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SAIL to export 10% of total output to new markets in Africa, Asia

Steel giant to target higher volumes, deeper reach in retail sales; will also work to improve logistics

Jayajit Dash  |  Bhubaneswar 


Public sector giant Authority of India Ltd (SAIL) is looking to ramp up its presence in the global markets through exports. Ten per cent of SAIL’s saleable production will be targeted for the new markets overseas, including Africa, Philippines, Indonesia, Thailand, and Bangladesh, a company executive said.

is also streamlining its channel management to address the needs of customers in untapped geographies. In the times to come, would focus on retail sales with higher volumes and deeper reach along with exploring effective ways of transportation and logistics,’’ chairman said. SAIL’s new marketing strategy is aimed at gaining a competitive edge in the market. 

“For SAIL, the new marketing strategy, with customer retention through enhanced customer experience as its mantra, is a way to consolidate its market leadership and is a crucial tool for the turnaround of the firm in the near future,” the chairman said. 

On the market competition, he said, “big challenges offer great opportunities. Capacity addition by other enhances market competition and in such a scenario SAIL’s intelligent workforce, experienced manpower and new assets are great advantages.”

Singh said that while retaining its core marketing values, was strengthening its market-centric and consumer-oriented approach for reaching out to more customers. 

“At SAIL, customer-value management is supreme. With the stabilisation of most of our new and modernised mills, we are diversifying our product basket with several value-added and ready-to-use products,” he said.

First Published: Mon, November 20 2017. 01:40 IST