The brand was designed to equip architects, engineers & consultants with critical tools for new-age construction & infrastructure needs.

Siddharth Mishra

Chief of Marketing & Sales, Tubes Division, Tata Steel

Which was the first brand/product campaign of the company and what was the strategy and implementations used to reach out to the stakeholders?

Tata Structura was launched as part of Tata Steel's ambition towards providing solutions to India's commitment to growth. Through its range of gates, grilles, fences and more. Tata Structura took a four-step model towards creating demand and promoting usage. The first step was to target influencers through knowledge dissemination. By engaging with key architects, consultants and providing support, the brand took a step forward and created a demand. Tata Structura also took on a novel distribution model by transforming its distributors into business development partners. The final step to this endeavour was adding capacity and new product ranges to ensure undying demand. Tata Structura YST 355 was a direct result of this endeavour.  This brand was designed to equip architects, engineers and consultants with critical tools for the nation's new-age construction and infrastructure needs.

What were the key finding received from the survey done for promotion of the brand/ product?

A survey revealed that the market was seeking strength, flexibility and aesthetics in structurals backed by greater economics which meant savings in steel. Tata Structura the brand was based on three critical c's - cost effectiveness, creativity and concentric strength. These were lacking in the competitive products available at the time. A true pioneer, Tata Structura was the first brand to launch the international standard of YST 355 hollow section in India. With higher load carrying capacity and around 15% less steel usage these high strength steel sections led to material savings which made projects economical and sustainable, thereby making buildings greener, answering an unexpressed need.

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

After understanding the demands of the market through the survey, the challenge was to promote the brand in a manner that would address the needs of the market in the most direct and effective manner. Tata Structura Studio, a design and engineering repository equipped with a design cell was one imitative that arose out of the team's efforts to provide building design and construction professionals with a panoramic view of Structura products. This was supported by service centres offering end-to-end design solutions, raw material procurement facilities, complete fabrication solutions and onsite erection and installation facilities.

The brand has  been part of many iconic structures in the new India including the Charkha in Mumbai, the Rath in Bhubaneswar, Jamshedpur's Diamond Pavilion, the huge Modi stadium at Motera and many more,  proving that the Tata Structura's flexibility knows no limits. To give the vision and journey of the nation into the future greater impetus, Tata Structura created the Notions of India competition for architects, the aim of which was to create an outdoor structure using YST 355 steel hollow sections along with other materials.

This was part of Tata Structura's core values of integrity & responsibility towards its target market. All this is in keeping with our brand vision of offering greater flexibility & versatility.

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