Case Study

Indus

By taking JSW straight to the consumers, we’ve succeeded in pioneering organised steel retailing in India. And with our one-of-a-kind JSW Shoppes, we’ve also made our presence felt globally. Harvard’s Richard Ivey School of Business Foundation, took up our model of retailing steel in a 2010 case study. The journey towards the model has been an exciting chapter for us. We are India’s largest integrated private steel makers, offering a gamut of products & wide range of graded steel. And through the years, we’ve garnered the trust of a huge network of buyers, thanks to our large network of dealers.

When we decided to take our brand directly to the people, the managerial think-tank knew the challenge ahead was big, but one that would change the game. To reach out to the end users, and not just builders & fabricators would drive up the sales like never before. And so JSW Shoppe was born, a unique franchising model with new as well existing deals, but with a refreshed objective. The success is seen through the numbers. Not just the number of Shoppes we have launched across India, as well as the volume of sales.