Tata Tiscon’s roll out of superior grade of steel

(Posted on 31/01/19)

In the wake of a booming construction market in India, players in the category are continuously riding on the innovation and technology game and Tata Steel-owned rebar brand Tata Tiscon is at the forefront of all the action. The largest selling rebar brand in India changed the paradigm in construction steel with the launch of its latest grade of steel called SD – super ductile rebar and now completes 100% roll out in India.

The Tata Steel Group is among the top global steel companies with an annual crude steel capacity of 27.5 million tonnes per annum (MTPA) as on March 31, 2018. It is one of the world's most geographically-diversified steel producers, with operations and commercial presence across the world.

Over the last few years, Tata Tiscon has covered the geographies in North, East and West. With the recent launch of Tata Tiscon SD in South, the product is now available across all authorised dealers of Tata Tiscon pan-India. With the 100% roll out of SD across over 7000 dealer points, Tata Steel aims to enhance its current market share thereby further consolidating its leadership position in the India.

“As champions of progress and advancement, our endeavour is always to offer world-class products to our Indian customers. With 100% roll out of Super Ductile rebar, brand Tiscon, yet again, puts India at par with international construction practices,” said Mr. Sanjay S. Sahni, Chief, Marketing & Sales, Branded Products & Retail, Tata Steel.

The new product has replaced the earlier existing product TISCON 500D. The Product SD stands for Super Ductile, which promises higher Strength and Flexibility. These rebars are produced through special chemistry with higher control over Carbon, Sulphur, Phosphorous and other alloying elements and post rolling treatment, which gives more energy absorption capacity to structure and a higher evacuation time in the event of earthquakes and other natural calamities.

Tata Tiscon SD rebars guarantee more than basic characteristic strength as per BIS 1786. It offers superior properties with respect to percentage elongation, UTS/YS Ratio and are in line with international norms of ‘High Ductile’ specialty bars.

“Establishing a brand identity for SD has been a daunting marketing task, especially because the category is a cluttered one with every brand riding on the power of celebrities. At Tata Steel, we always believed our product to be the ‘biggest celebrity’, hence rolled out a differentiated communication campaign that not only highlights the special features of the upgraded product but also creates a memorable visual identity for the brand with the ‘SD Man’, a popular term developed by word of mouth,” said Mr. Sarvesh Kumar, Chief of Marketing, Branded Products & Retail, Tata Steel. 

Rebar is one of the most important components of building material during construction. An individual home builder, for the construction of his house, purchases the building material from the dealer outlets in the market. Tata Tiscon SD is being sold through authorised dealer outlets pan-India.

With standard construction practices as per BIS 456, Tata Tiscon SD ensures superior mechanical and chemical properties over ordinary rebars. Higher ductility ensures that the concrete cover does not get peeled off and the rebars are not exposed. The higher elongation property of Tata Tiscon SD rebars ensures more time for residents to leave the structure in case of earthquake due to its extra ability to withstand load and, therefore, there is none or minimal deformation.

Latest News

Pilbara production record as Rio Tinto releases Q2 results

Rio Tinto has driven performance to achieve 3% YoY CuEq1 growth in the first half of 2026.Chief Executive... Read more

Record iron ore production helps strengthen BHP growth pipeline

BHP have released its Operational Review for the year ended 30 June 2026.Chief Executive Officer, Brandon... Read more

Stranded sulphur cargoes in Gulf face mounting corrosion risk, warns Brookes Bell

Bulk carriers carrying elemental sulphur cargoes in the Strait of Hormuz are at significant risk of... Read more

BHP and Faraday Copper sign definitive San Manuel agreement

Further to BHP’s announcement in February, BHP, through a wholly owned subsidiary, has executed... Read more

Urea price dive hits Australian grain suppliers

Australia’s Federal Government's fertiliser support package has come under scrutiny as global... Read more

SSAB pauses work at construction site in Luleå

SSAB has once again paused work at the construction site for its new steel mill in Luleå, Sweden... Read more

Trafigura issues USD500 million senior bond

Trafigura Group Pte Ltd. has announced the issuance of a USD500 million senior Reg S bond with a five... Read more

NGFA welcomes Senate Farm Bill proposal

The National Grain and Feed Association (NGFA) in the USA has welcomed the release of Senate Agriculture... Read more

Agreement paves way to deliver 2.7 million tonnes of additional copper production

Anglo American plc, through its 50.1%-owned subsidiary, Anglo American Sur S.A., and Codelco, have announced... Read more

SSAB and partners launch closed loop steel recycling initiative in US

SSAB Americas, The Greenbrier Companies and Alter Trading are partnering on a circular economy project... Read more