Tata Steel is eyeing ₹1,000 crore turnover from sale of household solutions in the next three years. Growth will be primarily driven by branded doors ‘Pravesh’, steel door with a wooden finish.

Apart from doors, the company has also introduced steel windows in select markets and customised wardrobes (on a pilot basis) targeting solutions for the home-segment.

According to Peeyush Gupta, VP – Steel (Marketing & Sales), ‘Pravesh’, which was launched in 2014 to provide value-added steel solutions to individual house builders in semi-urban and rural markets, is likely to clock sales turnover of ₹200 crore by the end of this fiscal.

The door business is estimated at ₹50,000 crore per annum and is dominated by local carpenters and vendors.

The Pravesh doors, which are made from all weather-proof steel and claims to be break-free, termite-free and fire resistant, are priced in the range of Rs ₹22,000-26,000 a piece depending on the specifications and level of customisation. “We are selling close to 15,000 doors a month, the potential is huge. Pravesh will turn out to be one of the largest contributors to the company’s branded product basket soon,” Gupta told newspersons on the sidelines of a company event organised here.

Tata Steel’s branded product basket, which comprises Tata Tiscon – rebars for the urban market, Tata Shaktee - roofing sheets for rural homes and Tata Astrum, a hot rolled product catering to the SME segment, together account for ₹15,000 crore turnover. “Branded steel sale for SME at around ₹8,000-8,500 crore is the biggest contributor to the segment followed by Tiscon at ₹5,500 crore and Tata Shaktee at ₹2,500 crore,” he said.

New offering

Plans are afoot to launch steel entrance gates and grills to complete the bouquet of offerings.

According to him, the steel gates and grills will be customised and ‘unique’ making it difficult to be duplicated.

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