Essar Steel defines value as value to customers because when its customers prosper, the company prospers. Delighting its customers drives its unique approach to marketing. To help its customers choose the best steel every time, it became the first Indian company to brand flat products, under the name '24-carat steel'.

"24 Carat Steel' is more than just a brand name. It is a symbol of trust, a measure of perfection and the promise of consistency. Every single product that rolls out of the plants at Essar, guarantees that it has been produced in concurrence with the highest standards of manufacturing processes, state of the art technology and precision.

To ensure superior value for customers by saving them time and effort, Essar Steel has connected its operations on-line to all major customers using its ERP system. These customers can simply go on-line with Essar to check their order status; dispatch details by order, size, grade or date, complete with truck numbers and invoice numbers; the status of accounts and due payments; and a host of other factors. Regular customers can also place orders on-line.

Essar Steel actively participates in the Essar Group's Internet venture www.clickforsteel.com, India's first steel portal. Online steel exchanges eliminate multiple distribution layers, making transactions truly transparent.