The customers are the most important stakeholders of the company and RINL strongly believes
the following Quote of "Mahatma Gandhi" on relation of customer with the business.
"A customer is the most important visitor on our premises. He is not dependent on us. We are
dependent on him. He is not an interruption in our work. He is the purpose of it. He is not an
outsider in our business. He is part of it. We are not doing him a favor by serving him. He is
doing us a favor by giving us an opportunity to do so"
RINL makes efforts on continuous basis to provide customized products and services to meet the
needs and expectations of the customers and resolving interface issues on a continuous basis and
works towards improving customer satisfaction.
RINL operates in both domestic and international markets. Presence in the international
markets not only help in realizing opportunity for export of products but also in maintaining
its quality standards at international level.
RINL is in the long products segment of steel markets and produces and supplies products
like TMT bars, wire rods, rounds, structural, squares and semis. The customer groups of
RINL are categorized into the following groups.
RINL enters into annual MOUs with domestic customers i.e. Project customers, Industrial users,
Retailers, NSIC and SSICs and Rural Dealers for supply of products. These MOUs help RINL in steady despatches and the customers in meeting their requirements during the years through
: RINL's products like TMT bars and structural find application in
construction sector. About 25% of the products of RINL are sold to this segment.RINL is proud to be associated with India's prestigious projects like Delhi Metro,
Mumbai-Worli Sea Link and Express Highway Projects
etc. RINL supplies to various
infrastructure projects in the country like major metro rail projects, airports, sea ports,
highways, refineries, power plants etc.
Industrial Users : RINL supplies its products like wire rods, rounds, squares and semis
to manufacturing sector. The products are supplied to various sectors like forging,
fasteners, bright bars, etc. and used as raw materials in engineering industry, automobile
sector, railways etc. Various components like engine parts, shafts, axles, pins, screws,
nut, boils, gear box, electrodes, nails etc. are manufactured from these products. Squares
produced in value added grades from MMSM are used for manufacturing of TLT grade
NSIC/SSICs : Ministry of Steel allocates steel products from the main producers like
SAIL, RINL and Tata Steel to the Corporations i.e. National Small Industry Corporation
(NSIC) and Small Scale Industry Corporations (SSICs) located in various states. These
supplies are in line with the policy of GOI to ensure availability of raw materials to
MSMEs. In order to ensure that small scale industries obtain these raw materials at
reasonable prices, the Govt. provides nominal handling charges of approximately Rs 500
to Rs 550 per tonne to the Corporations, so that the Corporations supply steel materials at
the doorstep of SSI units. In line with this, RINL supplies steel products to NSIC and
SSICs in various states.
Retailers : Retailers form an important channel of distribution of RINL. This channel
takes functions as channel of distribution in addition to RINL's distribution network
consisting of Branch Sales Offices, Stockyards, Marketing Contact Officers (MCOs) and
Consignment Sales Agents (CSAs). This channel also takes care of the requirement of
customers requiring to lift small quantities. There are over 150 retailers spraed across the
District Level Dealers (DLDs) / Rural Dealers (RDs) : In India, about 70% of
population of the country lives in rural India and potential for increasing steel
consumption in this area is huge. With a view to ensuring availability of steel in the nook
and corner of the country and also realize the potential for increasing steel consumption
in the rural areas, RINL introduced District Level Dealership Scheme (DLDS) and Rural
Dealership Scheme (RDS). Through this network, the requirement of steel of semi-urban
and rural customers is met. RINL has a network of over 450 DLDs and RDs spread
across the country. The company is enhancing the network on continuous basis.
Export Customers : RINL has strategic advantage of being a shore based plant. To
leverage this strategic advantage, the company gives special thrust for exporting the
products to international markets. Right from the days of integrated operations, RINL has
been exporting. Within a short period of time, RINL established as a quality steel
exporter. In recognition of its consistent export performance RINL has been awarded Star
Trading House Status from the Ministry of Commerce, GOI. RINL has also received
award in recognition of consistent exports from Engineering Exports Promotion Council.
The countries to which RINL exports its iron and steel products are China, Nepal, Sri
Lanka, Bangladesh, South Korea, New Zealand, Canada, USA, Indonesia, South Africa,
Thailand, Malaysia, Vietnam, Japan, Taiwan, Nigeria etc.
In order to promote exports, RINL set up an International Trading Division and opened
its first International Marketing Office (IMO) at World Trade Centre , Colombo,
Sri Lanka. RINL's semis are exported to Sri Lanka, where these products are converted
into TMT Rebars and marketed in the country.
Project Customers : Major Infrastructure developers of the country like :
Industrial Users :
Objective : To be the best company to do business with.
To remain continuously committed to meet the needs and expectations of the customers.
- To maintain transparency in all our dealings with customers.
- To continuously strive to improve the quality of products and services.
- To treat customers as partners in our business and growth.
- To bring customers' delight in supply of materials and meeting the contingent requirement of customers.
- To create a healthy business environment and work towards win-win situation with customers.
- To strive for enhancing value for the money and value the relationship with complete care and concern.
RINL has been taking several product promotion initiatives for improving awareness about
RINL's products in the market. Some of these are as follows :
Conducting workshops of Architects, Designers, Builder, Consultants etc. at Major Metros.
- Rural Marketing meets to promote "Steel consumption in Rural Areas"
- Advertisements during important Sports Events, Seminars etc.
- Making a Product Film in local languages and telecast through local Cable network
- Making a CD consisting of Product Features and Contact Persons
- Advertisements on Buses, Hoardings at Bus Stands, Airports, Railway Stations and Vantage points
- Glow Sign Boards at Stockyards, Retailers, DLDs and RDs locations.
- Product Campaign through newspapers, magazines
- Participation in Exhibitions for displaying RINL's Products.
- Printing of Product Brochures for Circulation amongst customers.