrastructure and have effectively harnessed the digital transformation across our value chain.

With a robust business continuity plan driven by advanced technology we are sailing through these uncertain times. Working from home has become a new reality for all of us. Our operations are complying stringently with safety guidelines. We are constantly in touch with our key customers and channel partners through several online modes. This is how we have kept our business running with compliance to health and safety.

Q. What are the challenges faced by the industry as of today?

A. Today we are facing challenges at two levels. One is with the current pandemic situation. With market sentiments fluctuating surrounding the uncertainties. The other challenge specific to our industry is that there are too many unorganised players manufacturing products with the absence of technology (especially in design and engineering) adversely affecting the quality and performance of the overall project/structure.

Another major concern today is the lack of awareness about the right kind of material bought from genuine manufacturers. We have seen a large influx of sub-standard colour coated steel into the country. It has an adverse impact not only on manufacturers but also to the end-user. Lack of good safety practices and advanced construction capabilities add to the overall woes faced by the industry today.

Q. What are your plans for the upcoming years?

A. We will continue to focus on adding value to our customers by offering new products and solutions; by shaping up for the next wave of innovation within the industry. One of our strategic goals would be weaving in better sustainability in our products and solutions and continuing the good work with communities through CSR initiatives. We are closely looking at opportunities to expand our midstream and downstream businesses

Q. Being awarded the CEO of the year. Please share your success mantra

A. Encourage and develop a culture of innovation and entrepreneurship within the organization. Build a customer-centric organization to deliver value to customers.

Making our organization a transparent and meritocracy based workplace that encourages diversity and invests in grooming internal talent for higher responsibility. Keeping TBSPL at the cutting edge of technology and sustainability.

 

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