All through these 90 years, the company has been constantly reinventing itself.

Noor Muhammed Noorsha Kalliyath

- Managing Director, Kalliyath Group

What was the strategy used to promote the products?

From ever-increasing infrastructure requirements to landmark constructions to individual homes, there is an exponential demand for reinforced bars in every segment of the industry. The reason why the infrastructure market is now replete with manufacturers, mostly small scale, and TMT steel bars made without following the necessary BIS instructions. To solve this mounting problem, Kalliyath has always been instrumental in making people understand what a real TMT steel bar is. All our communication with respect to promotions and branding gives emphasis on the importance of using quality products in every construction activities. We have used every medium to educate and communicate why having TMT bars, which abide quality standards is crucial for every construction. Our stakeholders and our customers are our ambassadors.

What was the strategy behind introducing it?

All through these 90 years, the company has been constantly reinventing itself. It ventured into new businesses, rejuvenated existing ones and came out with trendsetting products. Kalliyath has crossed many a milestone - Kerala's first TMT Steel bar manufacturers, first to get BIS certification, manufacturer of India's first cut & bent steel bars, came out with ISI certified binding wires along with a host of other innovations. In the process it expanded the South Indian market of Steel bars & TMT bars.

Apart from Steel Trading, for the first time in Kerala, in 2008, Kalliyath started production of TMT steel bars. Entering its centenary phase, Kalliyath has charted out its objectives and aims for the coming decade. Stepping up the current annual production of 2 lakhs metric tonnes, is one. Raising the market share from 15% to 40%, and spreading all across India, is another. Plans are afoot to manufacture best quality anti corrosive steel.

What were the challenges faced while Marketing the brand/product and how did the team overcome them?

In South India, apart from regional players there are many established national brands in the market. Our utmost focus is on quality, and that focus has made us the leading brand in Kerala. Kalliyath Group has always found solutions to overcome obstacles. To have a strong hold on the business the key focus is to have a financial discipline and proper strategic management. For every activities related to marketing and promotions, every step is meticulously planned and executed.

What kind of market survey/activities were done for the promotion of the product?

As part of always being updated regarding the market, we commission retails audits and market research with a dedicated team every year. This practice has provided us valuable insights regarding market intelligence, competitor analysis which has been very instrumental in planning activities and devising budgets regarding marketing activities. Above that, these researches have also helped us understand the perception of dealers of TMT bars on various parameters.

Regarding market activities, we plan campaigns to the target audience using various media platforms and adapting to various media trends. We have an omnichannel approach to online advertising by implementing social media ad programs and campaigns to gain the attention of online customers. Apart from doing a lot of campaigns in both online and offline modes like Print, TV, Radio and Outdoor media, we also have done many sponsorships to major events like Indian Soccer League, many TV programs etc.

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