PROJECT REPORT

ON

“TO ANALYZE THE BRAND AWARENESS OF THE

PRODUCT THROUGH RETAILERS”

Submitted under partial fulfillment of a requirement for the award

of the degree

MASTER OF BUSINESS ADMINISTRATION

Submitted To: Submitted By:

Mr. Prateek Singhal Mr. Ankit Goel

(GM- Corporate Mktg.) FMS/MBA/018

2009-11

FACULTY OF MANAGEMENT STUDIES

MANAV RACHNA INTERNATIONAL UNIVERSITY

FARIDABAD, HARYANA

1
 ACKNOWLEDGEMENT

I am highly indebted to the officials of SURYA ROSHNI LIMITED for allowing me to

undertake this Project as a part of my curriculum of Master of Business Administration.

As part of the project, I render my regards to my project guide Mr. Prateek Singhal (GM-

Corporate Mktg.) for the guidance and direction given by him in the preparation of this project. I

would like to record my gratitude to Mr. Mohit Agarwal for consistent support extended by them

to me during project study. I am humbly thankful to all the staff of Central Marketing Office for

giving me the necessary inputs at various stages of my project. My sincere thanks to my guide

Mrs. Indrish Kaur (Faculty), for her invaluable co-operation and suggestions at every stage of

this project without whom this would not have been completed.

I would fail my duty if I do not express my feelings towards my father Mr. Naresh Gupta

who have been my part & parcel during the whole project & without their blessings, inspiration

& good wishes I would have never completed my exhaustive research work.

(ANKIT GOEL)

2
 DECLARATION

I Ankit Goel student of MBA (3rd semester) a student of Manav Rachna International

University, Faridabad, Haryana, here by declare that the project entitled “To Analyze the Brand

Awareness of the product through Retailers” is result of my own efforts. This field survey project

is correct to the best of my knowledge and so far has not been published any else. It is based on

original study conducted by me.

3
 PREFACE

Techniques adopted in our classrooms can never progress recently in filling the gap between

theory and practical by replace the inevitable need of practical experience. There has been much

different programme.

Master of business administration, a two year duration course in management, divided into

four semester of six month each, is conducive to prepare professional managers to cope with the

requirement of Indian society i.e. to achieve optimum utilization of financial resources. This

course enables a student to build a foundation of theoretical knowledge in various functional

areas of marketing.

These theories are formulated on the basis of past practice of different functional activities

and research. As per requirement of the course, everybody has to undergo summer training. I

have worked on “To Analyze the Brand Awareness of the product through Retailers” as a topic

of my project. The report is divided into several pars such company profile, objective, research,

findings, analysis & conclusions.

Although, I have tried my best in the work, yet I do not have any misconception of its being

perfect. Any criticism will make me more proficient in any future work.

4
 CONTENTS

S. NO. PARTICULARS PAGE NO.

1. Acknowledgement 2

2. Executive Summary 6

3. Introduction 7

4. Industry Overview 9

5. Company Profile 15

6. Literature Review 51

7. Objective of the study 56

8. Research Methodology & Design 60

9. Data Analysis & Interpretation 63

10. Major Findings & Suggestions 78 & 79

11. Conclusion 80

12. Surya Roshni SWOT Analysis 81

13. Bibliography 82

14. Abbreviations Used 83

5
EXECUTIVE SUMMARY
The new millennium is not just a new beginning; it is a continuation of trends in human
behavior that have been following cyclical patterns throughout our country's history. Just
because we have entered a new era does not mean we have to start from scratch when it comes to
interpreting why certain retailers are loyal to certain brands, and what type of factors influence
these kinds of buying behavior. Brand awareness is the retailer’s conscious or unconscious
decision, expressed through intention or behavior, to repurchase a brand continually. It occurs
because the retailer’s perceives that the brand offers the right product features, image, or level of
quality at the right price. Retailer’s behavior is habitual because habits are safe and familiar. In
order to create brand loyalty, advertisers must break consumer habits, help them acquire new
habits, and reinforce those habits by reminding retailers of the value of their purchase and
encourage them to continue purchasing those products in the future.

Brand awareness has key role in determining the behavior of a retailers and it has the
final decision. Until a retailer has clear cut of view about the product he never dare to purchase,
where as awareness about a particular brand make him to take quick decision and go forward.

6
INTRODUCTION
The new business horizon will be the most challenging era for the most of the companies
delivering goods and services to the buyers directly through their network. The increasing
competition in the global markets will make the existence of the companies difficult as the
buyers enjoy being the kingpins.

Marketing is all around us. It is one from or another. It is close to every individual. Moving
from the historical perspective, modern marketing has taken on new dimension through various
management approaches. Marketing was defined as an exchange mechanism, in its early days
and had been conceptualized as a function of selling. The efficacy of marketing was largely
related with the personal salesmanship through advertising strategies for the retailer and
industrial products. However, with the recognition of the difference between marketing and
selling, concepts turned more scientific and analytical. Marketing is now defined as a blend of
behavioral and management science powered by creativity, intuition, innovation, and inspiration
tops them all.

Perhaps the most distinctive skill of professional marketers is their ability to create,
maintain, protect, and enhance brands. Branding is the art and cornerstone of marketing. The
American Marketing Association defines a brand as: a name, term, sign, symbol, or a design, or
a combination of them, intended to identify the goods or services of one seller or group of sellers
and to differentiate them from those of competitors. Thus a brand identifies the seller or maker.

“What distinguished a brand from its unbranded commodity counterparts are the retailer
perceptions and a feeling about the product’s commodity counterparts is the retailer perceptions
and a feeling about the product’s attributed and how they perform. Ultimately, a brand resides in
the minds of retailers. A brand can be better positioned by associating its name with desirable
benefits.

A brand is much more than a name, logo, colors, a tagline, or symbol. These are marketing
tools tactics. A brand is essentially a marketer’s promise to deliver a specific set of feature,
benefits and services consistently to the buyers. The marketer must establish a mission for the
brand and a vision of what the brand must be and do.

7
 Brand nodding occurs when retailers experience the company as delivering on its benefit
promise. The fact is that brands are not built by advertising but by the brand experience. Brands
vary in the amount of power and value they have in the marketplace. We define brand equity as
the positive differential effect that knowing the brand name has on retailer response to the
product or service. Brand equity results in retailers showing a preference for one product over
another when they are basically identical. The extent to which retailers are willing to pay more
for the particular brand is measure of brand equity.

A brand needs to be carefully managed a so that its equity does not depreciate. This requires
maintaining or improving brand awareness, perceived quality and functionality, and positive
associations. These tasks require continuous R&D investment, skillful advertising, and excellent
trade and retailer service.

8
INDUSTRY OVERVIEW

Global Steel Pipe Industry

Pipes and tubes are an important part in our surrounding. Pipe of all types and sizes is critical in
building, construction, chemical, energy, and other industrial applications. The pipe and tubes
industry is expected to experience considerable change and varying growth rates in these
uncertain economic times. The global export market of the steel pipes is stated to be close to $27
billion a year with the US, Western Europe, Australia, and Japan being the biggest importers.
India is one of the major exporting nations including Indonesia, Malaysia and Thailand.

Indian pipe Industry-An Overview

India has become the global pipe manufacturing hub especially of SAW pipes primarily due to
its lower cost, high quality and geographical advantages. Additionally, Indian companies have
acquired global accreditations and certifications which make them preferred suppliers to most of
the world’s top oil and gas companies in the Middle East, North America and Europe. CARE
Research believes that once the global economy returns to sustained growth, the domestic pipe
industry is expected to accelerate into high growth trajectory. As per CARE Research, Indian
pipe manufacturers will be greatly benefited when Exploration & Production (E&P) projects for
oil and gas companies which were previously stalled or revoked because of the global financial
crisis recommence their operations. This new spurt in demand will be positive for future growth.
CARE Research’s report on ‘Indian Pipe Industry’ gives valuable insight of the industry on
global and domestic capacities, demand-supply gap analysis of domestic market, export market
for domestic companies, replacement demand, competition and commentary on top industry
players.

We have reported demand break-up within each segment of steel pipes like SAW, ERW and
Seamless pipes. For SAW pipes, our demand forecasting is derived from several upcoming
pipeline projects expected in India and globally coupled with the replacement demand. For ERW
pipes, which are primarily used for City Gas Distribution network, we have calculated our
demand based on several ongoing natural gas pipeline projects in India. For Seamless pipes
which are extensively used for E&P projects our demand is based on onshore & offshore mirage
drilled. Additionally, we have detailed analysis on PVC and HDPE pipes which have become
preferred material in the construction industry & several government projects. The cost analysis
& pricing information presented in the report will help the reader identify the critical cost items
& their trends. The company overview section in the report provides detailed profiles of the top
seven players in the industry including their financial, operational data & product range.

9
Steel pipe industry in India consists of firms mainly engaged in manufacturing seamless or
welded steel pipes or tubes or ferrous metal pipe or tube fittings. Growing oil and gas demand
across the world and the zeal with which oil companies are investing on adding pipeline
infrastructure promise higher revenues for Indian steel pipes makers. A huge pent-up demand for
pipes has cropped up over the last few months. For the refining industry, pipes are the most
economical way to transport oil and gas.

Considering the quantum and nature of consumption, the major end-uses of seamless tubes/pipes
have broadly been classified under the following heads: Oil and gas exploration, tool jointing
material, refinery, anti-friction bearing industry, industrial boilers, anti-friction bearing industry,
power boiler industry, automobile, earthmoving machinery, fertilizers, miscellaneous industries
etc.

The building & construction industries along with the oil & gas sector are the major market
places for pipe. With the construction market booming and further development of new markets
for steel pipes ranging from commercial framing to water pipes, the future of steel tubing
industry certainly looks bright. Significant consolidation and rationalization of excess capacity
has occurred in some segments, while cost containment and improved process and quality
control measures have led to productivity gains and quality improvements across the entire pipe
industry.

The five major steel producers in India include:

1. Steel Authority of India Ltd. (SAIL)

2. Tata Iron and Steel
3. Jindal Vijaynagar Steel Ltd. (JVSL)
4. Essar Steel
5. Ispat Industries.

Some of the leading companies in Indian pipe industry are as follows:

1. Tata steel pipe.

2. Welspun Gujarat Stahl Rohren Ltd.
3. Man Industries (India) Ltd.
4. Jindal Saw Ltd.
5. Surya Steel Pipe Co.
6. Electrosteel Castings Ltd.
7. Rama steel pipe.
8. The Indian Hume Pipe Co. Ltd.
9. Finolex Industries Ltd.
10. Bhushan Steel Ltd.

10
The coming years will see production of more petroleum products and electrical energy are
expected to pick up to meet the domestic demand and sustaining future supplies which would
require heavy investment in E&P activities and power projects which would drive the demand
for seamless pipes and tubes. In order to exploit the full potential of the domestic as well as
overseas markets, the Indian pipe manufacturers should focus on continuous quality. Apart from
that the feasibility of infrastructure projects in ports, roads, airports and railways with private-
sector majority ownership is already in the pipeline.

INDUSTRY CHARACTERISTICS
1. Capital Intensiveness and Fragmentation
2. Lower Transportation Losses and Durability
3. Cheap Mode of Transport
4. Reputation and Accreditations
5. Working Capital Intensive
6. Duty Structure
7. Quality Raw Material Availability
8. Range of Products

Steel Pipes by Types Steel Pipes by Shapes Steel Pipes by Technology

Line Steel Pipes Round Steel Pipes Galvanized Steel Pipes

Standard Steel Pipes Square Steel Pipes Corrugated Steel Pipes

Structural Steel Pipes Hollow Steel Pipes Seamless Steel Pipes

Plumbing Tubes Rectangular Steel Pipes ERW Steel Pipes

Steel Pipes by Material Steel Pipes by Application Steel Allied Products

Stainless Steel Pipes Industrial Pipes Steel Sheets
Alloy Steel Pipes Water Pipes & Sewage Pipes Structural Steel

Carbon Steel Pipes Tubes for Furniture & Automobile Steel Bars & Wires

Mild Steel Pipes Scaffolding

Iron Steel Pipes Oil & Gas Pipes

Black Steel Pipes Steel Casing Pipes

11
PRESENT SCENARIO OF THE INDUSTRY
The 2008-09 financial crisis had a limited impact on the Indian pipe industry affecting new oil
and gas exploration and production (E&P) projects worldwide due to fall in global commodity
prices including crude oil resulting into reduced orders. With the worst of the financial crisis
behind us, we remain optimistic regarding the potential demand for the pipe sector. The E&P
projects which were earlier stalled or revoked are being given a new lease of life based on the
inevitable rise in crude oil prices. Replacement demand from developed nations remains ever so
strong while domestic demand from the oil and gas sector is robust. Also, with the pipeline
network of India for oil & gas transport being lower at 17,576 kms as on April 2009, (32%
penetration level) it represents a huge scope for growth for the pipe industry.

As most of the Indian pipe manufacturers are converters, the industry is highly Raw Material
(RM) intensive with the RM cost accounting for more than 70-80% of the total cost for steel
companies. These companies rely heavily on imports and hence many steel pipe companies have
backward integration facilities to reduce dependency on imports and price volatility. Freight cost
is another key cost component due to higher imports and exports. With the expected short-term
increase in commodity prices and range-bound Baltic Dry Index (a barometer for shipping
freight rates), pipe companies will be benefited in the coming quarters as customers will try to
place advance orders at attractive rates.

Indian companies produce a wide range of steel, cement and plastic pipes which are used in
various critical and non-critical applications. Indian steel pipe manufacturing companies have
won several certifications and accreditations from major oil & gas companies across the globe in
the recent past. With the low-cost and high-quality products supplemented by various
international certifications, Indian companies have augmented their export sales over the last
three to four years.

PROSPECTIVE SCENARIO OF THE INDUSTRY

CARE Research expects the positive trend in the Indian pipe industry to continue for the next 3-5
years on the back of higher E&P activities due to resurgence in crude oil price, increased efforts
by the Government of India (GOI) on infrastructure development for laying pipelines for oil &
natural gas transport (e.g. the National Gas Grid project), replacement demand from North
America and European countries, water & sewage transport and irrigation facilities. The growth
will mainly be driven by steel pipes especially SAW pipes. The order-book position (currently
equivalent to total of FY09 sales) of many steel pipe companies is sufficient for the next 9-12
months.

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 Demand triggers for the growth are:

 Private players like Reliance Industries Limited (RIL), Cairn India etc have shown
interest in setting up pipe infrastructure for oil & gas distribution. National gas grid will
also be set up requiring an investment of Rs.210 bn.
 City gas pipe is currently available in 10 cities and the coverage is expected to grow to 40
cities in the next five years, entailing an investment of Rs. 250-300 bn.
 In addition to the above, the replacement demand from the US and European countries,
having a vast pipeline infrastructure, will be huge.
 The GOI in its efforts to reduce crude imports has formulated the New Exploration
Licensing Policy (NELP) for exploration and production of oil & gas. The GOI has
awarded 256 blocks till date and the number is set to increase to 330 by 2010.
 For the Eleventh Five Year Plan, the GOI is aiming to add 11 mn hectares of irrigational
facilities, entailing an investment of Rs.1580 bn.
 Growth in the real estate sector due to growing population and affluence will require
investments in water, drainage and sewage systems.
 City gas pipe is currently available in 10 cities and the coverage is expected to grow to 40
cities in next 5-7 years.

The GOI increased the annual budget allocation under the Rajiv Gandhi Drinking Water Mission
from Rs.65 bn to Rs.74 bn in the previous Union Budget 2009-10.

The report elucidates the facts on the Indian pipe industry, backed by the latest available industry
data. Emphasis is laid on the following topics to accomplish the report:

 Industry features elaborated with respect to fragmentation, durability, capital

intensiveness, accreditations and duty structure.
 Statistical information on all types of pipes – current installed capacities, planned
capacities, demand projections from oil & gas segment, city gas pipe projects,
replacement market, water & sewage, irrigation and replacement demand.
 Global information on capacities – existing & planned and global demand projection for
pipes from oil & gas segment.
 Cost and pricing analysis with emphasis on Raw Material (RM) cost, Freight cost and
Power & Fuel cost and comments on the industry margins and the average realizations of
key players.
 A brief overview of seven key pipe companies with their latest three years data on
financial and operational parameters, their strengths and weaknesses and corporate
actions of these companies.
 Sales for leading players in Steel, Plastic and Cement Pipes for the period FY2004-05 to
FY2008-09 along with the exports data of the industry.

13
MARKETING STRATEGY

Marketing strategy is the specifically designed game plan for achieving the marketing objectives
of the firm. It is the marketing strategy that decides the success of the business unit, which in
turn decides the total corporate success. Marketing strategy is a broad concept of how resources
are to be developed to achieve market success. Because there is no one strategy that is optimal
for all company, so each company must determine what makes the most sense in the light of its
industry position and its objectives, opportunities, skills and resources.

To transform marketing strategy into marketing programs, marketing managers must make basic
decisions on marketing mix. The marketing strategy consist a proper marketing mix towards a
target group of customers or market segment. Marketing mix is the set of marketing tools that the
firm uses to pursue its marketing objective in the target market. These marketing mix tools are
Product, Price, Promotion and Place. Steel Pipes is an essential commodity and there is no
alternative product of Steel Pipes but since there is over supply in the market hence there is a
tough competition.

14
COMPANY PROFILE - SURYA ROSHNI
Chairman and Managing director Shri. Jai Prakash Agarwal
Establishment In 1973
37 Years of Experience in Steel pipe Business
Manufacturing Plant Bahadurgarh (Haryana)
Group Unit 2 Steel Unit & 2 Lighting Unit
1 unit in Bahadurgarh (ERW Pipe – 1973)
2nd Unit In Bhuj, Gujarat (Spiral Pipe – 2009)
Turnover (Strength) 2000 Crore (US $ 450 Millions)
Product ERW/Spiral Pipes (Mild Steel and Galvanized)
Product Range 15mm to 2540 mm ( ½” to 100”)
Thickness 2 mm to 25 mm
BIS License Having 8 BIS License
International Standard British (BS), American , ASTM (A-53, API-
5L), GERMAN (DIN, DIN EN)
ISO Certification ISO 9001-2008
International Certification API-5L (American Petroleum Institute)
License, Export Certificate, UL, Certification
Srilankan Standard, German Standard,
Japanese Standard.
Production Capacity 7,00,000 Metric Ton Per Annum
ERW - 5,00,000 MT P.A
Spiral – 2,00,000 MT P.A
Distribution Network From Kashmir to Kanyakumari,
150 Dealers & Distributors network across the
country,
14 Steel Branches in different States,
We are doing Export to more than 42
Countries.

Surya Roshni limited has emerged today as a vast conglomerate with the largest ERW pipe
manufacturing plant with installed capacity of 0.7 million ton per annum. Surya Group has
announced the launch of its Programme to educate millions of consumers across 250 cities in
India on the hazards of using spurious pipes. The programme aims to educate dealers on the ill
effects and hazards of using spurious steel pipes. The programme also covers highlighting
benefits of using good quality GI and ERW pipes.

15
 Surya Roshni Limited (Surya) is a lighting and steel pipes manufacturing company. The
lighting products of the company include fluorescent tube lights, Compact Fluorescent Lamps
(CFL), General Lighting Service (GLS) lamps, High Pressure Mercury Vapor (HPMV) Lamps,
High Pressure Sodium Vapor (HPSV) Lamps and Metal Halide Lamps. It also produces
accessories, high mast lighting systems and lighting poles. The company also produces pipes,
tubes, steel strips and coils under its steel operations. It owns and operates two lighting plants
one pipe manufacturing plant and one cold rolling strip mill in India. The company operates
principally in India and exports its products to over 48 countries and it also operates in vital
sectors of the economy ranging from Herbal Medicine, Software, etc. Herbal unit is catering to
the various segments of the pharmaceuticals industry. Surya softest unit is also growing rapidly
backed by international support. With emphasis on total customer satisfaction and long-term
relationship, the company has earned good name and brand equity in the market. About 20% of
production is exported.

Steel Division
3% 3%

18%
Pipes/Tubes
CR Steel Strips
HR/CR Coils
Others

76%

Lighting Division

16%
22%

GLS Lamps
FT Lamps
Glass Shells
CFL
19% Others
36%

7%

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Surya Roshni Limited Key Recent Developments

Mar 11, 2010: Surya Roshni to set up steel plant in Karnataka, India
Feb 10, 2010: Surya Roshni to build steel and power plants in India
Feb 10, 2010: Surya Roshni To Spend INR200 Billion On Power And Steel Plants
Jan 09, 2010: Surya Roshini plans to set up steel plant
May 21, 2009: Surya Roshni plans to set up pipes factory in India

Recently Surya Group has undertaken an expansion of 550 crores mainly in Steel Pipes for
water, oil and gas and also for lighting which is expected to generate employment for 6000 more
people and new jobs. Surya Steel Pipes Division has also expanded into manufacture of
Structural Hollow Section (pipes) for use in a wide range of applications. These Square and
Rectangular Hollow steel sections, manufactured under state of the art Japanese technology are
used in many major application areas by a large number of customers, such as industries,
shopping and commercial malls, furniture manufacture, Airport Authority, Railways, Metro
Services, Auto industry, Bus Stands, Industrial Sheds, Towers, Buildings and the National
Highway Development Infrastructure Program etc. We are exporting our steel pipes and products
to 40 countries including Germany, Canada, Russia, London, China, Nepal, Sri Lanka & others.

Today sale of spurious pipes comprises over 30% of the total steel pipe market sales. These
are manufactured by using half the quantity of spurious 'Goomati Zinc' coating, which reduces
the life of the product. These poor quality pipes are produced using under gauge patra coils from
patra sub standard steel, instead of tested H.R. coils manufactured by SAIL, etc.

SURYA ROSHNI VISION AND MISSION STATEMENT

VISION
“We aspire to be the global steel pipe industry benchmark for Value Creation and Corporate
Citizenship”

We make the difference through:

 Our people by fostering team work, nurturing talent, enhancing leadership capability and
acting with pace, pride and passion.

 Our offer, by becoming the supplier of choice, delivering premium products and services
and creating value with our customers.

 Our innovative approach by developing leading edge solutions in technology, processes

and products.

17
  Our conduct, by providing a safe working place, respecting the environment, caring for
our communities and demonstrating high ethical standards.

 We believe in Growth through Expansion & Diversification.

 Growth creates aspirations.

 Growth gives hope & happiness. After all, Growth is life.

 Growth that is transformational, leads to the evolution of civilizations.

MISSION STATEMENT
 Achieve sustainable, profitable growth in steel and
related businesses.

 Create differential value for our customers through

innovative offerings.

 Continuous improvement of business processes and

technologies.

 Foster partnership with key stake holders.

 Enhance employees' competencies to create a high performing and innovative

organization. Be a responsible corporate citizen and enhance the quality of life of
employees and key community

QUALITY POLICY
To achieve market leadership by fulfilling customer expectations through understanding of
customer requirements and continual improvements in quality, cost and delivery of products and
services.

- Jai Prakash Agarwal

(Chairman and Managing Director)

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OBJECTIVE
 Customer delight. Customer is foremost.

 Enhance quality of all our activities through systematic working. Quality includes
productivity & cost effectiveness.

 Training & Development of all our employees.

 Ensure health & safety of our people.

 Fulfilling its responsibilities as a good corporate citizen in every nation that we serve.

 Increasing profitability to facilitate dynamic growth internally and to contribute to society

at large.

 In making this commitment, the company reaffirms its belief that by doing its job well
and serving the needs of customers properly, it can help to promote economic
development and human progress.

THE CORE VALUES…………WE NURTURE

 We aim to become a leader in the country in the areas of our business operations by
providing world class products with latest technology that will help us compete in
national and global markets.

 We endeavor to obtain total customer satisfaction in our products and services thereby
ensuring a long standing relationship with our customers.

 We stand committed in partnering with our suppliers for a mutually rewarding

association.

 We invest in enhancing the skills and knowledge levels and standard of living of our
employees by helping them to grow and derive job satisfaction in a free and fair manner.

 We strive to protect the interests of our shareholders by constantly expanding the

frontiers of our business and increasing the return on investment.

 We work towards achieving excellence in all that we do by eschewing the barriers that
stand in their way.

 We constantly engage ourselves in achieving energy conservation, control on

environment pollution thereby helping our neighbourhood and society at large.

19
20
SPECIFICATIONS
Surya has a wide range of pipes conforming to the following national and international
specifications that incorporate latest amendments.

National Standards are:

 IS 1239 (Part - I) - For ordinary use in water, gas & air

 IS 1978 - Use in oil & natural gas industries & fire fighting

 IS 3589 - For water & sewage purpose

 IS 4270 - Steel tubes for water wells

 IS 1161 - Steel tubes for structural purpose

 IS 4923 - Hollow steel sections for structural purpose

 IS 3601 - Steel tubes for mechanical & general engineering purposes

 IS 9295 - Tubes for idlers for belt conveyors

International Standards are:

 British

1. BS: 1387/EN10255 - For ordinary use in water, gas lines

 American

1. ASTM(A53) - For ordinary use in water, gas, airlines & firefighting

2. API(5L) - For oil & natural gas industry

 German

1. DIN 2439,2440,2441 - For use in water, gas, airlines

2. DIN EN 10255 - For ordinary use in water & gas lines

21
Diameter 15mm NB to 400mm NB
Length Single random length- 4-7 mtrs
Double random length-10-13 mtrs.
Minimum – 3 mtrs.
Maximum – 13 mtrs.
Specific length as per order
Close tolerance on length supplied
Ends Beveled End
Plain End
Screwed and socketed
Screwed without socket

Surface Finishing Galvanized

Bare pipe
Black surface paint
Testing Online Eddy Current Testing
Hydro Testing
Ultrasonic Testing
Physical & Chemical Testing

STEEL PIPE PLANT

ERW pipes are extensively used in agriculture, industry, and construction activities like
scaffolding and casing in bore wells. They are used for conveying water, gas, crude oil and
chemicals at various pressures and densities over long distances. Considering the challenging
and varied applications, the pipes are produced to meet very high standards of specifications,
both national and international, including that of API (American Petroleum Institute).

Three decades ago, the steel pipe division of Surya Roshni has grown in size and range to
become a very large ERW pipe producer in the country producing about 5 lacs MT per annum,
with sizes ranging from 15 mm NB to 400 mm NB, available both in galvanized and black
condition.

The pipe plant situated at Bahadurgarh (Haryana) is equipped with state-of-the-art machines-
slitting lines, pipe mills, galvanizing units, threading machines, finishing and foolproof high
pressure hydro testing machines. The plant also has sufficient handling facilities, both EOT and
mobile cranes supported by pipe conveyer systems. The factory has a 100% power generation
facility to guard against production loss in the event of power failure from State Electricity
Board.

22
MANUFACTURING PROCESS
The Process utilizes the latest technology and modern equipments for producing high quality
ERW pipes. The raw material comes from SAIL, ESSAR, ISPAT, JSW, etc.

1. Slitting
HR Coils are slitted to predetermined widths for each size of pipe and thickness.

2. Uncoiling, End Shearing and Welding

Slitted coil is uncoiled at the entry of ERW mill and the ends are sheared and welded one
after another to make it a single endless strip.

3. Forming
Slitted coils are initially formed into U shape and then into a cylindrical shape with open
edges using a series of forming rolls.

4. Welding
The open edges are heated to the forging temperature through high frequency low voltage
high current and press welded by forge rolls making perfect and strong butt weld without
filler materials.

5. Debeading
Weld flash on top and inside (if needed) is trimmed out through carbide tools.

23
 6. Seam Annealing
Whenever required, welding portion and heat affected zone is put to normalizing with
medium frequency normalize and then cooled down in air cooling bed.
7. Sizing
After water quenching, slight reduction is applied to pipes with sizing rolls to give them
desired accurate outside diameter.

8. Cutting
Pipes are cut to required lengths by flying cut off disc/saw cutter.

9. End Facing, Threading and Marking

The pipe ends are faced and beveled by the end facer. All the processes are continuous
with auto arrangements. These plain ended tubes go for further processing as per the
customer need like galvanizing, threading, black varnishing etc.

Coil Length = 126.4 X Coil Weight X 1000

Width X Thickness

GALVANIZED STEEL PIPES & TUBING

Galvanized Steel are those steel that has been covered with a
layer of zinc metal. During galvanizing, steel is immersed in a molten
zinc bath, ensuring a tough, uniform barrier coating. Zinc's natural
corrosion resistance provides long-term protection, even in outdoor
environments. Apart from preventing water corrosion, it is equally
effective in dry, indoor environments & free from rust.

Pipes and tubing made of galvanized steel has long been one of the
most used building materials in the world. For decades, designers, builders and consumers
seeking long-term structural performance in the harshest of outdoor applications have turned to
zinc-coated steel pipes. Zinc-coated galvanized steel pipes and tube resists the attack of wind,
water and road salts.

Galvanizing Process
Step 1: Watering

Step 2: Pickling (For removing the rust with acids)

Step 3: Watering

24
Step 4: Fluxing (Water flux by that gravity increases)

Step 5: Drying (For drying the pipe)

Step 6: Coating (Comes from Hindustan Zinc)

Step 7: Wipening (For removing over coating of zinc)

Step 8: Blowing (For removing over coating of zinc from inner circle of pipe)

Step 9: Quenching (For Cooling the pipe)

Step 10: Finish (Process end)

ERW STEEL PIPES AND TUBES

Based on the end user customer's requirement, ERW (Electric
Resistance Welded) steel pipes and tube are available in various
qualities, wall thicknesses, and diameters of the finished pipes. While
manufacturing ERW steel pipes, only high-quality, continuous-cast,
fully killed, control-rolled, fine-grain, low-carbon steel is used. High
performance ERW steel pipes and tubes possess high strength
corrosion resistance, high deformability, high strength and high
toughness.

Before reaching the market place, ERW steel tubes and pipes are routed through numerous
tests including a hydro-test, an ultrasonic weld inspection, bevel check, micrometer check,
straightness evaluation, and ring gouge to ensure its quality. These pipes are used in fencing, line
pipes, oil country tubular, and scaffolding, water and gas conveyance, structural, engineering
purpose. There has been a tremendous increase in the production of ERW steel tubes due to
growing demand in oil & gas industry, infrastructure and automobile usages.
ERW Pipes are extensively used in agriculture, industry and construction activities like
scaffolding and casing in bore wells. They are used for conveying water, gas, crude oil and
chemicals at various pressures and densities over long distances. Considering the challenging
and varied applications, the pipes are produced to meet very high standards of specifications.

In the three decades since it was set up, the steel pipe division of Surya Roshni has grown in
size and range to become the largest ERW Pipe producer in the country producing about 5 lacs
MT per annum with sizes ranging from 15 mm NB to 400 mm NB available both in Galvanized
& MS.

25
 The pipe plant situated at Bahadurgarh (Haryana) is equipped with state of the art machines
slitting lines, pipe mills, galvanizing units, threading machines, finishing machines and fool
proof high pressure hydro testing machines. The factory has its 100% power generation.

The specialty in Surya Roshni lies in its Large Diameter pipes with diameter ranging from
200 mm to 400 mm. It has achieved remarkable success in producing various special grades
including API 5L grade B as well as 5L X 42, X 46, X 52, X 56, X 65 and X 70.

Applications
 Water pipe lines

 Agriculture & Irrigation

 Gas pipe lines

 Oil pipe lines

 Construction industries

 Chemicals industries

 Plumbing

 Fire fighting system

 Heating Ventilation Air Condition (HVAC)

 Power projects

 Automobile industries

 Other purposes

PLUMBING TUBES
Plumbing is referred to as a system of pipes and fixtures installed
in a building for the supply & distribution of potable water and for the
removal of waterborne wastes. Plumbing is generally differentiated
from water and sewage systems, in a way that, a plumbing system
serves to a single building, while water and sewage systems serve a
group of buildings or a city. Plumbing industry forms a basic and an
important part of every developed economy due to the requirement for
clean & pure water, and proper collection and transport of wastes.

26
Plumbing tubes are specially designed tubes for uses in plumbing systems and applications.

These tubes are used for a variety of purposes, such as

 Underground water service

 Potable water distribution
 Drainage and vent systems
 Radiant heating
 Fire sprinkler installations
 Medical gas service
 Fuel, oil and gas distribution systems

The tubes for plumbing applications are generally made through extrusion process. The
plumbing tubes are designed with a thinner walled structure and require special joining
techniques, like - 'soldering', 'crimping', 'compression fitting', or for plastics.

Types of Plumbing Tube

Depending on the metal of construction, plumbing pipes can be categorized in following types:-

1. Galvanized Steel: Galvanized steel tubes were in use until the early 60's. The interior
surface of this type of pipes corrodes over time and the flake builds up that reduces the
flow of water. Sometimes the pipe will simply rust through and leak. The typical service
life of galvanized steel tubes is 40 years.

2. Copper: Used from the early 60's and on, copper tubes are more reliable (and more
expensive) materials for plumbing applications. Its one drawback is that it will split when
frozen. The material is still widely used today, however most homes are plumbed with
newer (and economical) types of plastic pipes.

3. Copper Tubes: Copper is one of the most widely used materials in making tubes for
plumbing applications. It has been proven that, no material is superior to copper for
conveying water. Copper tubes deliver superior performance, trouble free operational life
and durability.

QUALITY POLICY
Achieve market leadership by fulfilling customer expectations through understanding customer
requirements and continued improvement in quality, cost and delivery of products and services.

Unmatched quality
Surya Roshni prides itself on its uncompromising quality standards that few other manufacturers
can match. It is a process that begins as early as the raw material stage. Steel strips are assessed

27
for its mechanical strength and consistency. At every subsequent station along the manufacturing
line, our engineers employ sophisticated equipments and techniques to ensure not only the defect
free quality of pipes but also their optimal performance under the most adverse conditions. The
inspection procedures evaluate each pipe for surface finish, perfection of weld, correct diameter,
wall thickness, length and weight.

Modern Laboratory
A fully equipped metallurgical laboratory tests materials for their ability to withstand reactive
processes. Hydro testing of pipes is undertaken to detect leaks and fissures prior to galvanizing
and threading. Destructive testing of pipes entails performance examination of the weld as well
as their tensile and compressive strength. The constant emphasis on high quality guarantees a
long trouble-free service life to the pipes-without breakdown and without corrosion.

Testing & Quality Control Facilities

Besides the numerous quality assurance measures during the manufacturing process and various
inspection points, the following facilities are available for ensuring stringent quality standards.

1. Universal Testing Machines For material testing (mechanical properties).

2. Eddy Current Testing Machine
3. Ultrasonic Testing Machine
4. Metallurgical Microscope
5. Vickers Micro Hardness Tester
6. Digital Ultrasonic Thickness
Gauge
7. Mandrills and Fixtures
8. Impact Testing Machine
9. Hydraulic Press
10. Bending Machine
For on line flaw detection on welds.
For checking strip laminations and flaw detection on
welds on pipes in auto mode.
For checking and evaluating the grain structure of
material, heats affected and weld zones.
For checking micro hardness on weld heat affected
zone and material
For checking thickness & pipes.
For welding root bent test.
For checking energy absorption test
on materials.
For flattening and weld ductility test.
For pipe bend test.

Apart from the above important testing machines, we have temperature recorders for seam
normalizing auto pressure recording for hydraulic test pressure and many other sophisticated
measuring instruments.

28
Dedication of trained and committed work force ensures high quality of pipes made to various
national and international standards including the demanding API specifications. The quality
control system which is audited from time to time and has been approved by API Surveyors.

Confirmation Quality Competence

The Steel division of Surya Roshni Limited has been awarded the prestigious ISO 9001-2008
Certificate by DET NORSKE VERITAS (DNV) certifying that the quality system of the
company at Bahadurgarh has been found to conform to the quality standards ISO 9001-2008.
This Certificate is valid for manufacture and supply of ERW steel tubes (Black & Galvanized)
and CR Strips. This accreditation by the International Agency is added confirmation to the
competence of the company to deliver quality products.

Third Party Inspection Agencies

Third party inspection agencies who Inspect/ Assess our Products/ work on behalf of our Clients
like Indian Oil Corporation Ltd. (IOCL), Gas Authority of India Ltd. (GAIL), Oil& Natural Gas
Commission (ONGC) Oil India, Hindustan Petroleum Corporation Ltd.(HPCL), Bharat
Petroleum Corporation Ltd.(BPCL),National Thermal Power Corporation(NTPC) and Reliance.

Lloyd's Register of Industrial Services

1. Engineers India limited
2. Bureau Veritas
3. Projects & Development India Limited (PDIL).
4. SGS India Limited Mecon
5. Director General of supplies and disposals and many other reputed national and
international agencies.

29
Our Valued Customers
In Oil and Gas Sector include IOCL, HPCL, BPCL, OIL, GAIL, CRL, MRPL, CPCL,
BRPL, NRL, all Refineries in India, IBP, Bharat Shell, Gujarat Gas Co., Haldia Petrochemicals,
IPCL, Reliance Petroleum, Essar, etc. Apart from Oil and Gas Sector. Our valued customers in
Govt. Sector are PHED’s, Railways, State Irrigation Departments, BSNL, SAIL, State Electricity
Boards, Defence, CGWB, GWSSB, PH & Shimla etc. We are enlisted with various premier
Organizations as approved Vendor for supplying CS/MS ERW Pipes conforming to various BIS
and API-5L specifications. We are also registered with DGS&D Rate Contracts for Black pipes
as per IS: 4270 & Rate Contract for GI Pipes.

Exports of steel pipes & Tubes

Surya Roshni with its wide range of pipes for different applications has steadily built a place
for itself in the international market. It is presently exporting pipes to various countries like
Bangladesh, Belgium, Ethiopia, Germany, Ghana, Italy, Kuwait, Malta, Mozambique, Myanmar,
Nepal, Oman, Qatar, Srilanka, UAE, UK, USA and a few others.. Efforts on to make a foray in
countries like Australia, Canada, Eritrea, Kenya, Malaysia, Nigeria, Singapore, Tanzania,
Uganda and Yemen. Thanks to ISO 9001-2008 accreditation and the license from American
Petroleum Institute for using API monogram, our products find ready acceptance for its quality.

30
COLD ROLLED STEEL STRIPS
It serve as a critical input for a range of applications in a wide spectrum of industries
considering the sophisticated application, the CR steel strips are required to meet high standards
of inherent quality, surface finish, heat treatment and close tolerance on dimensions. A CR strips
division at Bahadurgarh is meeting these stringent requirements for sophisticated application
with a production capacity of about 75000 MT per annum.

Surya Roshni has made its presence felt in the market serving important customers
particularly in the northern and western regions. Each supply is customized to specific customer
requirements in terms of quality, delivery, technical delivery conditions, etc. The company
believes in developing long term relationship based on trust and transparency. With its stress on
quality, timely supplies and responsive customer service, it has built enduring relationship with
its clients. It is now fully geared to meet the demanding needs of high value-added segments of
Cold Rolled Steel market throughout the country

Applications
 Domestic Appliances
 Oil barrels & containers
 Washing Machines & geyser
 Electronics & Electrical components
 Bicycles
 Automobiles
 Refrigerators

The company has also developed many customers who are in the business of Laminations/
Stamping whose quality requirement is very stringent due to ‘‘Auto stack’’. They stipulate a very
close thickness tolerance.

31
PVC PLUMBING PIPES & FITTINGS SECTION
 UPVC (Unplasticised Poly Vinyl Chloride)
 CPVC (Chlorinated Poly Vinyl Chloride)

Properties of U-PVC & CPVC

 Density
 Mechanical Strength
 Electrical Resistance
 Low Thermal Conductivity
 Hygienic
 Chemical Resistance
 Flexibility
 Galvanic & Electrolytic immunity
 Hydraulic Resistance & Flow Characteristics
 Fire Resistance

Applications
 UPVC pipes for cold water plumbing applications in buildings & CPVC for hot & cold
water plumbing applications.
 Industrial process lines.
 Swimming pools.
 Salt water lines.
 Aggressive/corrosive fluid transportation.
 Dye plants, chrome, zinc plating, tanning industry & textile process houses.
 Sugar, paper & distillery industries.
 Coal washing & ash handling.

SURYA GLOBAL STEEL TUBES LIMITED

 Spiral Welded Steel Pipe Plant at Anjar, Bhuj (Gujarat)
 Surya Roshni Limited has made foray in the helical (spiral) Saw pipes. Which is located
at Anjar near Port Mundra in the state of Gujarat, India
 This plant is equipped with latest technology supplied by European Vendors.
 The Spirally Submerged arc welded (SSAW) pipe
 Manufacturing by H.R. coils.

32
Applications
Spiral Welded Steel Pipes are widely used in oil, Natural Gas, Water & Other flammable and
non- flammable liquid conveyance and distribution pipe lines, steel structures for construction
and other general purposes by means of their wide size range

Special Uses
 Pipelines for gas transport and distribution.
 Above ground pipelines (aerial sections and bridge pipelines).
 Pipes for methane connections (vertical gas pipes).

ORGANIZATIONS WITH WHOM WE ARE REGISTERED

S. No. Organization With Address Reg. No. / Ref. No. /Vendor Code/ P.O.
No.
1 DMRC DMRC/CORP/20/Design/368/2007-08

2 CPWD (Central Public Works Department) No. 22/14/97-m/3879

- J&K , Punjab, Himachal And Haryana

3 Delhi International Airport Pvt. Ltd.

4 Director General Of Supplies & Disposals Reg. / DEL/L- 0064/04/00278

(Dgs & d)
5 Military Engineer Service (Mes) 40203/334/Ea
Delhi Cantt-10

6 Director General Of Married 21316/Pipes/P&S/174/MAP

Accommodation Projects (Dgmap)

7 Government Of Rajasthan Public Works PWD Electrical Division-iii

Department, Jaipur (Rajasthan)

8 GAIL(INDIA)LIMITED 101002193
16, Bhikaji Kama Place, R. K. Puram,
New Delhi - 110066

9 MECON LIMITED 11.51.9181.Cvdc.39/S-2173/ V-2173

RANCHI - 834002, Jharkhand

10 National Thermal Power Corporation Ltd., Rhstpf/C&m/Pur/ 8/10

Singrauli

33
11 Project & Development India Ltd Pnmm/Regn/Po776

12 Engineers India Ltd. 4994/Pdd/I/Re/S281

13 Oil And Natural Gas Corporation Limited 4010031765

(ONGC)

14 Uttar Pradesh Jal Nigam 221/U.P. Jal Nigam/ Spl/ G-5/ 1991

15 Damodar Valley Corporation Mm/Enlistment/2001-02/600

16 Jammu Development Authority(jda) Ca No Cejz/Jpr-17 Of 2006-2007

17 GOVERNMENT OF MAHARASTRA No.Jsp/0707/Tb/Cr-37b/Ws-11

Reforms Support & Project Management
Unit, Water Supply And Sanitation
18 Govt. Of Jammu And Kashmir No.Ps/4618-23/2007
Kashmir Irrigation And Flood Control
Department, Srinagar
19 Maharastra Industrial Development
No. Ee (Qe)/864/2008
Corporation

20 Tamilnadu Sugar Corporation Ltd No.2959/04/Engg

21 City And Industrial Development Corp. Of No.Cidco/Cbd/Ee(nm)/2008/72

Maharashtra Ltd.

22 Nashik Muincipal Corporation Nashik-

maharashtra

23 PUNE MUNICIPAL CORPORATION,

MAHARASHTRA (Water Supply
Division)
24 Punjab Water Supply And Sewerage Board Rn. No. - 058 / 049

25 Punjab Urban Development Authority, Rn. No. - 10590 / 2008

Punjab

34
26 Uttar Pradesh Rajkiye Nirman Nigam Ltd., Rn. No. - 25/Camp Unit - 10/ R.N.N./ 07
Lucknow

27 Karnataka State Police Housing Corporation Rn. No. - 555 / 2008

Ltd. , Bangalore

28 Rajasthan Rajya Vidyut Prasarn Nigam

Limited, Jaipur

29 Pune Housing And Area Development

Board

30 GUJARAT STATE PETRONET LTD Ref-gspl/TC/VEM-01/2006/9695

GSPC Bhavan ,5th Floor ,Sec-11
Gandhinagar - 382011

31 M.P. Housing Board, Bhopal Rn. No. - Endt No. 426 Mphb / 08-09

32 Reliance Industries Ltd. P.O : Xb2/7145968

33 Power Grid Corporation Of India Ltd. P.O : Tfc/Srl/10183

34 Mseb ( Maharashtra State Electricity

Board), Bombay

35 ZILHA PARISAD - Pune, Ahmednagar Kfwl.08/92/Pune/11

And Aurangabad

36 BHEL Bangalore Is-4av-624-100-m005

37 BHEL New Delhi Is-4av-624-100-m005

38 Vodafone Essar Space jet Limited

39 PUNE MUNICIPAL CORPORATION, W.No. : Fb / 205

MAHARASHTRA (Fire Brigade)- Division

40 MTNL , CBD Belapur, Navi Mumbai , Ref. No. : E.E. (E)/East/07-08/265

Maharashtra

35
41 Northern Railway No. 104-s/10136/Pgr/D-1
Baroda House, New Delhi-110001

42 Bharat Petroleum Corporation Ltd. Mats.M.700

(Bpcl)

43 M.P Madhya Ksetra Vidyut Vitran Co. Ltd Ce/Gr/Reg/11-b/09-10/

Gwalior, M.P

44 Tractebel Engineering And Constructors Tecpl/2009/Vr/0134

Pvt. Ltd. New Delhi – 110015

MAJOR ORDERS EXECUTED (API 5L)

S. No Firm Name Size & Thickness Qty Mtrs Grade

1 Green Gas Ltd., 8” x 7.0 mm 16000 API 5L Gr B (PSL 2)

Lucknow

2 Maharashtra Natural 12” x 9.50 mm 4500 API 5L Gr B (PSL 2)

Gas Ltd., Pune
12” x 6.40 mm 14500

10” x 6.40 mm 14000

6” x 6.40 mm 16000

4” x 6.40 mm 8000

3 Siti Energy Limited. 4” x 6.00 mm 13000 API 5L Gr X-42 (PSL 2)

New Delhi

4 GAIL (India) Ltd. 6” x 6.4 mm & 22000 API 5L Gr X-52 & API
5L Gr X-60 (PSL 2)
8” x 6.4 mm 12000

12” x 6.4 mm 10000

12” x 8.7 mm 2000

36
5 Central UP Gas Ltd., 8” x 6.4 mm 5000 API 5L Gr X-42 (PSL 2)
Lucknow
6” x 6.4 mm 20000

6 Great Eastern Energy 4” x 4.80 mm 10000 API 5L Gr X-42 (PSL 2)

Corpn. Ltd.

7 Indian Oil Corporation 8” x 8.18 mm 1000 API 5L Gr B (PSL 2)

Ltd., Noida
8” x 5.56 mm 21710

8” x 9.52 mm 2225

8 Bharat Petroleum 14” x 6.35 mm 5578 API 5L Gr B (PSL 1) &

Corpn., Ltd., Mumbai IS:3589 Gr 410
6” x 7.11 mm 5014

4” x 6.02 mm 5625

12” x 6.35 mm 13640

9 Indian Oil Corporation 12” x 5.56 mm 87890 API 5L Gr X-60 (PSL 2)

Ltd., Noida
12” x 9.52 mm 2696 Gr B (PSL 1)

12” x 11.13 mm 5400

18” x 7.13 mm 850

10 M/s Jaihind Projects 12” x 7.1 mm 12” 5860 API 5L Gr X-65 (PSL 2)
Ltd. x 8.7 mm
60
Projects of M/s GSPL

11 Indian Oil Corporation 10”x5.56 mm 103990 API 5L Gr X-46 (PSL 2)

Ltd., Noida 10”x6.35 mm 2250
6660 API 5L Gr B PSL1
10”x9.27mm
900 API 5L Gr B PSL1
12”x9.52mm
235 API 5L Gr B PSL1
12”x9.52 mm
330 API 5L Gr X-46

37
 16”x6.35 mm 175 PSL 2

16”x9.52mm 7500

14”x7.13 mm 1920

14”x11.13 mm

REPUTED ARCHITECTS/CONSULTANTS RECOMMENDING

OUR PRODUCTS

DLF PROJECTS LTD

UNITECH LIMITED

GYAN P MATHUR & ASSOCIATES

CONSULTING ENGG. SERVICES I PVT. LTD.

TECHO ENGG. CONSULTANT

NIRMAN CONSULTANT

ENERSAVE CONSULTANT

SPC ENGINEERING P LTD

S K CONSULTANTS

P.N GHOSH & ASSOCIATES PVT. LTD

HOSPITAL SERVICES CONSULTANT CORP. LTD

DEOLALIKER CONSULTANT

38
DALAL CONSULTANT

SANELEC CONSULTANTS

M.K.G CONSULTANT

C.P.KUKREJA& ASSOCIATES

P.K KALRA & ASSOCIATES

V.S KUKREJA & ASSOCIATES

FIREPROTEK- CONSULTANT

JACOBS H&G PVT LTD

TECH CONSULTANT

SMPS CONSULTANTS P LTD

AQUA DESIGNS

DHARKAR ASSOCIATES

KONCEPT ARCHITECTS

SEMAC PVT. LTD.

GHERZI EASTERN LTD.

ABL HOSPITECH INDIA PVT LTD.

SPECTRAL SERVICES INDIA PVT LTD

39
BUILDERS/DEVELOPERS WHO ARE PATRONIZING OUR
PRODUCTS

DLF UNIVERSAL LTD

UNITECH LTD

PARSVNATH DEVELOPERS LTD

BESTECH INDIA LTD

OMAXE CONSTRUCTION LTD

UNITECH MACHINE LTD

VIPUL LIMITED

VIKAS SURYA GROUP

VATIKA GROUP

EROS GROUP

ELEDCO GROUP

EMMAR MGF LAND P LTD

MAHAGUN INDIA PVT LIMITED

G.D BUILDER

PYARELAL HARISINGH BUILDERS LTD

ERA CONTRUCTION COMPANY

HAWARE BUILDERS

40
LODHA CONSTRUCTION

NARMADA CONSTRUCTION

SRI NATH CONSTRUCTIN

KOHINOOR BUILDER

GALAXY CONSTRUCTION

MOUNT WORLD CONSTRUCTION

SIMPLEX INFRASTRUCTURE GROUP

IDEB CONSTRUCTION PROJECT P LTD

NAGARJUN CONSTRUCTION COMPANY LTD (NCC)

TATA PROJECTS LTD

SAND DUNE CONSTRUCTION P LTD

UNIQUE BUILDERS

41
MARKETING & FINANCE DEPARTMENT (MFD)

In this Department Sales account of different branches, Govt. sales, Export, Auction etc. are
maintained. This department includes various activities such as:

 Checking of Bills on the parameters i.e. proper rate, amount, credit period, Mode of
payment Secured (Letter of Credit, Bank Credit) or unsecured mode such as Draft, Cheju,
etc. Rate on the delayed payment is 18 %.
 It also includes the full settlement of Carriage and Freight.
 In broad way we can say that it include monitoring and controlling of expenses related to
branch such as T/A, D/A, Stationary, Postage, Courier etc.
 It perform all the function related to analysis of sales:
 Branch Wise
 Segment wise
 Monthly Basis
 Annual Report
 MFD is responsible for making a policy regarding marketing, sales, etc. It also collects
fund generated by selling scrap, rejected material/Pipe from the auction i.e. 500/600 Ton
in 15 days.
 MFD Head & Trade Marketing Head prepare a price list in consensus decision regarding
Pricing. Rates given in the Price List is of Black pipe SWS (Screwed Without Socket).

42
MARKETING NETWORK

Focus on dealers-our backbone

Surya Roshni derives its strength from its vast network consisting of 14 branches, 150 dealers &
18500 retailers spread over the entire length & breadth of the country. The company has ensured
that there is full coverage of all districts with its retailers to make available its products in any
part of the country. The company has fostered a close & enduring relationship with its dealers by
constant interaction with them. Regular Dealer Conferences region wise are held to get their
feedback on the Performance & to exchange ideas on the market & the strategy to enlarge the
company’s market share.

The dealers accompanied by our senior marketing executives are taken annually on a holiday to
foreign locations after their successful achievement of targeted sales as recognition of their good
work. This provides an invaluable opportunity for the company & the dealers to share their views
about the industry in the relaxed & pleasant atmosphere.

Business Development Group - A key component in marketing. The co. has a marketing &
Business Development group aimed at achieving total customer satisfaction by regular
interaction with them to ensure timely availability & delivery of our full product range at
competitive rates & in maintaining best relationship with our customers. It also Survey the
market to obtain various vital inputs for business development & competitors activities.

43
 MARKETING NETWORK

ACROSS THE LENGTH & BREADTH OF THE COUNTRY

Head Office Registered Office & Works-

Surya Roshni Ltd. Surya Roshni Ltd.

Padma Tower-1, Prakash Nagar, Delhi-Rohtak Road
Rajendra Palace Bahadurgarh-124507(Haryana)
New Delhi-110008 Ph-01276-241540/980/982
Ph-011-25810093-96 trade@suryasteelpipe.com
www.suryasteelpipe.com bdg@suryasteelpipe.com
Business Development Group Trade Marketing

Mr. Neeraj Garg (Chief-BDG) Mr. Shankar Gupta (DGM- Trade)

Mr. Jasveer Singh (Dy. Chief-BDG) Mr. Sachin Aggarwal (Dy. Chief- Trade Mktg.)

STEEL DIVISION SALES OFFICES

BRANCH INCHARGE BRANCHES

Mr. Sudhir Dhupia Ahmedabad (Gujarat)
Mr. Atul Agarwal Jaipur (Rajasthan)
Mr. Jagbir Kaushik New Delhi
Mr. N. K. Varshney Ghaziabad (Uttar Pradesh)
Mr. Upendra Awasthi Indore (Madhya Pradesh)
Mr. Anand Mohan Dixit Bangalore (Karnataka)
Mr. Rajnikant Gupta Secundrabad (Hyderabad)
Mr. Kaustubh Manjre Nagpur (Maharashtra)
Mr. Harsh Goel Raipur (Chattisgarh)
Mr. Gajraj Singh Jammu Cant. (J & K)
Mr. Manvendra Singh/ Venu Gopal Chennai (Tamil Nadu)
Mr. Ninad Ranawade Mumbai (Maharashtra)
Mr. Rajesh Tripathi Ludhiana (Punjab)
Mr. Manish Sharma Dehradun (Uttarakhand)

44
SURYA FOUNDATION
Surya Foundation is a social NGO established in 1995 by Shri. Jai Prakash Agarwal,
Chairman & Managing Director of Surya Roshni Limited, with a view to promote greater
sense of national consciousness and social awareness among our countrymen particularly the
youth. In pursuance of this larger objective, the Foundation is working in the following areas:-

• Youth Development
• Development of Preventive & Cost Effective Health System of Naturopathy & Yoga.
• Think Tanks for vital areas of National Development
• Ideal Village Projects with emphasis on Literacy and Personality Development of Youth.
• Development of Naturopathy & Yoga

SADHANA STHALI

Situated at Jhinjholi in Haryana, away from the hustle bustle of Delhi is the Training Centre of
Surya Foundation with sprawling lawns and gardens. The named Sadhana Sthali campus
resembles the ancient Gurukul providing an ideal environment for the trainees. A Swimming
Pool, Computer Laboratory, Library, facilities for Indoor and Outdoor Games, Shooting Range
and many other facilities are available in the campus, which attract persons of all age groups. A
Naturopathy Centre offers opportunity to remain as close the nature as possible. It provides the
right environment for learning and development.

YOUTH DEVELOPMENT

‘Catch Them Young’ is the motto followed by Surya Foundation. Today's child is tomorrow's
Bharat! The Youth Development Programme, therefore, targets young children in their formative
age. Surya Foundation conducts over 1500 Personality Development Camps each year in various
parts of the country, benefiting about 40,000 youths.

NATUROPATHY & YOGA

Naturopathy & Yoga is a preventive as well as curative therapy. It is the most effective and least
expensive method for a healthy and disease free living. Mahatma Gandhi had desired that
Naturopathy should reach each and every village and to all our countrymen.

THINK TANKS FOR NATIONAL DEVELOPMENT

Constitutional Reforms, Economy, Education, Energy, International Relations, National

Security, Power, Police Reforms, Public Administration, Railways, Rural Development, Surface
Transport, Telecom, Tourism, Water Resources.

45
Surya Foundation Think Tanks have been established with a view to carrying out studies and
research in the areas of vital national interests. These consist of eminent intellectuals, experts,
retired bureaucrats, judges, legal experts, academics and scholars who deliberate various issues.
Recommendations of the Think Tanks are made available to the Govt. Departments, PSUs,
Members of Parliament and all concerned.

IDEAL VILLAGE

"The path to development of the country passes through its villages"

Surya Foundation conceived the 'Ideal Village Project' with the underlying idea to develop
villages by—

• Improving the literacy rate

• Bringing peace and harmony
• Helping them development of their village
• Personality Development & Character Building

PROJECT

Village youth, including young children are the vehicle of this project. Baal Vikas Kendras or
the Coaching Centre’s have been established in the villages for children who are school going,
dropouts or illiterates. Coaching Centre’s conducts various activities such as:-

• Education / Literacy
• Games
• Shram Dhan through Community Participation
• Yoga & Karate
• Adventure Programs
• Personality Development Camps

46
SURYA ROSHNI PRESS BRIEF

1. Surya Roshni Produces more than two lac ton pipes in the country & going to produce 4
lac Ton in near future which is available in all states of India. Surya is the biggest
manufacturer of G.I. pipes used in water supplies.
2. Surya Pipes are the first choice of the customers in Jammu & Kashmir, Rajasthan,
Maharashtra, Vidarbha and Madhya Pradesh, even Prakash Surya brand G.I. Pipes are
more renowned than TATA Pipes in the far flung areas of Southern India in Karnataka &
Bangalore in addition to other states of India.
3. Surya's Steel Pipes are sold in the Brand name of "Prakash Surya" which is duly
embossed in a gap of every meter on the G.I. pipes.
4. Besides steel, Surya Roshni is the market leader in lighting industry also and is one of the
biggest two manufactures of India.
5. In the future expansion plans, the company intends to set up a steel plant in Karnataka
apart from infrastructure, Cement, Power & PVC Pipes in the states of Gujarat, M.P.,
Chhattisgarh & Uttarakhand. The projected turnover of Surya Group will be Rs. 5000
crores after all the expansions by year 2012 end.
6. Surya Roshni Limited has sent 100 youths for the mass contact program all over India
with a view to create an awareness among the dealers and customers about the right
quality of pipes and to protect them from selling spurious / substandard pipes.

H.R. COIL VS PATRA

1. Life of pipe made of H.R. Coil is 10 times more than that of Patra pipe i.e. life of Patra
pipe is 3-4 years while as that of H.R. Coil pipe is more than 30 years.
2. Patra is always much & much cheaper compared to H.R. Coil, due to its inferior quality
because of its bad chemistry as well as bad composition. Further for the manufacturing of
Patra they use poor quality of scrap & rejection & produce with low technology while
H.R. Coils are produced from world class plant of SAIL/ TATA/ ESSAR etc.
3. Only user of H.R. Coil of SAIL/ TATA/ ESSAR/ LLOYD/ ISPAT can produce good
quality pipes.
4. For coating of Zinc, the manufacturers of steel pipes should use Zinc only of Hindustan
Zinc Limited or imported equal to High Grade/ PW of Hindustan Zinc Limited.
5. Substandard producers are using GOOMATI (Zinc taken out from Zinc dross) which
reduces life of the pipes substantially.

47
ORGANIZATIONAL STRUCTURE
Organizational structure refers to the formal, established pattern of relationship amongst the
various parts of any organization. Organizing is the formal grouping of activities and resources
for facilitating attainment of specific organizational objectives. It is possible to achieve objective
without formally organizing, but there is to be great wastage of resources and time. A good
organizational structure ensures that the objectives are achieved in the shortest possible time, in
an orderly manner, with maximum utilization of the given resources.

NAMES DESIGNATION
Jai Prakash Agarwal Chairman and Managing director
Urmil Agarwal Director
B B Chadha Director
Satya Narain Bansal Whole Time Director
Arvind Kumar Bansal Whole Time Director
Aloke Sengupta Nominee Director
Ravinder Kumar Narang Director
K K Narula Director
MukeshTripathi Director
Vineet Kumar Garg Whole Time Director
Raju Bista Whole Time Director
Shanker Singal Independent Director

48
49
DEALERS – DELHI & NCR REGION
PARTY NAME CONTACT PERSON
Goel Retail Product (P) Ltd. Mr. Kailash Goel

Goojar Mal Ganpat Rai Mr. Vinay Kumar

Gupta Tube Company Mr. Vinod Garg

Mr. Ankur Garg
Bakshi Brothers (Agencies) Mr. Amit Bakshi
Mr. Shashi Bakshi
Dinesh Sanitary Store Mr. Ramesh Goel
Mr. Rajendra Goel
P.D. Arya& Co. Mr. Parmod Kumar

Jagdamba Traders Mr. Pradeep Gupta

Mr. Vikas Gupta
Shri Niwas Pawan Kumar Mr. Shri Niwas Gupta
Mr. Pawan Gupta
Mr. Manish
Bharat Pipe & Sanitary Stores Mr. Subhas Chand Tyagi

Ajay Enterprises Mr. Ajay Gupta

Shree Ganesh Steel Tube Mr. Saket Agrawal

Balaji Pipes (India) Mr. Rajeev Gupta

50
 LITERATURE REVIEW
THEORETICAL FRAMEWORK

What is a Brand?

A Brand is a name, term, sign, symbol or design, or a combination of them, intended to

identify the goods or services of one sellers or group of sellers and to differentiate them from

those of competitors. Most of the marketers say that “Branding is the art and cornerstone of

marketing”.

In essence, a brand identifies the seller or maker. It can be a name, trademark, logo or other

symbol. Under trademark law, the seller is granted exclusive rights to the use of the brand name

in perpetuity. Brands differ from other assets such as patents and copyrights, which have

expiration dates. A brand is essentially a seller’s promise to deliver a specific set of features,

benefits and services consistently to the buyers. The best brands convey a warranty of quality.

But a brand is an even more complex symbol. It can convey up to six levels of meaning.

1. Attributes: A brand brings to mind certain attributes. By its well built, well engineered,

expensive, durable, high-prestige automobiles.

2. Benefits: Attributes must be translated into functional and emotional benefits. For

example, the attribute “durable” could translate into the functional benefit. The people

says that “I won’t have to buy another car for several years”. The attribute “expensive”

translates into the emotional benefit “the car makes me fell important and admired”.

3. Values: The brand also says something about the producer’s values. Mercedes stands for

high performance, safety and prestige.

4. Culture: The brand may represent a certain culture.

5. Personality: The brand can also project a certain personality.

6. User: They suggest the kind of consumer who buys or uses the product.

51
BRAND AWARENESS

Brand awareness is the potential capacity that a retailer recognizes or recall the name of the
brand of a certain category of a product. Thus brand awareness is an exercise of identification of
the brand name under different conditions and therefore, the probability of a brand name coming
to the retailer and the facility with which this happens.

Awareness essentially means that retailers know about the existence of the brand, and also
recall what categories the brand is in. The lowest level of awareness is when the retailers have to
be reminded about the existence of the brand name, and its being a part of the category. There
after is the stage of aided recall, i.e., upon the mention of the category, the retailer can recognize
the company’s brand from among a list of brands. Then is the stage of unaided recall, where in a
retailer mentions the company’s brand among a list of brands in the category. The highest level
of awareness is when the first brand that the retailer can recall upon the mention of the product
category is the company’s brand. This is called top-of-mind recall.

Brand Awareness: Nine Brand Strengtheners

As Companies become more aware of the importance of brand power, they wonder how they
can strengthen their brands. Most managers think the answer lies in increasing the advertising
budget. But advertising is expensive and it is not always effective. Advertising is only one of
nine ways to build more brand awareness and brand preference.

52
 1. Develop creative advertising.

2. Sponsor well-regarded events.

3. Invite your retailers to join a club.

4. Invite the public to visit your factory or office

5. Create your own retail units.

6. Provide well-appreciated public services.

7. Give visible support to some social causes.

8. Be known as a value leader.

9. Develop a strong spokesperson or symbol to represent the Company.

BUYING BEHAVIOUR

The new millennium will be the most challenging era for the most of the companies
delivering goods and services to the buyers directly through their network. The increasing
competition in the global markets will make the existence of the companies difficult as the
buyers enjoy as the kingpin of their business. The increasing competition in the market for the
goods and the services will provide the best options to the buyers towards the retailer value,
satisfaction and the delight chain.

In the developing economies and near monopoly markets the sellers do not pay adequate
attention towards the buyers and make them in a disadvantageous position. On the contrary in the
buyers’ market the retailers can choose the goods and services. This phenomenon can be
explained in reference to the Indian market also. Let us take an example of an Indian car market
in the mid-seventies which was largely dominated by the Ambassador brand of Hindustan Ltd,
had Fiat for the class market. During this period the car market had seller’s dominance and
enjoyed near monopolistic condition. The car market scenario was in transition since mid-
eighties after the market invention of Maruti Udyog Ltd. and has become highly competitive
after the introduction of the new economic policy in early 90’s. Since, we can simply understand
that, the current market for cars in India is a buyers market, which is very competitive in terms of
quality, price, services, comforts and value for the money, which are cannot be calculated at a
time, but take a long thinking and discuss.

53
 The retailer makes the decision on buying of any product of the company by problem
solving carefully weighing and evaluating perceived use values and product attributes. This
process is commonly known defined as rational decision making while the emotional
responses.

Branding Decisions:

The first decision is whether the company should develop a brand name for its products. In
the past, most products went unbranded, producers and intermediaries sold their goods out of
barrels, bins and cases without any supplier identification. Buyers depended on the sellers
integrity.

In some cases, there has been a return to “No branding” of certain staple retailer goods and
pharmaceuticals. Generics are unbranded, plainly packaged, less expensive versions of common
products such as spaghetti, paper towels and canned peaches. They offer standard or lower
quality at a price that may be as much as 20% to 40% lower than nationally advertised brands
and 10% to 20% lower than retail private label brands. The lower price is made possible by
lower quality ingredients, lower cost labeling and packaging and minimal advertising.

Branding gives the seller several advantages:

1. The brand name makes it easier for the seller to process orders and track down problems.

2. The seller brand name and trademark provide legal protection of unique product features.

3. Branding gives the seller the opportunity to attract a loyal and profitable set of retailers.

Brand loyalty gives sellers some protection from competition.

4. Branding helps the seller segment markets.

5. Strong brands help build the corporate image, making it easier to launch new brands and

gain acceptance by distributors and retailers.

Brand Strategy

A brand strategy can be thought of as the translation of the business strategy for the

marketplace. It defines the manner in which the offering will present itself to the marketplace,

54
which will, in turn, influence the way in which targeted retailers think of offering – creating the

brand’s image. They has provided guidance on brand strategy and the importance of brands to

both build retailer loyalty and to gain internal efficiencies. Brands create differentiation for

retailer and they also can help the company gain efficiencies in their marketing expenditures and

activities.

Brand Equity

The brand equity can be viewed by retailers”…as both financial and as a set of favorable

associations and behaviors” suggests that brand equity consists of brand associations, brand

loyalty, brand awareness, perceived quality, and other brand assets. It indicates that loyalty is one

sufficient importance that other measures, such as perceived quality and associations, can often

evaluated based on their ability to influence it. It describes the retailer’s memory as a function of

a set of nodes and links of the various associations related to a brand. Perceived quality has been

shown to be associated with price premiums, price elasticity, brand usage. Brand awareness

reflects the salience of the brand in the retailer mind.

55
 OBJECTIVE OF THE RESEARCH
The study has been conducted with the following objectives in mind

PRIMARY OBJECTIVE

1. To know, whether buying behavior is dependent of brand awareness or not.

2. To know how brand awareness made retailer to purchase product.

3. To understand the factors and variables of brand influence them to purchase.

4. To know what position does the brands has in the minds of retailers.

5. To know how they became aware of the brand.

6. To know the level of satisfaction about the brand awareness.

7. To know how they maintain and improve brand awareness, brand loyalty.

SECONDARY OBJECTIVE

1. To know about the service quality.

2. To understand the concept of retailers.

Objective has an important role in any research. No research exists without any objective.
Surya Roshni Ltd. gave me eight weeks project of – “To Analyze the Brand Awareness of the
product through Retailers” with the objective to know the retailer’s perception about- pricing
policy, quality, delivery system, billing system, etc. To Maximizing the Performance of Steel
Pipe Assets, Pipeline Risk Management, Maximizing the Performance of Iron Pipeline Assets,
Sales volume, Ranking of different brands, pricing of different brands promotional supports
given by the companies. Effective media, effective promotion & factors for recommending the
particular brand were also fall under the objective.

The objective of research believes that once the global economy returns to sustained growth,
the domestic pipe industry is expected to accelerate into high growth trajectory. As per CARE
Research, Indian pipe manufacturers will be greatly benefited when Exploration & Production
(E&P) projects for oil and gas companies which were previously stalled or revoked because of

56
the global financial crisis recommence their operations. This new spurt in demand will be
positive for future growth. CARE Research’s report on ‘Indian Pipe Industry’ gives valuable
insight of the industry on global and domestic capacities, demand-supply gap analysis of
domestic market, export market for domestic companies, replacement demand, competition and
commentary on top industry players.

Research has developed a robust methodology for forecasting domestic demand. It takes into
account several initiatives taken by the Indian government to provide basic water supply and
Sanitation and also emphasizes on oil and gas sector which serves as a backbone to the pipe
industry as a whole.

CARE (Credit Analysis & Research Ltd) Research expects the positive trend in the Indian
pipe industry to continue for the next 3-5 years on the back of higher E&P activities due to
resurgence in crude oil price, increased efforts by the Government of India (GOI) on
infrastructure development for laying pipelines for oil & natural gas transport (e.g. the National
Gas Grid project), replacement demand from North America and European countries, water &
sewage transport and irrigation facilities. The growth will mainly be driven by steel pipes
especially SAW pipes.

57
 IMPORTANCE OF THE STUDY

The motive of any company is to generally acquire larger market share high % of sales
the Industry. This could be only achieved by building a higher percentage of brand loyal
retailers.

Any company can survive if there is a stiff computational activity in the market and
brand loyal retailers. Today many major companies in the market try to maintain and improve
there branded equity. With out creating a proper Brand awareness they cannot build brand image.

Strong brands help build the corporate image and also by making it eager for the
companies launch new brands. Today brands are treated as major enduring assets of a company
more over brand equity are major contributor to retailer equity. This all can happen only if there
is proper brand awareness.

The steel pipe industries have been expanding rapidly are gone the day when possessing a
heavy, medium and light size pipes was seen as a durable. Now days it is viewed as a mere
necessity. So such awareness has key role to the consumption.

58
 SCOPE OF THE STUDY

The overall scope of the present study considers all the variables and factors that have

major impact over the retailers in considering particular brands. This especially included how a

retailer regally evaluate recognizes the brand and what position particular brand occupies in the

retailer mind.

This includes how a retailer gets attracted towards the brands and what makes a brand

highly significant over their competitive brand. The study includes how hand awareness among

potential retailers can be maintained and improves.

The project has been done in Delhi and NCR only. The survey was confined only to

Surya Roshni retailers to presently posses only Surya Steel Pipes. The survey was especially

focused on existing Surya Steel Pipes owners for finding how they are influenced by the brand

and what made them aware of the brand. After the survey was done the data was analyzed and

also relevant suggesting was made in order to improve its brand awareness towards Surya Steel

Pipe.

59
 RESEARCH METHODOLOGY & DESIGN
Research methodology is the description, explanation and justification of various methods of
conducting research. This area deals with the research design, sources of data collection,
sampling design, hypothesis, and statistical tools used for the data analysis and interpretation.

STATEMENT OF THE PROBLEM

Since Surya Roshni is one of the most popular brands in India, there is a high need to understand
whether the retailers are loyal to the brand and they have any kind of influence from its
awareness. Retaining retailers is the main objective of any company. So, a study to understand
the influence of brand awareness seems to be not going vain.

The main objective of the study is to find out, whether there any influence of brand awareness in

buying behavior.

RESEARCH DESIGN

Descriptive Research

A researcher should think about the way in which he should proceed in attaining his

objective in his research work. He has to make a plan of action before starting the research. This

plan of study of a researcher is called the research design. Descriptive research design is used for

this study. Descriptive research design is used to those studies which are concerned with

characteristics of a particular individual or a group.

SOURCES OF DATA COLLECTION

The data has been collected from both primary and secondary sources, to get information

regarding the organization and products.

60
PRIMARY DATA

Primary data has been collected through questionnaires. The questionnaire was mostly

related to the brand awareness towards Surya Steel Pipes of the retailers on different feature such

as the sizes, prices, effectiveness of the brand etc., which was provided by Surya Roshni Ltd.

SECONDARY DATA

Secondary data has been taken from bellow sources:

1. Television Broadcasting

2. Pamphlets

3. Banners & Hoardings

4. Mouth Publicity

5. Newspapers

6. Internet

SAMPLING

Out of few lakes of Surya Roshni retailers spread all over India, the retailers of Surya Roshni

Ltd., Delhi and NCR city only are taken as target population for the study.

SAMPLE SIZE

The sample size of 100 is selected from the database of the company. The study requires on

in depth survey and teen observation in collecting data regarding the brand awareness levels of

Surya Roshni retailers.

61
SAMPLING TECHNIQUE

Only simple random sampling technique is adopted in selection the sample. In this

technique, each and every unit of the population has on equal opportunity of being selected in the

sample.

DATA COLLECTION PROCESS

Based on need and objectives, types of data required for study and other sources of data are

identified.

Data was collected with the help of the questionnaires.

OBSERVATION

PRIMARY DATA

QUESTIONNAIRE

DATA
INSIDE THE NEWS, LETTERS,
ORGANIZATION DOCUMENTS
SECONDARY
DATA
OUTSIDE THE LIBRARIES,
ORGANIZATION MAGAZINES, ETC.

62
 DATA ANALYSIS & INTERPRETATION
Q1. Tick the brands of which steel pipes do you sell?

S. No. Brands No. of Retailers % of Retailers

1 Surya steel pipe 21 21%
2 Jindal steel pipe 18 18%
3 Finolex 22 22%
4 Rama steel pipe 10 10%
5 Tata steel pipe 26 26%
6 Others 3 3%
Total 100 100%

Brands of which steel pipes do you sell

Others
3%
Surya steel pipe
Tata steel pipe 21%
26% Surya steel pipe
Jindal steel pipe
Finolex
Rama steel pipe
Jindal steel pipe
18% Tata steel pipe
Rama steel pipe Others
10%
Finolex
22%

INTERPRETATION:

The above chart shows that out of 100 samples of the study, 26% of retailers sell Tata steel pipes,
22% of Finolex, 21% of Surya steel pipe, 18% of Jindal steel pipes, 10% of Rama steel pipes &
remaining 3% by others.

63
Q2. How familiar are you with brand name Surya steel pipes?

S. No. Opinion No. of Retailers % of Retailers

1 I have never heard of them 21 21%
2 I have heard of them, but never keep 19 19%
their products
3 I keep their products occasionally 35 35%
4 I keep their products on a regular 25 25%
basis
Total 100 100%

Familiar are you with brand name Surya steel pipes

35%
35%
30% 25%
25% 21% 19%
20%
15%
10%
5%
0%
I have never I have heard of I keep their I keep their
heard of them. them, but products products on a
never keep occasionally. regular basis.
their products.

INTERPRETATION:

The above chart shows that out of 100 samples of the study, 35% of retailer are familiar with the
brand name Surya steel pipe and keep their products occasionally, 25% of retailer keep their
products on a regular basis, 21% of retailer never heard the name of the brand & 19% of retailer
heard the name but never keep their products.

64
Q3. Which one is the most selling brand in your region?

S. No. Brands No. of Retailers % of Retailers

1 Surya steel pipe 22 22%
2 Jindal steel pipe 20 20%
3 Finolex 23 23%
4 Rama steel pipe 3 3%
5 Tata steel pipe 30 30%
6 Others 2 2%
Total 100 100%

Most selling brand in your region

Others

Tata steel pipe

Rama steel pipe

Finolex

Jindal steel pipe

Surya steel pipe

0% 5% 10% 15% 20% 25% 30%

INTERPRETATION:

The above chart shows that out of 100 samples of the study, 30% of retailers sell Tata steel pipes
which is one of the most selling brand in Delhi & NCR region, 23% of Finolex, 22% of Surya
steel pipe, 20% of Jindal steel pipes, 3% of Rama steel pipes & remaining 2% by others.

65
Q4. Which brand has more awareness in your region?

S. No. Brands No. of Retailers % of Retailers

1 Surya steel pipe 20 20%
2 Jindal steel pipe 21 21%
3 Finolex 18 18%
4 Rama steel pipe 12 12%
5 Tata steel pipe 24 24%
6 Others 5 5%
Total 100 100%

Brand has more awareness in your region

25%
20%
15%
10%
5%
0%
Surya Jindal
steel steel Finolex Rama
Tata
pipe pipe steel Others
steel
pipe pipe

INTERPRETATION:

From above chart, we can understand that out of 100 samples, about one fourth (24%) of retailers
are more aware about the Tata Steel pipes in Delhi & NCR region, 21% of Jindal Steel Pipes,
20% of Surya Steel Pipes, 18% of Finolex, 12% of Rama Steel Pipes. Only 5% of retailers are
not aware about these brands.

66
Q5. Which company’s marketing people help you most in terms of brand awareness campaign?

S. No. Brands No. of Retailers % of Retailers

1 Surya steel pipe 20 20%
2 Jindal steel pipe 21 21%
3 Finolex 19 19%
4 Rama steel pipe 11 11%
5 Tata steel pipe 23 23%
6 Others 6 6%
Total 100 100%

Marketing people help you most in terms of Brand

Awareness campaign

Others

Tata steel pipe

Rama steel pipe

Finolex

Jindal steel pipe

Surya steel pipe

0 5 10 15 20 25

INTERPRETATION:

From above chart, we can understand that out of 100 samples, 23% of retailers says Tata steel
pipe marketing people help the most in terms of brand awareness campaign, 20% of Surya Steel
Pipes, 21% of Jindal Steel Pipes, 19% of Finolex, 11% of Rama Steel Pipes and only 6% by
others.

67
Q6. Kindly give your opinion regarding Surya steel pipe brand awareness campaign:-

Excellent Very good Good Very poor Poor Total

Television Broadcasting 24 21 32 18 5 100

Newspapers 22 33 28 10 7 100

Banners & Hoardings 25 23 15 17 20 100

Mouth Publicity 17 19 23 21 20 100

Pamphlets 18 15 20 25 22 100

35

30

25
Television Broadcasting
20 Newspapers
Banners & Hoardings
15
Mouth Publicity
10 Pamphlets
5

0
Excellent Very good Good Very poor Poor

INTERPRETATION:

From above chart, we can understand that out of 100 samples, the Television Broadcasting and
Mouth Publicity is a Good promotional tool in brand awareness campaign. The Newspaper is
also a Very good promotional tool in brand awareness campaign. Banners and Hoardings are the
Excellent in brand awareness campaign but Pamphlets are the Very poor promotional tool in
brand awareness campaign.

68
Q7. Is Surya steel pipe providing you sufficient promotional material?

S. No. Opinion No. of Retailers % of Retailers

1 Yes 64 64%
2 No 36 36%
Total 100 100%

Providing you sufficient promotional material

70%
60%
50%
40%
30%
20%
10%
0%
Yes No

INTERPRETATION:

From the table, we can observe that 64% of the retailers are satisfied with the promotional
material which Surya providing to the retailers and 36% of the retailers are not satisfied with
Surya promotional material.

69
Q8. Are you satisfied by the schemes which Surya gives you?

S. No. Opinion No. of Retailers % of Retailers

1 Very satisfied 22 22%
2 Satisfied 30 30%
3 Neutral 15 15%
4 Less satisfied 13 13%
5 Not at all satisfied 20 20%
Total 100 100%

Satisfied by the schemes which surya gives you

Not at all
satisfied Very satisfied
20% 22%
Very satisfied
Satisfied
Less satisfied Neutral
13% Less satisfied
Not at all satisfied

Satisfied
Neutral 30%
15%

INTERPRETATION:

From above chart, we can understand that out of 100 samples, 22% of retailers are very satisfied
with the schemes which Surya gives to the retailer, 30% are satisfied, 15% are neutral, 13% are
less satisfied and 20% are not at all satisfied with the schemes.

70
Q9. Which promotional tool do you recommend to Surya steel pipes, which will help into
generate brand awareness and sales in your region? (Give the rating out of 10)

Promotional Tool Rates (Retailers) Total Average

Television Broadcasting 9(23)+7(39)+8(21)+6(17) 750 7.50
Newspapers 5(16)+6(24)+7(15)+8(18)+9(15)+4(12) 656 6.56
Banners & Hoardings 6(11)+7(25)+8(28)+4(22)+3(14) 595 5.95
Mouth Publicity 3(25)+4(10)+5(21)+6(15)+7(14)+8(15) 528 5.28
Pamphlets 2(19)+3(26)+4(24)+5(22)+6(09) 376 3.76

To generate brand awareness and sales in your region

Pamphlets, 3.76,
13% Television
Broadcasting,
7.5, 26%
Mouth Television Broadcasting
Publicity, 5.28, Newspapers
18%
Banners & Hoardings
Mouth Publicity
Pamphlets
Newspapers,
Banners & 6.56, 23%
Hoardings, 5.95,
20%

INTERPRETATION:

From above chart, we can understand that out of 100 samples, 26% of retailer recommend
Television Broadcasting as a promotional tool by which it helps in generating brand awareness
and sales in our region, 23% by Newspapers, 20% by Banners & Hoardings, 18% by Mouth
Publicity, 13% by Pamphlets.

71
Q10. Overall, how would you rate the quality of Surya steel pipe?

S. No. Opinion No. of Retailers % of Retailers

1 Very high 44 44%
2 Average 36 36%
3 Very low 20 20%
Total 100 100%

Quality of Surya Steel Pipe

50 44

40 36
30

20 20
10
0
Very high
Average
Very low

INTERPRETATION:

From above chart, we can understand that out of 100 samples, 44% of retailers saying that the
quality of Surya steel pipe is very high, 36% is average and 20% is very low.

72
Q11. How favorable is your attitude towards these 5 brands. Please rate them (5-Very high, 4-
High, 3-Neutral, 2-Low & 1-Very low)?

Brands Rates (Retailers) Total Average

Surya steel pipe 1(11)+2(12)+3(26)+4(23)+5(28) 345 3.45
Jindal steel pipe 1(12)+2(31)+3(09)+4(15)+5(33) 326 3.26
Finolex 1(13)+2(16)+3(15)+4(19)+5(37) 351 3.51
Rama steel pipe 1(25)+2(30)+3(22)+4(11)+5(12) 255 2.55
Tata steel pipe 1(11)+2(12)+3(20)+4(31)+5(27) 354 3.54

Favorable is your attitude towards these 5 brands

Tata steel pipe 3.54

Rama steel pipe 2.55

Finolex 3.51

Jindal steel pipe 3.26

Surya steel pipe 3.45

0 1 2 3 4

INTERPRETATION:

From above chart, we can understand that out of 100 samples, the favorable attitude of retailers
is towards Tata steel pipe which is 3.54, after that Finolex which is 3.51, after Finolex their
attitude towards Surya steel pipe which is 3.45, after that Jindal steel pipe which is 3.26 and in
the last Rama steel pipe which is 2.55

73
Q12. Rate the brands that you would consider buying (5-Very high, 4-High, 3-Neutral, 2-Low &
1-Very low)?

Brands Rates (Retailers) Total Average

Surya steel pipe 1(17)+2(20)+3(16)+4(24)+5(23) 316 3.16
Jindal steel pipe 1(17)+2(21)+3(19)+4(25)+5(18) 306 3.06
Finolex 1(16)+2(18)+3(10)+4(27)+5(29) 335 3.35
Rama steel pipe 1(25)+2(16)+3(13)+4(27)+5(19) 299 2.99
Tata steel pipe 1(11)+2(16)+3(15)+4(31)+5(27) 347 3.47

The brands that you would consider buying

3.47
3.5
3.35
3.4
3.3
3.16
3.2
3.06
3.1 2.99
3
2.9
2.8
2.7
Surya steel Jindal steel Finolex Rama steel Tata steel
pipe pipe pipe pipe

INTERPRETATION:

From above chart, we can understand that out of 100 samples, the retailers rate the brands that
they would consider for buying is Tata steel pipes which is 3.47, after that Finolex which is 3.35,
after Finolex they would prefer Surya steel pipe which is 3.16, after that Jindal steel pipe which
is 3.06 and in the last Rama steel pipe which is 2.99

74
Q13. How memorable would you rate the advertising or tagline for brand?

S. No. Opinion No. of Retailers % of Retailers

1 It is not memorable or 23 23%
distinct, it is not unique
2 It is not memorable or 10 10%
distinct, it is very unique
3 It is memorable or distinct, 16 16%
it is unique
4 It is very memorable or 29 29%
distinct, it is not unique
5 It is very memorable & 22 22%
distinct, it is very unique
Total 100 100%

Rate the advertising or tagline for the brand

22% 23% It is not memorable or

distinct, it is not unique.
It is not memorable or
distinct, it is very unique.
It is memorable or distinct, it
is unique.
10%
It is very memorable or
distinct, it is not unique.
29% It is very memorable &
distinct, it is very unique.
16%

INTERPRETATION:

From above chart, we can understand that out of 100 samples, 29% of retailer rate the advertising
or tagline for the brand that it is very memorable or distinct, it is not unique, 23% of retailers rate
it is not memorable or distinct, it is not unique, 22% of retailers rate it is very memorable &
distinct, it is very unique, 16% of retailers rate it is memorable or distinct, it is unique, 10% of
retailers rate it is not memorable or distinct, it is very unique.

75
Q14. Acc to your opinion, how would you rate following characteristics? (Give the rating out of
10)

Characteristics Rates (Retailers) Total Average

Quality 10(6)+9(16)+8(19)+7(26)+6(16)+5(17) 719 7.19
Universality 9(17)+8(28)+7(19)+6(6)+5(21)+3(6)+4(3) 681 6.81
Value 8(12)+7(11)+6(15)+5(16)+4(16)+3(30) 497 4.97
Service 9(12)+7(10)+5(16)+8(14)+4(26)+6(22) 606 6.06
Distribution 9(17)+8(15)+7(8)+6(8)+5(14)+4(22)+3(16) 583 5.83
Durability 9(7)+8(6)+7(15)+6(17)+4(10)+5(38)+3(7) 569 5.69

Acc to your opinion, how would you rate following

characteristics
8 7.19 6.81
6 6.06 5.83
4.97 5.69
4
2
0

INTERPRETATION:

From above chart, we can understand that out of 100 samples, acc to retailer’s opinion, firstly
they rate the characteristics of Surya steel pipe is to Quality which is 7.19, secondly Universality
which is 6.81, thirdly Service which is 6.06, fourthly Durability which is 5.69, fifthly
Distribution which is 5.83 and in the last Value which is 4.97

76
 SUMMARY OF THE STUDY

This part Summaries the main points emerging from the study as brought out in this project.

As already mentioned this study is “To Analyze the Brand Awareness of the product through

Retailers” survey was conducted in Delhi & NCR.

The market of Surya steel pipes is growing at rapid speed. Surya being one of the

dominating Co. in Indian pipe market is expected to attract significant attention among the

retailers and investors. In this Steel pipe segment there has been heightened competition with

other leading players like Tata, Jindal, Finolex and many others.

Majority of the people have informed Brand Awareness toward Surya Steel Pipes. Most of

the retailers are very much satisfied with the services offered by the company while few of them

are not satisfied even 21% of retailer never heard the name of the brand. Many of the retailers

rated the Brand Awareness as excellent (Banners & Hoardings); very few of them have rated as

satisfactory (Television Broadcasting & Newspapers). Buying behavior is dependent on brand

awareness.

Many of the retailers have stated that the prices charged on services are high when

comparing to other company’s services. Finally the retailers are very happy about Brand

Awareness toward Surya Steel Pipes. 22% of retailers are highly satisfied and 30% of retailers

are satisfied with the schemes. According to retailer’s opinion, they rate the quality of Surya

steel pipe which is very good. A successful retailing strategy will be embedded within a

customer-driven general business strategy.

77
 MAJOR FINDINGS

 Buying behavior is dependent on brand awareness.

 A successful retailing strategy will be embedded within a customer-driven general

business strategy.

 35% of retailer are familiar with the brand name Surya steel pipe and keep their products
occasionally, 21% of retailer never heard the name of the brand.

 30% of retailers sell Tata steel pipes which are one of the most selling brands in Delhi &
NCR region and 22% of retailers sell Surya steel pipe.

 About one fourth (24%) of retailers are more aware about the Tata Steel pipes in Delhi &
NCR region, 21% of Jindal Steel Pipes, 20% of Surya Steel Pipes, 18% of Finolex.

 The Television Broadcasting is a good for brand awareness campaign, Newspapers is

also a very good for brand awareness, Banners & Hoardings are the excellent, Mouth
Publicity and Pamphlets are not so good for brand awareness campaign.

 30% of retailers are satisfied with the schemes which Surya gives to the retailers.

 44% of retailers rate the quality of Surya steel pipe is very high.

 The favorable attitude of retailers is towards Tata steel pipe which is 3.54

 29% of retailers rate the advertising or tagline for brand that it is very memorable or
distinct, it is not unique.

 According to retailer’s opinion, they rate the quality of Surya steel pipe which is 7.19

78
 SUGGESTIONS

 Distribution, Durability and Value can be increased.

 Pipes publicity can be developed which will add awareness.

 Give sufficient offers to increase sale.

 To build a brand in a largely commoditized steel pipes category.

 Basing on the survey findings and analyzing the attitudes of retailers the following
suggestions can be given regarding the Brand Awareness towards Surya Steel Pipes.

 Must focus on retailer feedback which results in retailer satisfaction and it lead to
recommend product.

 The company has to pursue the complaints of the retailers about the performance of the
Steel pipe. This suggestion has been given basing on the complaints of retailers regarding
its problems like Value and Durability.

 They have to increase the awareness level in the buyers through print media and other
advertisement channels.

 Quality and brand name are to important factor hence companies have tried to build and
maintain name and their goodwill in the market.

 Word of mouth can be generated by keeping the existing retailers.

 To create a professional distribution system by restructuring the retail network – focusing

on servicing the natural local markets and capturing value for the brand.

79
 CONCLUSION

Now I shall conclude my study, when I go through my whole research, there are several
points which are quite peculiar. The first and foremost fact which comes out is that “Surya”
appear as closest competitors of Jindal. This is due to less price and effective sales promotional
scheme including emphatic advertisements. It is also obvious that Surya is in the third position in
the sales volume. It is due to reason that advertising campaign of Surya is not so large.

It provides allowable incentive also i.e.

 It provides foreign tours and Atulya bharat to the dealers depending on their sales target
growth of the year.

 It provides Silver coin schemes to the dealers.

 They organizes dealer, retailer and plumber meet also.

There are several factors which act as determinants for the successful performance of the Steel
Pipes. These factors are:

 Good quality including fast setting time and at favorable price.

 Effective sales promotional schemes including advertisements.

 Large sales force for creating the demand

 Time to time information about prevailing market price & dealer’s perception about
prevailing prices.

One of the basic reasons behind the success of Surya is the propagation of enough
information about its product to the retailers. Retailers are the leaders of the business, not the
company. The retailer will decide to make a product success or not. They are the key players. So
that, every companies are running behind these retailers offering them large priorities and
convincing them its peculiarities. Building brands, quality and image is the short cut to it.

OUR MOTTO & OUR VISION

CUSTOMER SATISFACTION THROUGH QUALITY & SERVICE

SURYA SURYA SURYA

MEANS MEANS MEANS

COMMITMENT QUALITY ASSURANCE

80
 SURYA ROSHNI SWOT ANALYSIS
STRENGTHS:

 Nationality and Internationally accepted “SURYA” Brand.

 Well focused vision of the Management.

 Complete backward integration.

 High quality of products.

 Nation wide marketing network.

WEAKNESSES:

 Low margin due to cut throat competition.

 Uncertainties of external market forces.

OPPORTUNITIES:

 Potential increase in demand of energy efficient products.

 Untapped potential in outsourcing and marketing of steel pipes.

 Increase in demand of regular lighting products with a general improvement in the power
condition in urban as well as rural sectors and increase in spending on infrastructure
development.

 Area of High Mast Tower and Street light Poles.

 Area of Luminaries and Light fittings.

 Liberalization at geographical markets.

THREATS:

 Tough competition from multi-national companies.

 Unbranded products from the unorganized sector.

81
 BIBLIOGRAPHY
Websites:

www.suryasteelpipes.com

www.suryaglobal.com

http://www.moneycontrol.com/company-facts/suryaroshni/management/SR01

http://www.researchandmarkets.com/reports/605557

http://www.bharatbook.com/detail.asp?id=71529

http://www.suryaroshnilighting.com/

Catalogues

Annual Report of Company

Rajagopal, Marketing Management, 2004, Vikas publishing House Ltd, New Delhi

Journal of Marketing, Volume 49, winter 1995

Philip kotler, Marketing Management, 2003, Pearson Education Inc, New Delhi

Kothari C.R, Research Methodology, 1998, Vishwaprakashan, New Delhi

Kotler Philip and Armstrong Gary, Principles of Marketing, 2003, Prentice Hall of India Private
Ltd, New Delhi

82
 ABBREVIATIONS USED

1. IS - International Standard
2. BS – British Standard
3. GI - Galvanized Iron
4. SAW - Submerged Arc Welded
5. CARE - Credit Analysis & Research
6. E & P - Exploration & Production
7. PVC - Poly Vinyl Chloride
8. ERW - Electric Resistance Welded
9. GOI - Government of India
10. RIL - Reliance Industries Limited
11. FY - Financial Year
12. NELP - New Exploration Licensing Policy
13. HR Coils - Hot Rolled Coils
14. ASTM - American Society for Testing and Materials
15. API - American Petroleum Institute
16. DIN - Deutsches Institut für Normung
17. JSW- Jindal Steel Works
18. DNV - Det Norske Veritas
19. BIS - Bureau of Indian Standards
20. CR Strips - Cold Rolled Strips
21. BHEL - Bharat Heavy Electrical Limited
22. MS - Mild Steel
23. SSAW - Spirally Submerged Arc Welded
24. NB - Nominal Board
25. MT - Metric Ton
26. ISO - Indian Standard Organization
27. SSAW - Spirally Submerged Arc Welded
28. PSU - Public Sector Unit
29. NCR - National Capital Region

83
 QUESTIONNAIRE
Retailers survey to get an insight of steel pipe industry and market trend.

PERSONAL DETAILS:

NAME OF RETAILERS: ________________________________________________________

ADDRESS: ___________________________________________________________________

____________________________________________________________________

CITY: _______________________________ STATE: ________________________________

CONTACT NO.: _____________________________

E-MAIL ID: __________________________________________

---------------------------------------------------------------------------------------------------------------------
NOTE: Tick a mark on a right view of yours.

Q1. Tick the brands of which steel pipes do you sell?

1. Surya steel pipe

2. Jindal steel pipe

3. Finolex

4. Rama steel pipe

5. Tata steel pipe

6. Others

Q2. How familiar are you with brand name Surya steel pipes?

A. I have never heard of them.

B. I have heard of them, but never keep their products.

C. I keep their products occasionally.

D. I keep their products on a regular basis.

84
Q3. Which one is the most selling brand in your region?

1. Surya steel pipe

2. Jindal steel pipe

3. Finolex

4. Rama steel pipe

5. Tata steel pipe

6. Others

Q4. Which brand has more awareness in your region?

1. Surya steel pipe

2. Jindal steel pipe

3. Finolex

4. Rama steel pipe

5. Tata steel pipe

6. Others

Q5. Which company’s marketing people help you most in terms of brand awareness campaign?

1. Surya steel pipe

2. Jindal steel pipe

3. Finolex

4. Rama steel pipe

5. Tata steel pipe

6. Others

Q6. Kindly give your opinion regarding Surya steel pipe brand awareness campaign:-

Excellent Very good Good Poor Very poor

Television Broadcasting

Newspapers

85
Banners & Hoardings

Mouth Publicity

Pamphlets

Q7. Is Surya steel pipe providing you sufficient promotional material?

Yes _______ No _______

Q8. Are you satisfied by the schemes which Surya gives you?

1. Very satisfied

2. Satisfied

3. Neutral

4. Less satisfied

5. Not at all satisfied

Q9. Which promotional tool do you recommend to Surya steel pipes, which will help into
generate brand awareness and sales in your region? (Give the rating out of 10)

1. Television Broadcasting ____

2. Newspapers ____

3. Banners & Hoardings ____

4. Mouth Publicity ____

5. Pamphlets ____

Q10. Overall, how would you rate the quality of Surya steel pipe?

Very high Average Very low

1 2 3 4 5 6 7

Q11. How favorable is your attitude towards these 5 brands. Please rate them (5-Very high, 4-
High, 3-Neutral, 2-Low & 1-Very low)?

1. Surya steel pipe

2. Jindal steel pipe

3. Finolex

86
 4. Rama steel pipe

5. Tata steel pipe

Q12. Rate the brands that you would consider buying (5-Very high, 4-High, 3-Neutral, 2-Low &
1-Very low)?

1. Surya steel pipe

2. Jindal steel pipe

3. Finolex

4. Rama steel pipe

5. Tata steel pipe

Q13. How memorable would you rate the advertising or tagline for brand?

1. It is not memorable or distinct, it is not unique.

2. It is not memorable or distinct, it is very unique.

3. It is memorable or distinct, it is unique.

4. It is very memorable or distinct, it is not unique.

5. It is very memorable & distinct, it is very unique.

Q14. Acc to your opinion, how would you rate following characteristics? (Give the rating out of
10)

1. Quality

2. Universality

3. Value

4. Service

5. Distribution

6. Durability

Q15. Any Suggestions……..

______________________________________________________________________________

______________________________________________________________________________

87