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Essar Steel explores business opportunities through unconventional channels

Essar Steel’s Plate Mill Products SBU participated as an exhibitor in the Defexpo 2014 to enhance business prospects with domestic and international defence companies

March 15,2014
Essar Steel India Limited's marketing initiatives took a head start this year as its Plate Mill Products SBU participated as an exhibitor in the Defexpo 2014 held from February 6 to 9, 2014 at Pragati Maidan in New Delhi.

Defexpo India 2014, the eighth in the series of biennial land, naval and internal homeland security systems exhibition, saw involvement of Indian as well as foreign security solution companies who not only exhibit but also visit the venue to leverage on the immense networking prospects that it offers over a period of four days. Essar Steel's senior management also attended a closed-circuit seminar which comprised the crème-de-la-crème of the defence sector of India where discussions were undertaken on several topics.

There was a focused discussion on 'Indigenisation of defence procurement: Global partnerships towards joint development and indigenisation.' India, as an emerging global power, needs to direct its focus on futuristic economic and security scenarios. Our country needs to play an active role in offering indigenously developed military ware as part of its strategy. The opinion leaders and influencers present at the prestigious event exchanged thoughts and view-points to best understand the current scenario and take things forward in the near future.

This year the Defexpo, which is billed as the largest ever defence exposition in Asia spread over 27,700 sqm of sold space area, witnessed participation of 624 companies from over 30 countries who were present as exhibitors displaying weapon systems for the army, navy and internal security. Russia was the biggest participating country in terms of indoor and outdoor space occupied and was also represented with the maximum number of 37 companies. Some of the noteworthy participating companies from India were DRDO, Caterpillar Shrewsbury, Tata Motors, Mahindra Defence, Ashok Leyland, Pipavav Defence, Ordnance Factory Board, L&T, etc. From overseas, there were companies like BAE Systems, Rafael, ThyssenKrupp Marine, Boeing, Fincantieri and many more. Over 178 distinguished official delegations from 43 countries that included ministerial delegations, participated in the expo.

From Essar Steel, the Plate Mill Products SBU had its 36 sqm stall strategically located. The stall was uniquely designed and was functional as it created maximum interactivity with each visitor who came by. Apart from a warm reception, each visitor was taken through some key pointers that the Plate Mill caters to for the defence industry. Since the event was focussed on defence, the company distributed promotional material specific to the niche requirements of the defence sector. At the stall, there were audio-visual elements to reinstate Essar Steel's position as an established steel major in the country. There were over 150 visitors who came by at the stall to discuss business prospects and requirements through the four days.

The Plate Mill SBU, by participating in the Defexpo, explored an alternative way to gain new leads to enhance business prospects with several companies, both domestic and international. This proved to be a remarkable platform for the company's team members to interact and network with defence delegates and other personnel. This has helped Essar to better understand the requirements of the defence sector and accordingly create niche plate products. The Plate Mill Team leveraged the immense traction it gained by its participation as an exhibitor.

Post acquiring valuable insights, the focus of the company now is to position itself as a prime suppler of armor and high-strength plates for battle tanks, combat vehicles, warships and submarines. With this action plan in place, the Plate Mill aspires to carve a niche for itself in the defence space and be a supplier of choice.

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