Tata Steel is an Indian multinational steel company established in 1907. It is Asia's first and India's largest private sector steel company with a production capacity of 34 million tonnes per year. Tata Steel launched Tata Ticson in 2000, which is India's only rebar 'superbrand' that offers superior quality products through technological innovation. Tata Ticson has over 6,200 dealers and serves over 500,000 consumers annually with its portfolio of hot and cold rolled coils/sheets, wires, rods, and construction bars. Tata Steel focuses on innovation, customer satisfaction, and sustainability through various initiatives such as the GreenPro certification for rebars, Ready Build customized rebar solutions, and implementing total quality management

1. Tata Steel (Tata Ticson)
Submitted to – Assist. Prof Dr.Sameer Hamdan
IKM~608 – Innovation& Knowledge Management Application
Choudhry Umer Sultan - 20223081

2. Tata Steel
WE ALSO MAKE TOMORROW
Choudhry Umer Sultan – 20223081

3. Introduction
Tata Iron and Steel Limited is
an Indian multinational steel
making company headquartered
in Mumbai, Maharashrta,India
and a subsidiary of the Tata
Group.
Key people:
 Ratan Tata (Chairman Tata Group)
 Natarajan (Chairperson Tata Steel)
Chandrasekaran
 T. V. Narendran (Managing Director)

4. Overview of Tata Steel
 It is Asia First & India's largest steel company in private
sector established 1907
 It is one of the largest steel producers in India with a
production capacity of 34 Million Tonnes Per Annum.
 It is 5th largest steel producer in the world
 Workforce of 65000 people across the world

5. Tata Ticson
 Under The Banner of Tata Steel launched in 2000 Tata Ticson (Joy of
Building)
 India’s Only Rebar ‘Superbrand’
 Superior Quality Constantly Evolving Technological Innovation
 India’s 1st TMT rebar Launched With Technological Support From
Morgan, USA
 Workforce of 32,364 employees

6. Products of Tata Ticson
Major Production:
 Hot & cold rolled coiled and sheets
 Wire & rods
 Construction bars
 Steel casing Pipes
 structural and forging quality steel
 Tata Tiscon 500 & 500D rebars

7. Six Skills of Excellence

8. Achievements
 Golden Peacock award for CSR
 Tata Steel Ltd was awarded the CII-ITC Sustainability Awards
2014 - "Business of the Year"
 Tata Steel conferred the IEI Industry Excellence Awards, 2014
 UKTI India business award 2009 (UK trade and India investment
award )
 Safety excellent award in Beijing in oct 2009 (with Corus)
 Produce more than 5 million crude steel in 2007-2008

10. Tata Steel Rebar Certification
Tata Steel has become the first Indian
steel company to receive the GreenPro
Certification for rebars. The GreenPro
Eco label enables end-users to make
an informed choice about buying steel
with the lowest environmental impact.
This certification has made Tata Steel
the first GreenPro certified.

11. Tata Steel Innovation
 Launched Tata Agrico in 1920s, the 1st brand of steel agricultural implement in India.
 First to introduce a retail brand of reinforcement bars with Tata Tiscon.
 First to introduce branded stirrups - Tiscon Super links, also available online.
 First to introduce branded footings from Tata Tiscon.
 Communication & recognition a number of initiatives have been launched to spread the
message of innovation & recognise innovators. Tata Group Investigation Forum (TGIF)
 Tata Steel has being recognised in the Top 25 Innovative Indian Companies in 2020

12. Tata Steel launches 'Joy of
Building' initiative
The chief of manufacturing, long products, Tata Steel, Suresh
Kumar launched “Joy of Building”, an initiative of Tata Tiscon,
the premium rebar brand of Tata Steel, at Dealers
Communication meet.
“Joy of Building”, the new branding initiative of the super brand
from Tata Steel’s brand portfolio, was unveiled on October’1 by TV
Narendran, managing director designate, Tata Steel, at
Jamshedpur Steel Works.
Tata Tiscon always aims to make the process of building a home
enjoyable for the consumers.

13. Tata Steel Branding
( Joy of Building)
Joy of Building is one such major initiative which one will feel while making
their dream house, away from any anxiety.
Normally the very thought of building a house of its own which everyone
aspires in their life gives nightmare. Tata Tiscon however keeps innovating in
the rebar market by its unique customer-centric offerings.
It is already providing Cut & Bend rebar applications to both large
infrastructure companies and small & medium scale enterprises.
In 2011, Tata Tiscon was the first to launch ready-made branded stirrups,
Tiscon Super links, targeted at individual house builders.

14. Rebar Innovation
The Ticson Ready build customised Rebar Solution
customises the lengths of the rebars and bends them
to required angles, in accordance with the given
projects specifications. The fast and efficient service
caters to every kind of reinforcement requirement,
redefines concepts of time and inventory management,
and reduce material wastage.

15. TATA TISCON STANDS FOR
With an unmatched commitment to
building Atoot Jod mean unbreakable
homes, fulfilled dreams are the lasting
legacy of Tata Tiscon. Superior quality
building materials, industry leading
automation and unbeatable support
for our network of home builders,
engineers and dealers come together to
make Tata Tiscon India's leading TMT
rebar brand.

16. Tata Ticson Key Highlights
0.5 Million
Consumers
Per Annum
6200+
Dealers
25000+
Masons
100+
Customers
Service
Engineers
1000+
Architects

17. Advantages
Reliability of Steel & Supply
Better Site Productivity
Better Quality Construction
Reduce Wastage
Less Time Taken
Reduce Project Cost

18. Tata's Retail Strategy (RVM)
There were nine levers of Tata Steel's Retail Value
Management (RVM) Strategy – company,
distributor, retailer, consumer, opinion leader,
value influencer, direct marketing, mass media
and word of mouth – that covered the interest of
each stakeholder.

19. RVM
 The introductory period between 2002 to 2007 focused on creating brand
identity and establishing the channel.
 The growth period between 2008 and 2012 focused on enhancing capability
and consumer experience.
 The maturity period from 2013 focused on providing customised solutions
and redesigning several offerings through innovation.
 In 2013-14, it re-organised its marketing and sales organisation that
focused on two verticals

21. A Tata Steel Retail Store
As part of its RVM focus,
Tata Steel started
appointing 500-1,000
new retailers (aka
dealers) every year.
Within a distributor’s
territory there would be
60-200 retailers.

22. Consumer insight focus –
TQM Practice
Total Quality Management (TQM) is the essential
Management approach that ensures that organizations
meet and exceed customer expectations in respect of
products and services. The First-ever TQM diagnosis for
The Deming Grand Prize (DGP) challenge conducted by
JUSE was carried out at Tata Steel in the year 2011,
and eventually, Tata Steel became the first integrated
steel company in the world to win the coveted DGP in
2012.

23. TQM implementation in Tata Steel
Tata Steel adopted Total quality management (TQM) in
their process and achieved high quality in the company.
The quality initiatives taken by Tata Steek is the first
integrated steel company in the world to win the world's
highest award of quality, the deeming Application Prize.
Economic slowdown in 2008 – Confidence is an outcome
ability to use TQM to achieved its desire goals.

24. Implementing TQM
There are some major steps taken by Tata Steel for implementing TQM they
are as
given below:
1. Understanding Customer Needs
2. Infrastructure Strengthening
3. The Improvement Philosophy
4. Performance Improvement in the Tata Steel Group
5. Strategic & Policy Management
6. People Management
7. Daily Management

25. Competitive Analysis
JWS STEEL TATA STEEL

26. Performance Improvement
Standardise
Improve
Innovate
Customer Focussed Culture
Driven By Employees

27. Knowledge Management At Tata
Steel
Codification
•Tacit –
Explicit -
Tacit
Personalization • Tacit -
Tacit
Knowledge
Diffusion

28. Journey of KM in Tata Steel
Step 1
KM Initiation
• Bring people form
Different fields from
within the company
• Cultural Transformation
• Top Management
Support
• Connectivity & content
problem
• Co-operation
Step 2
Established Knowledge
Repository
• Share Experiences &
Corporate Intranet
• Knowledge piece &
query on KM site
• Integrate Repositories
at Division/department
level
Step 3
Knowledge Communities
• Link like –minded
People
• Solve Problem by
brain storming
• Share Tacit
Knowledge of Expert
• Indicolite the habit of
browsing of internet
among employees

29. Benefits of KM
Reduce cost &
Increase Revenues
Utilized Existing
Knowledge & Creating
new Knowledge
Other Benefits

30. Success Mantra Behind KM
Compulsory for all Employees to Participate.
Performance Assessment Program on
Participation Through KM Index.
Rewards & Recognition for New Ideas.

31. Conclusion
After conducting an in depth study of one of India's most
admired companies, we find that the company has many
strength and opportunities which it may capitalize on to
truly become a world leader in steel making along with
setting high standards for corporate citizenship and
social responsibilities towards a long term sustainable
growth.

32. Quote Fit For Tata Steel:
Your best quote that reflects your
approach… “It’s one small step for
man, one giant leap for mankind.”
- NEIL ARMSTRONG

33. This Photo by Unknown Author is licensed under CC BY-SA