The steel industry, the second largest globally after oil and gas, faces challenges from China's economic restructuring, leading to fluctuating demand and pricing pressures. India has emerged as a major player, becoming the fourth-largest crude steel producer, but is burdened with significant debt and overcapacity. Government initiatives aim to boost production and curb imports while fostering growth through foreign investment and infrastructure spending.

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INTRODUCTION
"Several megatrends at the macroeconomic
as well as sector level are driving the
globalization of the steel business. The
industry must embrace the challenge and
transform itself for success."
The steel industry is the second biggest industry in
the world after oil and gas with an estimated global
turnover of 900 billion USD. Steel is used in every
important industry: energy, construction, automotive
and transportation, infrastructure, packaging and
machinery. It is also the main material used in
delivering renewable energy such as thermal, solar
and tidal power. The housing and construction sector
is the largest consumer of steel today, using around
50% of steel produced. By 2050, steel use is projected
to increase to be 1.5 times higher than present levels
in order to meet the needs of a growing population.
Industry Size and Trends of Growth
Steel Industry is on growth path since 1996, after a long negative growth rate of -0.5%. For
2015, global demand for steel was forecast to grow but industry observers decline in growth
rate. Much of the demand growth was expected to come from outside of China as the
Chinese Government pushes through economic restructuring with a focus on private
consumption.
China is both the largest producer and consumer of the metal. Of its crude steel output of
803 million tonnes - half the world total last year. China’s construction boom during its years
Average Growth
Rates % per annum
Years Worlds
1950-55 7.4
1955-60 51
1960-65 5.6
1965-70 5.5
1970-75 1.6
1975-80 2.2
1980-85 0.1
1985-90 1.4
1990-95 -0.5
1995-00 2.5
2000-05 6.2
2005-10 4.5
2010-15 2.5795
Table 1: Average GrowthRate % per
AnnumforIndianSteel Industry
Source:EY reports2015-16

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of breakneck economic growth drove the global steel industry. Its 2014 consumption was
more than six times higher than that of the US, the next biggest consumer.
Now China’s economy is slowing and turning away from infrastructure, its demand for steel
has weakened, contributing to steel prices worldwide slumping to a 10-year low. China has
been accused of granting unfair subsidies to its steel sector, making its output cheaper than
that of competitors, and of “dumping” its steel on world markets. (Dumping is defined by
the World Trade Organisation as a situation in which a good is sold internationally for less
than its “normal” value.
DOMESTIC SCENARIO
The Indian steel industry entered into a new development stage from 2007-08, riding high
on the resurgent economy and rising demand for steel. Rapid rise in production has resulted
in India becoming the 4th largest producer of crude steel and the largest producer of sponge
iron or DRI in the world.
The production of crude steel grew by about 8% to 59.75 Million tonnes in first eight
months, between April and November, of the last fiscal year compared to 55.32 million
tonnes in the same period in fiscal year 2014-15. For that matter, the production of crude
steel has been steadily increasing in the country – up 13.5% in last two years between 2012-
13 and 2014-15.
The current crude steel capacity in the country is 110 million tonnes per annum and is
expected to increase to 300 million tonnes by 2025. On average Rupees 6000 crore is
required for setting up a steel plant for one million tonnes. Given the current financial stress
of the steel sector such a huge investment seems a daunting task.
The steel sector in India is already reeling under huge debt pressure. Stressed steel
companies with borrowing of $31 billion are likely to be the biggest concern for India’s
commercial banks in the next two years (report by Credit Suisse)
A large number of steel companies have seen their debt levels rise three to six times in past
five years and are now burdened with a debt of $1,000 to $1,400 per tonne of installed
capacity.

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“Most of the large steel companies i.e. Tata Steel, JSPL, JSW steel and SAIL have also moved
to the category of less than 1 per cent IC (interest cover)” reported by ‘INDIAN corporate
health tracker’.
After taking a big hit in 2015 from the sharp fall in prices and the large-scale import of cheap
steel from China, Domestic metals industry is looking to regain its sharp with help from the
government’s effort to curb cheap imports and boost local production in 2016.
Steel supply is expected to increase by around 10% in 2015-1, but a slower growth in
demand may lead to capacity utilization falling below 78%, according to EY.
The steady cut in interest rate in recent months is hoped to reduce the steel sector’s debt
pressure partly, but this can be best give a temporary respite. The Sector right now needs a
long term debt restructuring policy to come out of the impasse.
Spending by Indian Government on infrastructures will be the catalyst for meaningful
improvement in domestic steel demand.
Environmental factors:
The General Environment:
Indian steel is doing well from many years. The industrial growth and other important
developments all over the world have led to the rise in demand of the steel. The major
players in the Indian steel industry are TATA STEEL, SAIL (Steel Authority of India Limited),
Jindal steel and JWS steel. India is contributing total of the 81.2million ton steel in global
market. Indian steel mainly contributes in the finished steels, semi-finished steel, pig iron
and stainless steel. Private sector plays very important role in the Indian steel industry. The
private sector in the steel industry contributes approximately 2/3rd of the total market of
the steel. With the growing position steel industry is supporting in the continuous growth in
the economic. The PESTEL ANALYSIS of the industry is divided into six parts which can be
discussed as follows:
P – Political
E – Economical
S – Socio-cultural
T – Technical
E – Environmental
L – Legal

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POLITICAL ANALYSIS:
The government introduced the National Steel Policy 2012. The main aim of this policy is to
maximize the production and fill the gap between the demand and supply of the steel. The
main objective of the policy is to increase the steel production in India up to million ton.
Various indicatives are taken up in the policy like zero duty on imports, provision of the land
and other infrastructural facilities and the cut in the duty. The policy encourages the
government to use all the opportunities available in the PUBLIC AND PRIVATE PATNERSHIP
(PPP). The policy provide various concessions in custom duty and the government has also
allowed 75% FDI (foreign direct investment) in the industry. Though there is a rise in the
infrastructure facilities in the country and has lead to increase in demand for steel but there
still exists the problem of over capacity.
ECONOMICAL ANALYSIS:
STEEL industry has been booming from past decades. With the opening up of the economy
and also of FDI (foreign direct investment), various foreign players have shown their interest
in India. The advance licensing scheme also allows the duty free imports of raw material for
exports. Although there is boom in the industry, the GDP of the country has been rising at a
very slow rate. The subprime crisis of US also has an effect on the industry.
SOCIO- CULTURAL:
Steel industry has a great impact on the social-culture of the country; the industry provides
permanent employment to lakhs of people. Steel industry is also responsible for the
development in the rural sector which leads to the rise in the standard of the living of the
people. The industry has lead to the development of many areas; Jamshedpur (Tata nagar)
is a great example of development.
But the fact is working conditions are not very good in steel plants, people who are
employed in the steel industry faced many health problems which are incurable in the
nature and many companies are not paying the attention on the health of their employees.

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TECHNICAL:
The Indian steel industry loses on the technological front there has been not much of
innovation in the industry it still uses the traditional technologies. TATA and SAIL introduces
the online trading of the steel. In order to augment R&D initiatives and to step up
investment for it in the steel sector, the Government had decided in1997-98 to fund up to
Rs. 150 core per year for R&D projects in iron & steel sector, from the interest proceeds of
Steel Development Fund (SDF).
However, R&D and investment under this Scheme over the years has not been very
encouraging. This is mainly because of limited number of R&D infrastructure in steel
companies.
ENVIRONMENTAL:
All leading companies are following the environmental norms declared by the governments
and are using the pollution control & energy saving equipment s.
TATA steel has taken an initiative by encouraging Eco-friendly system; it is also trying to
develop an Ultra-Low Carbon steel making process which will result in reduction in
environmental degradation.
LEGAL:
The Government of India and ministry of steel introduced various rules and regulations. The
government has introduced various health policies for the employees working in the steel
industry. Special health care incentives and rules are introduced.
Steel Production
Steel industry was de-licensed and de-controlled in 1991 & 1992 respectively. Today, India is
the 4th largest crude steel producer of steel in the world. In 2015 the total output was 89.6
million tonnes (MT) as compared to 87.29 MT in 2014.

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India has become the second best in terms of growth amongst the top ten steel producing
countries in the world and a net exporter of steel during 2014 – 15. Steel production in India
recorded a growth rate of 2.64 percent in 2015 over 2014, which was competitively low as
compare to previous years but it is in increasing trend. This slowdown in growth rate was
due to saturation in world’s economy and now domestic steel industries are expecting same
old demand to achieve same pace in growth
0
20
40
60
80
100
2009 2010 2011 2012 2013 2014 2015
62.8
68.3 72.2
77.3
81.2 87.29
89.6
Crude Steel Production
CrdeSteelinMT
Table 4: Crude steel production in India
Source: BI Reports, SAIL
Source:

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SWOT for JSW Steel
2.3.2 PESTAL Analysis
In
Strengths
1. India’s third largeststeel maker with a combined capacity
of 14+ MTPA hence enjoys economies of scale.
2. High growth prospects with a consistently increasing
revenue and strong financial position.
3. One of the lowest coststeel producers in the world.
4. Firststeel producer in the world to use Corex Technology
for producingHot metals.
5. Operates in both upstream as well as downstream
sectors.
Weaknesses
1. Limited portfolio diversification compared
to industry leaders.
2. Less number of mines under its hood
affects availability of rawmaterials.
3. Capacity utilization isnotcent percent.
Opportunities
1. Increasein demand from all
sectors in Indian & Global
world.
2. Mergers and Acquisitions to
keep steady supply of raw
materials.
2. Product Development by
investingmore in R&D
Threats
1. Cyclical natureof steel industry needs to
have efficient process of production.
2. Competition from existingand Foreign
players.
3. Government and environmental
regulations.
4. Changes in the prices of raw materials and
end products.
5.
Competitors
1. TATA Steel; 2. SAIL;
3. Bhushan Steel; 4. Visa steel
SWOT ANALYSIS OF JSW

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Industrial Forces
There have been almost revolutionary changes in the steel industry with fierce competitive
pressures on performance, productivity, price reduction and customer satisfaction. National
boundaries have melted to encompass an ever increasing world market. Trade in steel
products has been on the upswing with the production facilities of both the developed and
the developing countries complementing each other in the making of steel of different
grades and specialty for the world market. Technological innovations have provided the
competitive edge to the technologically strong companies. Smooth and quick transfer of
technology has, however, meant an increasingly competitive pressure on the companies to
be ahead of the others in the race for technological superiority to maintain and, if possible,
to strengthen the bottom lines. Here, is the effect of various industrial forces explained
using the Porter’s five-Force Model:
Medium to low
Although usage of aluminium has been raising continuously in
the automobile andconsumerdurables sectors, itstill does not pose any significant
threat to steel as the latter cannot be replaced completely
Competition: High
- Presence of large numberof playersinthe
unorganizedsector
- Large numberof foreignplayersenteringin
the market
Barriers to entry:
HighCapital cost, Technology,Economics
of scale,Government policies
High
Presence of a large number
suppliers and access to global
markets
Low
For fullyforintegratedplayerswho
have theirownminesforraw
materials
Industrial Force through porter’s five force model

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2.3.5 Government Initiatives
The Government of India has allowed 100 per cent FDI through the automatic route in the
Indian steel sector. It has significantly reduced the duty payable on finished steel products
and has streamlined the associated approval process. The government is taking steps to
increase industrial activity in Uttar Pradesh (UP).
In order to provide thrust on research and development (R&D), the Ministry of Steel is
encouraging R&D activities both in public and private steel sectors, by providing financial
assistance fromSteel Development Fund (SDF) and Plan Scheme of the Central Government.
Under the SDF scheme, 82 R&D projects have been approved in year 2014 with total project
cost of Rs 677 crore (US$ 111.92 million) wherein SDF assistance is Rs 370 crore (US$ 61.17
million).
As steel industries are facing saturation of world economy and dumping issue, Indian
government has come up with protection plan to guard steel industries of India by
announcing the minimum import price for 173 steel products in a bid to curb the dumping
of cheap steel. However, since the MIP is higher than the import price of steel, it is
apprehended that bulk importers may over-invoice imports and transfer the price
differential to India through the hawala route. So the government is closely watching the
situation and will check any attempt by steel companies to form a cartel. It expects steel
consumption demand to grow to 6.3-6.5% in fiscal 2017 on the back of traction in key end-
user industries such as construction, capital goods and consumer durables.

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