The Hindu Business Line : Steel splendour

It is barely a month old, but this unique mall is already quite famous. Welcome to the `steeljunction' — the country's first steel mall over 20,000 sq ft in one of Kolkata's most happening localities. Launched by Tata Steel on December 12, steeljunction aims to combine innovation with functionality and versatility with style, while offering a one-stop destination for steel-shopping. And the shopping has begun.

Daily footfalls average 500, says Sumit Roy, Head (Retail Initiative), Tata Steel. Women, the favourite of retailers, too have begun trooping in, especially on weekends. So what does steeljunction stock and which are the items catching buyers' fancy?

The store, which took four months to set up, stocks the entire range of steel which includes mild steel, alloy steel and stainless steel. There are two sections — home construction and maintenance products, and home aesthetics products. Under home construction and maintenance, the split-level store offers construction rebars, pipes, bath fittings hand-tools, hardware, wire-products and galvanised corrugated roofing sheets on the ground floor. While men are largely found browsing around this part of the store, many women head straight for the floor above where furniture, kitchenware, tableware, stainless steel jewellery (some diamond-studded), and artefacts are stocked. Steel tiles and stylish suspended shelves are also available.

Buying steel for construction purposes is not an easy task; and the credibility of the vendor is often in doubt. . So consumers often entrust the job to masons, and end up paying more for this convenience. A retail format encouraging individual buying for house construction is just what steeljunction offers, say Tata Steel officials. However, steeljunction is still trying to find out which products to stock and also locate vendors. Tying up with Tata Steel in this effort is Nestle, which is also testing the retailing waters. A sprawling coffee-corner invites shoppers to relax with a cuppa and snacks, even as they can glimpse the traffic trundling down Park Circus Connector through the glass façade. Roy narrates with a chuckle how a visitor asked of the stylish steel chairs at the coffee shop could be bought at steeljunction!

However it is not just the well-heeled who are dropping in. Many small restaurateurs (the vicinity is dotted with the famous Tangra-Chinese eateries) have begun making serious enquiries at steeljunction for their requirement of chairs and tables. "Furniture and fixtures for the home as well as the SME sector in general is opening up new horizons for us," says Roy, who was as glad to report the footfall of the neighbourhood mistri (worksman) who had dropped in to buy a new tool kit. "The empowered toolsman, riding a two-wheeler, with a cell phone dangling from his neck is also our client," says Roy. He adds, "We discovered the city's enthusiasm for gardening with many enquiries for steel gardening tools."

There are plans for similar projects in other cities, including tier-two ones. Tata Steel also plans to to conduct workshops on the nature and use of steel . A city-based architect also plans to rope in members of his fraternity to explore ways of increasing the use of steel in housing as well as home décor.

Currently only Tata Steel products are being stocked, while the downstream items are sourced from all over the country; some imported steel goods are also on display. In-store promotions and loyalty programmes are now being worked out; a conference room in the mall is also being rented out as an alternative revenue stream.

Picture by A. Roy Chowdhury