Tata Iron and Steel Company Ltd (Tisco) is all set to capture the fragmented market segment by doubling its branded steel turnover to 40 per cent of the total production, within the next two or three years.

Speaking to media at Tisco’s Tata Steelium launch in Mumbai for the western region segment, Tata Steel chief of marketing (distribution and branded products) Anup Sahay said: "A majority of steel users belong to the fragmented segment and branding would help in building confidence in the quality of the product."

"Branding provides a distinction by creating an identity, authenticity and credibility to the product and Tisco would target the north eastern states and general engineering companies," he added. Tata Steel has three branded products – Tata Shakti, Tata Tiscon and Tata Steelium which is Tisco’s first branded cold rolled (CR) steel product. Tisco also has other products like Tata Agrico.

Tata Steelium is being rolled out in two varieties — AUO3 and TR-15.