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.