Candida Moraes

steeljunction, the new steel retail outlet from Tata Steel, combines innovation, functionality and style, to offer a never-before range in steel lifestyle products

Next time you're in Kolkata and want to buy some jewellery, you might want to hop across to check out the spanking new steel mall. Yes, you heard it right. Steel is no longer restricted to unglamorous kitchens and washrooms. Steeljunction has made it a trendy product that makes a lifestyle statement.

India's first organised steel retail store, you can shop for stylised furniture, objects d'art, kitchenware, crockery and cutlery, bath fittings, garden tools, fitness equipment, home security products and wire products. There's also jewellery, some of which is even stone-studded.

The mall has two levels. The ground level has the more functional home construction and maintenance products department, while level one houses the home aesthetics department. Wide aisles, a warm ambience, concept kiosks with innovative product displays and pleasant sales personnel to answer your queries make shopping here a happy experience. The mall has thoughtfully provided ramps for wheelchair access.

Tata Group Chairman Ratan Tata described it as an impressive and farsighted initiative. He said, "I am proud to know that Tata Steel is paving the way and stretching the envelope to show how steel touches us in our daily life."

The idea took shape in November 2004, when Tata Steel managing director B Muthuraman approved the concept of a steel retail store. A retail initiatives department was formed, and the mall opened a year later. Says  Sumit Ray, chief, retail initiatives, "The project seeks to cover the last mile of the distribution channel that has been meticulously developed by Tata Steel. It will help in building an emotional connect with the end customer." 

In this new avtaar, steel has struck a chord right away. What catches people's fancy is its beauty, low maintenance and eco-friendliness. Mr Ray elaborates: "The key objective is to support Tata Steel's quest to catalyse steel consumption in India's emerging mass market and to build downstream retailing excitement for steel as a category." The vision is to create a unique retail experience displaying the versatility of steel, from its functionality to its aesthetics.

It's not just retailing. steeljunction also serves as a platform for vendors and manufacturers to understand consumer behaviour. It helps them to innovate and develop newer products and services that add value to the end customer. It makes steel buying a pleasant experience.

The mall gets an average of 400-plus footfalls daily. Sales have been brisk and continue to grow at 20 per cent. The clientele is varied, from local contractors to high-end interior designers. steeljunction also caters to bulk orders from small and medium enterprises (SMEs), restaurant owners, offices and hospitals.

A unique feature of the store is the Knowledge Centre, which offers a wide range of information on things related to steel. But it has a more critical role to play than merely sharing steel trivia. The centre designs and hosts a variety of in-store promotions and programmes to attract increased footfalls. It studies buyer needs and behaviour, develops systems and processes, and shares this with retailers and distributors. This, it is hoped, will boost steel retailing at large.

The sections in the store are arranged in real-life settings. The concept, believes the team, makes the wares on display much more appealing. Designed by Manashi Interiors, the décor is similar to any upmarket mall. steeljunction even boasts of its own coffee counter that, incidentally, is Café Nescafe's first outlet in Kolkata.

Besides Tata Steel brands, the mall showcases wares from other steel makers. Shoppers can choose products from Tata Agrico, Parryware, Magpie, Ess Ess, Art-d-inox, Tata Tiscon, Taparia Tools, Godrej, GKW, Neelam, Faber, Franke, ST Unicom, and Glen, to name a few.

steeljunction hopes to forge better relationships and partnerships, to develop new products and increase its offerings. It is also working with architects to explore ways to increase use of the metal in the construction sector.

So far, the going has been good. The retail initiatives department hopes to set up a few more stores across the country soon. "We will keep a close watch on the progress of this store and use the experience to roll out more stores across India," says Mr Ray.

steeljunction's small but exuberant team is enthusiastic, and is rooting for more in the months to come. So, the next time you need bathroom fittings, kitchenware, furniture and gardening tools, this store could be a one-stop destination. Rest assured, your visit will be rewarding.

Uploaded on May 11, 2006