Through our increasingly consumer-oriented business and a growing portfolio of Value Added and Special Products (VASP), we achieve enhanced margins that add to our business success and brand value. Our products also contribute significantly to environmental sustainability by replacing plastic, reducing emissions and playing a substantial role in enabling renewable energy infrastructure.
of VASP in topline
New grades developed
Total steel sales volume
Domestic market share
Domestic to export sales mix
Number of retail outlets (exclusive and non-exclusive)
Product Sustainability is at the heart of our JSW Group – with continuous thrust on sustainable products that are safe for consumers. We not only aim to address the environmental impact of our operations with a strategic and long-term approach, but we also want our products to protect the environment, conserve resources, over and above legislative requirements and to protect customers as well as end-users too. Product eco-labelling is one such measure which provides a very good opportunity for companies to demonstrate their actions towards greener products.
JSW Steel has obtained an Environmental Product Declarations (EPD’s) – Type III eco-labelling for all finished products from three integrated steel plants. An Environmental Product Declaration (EPD) is a voluntary declaration of the life-cycle of environmental impacts of a product, an independently verified and registered document that communicates transparent and comparable information complying with EN 15804 and ISO 14025 standards.
The objective is to enable and support organisations in any country to communicate quantified environmental information to customers on the life cycle of their products in a credible, comparable, and understandable way, thereby assisting in product comparison. EPD is based on a Life Cycle Assessment (LCA) study - a methodology to assess the environmental impacts associated with a product or service and provides a holistic approach by considering the potential impacts from all stages of manufacture, product use, and end-of-life stages. EPDs combined with the Life Cycle Assessment approach with a level playing field provided by Product Category Rules (PCR), results in a reliable resource for the customers to have better clarity on which product to opt for.
Read more at https://www.jsw.in/sustainability/ transparency-customers
At JSW Steel, we are constantly and strategically increasing our VASP porfolio, aligned to both domestic and global market opportunities. India’s steel exports profile continues to be special steels-led, and JSW Steel plays an important part in catering to this mix. In the past three years, our downstream capacities have increased multi-fold, with our finished products continuing to witness significant offtake.
With this backdrop, we regularly undertake downstream expansion projects that maintain or increase the proportion of value-added products in the overall product portfolio. Our recent projects include:
» PLTCM project (completed in Q4 FY 2021)
» Two CGL lines of 0.45 MTPA each commissioned (Line 2 commissioned in April 2022)
» PLTCM project (completed in Q4 FY 2021)
» All expansions commissioned, including 0.45 MTPA GI/GL at Vasind in October 2021
» 0.25 MTPA colour coating Line commissioned in May 2021
Total capacity at Vasind, Tarapur and Kalmeshwar post expansion
Our coated products business has been an unquestionable success story, which has become a key driver in our growth strategy. Growing with capacities, product innovation, technology and sustainability, today, JSW Steel Coated Products Limited (JSWSCPL) is India’s largest manufacturer and exporter of colour-coated steel products, commanding
~60% market share in India in this space. In the past two years, we have more than tripled our installed capacities to reach 6.5 MTPA, and are on course to touch 12 MTPA capacity in the medium term. To further enrich our portfolio, we are concentrating on introducing patented and highly marketable products, which will increase our market penetration and customer stickiness.
Technology will play a key role in achieving planned growth, and we are already deploying robotics and automation at our facilities. Above all, our growth will be underlined by a spirit of responsibility, with specific targets set for key focus areas such as climate change, water positivity, social responsibility and circular economy.
During FY 2021-22, we ensured that our capacity utilisation remained robust, with a strong sales focus. We laid emphasis on higher value-added products, increasing our connect with retailers and expanding our presence to ~75% of India. From a B2B standpoint, we focused on large products such as those for Metros and solar infrastructure. From an exports lens, we concentrated on Europe and Africa as our primary markets.
Our JSW Shoppe and JSW Shoppe Connect branded format stores have helped widen our customer base, increase our B2C footprint and provide a better retail experience to our customers. In FY 2021-22, we continued to focus on the branded format, deploying 500+ Shoppe and Shoppe Connect stores, thus increasing the count of branded retail stores to 1,301 across 888 towns. We also launched an industry-first, digitally enabled JSW experience centre in Coimbatore, to give customers an immersive brand experience.
JSW Shoppe stores rolled out in FY 2021-22
JSW Shoppe Connect stores rolled out in FY 2021-22
In FY 2021-22, we launched JSW Mitra, our new retail format to amplify our reach in Tier 2 and Tier 3 towns, and to cover smaller stores in large cities.
Retail outlets
Distribution centres
JSW Mitra stores appointed during the year
We accord paramount importance to trust, choice and quality as the building blocks of our relationship with our customers. In order to reaffirm our commitment to them, we rolled out a 10-year warranty for our colour- coated roofing sheets ‘Colouron+’, first-of-its-kind in the industry. Customers can avail the warranty by registering the purchase online. We also launched three new variants of Colouron+ – High Gloss, High gloss & Anti Dust and Cool Roof – to widen consumer choice and meet performance expectations.
At JSW Steel, we have evolved from a ‘sale of product’ business to a ‘sale of solution’ business. We are increasingly focusing on providing our customers end-to-end solution visibility to cater to their needs and expectations.
This is enabled by JSW One, the Group’s integrated technology platform, which seeks to transform India through increased transparency, trust, and ease-of- business. This platform is structured under two key streams of JSW One MSME and JSW One Homes. JSW One MSME, is a one-stop, multi-product digital marketplace, for MSMEs planning on taking their business to the next level. We connect manufacturers to resources, by leveraging JSW One’s collective access and expertise in the field.
At JSW One Homes, we make sure that the home building journey from plot purchase to moving in, is streamlined and convenient, with our professionals supporting the clients every step of the way. Together with transparent pricing, our dedicated team of professionals and trusted contractors, handles the entire spectrum of services at a turnkey level, for anyone seeking to build a home. JSW One Homes is built on the legacy of the JSW Group, which is one of the very few conglomerates globally which can offer steel, cement and paints as a comprehensive one-stop home-building solution to customers.
For JSW Steel, JSW One provides a unique opportunity to alter the way we market our products by using the synergies from customer overlaps within the different businesses.
JSW Neosteel IPL campaign reach on TV
JSW Neosteel IPL campaign reach on OTT (Disney+Hotstar)
JSW Colouron+ IPL campaign reach on TV
JSW Colouron+ IPL campaign reach on OTT (Disney+Hotstar)
Our flagship Influencer Connect programme (JSW Privilege Club) was further expanded in FY 2021-22 by enrolling 15,000+ influencers, thereby taking the overall influencer count to 32,000+ across the country. The engagement programme allows for comprehensive relationship-building with influencers through rewards and training programmes.
Apart from skill development initiatives, we also took care of our influencer community – comprising masons, contractors and fabricators – through free medical insurance policy and loss of wage coverage during hospitalisation. More than 10,000 influencers benefited from this initiative. Further, we launched a scholarship scheme for the children of the influencers.
Masons, fabricators and contractors trained through the Eklavya initiative
Webinars conducted to engage with 9,000+ customers (MSME customers, engineers and architects)
MMRDA Mumbai Metro – Radiance Anti-Dust variant supplied for Andheri (Gundavali) station
Adani Port (Myanmar)
Mauritius (Island Agelage) AFCONS project
Pune Metro Station (3 Stations – Vanaz, Ideal Colony and Nalstop)
NTPC (Chennai)
IKEA Bengaluru
Bengaluru Metro (SDP-C3)
Kerala Stadium
DRDO Bengaluru Project
Kia Motors Factory (Anantpur, AP)
Infrastructure in India is estimated to grow at a CAGR of ~7% during 2022-27. The government plans to invest about `102 lakh crore on Infrastructure projects by FY 2024-25. Sectors such as Roads (19%), Urban (16%), Railways (13%), Energy (24%), amount to around 70% of the projected capital expenditure in infrastructure in India. All of these segments need a highly specialised Steel Product called ‘LRPC’ (Low Relaxation Prestressed Concrete Steel Strands). Major applications of LRPC strands are in metro rail, high speed rail, flyovers and bridges, sea links, nuclear power plants, LNG tanks, windmills, dams, rock anchoring, cement silos, precast slabs for industrial and commercial parks, etc.
At JSW Steel, our focus is on propelling the nation’s growth by actively and consistently delivering world-class products, We are happy to share that JSW has set up India’s largest and most technologically advanced Manufacturing plant (0.144 Mi TPA) for LRPC at our Vijaynagar facility, under the name of Neotrex Steel Pvt Ltd. These strands are highly reliable and are designed to reinforce and accelerate the ongoing and upcoming infrastructure projects across India, and globally
| Innovation objective | Product category | Key result(s) |
|---|---|---|
| High permeability grade development that suit the higher energy efficiency demand of windmill generators, substituting imports | 50C1000P |
|
| Developed a unique uncoated, fully-processed product with superior lamination factor and welding performance, targeting lower-end electrical appliances (i.e. FHP/fan/pump motors) | 50C900L |
|
| Development of high strength bainitic steel containing low carbon with Cr, Mo, V as alloying elements in hot rolled and stress relieved condition | 15CDV6 | Product developed for an application of break disc in railway industry |
| Development of cast carbon manganese steel with Nb addition to achieve the desired strength for transmission tower structures | 18MnNb6 | The material is able to achieve the strength required for transmission structures |
| First-time development of import substitute grade with Tungsten –Vanadium alloy grade; supplied in value-added wire rod spherodised annealed pickle phosphate condition | N88 | Specific doffer wire application in textile machinery |
| Development of high-strength coated steel for solar structures | S550GD | First time high-strength material for solar structures; coated product helps reduce weight by increased strength and thickness reduction |
| Development of AHSS CP with better formability | 780CP | Advanced high-strength steel with improved stretch flan ability and formability |
| Development of High Hole expansion grade with 590MPa level strength | SPH590FC | High Hole expansion ratio grade for stretch flanging for structural members; import substitute grade increased our SOB in Toyota |
| Tinplate product development for packing paints in drums | Tin Plate T2 | Tinplate product development for packing paints in drums |
