Ashiyana Digital Platform toIncrease Tata Steel Tiscon Rebar Sales
Business Line reported that Tata Steel is targeting 25% its sales under the Tiscon brand to come from the company’s online store over the next one year. Tata Steel Vice President, Steel (Marketing & Sales) Mr Peeyush Gupta told BusinessLine “Tata Tiscon is INR 8,000 crore brand annual. Already 12-13% of sales are happening online. We have moved from INR100 crore to INR 1,200 crore very quickly. I think about 20-25% of our sales can come from online within one year.”
He said “Earlier buying steel would take 4-6 weeks. We have changed that by our promise to deliver within 72 hours of order placement. Our total dealership stands at 5,000 of which 1,500 are big ones through which 80% of our sales happen. They have full stock keeping units, product portfolio. This was just 700 about 2-4 years back. The dealers keep track of online orders through another platform called Sampoorna.”
He added “The shift to online has helped the company retain customers through the cycle of constructing a house. Earlier, a customer would buy the initial steel required from us and we were not able to retain customers. Now with this platform, we are able to attract consumers to keep buying from us and also have things like pipes, doors, and windows that are required for the later part of the house construction.”
Tata Steel had launched its online platform for B2C segment, Ashiyana, in 2018 primarily targeted at individual home builders. In addition to the steel products, the Ashiyana platform also cross-sells other Tata products including Voltas, Croma, Tata Sky, Tata Capital for products like air conditioners, insurance, and loans.
For the enterprise customers, Tata Steel has created two other platforms DigEca for small businesses, and Compass for large enterprises. Tata Steel is targeting to increase sales through DigEca by providing better technical support and credit facility for SMEs through Tata Capital. To make Compass more attractive to large customers, Tata Steel is planning to give preference to orders placed via this platform. At present, the platform is more of a supply chain tool that is used to check product availability.