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A Vision transcending
Steel and Power


ISO 9002 and 14001 Certified Company










I, Satish Kumar Tiwari a student of MBA 3rd Semester at Shri

Shankaracharya Institute of Management and Technology
hereby declare that this research report on “PRODUCTION
my original work under the guidance of Ujjwal Sinha
(DGM,Marketing,JSPL). This report has never been submitted
to anywhere else for award of any degree or diploma

Place: Raigarh Satish KumarTiwari

Date: M.B.A. 3rd Semester




This is to certify that the project “PRODUCTION PROCESS,


Shankaracharya Institute of Management & Technology, Bhilai

in partial fulfillment of the requirement for the award of the

degree “Master of Business Administration (MBA)” is a bona

fide work carried out by Satish Kumar Tiwari, a student of

MBA 3rd Semester, under my supervision and guidance.

Place:-Raigarh Mr.Ujjwal Sinha

Date:- (DGM, Marketing, JSPL)




Since the last few decades due to fast industrial development & high
competitiveness in the market the MARKETING plays a very vital role in the
success of an organization.

Marketing is one of the live functions of an organization. It is the only function

through which a manufacturing organization earns revenue, which leads to the
survival & growth of the organization as a whole. It fulfils the needs & wants of the

The industrial revolution born the germ of a new business system. It introduces
new products, new system of manufacture, and new modes of transportation &
methods of communication & brought about changes in the physical & economic
environment of man. Mass production became the order of the day.

The above discussion was the basic thought which made me realize the
importance of business process & so I selected the business process as my
project study.



Moreover I am very much obliged to Mr.UJJWAL SINHA (DGM Marketing), Mr.

LOGISTICS department who encouraged me towards my project & gave me
practical knowledge.


I owe my sincere gratitude to the Marketing Department of JINDAL STEEL &

POWER LTD.(Raigarh), & Shri shankaracharya Institute of Management
& Technology, (Bhilai) for providing me an opportunity to do my project study.

The project report entitled “PRODUCTION PROCESS,PRODUCTS &

outcome of constant encouragement & invaluable guidance of my project guide
“Mr.Manmath Dash” marketing. He made me realize the complexities of the
subject, the practical & theoretical aspects. Hence I pay my sincere gratitude to
him, who inspired me to undertake this work & guided me continuously. Without
his valuable guidance, this work could not have been completed.

Special thanks to Mr.C.D.Mathew GM (P&OD) & Mr.Ujjwal Sinha

DGM (Marketing), for their valuable support whenever needed.

I am also thankful to all other department & staff member of JINDAL

STEEL & POWER LTD. (Raigarh), for their co-operation directly or indirectly.

Finally I am grateful to the Marketing, Logistics & Rolling Department,

which had prepared a proper schedule to give a successful shape to the company
project report.


1 Objectives of Study
2 Introduction
3 About industry
4 Customers of Jindal
5 Company Profile
6 Product Profile
7 4 Ps of organization
8 Process flow
9 Production Process
10 Business Process
11 Export in Jindal
12 Customer Satisfaction
13 Logistics
14 Findings
15 Conclusion
16 Suggestions
17 Bibliography


1).To study the production process, product and business

process of JSPL.

2). To know more about JSPL.

3). To analyze the customer satisfaction.

Shri O.P.JINDAL A Tribute

Shri Om Prakash Jindal more popularly known as

O.P. Jindal was born on August 7, 1930 in the village
Nalwa of district Hisar in Haryana. He was the
Chairman of the Jindal Organization.

His life's mission was to help others especially the

common man in every possible way. The list of his
philanthropic activities is rather long. As the
Chairman of N.C. Jindal Charitable Trust, he set up
many schools and hospitals.

His selfless social services, unassuming generosity

and philanthropic contributions to individuals and
organizations has ensured that he is revered by all.
For being a successful industry visionary he is a role
model for others.

As a Member of Parliament, he proved himself a

mature, seasoned and an honest parliamentarian
who fulfilled his political duties for the welfare of the
nation constantly.

The journey of life of Sh. Jindal from a farmer's son to

a successful industrialist, a sincere social worker and
a successful politician is a source of great inspiration
for many.

Global steel demand is rising on the back of accelerated infrastructure
activity in China, CIS and India, housing boom in USA, and white goods
resurgence in Europe. During the recent recessionary phase, the industry has
consolidated in terms of ownership as well as mothballing of inefficient
capacities. Steel prices continue firming up.

For the first time in last 20 years, there is demand growth all over the world
for steel.

In US, the demand is led by the booming housing industry. Additionally the
auto industry is showing signs of recovery as auto sales hit their strongest
levels for the year in July even as US posted a 2.4% GDP growth.

In Europe, there is demand from a buoyant housing and white goods

industry according to industry sources.

In India, China and other Asian countries the demand is led by emphatic
investment activities in infrastructure.

Russia and other CIS nations are also witnessing strong internal demand.

Iraq reconstruction work is expected to fuel further demand for steel over
the next three years.

China is consuming steel like never before for its infrastructure with
investments such as Three Gorges project on Yangtze as well as part of its
build up to the Beijing Olympics in 2008 and the Shanghai Expo in 2010.

The demand supply gap is expected to increase and this will drive steel
prices northwards, even as the global steel industry is not prepared for this
demand onslaught.

Major Indian Steel Players
Tata Iron and Steel Company

Steel Authority of India Ltd.

Jindal Steel and Power Ltd.

Jindal Iron and Steel Ltd


Jindal Stainless Ltd.

Essar Steel Ltd

Ispat Industries Ltd.

SWOT analysis of Steel sector in India

India has rich mineral resources. It has abundance of iron ore, coal and many
other raw materials required for iron and steel making. It has fourth largest iron-
ore reserves (10.3 billion) after Russia, Brazil and Australia. Therefore many raw
materials are available in comparatively lower cost. It has the third largest pool
of technical manpower next to US & USSR, capable of understanding and
assimilating new technologies. Considering quality of workforce, Indian steel
industry has low unit labour cost, commensurate with skill. This gets reflected in
the lower production cost of steel in India compared to many advanced
countries. With such strengths of resources, along with vast domestic untapped
market, Indian steel industries have the potential to face the challenges.

• Endemic Deficiency
• Systematic Deficiency

o High Cost of Capital
o Low labour Productivity
o High Cost of Basic Inputs and Outputs

• Poor Quality of infrastructure like Roads and Ports

• Lack of Expenditure in R&D
• Delay in absorption of technology by the existing units
• Low quality of steel and steel products
• L
ack of facilities to produce various shapes and qualities of finished
steel on demand.
• L
imited access of domestic producers to good quality of iron ore, which
are normally earmarked for exports.
• High level Taxation
• L
ack of interest in international competitiveness on determinants like
product design, product quality, on-time delivery, post sales service


• Unexplored rural market

The Indian rural sector remains fairly unexposed to their multi-faceted used of
steel. The rural market was identified as a potential area in way back in the year
1976. The usage of steel in housing fencing, structures and other possible
application where steel can be use as a substitute can increase per capita
consumption of steel.

• Other sectors

Excellent potential exists to enhance the consumption of steel in other sectors

like automobiles, packaging, engineering industries, irrigation and water supply
in India.

• Export market penetration

It is estimated that world steel consumption will double in next 25 years. Quality
improved Indian steel combined with low cost advantages will definitely help in
substantial gain in export market.


• Slow industry growth

The linkage between economic growth of a country and the growth of its steel
industry is strong. The Indian steel is no exception. The growth of domestic steel
industries between 1970-1990 is totally equal with the growth of the economy,
which was totally sluggish. This enhanced rivalry among existing firms.

• Threat of substitute

Plastic and composites pose a threat to Indian steel in one its biggest markets-
automotive manufacturer. The other vibrant threat for steel is aluminum.

• Technological change

Technological changes often force the industry structure to change. For

developing country like India where capital itself is costly, technological
obsolescence is a major threat.

• Price sensitivity and Demand Volatility

The demand for the steel is a derived demand and the purchase quantity
depends upon the end-use requirements. The traders tend to exhibit price
sensitivity and buy when there is discount available. This volatility of demand
often affects the integrated steel manufactures because their inability to tune the
production in time with the market demands fluctuation.

Other threats

o Ever decreasing import duty on steel.

o Dumping of steel by developed countries.
o High quality products from developed countries available for import at
very competitive price.
o Non-availability of capital from financial institution for iron and steel

Selecting Jindal as a company of our choice

In the world of business, the Jindal Organization is a celebrity. Ranked sixth
amongst the top Indian Business Houses in terms of assets, the Group today is a
US$8 billion conglomerate. Jindal Organization, set up in 1952 by the steel
visionary Mr. O.P. Jindal, has grown from an indigenous single-unit steel plant in
Hisar, Haryana to the present multi-billion, multi-locational and multiproduct steel
conglomerate. The organization is still expanding, integrating, amalgamating and
growing. New directions, new objectives... but the Jindal motto remains the same-
"We are the Future of Steel ". The group has been technology-driven and has a
broad product portfolio. Yet, the focus at Jindal has always been steel. From mining
of iron-ore to the manufacturing of value added steel products, Jindal has a pre-
eminent position in the flat steel segment in India and is on its way to be a major
global player, with its overseas manufacturing facilities and strategic manufacturing
and marketing alliances with other world leaders.
Jindal Organization aims to be a global player. In pursuance of its objectives, it is
committed to maintain world-class quality standards, efficient delivery schedules,
competitive price and excellent after sales service.

Jindal Group of Companies

Jindal Steel and Power Ltd.

Jindal Iron and Steel Ltd

JSW Ltd.

Jindal SAW Ltd.

Jindal Stainless Ltd.

Jindal Steel & Power at a glance

Jindal Strips was restructured and the Raigarh and Raipur divisions of the company
were hived off to give birth to Jindal Steel & Power Limited.

From being the Asia's largest and the world's largest coal based Sponge Iron Plant
with a capacity of 5,00,000 MTPA, it has now been expanded to 6,50,000 MTPA by
addition of a 10th Kiln to become the world's largest coal based Sponge Iron Plant.
The second core strength of the company is Power. From the captive power
generation capacity of 28 MW in 1995-96, the present generating capacity is 340

MW. It uses hot gases (generated during manufacture of sponge iron), coal
washery rejects, and char and coal fines for generation of power and this make the
operations highly economical and environment friendly. The company also has the
facility to manufacture Mild Steel Slabs and Ferro Chrome. The company has gone
in for backward integration by acquiring Iron Ore Mines at Tensa, Orissa and Coal
Mines at Gare Coal fields, Raigarh, Chattisgarh. During February 2002 at Raigarh
the 120 Mtr Rail & Universal Beam Mill project was commenced with a production
capacity of 550,000 MT per annum of rails, H beams, columns and sheet piles. The
total cost of the project was Rs.400 crores. In august, 2002 the Coal Washery Plant
with annual capacity of 2.5 million was commissioned. The company has started
the 55 MW power project at Raigarh in September 2002. The estimated outlay for
the project is Rs.207 crores and the project is expected to commission by
September 2004. After completion of the project the total enhanced capacity will be
300 MW. The company is proposed to expand the capacity of Sponge Iron by
setting up additional four kilns each of 1.65 lac MT capacity at Raigarh. The
estimated outlay for the project will be Rs.200 crores and the project work is being
taken up in phased manner. The Phase I and Phase II will be completed by March
2005 and September,2005 respectively. Since the Sponge Iron Plant will generate
flue gases, the company proposes to utilize the flue gases by way of setting up 2
power plants of 25 MW each at a cost of Rs.150 crores. After installation the
enhanced power generation capacity will be 50 MW. Out of the 2 power plants one
25 MW will be set up by March 2005 and another will be by September 2005. The
Plate Mill - 1 Million tones capacity, has been commissioned in March 2007.


To be a company of globally repute in steel sector.

To achieve growth in business with global competitive edge providing
satisfaction to the customers, employees, shareholders and community at large.



Corporate Office:
Jindal Centre
12 Bhikaiji Cama Place
New Delhi 110 066. INDIA
Tel: +91 011 26188345-60
Fax: +91 011 26161271
Email: marketing@jindalsteel.com

Registered Office:
Delhi Road
Hisar 125 005.
Haryana INDIA
Tel: +91 01662 220471- 75, 222471- 84
Fax: +91 01662 220476



Kharsia Road
Raigarh 496 001
Chhattisgarh. INDIA
Tel: +91 07762 227001-10
Fax: +91 07762 227021-22, 227030
E-mail: raigarh@jspl.com

13 K. M. Stone
G.E. Road, Mandir Hasaud
Raipur 492 101
Chhattisgarh. INDIA
Tel: +91 0771 2471205-07
Fax: +91 0771 2471214
E-mail: jspl_raipur@satyam.net.in

Tensa: TRB Iron Ore Mines
P.O. Tensa 770 042
Distt. Sundergarh
Orissa. INDIA
Tel: +91 06625 236023/24

Domestic Customers of Jindal Steel & Power Ltd.



Alfa Laval

Alstom Project Ltd.

Avery India Ltd.

Bajaj Hindustan Ltd.


Balrampur Chini Mills Ltd

Bharat Heavy Electricals Ltd.

Bhushan Ltd

Bhushan steel & strips Ltd.

BHP Infrustructure Ldt.

Birla Copper Ltd.


DCM shriram Consolidated Ltd.

DSCL Shugar Ltd.

Dwarikesh ShugarLLtd.

ESSAE Digitronics Ltd.

Essar Construction Ltd.

Essar Steel Ltd.

Ganpati Steel Ltd.


Gilvert Ispat Ltd.

Gujrat Adani Ports Ltd.

Gujrat Ambuja Cement Ltd.

Gujrat Sidhee Cement

Gujrat Urga Vikas Nigam

Haryana steel Alloy & Ltd.

Hero Honda Motors Ltd.



Hundai Motors India ltd.

Ispat Industries ltd.

Jindal Vijaynagar Steel ltd.

JK industries Ltd.

JMC Projects India Ltd.

JMD Oil P Ltd.

Macabre Beekay Pvt Ltd

Maharastra Seamless ltd.


Maruti Udyog Ltd.

Mawana sugar ltd.

Mcnally Bharat ltd.

National Paraxide Ltd.

Nagarjuna Construction Ltd.

Nevyeli Lignite Corporation

Paharpur Colling Towe

Eas Cement Ltd

Rathi Udyog Ltd.

Regency International Ltd.

Reliuance Energy Ltd.

RSB Projects Ltd.

Scaw Industries Ltd.

Shree Alloys Ltd.

Shriram Vinyl & Chemicals Ltd.

Simbhaoli Sugar Mills Ltd.

Simplex Concrete Pile Ltd.

Tata Sponge Iron Ltd.

Technip KT India Ltd

Thermax Ltd.

Thyssen Krupp

Ultratech Cement Ltd.

Usha Martin Ltd.

Utkarsha Galva Ltd.

Uttam Sugar Ltd.

Vardhaman Yarns Ltd.

Vendata Alumina Ltd.

Videocon Industries

Visa Steel Ltd.

VRC Construction

Indian Oil Corporation

Haryana State Electricity Board

Bharat Aluminium Company

Indian Railways

Indian Aluminium Company Ltd


Reliance Industries Ltd

National Thermal Power Corporation Ltd.


Larsen & Toubro Ltd

TATA Steel

Aarati Steel

TATA Projects Ltd

Saw Pipes Ltd

National Hydroelectric Power Corporation Ltd

Kandla Port Trust

Hindustan Zinc Ltd

Konkan Railways

Omaxe Constructions Ltd

Hindustan Lever Ltd

• Jai Prakash Industries Ltd

Product Mix of Jindal Steel & Power Ltd

Raw material
o Sponge iron
o Pig iron
o Ferro chrome

Semi- finished Products

o Bloom
o Slabs
o Rounds
o Billets
o Beam blank

Finished Products
o Beams
o Columns
o Channels
o Rails

By Products
o Acration
o Fly ash
o Coal tar
o Iron ore fines
o Granulated Slag
o Flue dust
o Mill skull
o Coal & Coke fines
o Pond fines
o Ash cha


"The USD 8 Billion Jindal Group has

developed into a multi-faceted organization and
is one of the largest steel producers in India
with 12 plants in India and 2 in USA."


In the world of business, the Jindal Organization is a celebrity. The Group today is
a US $8 billion conglomerate.

Jindal Organization, set up in 1970 by the steel visionary Mr. O.P. Jindal,

has grown from an indigenous single-unit steel plant in Hisar, Haryana to the
present multi-billion, multi-location and multi-product steel conglomerate. The
organization is still expanding, integrating, amalgamating and growing. New
directions, new objectives... but the Jindal motto remains the same- "We are
the Future of Steel ".

The group has been technology-driven and has a broad product portfolio.
Yet, the focus at Jindal has always been steel. From mining of iron-ore to the
manufacturing of value added steel products, Jindal has a pre-eminent position in
the flat steel segment in India and is on its way to be a major global player, with its
overseas manufacturing facilities and strategic manufacturing and marketing
alliances with other world leaders.

Jindal Organization aims to be a global player. In pursuance of its

objectives, it is committed to maintain world-class quality standards, efficient
delivery schedules, competitive price and excellent after sales service.


In today’s era of fierce global competition and rapid

technological advances, an organization has to move twice
as fast just to keep pace with the changing world and four
times as fast if it has to speed ahead. And that is exactly
what we, at Jindal Steel & Power Limited (JSPL), are in the
process of achieving.

At Raigarh, we have the world’s largest coal-based plant

sponge iron manufacturing capability. JSPL is the only
sponge iron producer in the country with its own raw
material source and power generation, making it one of the
most cost effective producers of sponge iron in the country. A state of the art Rail
and Universal Beam Rolling Mill has been set up, to manufacture the world
longest rails, 120m long, for the Indian Railways and global markets. Also, the mill
manufactures H-beams & Columns in larger sizes for the infrastructure and
construction sectors, for the first time in India.

A further increase in the steel-manufacturing capacity is part of our growth and
expansion plans with a new Steel Melt Shop near the Rail Mill on the anvil.
Growth is the keyword and by 2004, our steel production will exceed 1 million
MTPA, offering a range of steel products that best leverage the strengths of our
facility, quality and technology.

JSPL is utilizing waste hot gases and coal washery rejects to generate 150MW
power. Another 55MW power plant is under installation. A new company Jindal
Power Limited has been set up which is currently working on plans to establish a
1,000 MW plant at Raigarh.

At JSPL, we recognize that environmental protection is an integral part of the

company's activities. We are an ISO 14001 certified organization, committed to
conducting our business safely, ethically and in an environmentally responsible
manner that protects the natural resources and the environment in which we live.

Our philosophy of moving up the value chain by increasing our portfolio of value
added products continues. The unstinted support over the years from our
investors, our clients, business associates and well-wishers, has been a great
asset and we hope to continue to have them with us as we grow from strength to

strength.Naveen Jindal
Executive Vice Chairman & Managing Director

At JSPL, to evolve is to go forth into the world and be the

best that we can be. To grow, to progress, thereby achieving
heights that hitherto had only been dreamt of. A task that requires
great skill and precision.

By optimizing operational efficiencies and effecting reduction

in costs, we are achieving economies of scale that are increasingly making us the
preferred choice with our customers. We continue to modify our organizational
structure to accommodate changing business needs, gearing ourselves to
meet the global challenges ahead. Pursuing innovative approaches, embracing
new production technologies as they fit our specific needs, our focus is
to provide our customers with a ‘total solution’, the differentiation being
through superior products, services and support.

JSPL is an integral part of the Jindal Organization, an Indian multinational present
worldwide, though its Indian activities predominate. We continue to seek new
business opportunities that complement our market strengths, offer growth
potential, and leverage our existing assets for future growth so as to maximize
value for all our stakeholders. Success with our customers, our employees, our
shareholders and our community is our mainstay. Serving them by building long
term relationships and becoming a leader in the global markets.

Projects under Installation:

• 50 MW capacity Power Plant based on fuel gases of coke oven
• 6 million tonne capacity steel plant in Orissa with an investment of Rs.
13,500 crores
• 6 million tonne capacity steel plant in Jharkhand with an investment of Rs.
15,000 crores
• 1000 MW O P Jindal Super Thermal Power Plant in Raigarh, with an
investment of over Rs.4500 crore, by Jindal Power Limited, subsidiary of

JSPL to produce rails, H-beams, columns and sheet

Piles under technical collaboration with NKK
Corporation of Japan.

JSPL has entered into a technical collaboration

with NKK Corporation, Japan for technology transfer to
produce superior quality, world’s longest rails of 120m
finished length, along with Parallel Flange Beams,
Columns and Sheet Piles for the first time in the country.

The agreement covers ‘know-how’ transfer
encompassing steel-making, secondary refining and
continuous casting up to rolling and finishing of long
rails and universal beams; deputation of NKK multi-
disciplinary specialists at the JSPL plant; and training of JSPL personnel at NKK
steelworks in Japan.

NKK is already supplying rails for high-speed

bullet trains, ‘Shinkansen’ in Japan. This technical
collaboration shall enable production of long rails
requiring far less joints in tracks, ushering a new era in
safer rail-travel and making introduction of fast trains in
India a reality.

At Raigarh, a tribal district in the state of Chhattisgarh,

JSPL has always taken its role as a responsible
corporate citizen very seriously. Giving back to the
community at large has been an objective from the very
beginning. From ongoing programs specially instituted to
improve the lot of the underprivileged, we have been
quietly trying to make a difference.

One of the key priority areas has been education,

as this is the field where impact is the most productive.
The 10+2 Co-educational Jindal School with an
investment over Rs. 5 crore has been operational at
Raigarh. The oldest girl's school renovated. 42 villages
have been adopted, contributing to the development of a
region through a more holistic effort. Here, it is
community building that takes place: providing sewage

and sanitation facilities to building and maintaining roads and parks to healthcare
and education.

Improvement of medical facilities through the setting up of charitable clinics and

hospitals is yet another field of endeavor. The ICU unit at the General Hospital at
Raigarh was set up. Medical camps, thrice every week are organized which have
benefited more than 40,000 people in the district.

Our scope of social activities extends beyond

healthcare and welfare to the cultural and sports arena,
too. The Kamla Nehru Park in the city has been
developed and is being maintained by JSPL. Roads
have been built and developed. The initiation of a Social
Accountability system, the SA 8000, is a measure
towards becoming an increasingly aware and
conscientious corporate member of society. We are
making all possible efforts to create a clean and healthy environment, giving back
in a small measure what we receive from the community.

For the first time in the history of our country,

from 26 January 2002, we Indians are allowed to
freely fly the National Flag with pride and honour
at our homes, offices and factories on all days of
the year.
Before 26 January 2002 we have never
had the right to fly our own flag whether it was
during the rule of the various Princely States, the
Mauryas, the Mughals or the British. Even after
independence, when our country became a
Republic, in which people are sovereign and
where everything belongs to its people, we still
did not have the right to fly our own National Flag as it was being used like a
Government Flag.

On 23rd January 2004, in a historic Judgment, the Hon'ble Supreme Court
has held that the right to fly the National Flag freely on all days of the year, with
respect and dignity is a Fundamental Right.
As Mr. Naveen Jindal says "Now after a
long struggle that we have got this right, we
must proudly display the National Flag on all
days. The joy and happiness that it will bring is
difficult to be explained in words but can indeed
be experienced. By displaying of the National
Flag by more and more Indians it will
revolutionize the way we think about our
country, making us a happier and a prouder
nation. When a person displays the National
Flag he rises above his religious and political
affiliations and only shows his love for his country and that he is proud to be an
Indian. As the Tricolor is our greatest national symbol, we must encourage every
Indian to own it, respect it, fly it and above all live by its ideals.
Jindal Foundation for Performing & Creative Arts invited well-known artist
and curator Peter Nagy to assemble a group of artists that would be
commissioned by the Foundation to create original new works on this subject.
These works would become the property of the Foundation and kept together as a
group, to be expanded in the future, so that the exhibition could tour around India
in the years to come. Mr. Nagy, an American who has lived in India since 1992
and has become intimately involved with its contemporary art scene, is known for
championing adventurous artists who work in a wide variety of materials and
mediums. For this project, extremely eclectic group of artists were chosen to
present the widest possible number of interpretations on the theme. Painters and
sculptors as well as photographers and installation artists were

invited to express themselves candidly and honestly, responding to the theme in

whatever manner they wished. The results were diverse, to say the least.

Many of the works are, of course, celebratory and joyful while others are
critical, poignant or even depressing. In the wide range of both types of works and
emotions conveyed, the exhibition is witness to the broad diversity of peoples and
viewpoints that makes up India today, a true testament to the world's largest
functioning democracy.

Among the artists who created works for Tiranga are the senior painters
Sudhir Patwardhan (of Mumbai), Gulam Mohammad Sheikh and Nilima Sheikh (of
Baroda); the painters Rekha Rodwittiya, Surendren Nair, Shibu Natesan and
Nataraj Sharma (all of Baroda) and Jitish Kallat (of Mumbai) and Manisha Parekh
(of New Delhi), all of whom have become among the most celebrated artists of
their generation in India today.

In addition, strikingly original sculptures (often amusing and sometimes

shocking) have been created for the exhibition by Vivan Sundaram, Bharti Kher

and Subodh Gupta (all of New Delhi) and Reena Saini Kallat (of Mumbai).
Photographs documenting the Tiranga in a wide number of uses and settings
have also been included, these by some of the biggest names in the field today:
Ragu Rai, Dayanita Singh, Samar Jodha and Ram Rahman. In addition, a
selection of photographs culled from the National Archives in New Delhi shows
the development of the design for the Tiranga and important scenes from the
struggle for Independence with many of the founding fathers of the Nation. As part
of the opening festivities, an interactive art event conceived by Jitish Kallat invites
the public to create their own on-the-spot works to become part of the project.

An exhibition on the National- flag "Tiranga- Rights and Responsibilities" is

organized by Jindal Foundation for Performing & Creative Arts. The exhibition is a
move towards bringing awareness among the citizens of the country to
increasingly fly the National Flag and be inspired by it.
The exhibition is on at the Jehangir Art Gallery in Mumbai from 10th July- 15th
July 2004. The works have already been displayed at India Habitat Centre, New
Delhi, on 14th August 2003 -19th August 2003 and Jaipur Virasat Festival, Jaipur
from 07th - 21st January 2004 and soon will move to Victoria Memorial Hall,

At JSPL, the challenge is to make and process steel

without adversely impacting the environment. From
complying with the requirements of the law to adopting
environmentally friendly, clean technologies, we seek to
actively promote the cause of the environment. The
latest pollution control systems have been installed in our operations. The
planning and maintenance of green belts in and around the various facilities are
also part of a conscious strategy to control pollution and conserve natural
At JSPL, environment protection is an integral part of our operations. We are an
ISO 14001 certified Company, committed to conducting our business safely,
ethically and in a responsible manner that protects the natural resources and the

Some of our major initiatives include

• State-of-the-art Fume Extraction System for dust emission control at the SMS

• Bag filters for dust control at source
• Electrostatic precipitators to control fly ash emission from the power plant
• Ventury scrubber in lime kilns for flue gas control
• 100% effluent recycling to ensure zero water pollution
• Sewage treatment plant for domestic waste
• Reuse of solid waste and waste heat
as power plant fuel
• Use of fly ash for brick manufacture

Apart from the above, a green belt has been

developed and the concept of green productivity for
sustainable development is being implemented. Tree
plantation, which was started in 1991, is an on-going
program and over 190,000 saplings have been planted
with over 72% survival. Currently over 80,000 saplings
are being planted every year, making the area totally
green and enriching the ecology of the region.
Our commitment goes beyond the integration of
sound environmental practices into our business
decisions and activities and is consistent with our
vision to be a premier steel and power conglomerate. We do not just believe in
being environment-friendly in terms of post-process measures but also ensure
that all the resources available are used in the most optimal manner with
minimum wastage. This not only means being an environmentally responsible
corporate citizen but also makes eminent business sense, in the most
comprehensive and broadest sense of the term. We see the conservation of the
environment as in complete synergy with our business ambitions.


The captive iron ore mine, called TRB (Tantra,
Raikela, Bandhal) started in the year 1990 is
situated in the picturesque Tensa valley in district
Sundergarh, Orissa. The area is very beautiful
with thick jungles and greenery all-round. The total
reserves are estimated to be about 10 million MT,
out of which about 4 million MT have been extracted. The mine is currently
producing about 0.6 million MT of sponge grade ore and has been developed with

the latest, fully mechanized techniques. It meets about 60% requirement of Iron
ore for the sponge iron plant at Raigarh and the cost of production of Iron ore from
the mine is almost half the price that is paid for acquiring balance ore from the
market. An additional crusher is being installed so as to ensure that high-grade
iron ore is made available and the ore is transported to our Raigarh plant by a rail

The mine has been declared as the best mine by the

Director General of Mines Safety, Govt. of India and has
an accident-free record for the last 3 years. JSPL
provides residential accommodation with parks,
dispensary, playground and a club for entertainment.


Our effort has always been to remain self-reliant in all
our raw materials, thereby becoming one of the most
economical producers of value-added steel and power in
the country.
The opencast coal mine, situated at a distance of 55
Km from the Raigarh plant, provides coal for captive
consumption at the plant. The lease area is 705 hectares
with coal reserves of about 100 million MT. The mining operations started in 1999
and today the entire requirement of coal for the plant is being met with. The mine
is fully mechanized and has been developed using the latest machinery and
equipment. Currently 1.5 million MTPA of coal is being produced. This is expected
to increase to 2.5 MTPA by 2002-03. The cost of production of coal is almost 40%
cheaper as compared to similar grade of coal available from other organizations.
In order to further increase the coal efficiency, a 2.5 million MT per annum
capacity coal washery has been commissioned in August 2002.
The coal mine and the Raigarh plant are connected by an all - weather metalled
road, built by JSPL. The mine is self sufficient, having amenities like housing,
dispensary, etc. and a modern colony with a school, hospital, parks and gardens
is being planned.
Coal is supplied on a 'just-in-time' basis, thereby significantly reducing
inventory-holding cost at the plant, ensuring thereby that we are able to market
our finished products at highly competitive prices.

We are an ISO 9002 and 14001 certified Company, and
strive for total customer satisfaction by consistently
supplying quality products conforming to mutually agreed
product specifications and delivery schedules, thereby
establishing leadership in the quality of our products and services. The Quality
Control Department is equipped with the latest testing equipment including gas
chromatograph, spectrometer, hardness tester, ultrasonic testing equipment and

The Rail and Universal Beam Mill, currently under installation at Raigarh, will
use the latest quality testing equipment to ensure world-class products. The
Non-Destructive Testing Line will comprise the following:

· Brushing Machine
· Laser Straightness Measurement Device
· Visual Surface inspection facility
· Eddy current Testing Device
· Ultrasonic Testing Device

The above machines are being procured from the

leading manufacturers in the world with total system
integration to ensure world class rails. The hydraulic 4-
way Gag Press corrects end corrections if any, through

With a view to benefit from the latest innovations in IT tools, an Enterprise
Resource Planning (ERP) SAP R/3 Ver 4.66 has been implemented in all the
units by Siemens Information Systems Ltd. Apart from integrating various
functions, the ERP programme will improve coordination, increase productivity
and lower cost of production. The attention is focused on quality improvement,
cost reduction and customer satisfaction. The report submitted by Anderson
Consulting on reducing cost of production is being implemented in letter and spirit.
This will strengthen the competitiveness of the products and enhance their
marketability in domestic and global markets.

# First Prize - ‘National Energy Conservation Award 2007’ in the Integrated

Steel Plants Sector, by the Ministry of Power, Government of India.
# Gold Prize - Greentech Environmental Excellence Award 2006
# FICCI Annual Award in recognition of Corporate Initiatives in Sports- 2006
# Won the National Energy Conservation Award in integrated steels plant
sector five years in a row from 2001 to 2005.
# Rajiv Gandhi National Quality Commendation Certificate 2001 instituted by
the Bureau of Indian Standards (BIS) in the ‘Large Scale Manufacturing Industry-
Metallurgical’ category
# First Prize in the IIM Awards 2001 for Quality by the Indian Institute of
# Second prize in the National Safety Award 1998 for longest accident-free
period instituted by the Ministry of Labour, Government of India
Vice Chairman and CEO , Mr. Vikrant
Mr. receiving the National
Naveen Jindal, EVC and Energy
JSPL receiving
Conservation Awardthe2002
Bhairon in recognition
Shekhawat, of Corporate
Hon’ble Vice
Initiatives in Sports- 2006 from Hon'ble
President of India.
Prime Minister Dr. Manmohan Singh.


The Rail and Universal Beam Mill has been designed for the manufacture of rails
up to 120 meters finished hot rolled length.

The plant is also equipped with a Flash Butt Welding Plant for welding of rails
from 240 meters to 480 meters long.


With the availability of 120 m long rails, there will be drastic reduction of weld
population in Indian rail tracks (from 160 welds per track km presently to 17)
resulting enhance safety and cost reduction. The performance of Indian Railways
would improve on account of enhanced safety, increased reliability, comfort and
prolonged rail life.

Rail Steel’s Quality & Product Range:

Comprehensive range of rail steels can be broadly classified as:

ormal grade typified by 710 N/mm2 minimum UTS

Wear resistant Grade typified by 880 N/ mm2 minimum UTS
to 1080 N/mm2 UTS.

Quality Assurance:

The quality assurance system of JSPL today is certified by BSI-London for Quality
BS: EN 9002:2000 and BS: EN 14001:1996 for Environmental Management

Autonomous responsibility for self-checking.

Self Certification:

Extensive internal and external inspection in conformity with customer


System of approval by third party inspections prior to dispatch.


Today, the standard requirements of rails must meet the operating needs of the
railways for at least 20 years.

Rails can be supplied in customized finished lengths ranging from 13 m to 120 m

and flash butt welded rails from 240 m up to 480 m.

Larger sizes are being manufactured for the first time in India

For the first time in the country; parallel flange beams and columns in larger sizes
are being manufactured. More commonly known as H-beams, hot rolled parallel
flange beams and columns are the most sought after sections by structural
engineers, architects and construction companies the world over.

With the universal rolling method, beams having same depth but with different
flange and web thickness are being manufactured thus giving be a choice of
larger number of beams with different weights in kg/m and statical properties. This
is in contrast with the current availability of limited number of conventional
I-beams on account of caliber rolling method

The foundation of our growth and diversification:

Steel at our Raigarh plant is being manufactured using the Electric Arc Furnace.
The steel melt shop (SMS) is equipped with ladle furnace and vacuum degassing
and has continuous casting facilities for wide slabs, rounds and blooms. The steel
making capacity at present is 2.40 million TPA.

JSPL has recently signed an MoU with the State Government of Orissa to set up
a 6 million tonne steel plant with an investment of Rs.13,500 crores and another
MoU has been signed with the State Government of Jharkhand to set up a 6
million steel plant with an investment of Rs.15,000 crores.

Carbon & Alloy Steels confirming to National & International Standards like SAE,

Building upon the strength of our unshakeable foundations, JSPL is poised for a
quantum leap in the core sector of power, contributing to the growing needs of the

At JSPL, we generate power to meet our captive requirements. In 1991, we

entered this vital core sector by utilising waste heat from the rotary kiln boilers and
the coal rejects of the washery JSPL has 265 MW power generation facility with a
capacity expansion to 340 MW on anvil.
JSPL is one of India's most economical power producers in the private sector.
Jindal Power Limited has been established to sharpen our focus, leading to
planned growth with a 1,000 MW

super thermal power plant being established in Raigarh district, about 40 kms
from our existing plant. This is the first mega power project in the private sector to
have achieved financial closure. JSPL with its large experience in installation,
operation and maintenance of thermal power plants is the Project Management
Consultant (PMC) for the project. The Power Plant will be up and running by

The serious intent of the JSPL foray into power can be gauged from its
accelerated pace of expansion and meeting commitments not only on time but
well in time. The thrust into this core sector is not only in keeping with our
philosophy of creating opportunities where others see problems, but is also in
complete synergy with the businesses we already are in. Our vision of utilising
existing in-house strengths to fuel further growth has made us a force to reckon
with. JSPL has a long-term commitment to this vital core sector. Jindal Power
Limited will serve to further sharpen our focus on the power sector and thus lead
to faster growth.

The world's largest coal-based sponge iron facility

JSPL is one of the lowest-cost producers of sponge iron in India. Backward

integration has given JSPL the distinction of being the only sponge iron
manufacturer with its own captive raw material resources and power generation.
This has enabled JSPL to monitor both price and quality of its products

At Raigarh, JSPL has the world's largest coal-based sponge iron manufacturing
facility, with aninstalled capacity of 1.37 MTPA, using ten rotary kilns. Sponge

iron was the first production facility at the Raigarh plant, commissioned in 1991. In
India, JSPL is the market leader in coal-based sponge iron, enjoying a market
share of 22%. Today a major portion of our production is used for in-house
manufacture of steel at JSPL and the other companies in the Jindal Organisation.
As a key raw material for the manufacture of steel, our focus on sponge iron

A wide range of machinery has been manufactured and

supplied to prestigious Indian companies including L&T,
Lafarge Cement, South Eastern Coal Field, SAIL, Jindal
Strips, and Jindal Steel & Power amongst others. The
Division is ISO 9002 certified and is equipped with state-
of-the-art quality testing and inspection facilities. Some of the machinery
manufactured includes gear boxes up to weight of 17 MT, equipment of sponge
iron plant, Cold Rolling and Hot Rolling mills; material preparation and handling
equipment, etc.

Some of the major equipment manufactured includes

# Gear boxes up to single piece weight 17 MT

# Equipment for sponge iron plant (shell, support roller assembly, base
frames, tyres, girth gears, rotary

feeders, etc.)

# Material preparation and handling equipment (coal crusher, roller crusher,

jaw crusher, briquetting machine, E.O.T. cranes, scrap charging bucket, etc.)

# Cold Rolling mill equipment (side trimming machine,

coil cars, lopper car, strip separator assembly,

steering assembly, bridle assembly, pinch roll assembly, deflector assembly)

# Hot Rolling mill equipment (chocks, rolls, pinch roll assembly, manipulator
assembly, etc.)

# Equipment for continuous casting (mould jacket,

mould oscillator assembly, segment roll assembly,

carrier frame dummy bar assembly, withdrawal and

straightener assembly, roller table, cooling bed, etc.)

# Spares for mining equipment (dipper front wall, pulley, bucket, bowl and
mantle liner, etc.)

# Spares for steel and other plants (peal stem, wear resistant bends, counter
weight level, winch assembly, etc).

4Ps of the Organization:


Domestic Market


International Market






Semi- finished Products







Finished Products





 Semi-finished Products

Domestic market- Rs 27,000-28,000/- per ton

Export market- Rs 40,000-50,000/- per ton

 Finished Product

Domestic market- Rs 1,00,000-1.5,00,000/- per ton

Export market- Rs 4300,000-3.5,00,000/- per ton


Print advertising in all National and International news paper

On-line Promotion

Problem areas in Jindal

Jindal Steel & Power Limited is such kind of firm that works in forward integration.
In such kind of firm, it is very difficult to identify the problem areas without having
SWOT analysis of the firm. Hence we have stepped towards the SWOT analysis of
Jindal Steel & Power Limited.

SWOT Analysis of Jindal Steel & Power Limited


Largest Integrated Steel player in India.

Cost Efficiencies arising out of :

Captive power generation.

In house manufacture of HCFC.

Economies of scale due to melting capacity.

Of 250,000 tones.

Restructuring would enable focus on core strengths / core competencies.

Ability to produce 300/400 series. (growth segment)

Has cold rolling capacities which result in:

Value added products.

Production of international grade Stainless Steel facilitating exports.


High Gearing.

Capital blocked in-group company investments.


Massillon Acquisition (USA) to provide a foothold.

In the developed US market, which is the largest.

Market for Steel in the world.

Operations and could greatly enhance its suite.

Of value added products.

Present import duty structure allows protection.

And growth opportunities in domestic market.

Low per capita consumption in India for Steel.

Exploring rural market.

Leaves scope for volume growth.

Import substitution for wide width thin gauge.


Entry by global players and dumping by Asian countries.

Operations sensitive to global prices of steel.

Change in govt. policy on duty protection for steel.

Problem areas in Jindal Steel

Port facility is not easily accessible.

Lack of Expenditure in R&D

Delay in absorption of technology by the existing units

Lack of facilities to produce various shapes and qualities of finished steel on


Limited access of Jindal to good quality of iron ore, which are normally
earmarked for exports.

High level Taxation

• Lack of interest in international competitiveness on determinants like product

design, product quality, on-time delivery, post sales service etc.







Every company tries to reduce its cost of production so that it can maximize its

We at Jindal try to produce best quality steel at lowest possible price so that we
don’t have to compromise on quality and at the same time we have a control over
our pricing. Towards this end we produce direct reduced iron at our two DRI
PLANTS :- DRI -1 and DRI-2.



Sponge iron is a porous structures obtained by reduction in iron ore. It is the raw
material for making steel.
Its main usage lies in using it as an alternate for scrap in steel making .Sponge
iron is used heavily in making steel because it is cheaper than scrap.
It is in usage since 1960-65 but it has been heavily used since 1980.



DRI # 1


KILN 1 1,02,037 5
KILN 2 1,01,978 6
KILN 3 1,08,639 2
KILN 4 1,05,854 4
KILN 5 1,06,450 3
KILN 6 1,10,080 1
TOTAL 6,35,038

NOTE: There are 6 kilns in DRI#1.

There are 4 kilns in DRI#2.


Capacity - 500 ton /day/kiln

Total no. Of kiln -4

Total capacity - 2000 ton/day

Raw material used - Iron ore, coal and dolomite.

 Components:
 Kiln (82 mt long)
 Cooler (50 mt long)
 Day bin (2)
 Waste heat recovery boiler
 Shell air fan, etc

Working of DRI-II & DRI-I is similar.













WHRB: - 10

Any industry without power is unimaginable. At Jindal we already have 17

boilers which perform the crucial task of generating power for us. In future we
hope to increase the no. To 26.
One of the important boilers is the waste heat recovery boiler . The production
capacity of one WHRB is 250 mw/hour .At present we boast of 10 WHRBs out of
which 7 are coal based.

The DRI plants and power plants work towards same purpose .The steam
generated out of the DRI plants is used to generate power at power plants.5 tones
of steam is used to make 1 mw power.
This process also involves turbines. The no of turbines at Jindal is 5.
2 turbines of 25 mw capacities.
2 turbines of 20.8 mw capacities.
1 turbine of 10 mw capacities

Note: - Steam, which is released after process from DRI, is used to generate
POWER, it is cheaper than coal based power plant.








DRI Scrap


Sub station

Water Complex

Vacuumed degassing

Ladle area


Sub station

Water Complex
DRI: Direct Reduced Iron
EAF: Electric Arch Furnace
LRF: Ladle Refining Furnace

Materials required to make 1 MT of Steel:
Sr. No. Raw materials % ag Qt. (In MT)
1 Scrap 5 5
2 Hot Metal 25 35-40
3 DRI Fines 15 20
4 DRI Lumps 55 60
Total 100 120



(Sectional Properties of finished pdt Parallel Flange Beams & Columns,
Rails, Crane Rails & Channels produced at RUBM, Raigarh)
Sectional Total Flange Thickness Thickness Root Area of
Weight Depth Width of Web of Flange radius section
Beams/ Columns w H b tw tf r A
Kg/m mm mm mm mm mm cm2
UB 203X133X 25 25.1 203.2 133.2 5.7 7.8 7.6 31.97
UB 203X133X 30 30 206.8 133.9 6.4 9.6 7.6 38.21

UB 254x146x31 31.1 251.4 146.1 6 8.6 7.6 39.68

UB 254x146x37 37 256 146.4 6.3 10.9 7.6 47.17
UB 254x146x43 43 259.6 147.3 7.2 12.7 7.6 54.77

UB 305 x 165 x
40 40.3 303.4 165 6 10.2 8.9 51.32
UB 305 x 165 x
46 46.1 306.6 165.7 6.7 11.8 8.9 58.75
UB 305 x 165 x
54 54 310.4 166.9 7.9 13.7 8.9 68.77

UB 356 x 171 x
45 45 351.4 171.1 7 9.7 10.2 68.95
UB 356 x 171 x
51 51 355 171.5 7.4 11.5 10.2 76.52
UB 356 x 171 x
57 57 358 172.2 8.1 13 10.2 85.54
UB 356 x 171 x
67 67.1 363.4 173.2 9.1 15.7 10.2 94.51

UB 406 X 178 X
54 54.1 402.6 177.7 7.7 10.9 10.2 68.95
UB 406 X 178 X
60 60.1 406.4 177.9 7.9 12.8 10.2 76.52
UB 406 X 178 X
67 67.1 409.4 178.8 8.8 14.3 10.2 85.54
UB 406 X 178 X
74 74.2 412.8 179.5 9.5 16 10.2 94.51

NPB 450 x 190 x

67.2 67.2 447 190 7.6 13.1 21 85.5
NPB 450 x 190 x
77.6 77.6 450 190 9.4 14.6 21 98.8
NPB 450 x 190 x 92.4 456 192 11 17.6 21 117.7


NPB 500 x 200 x

79.4 79.4 497 200 8.4 14.5 21 101.3
NPB 500 x 200 x
90.7 90.7 500 200 10.2 16 21 115.5
NPB 500 x 200 x
107.3 107.3 506 202 12 19 21 136.7

NPB 600 x 220 x

107.6 107.6 597 220 9.8 17.5 24 137
NPB 600 x 220 x
122.4 122.4 600 220 12 19 24 156
NPB 600 x 220 x
154.5 154.4 610 224 15 24 24 196.8

WPB 600 x 300 x

128.8 128.8 571 300 12 15.5 27 164.1
WPB 600 x 300 x
177.8 177.8 590 300 13 25 27 226.5
WPB 600 x 300 x
211.9 211.9 600 300 15.5 30 27 270
WPB 600 x 300 x
285 285 620 305 21 40 27 363.7

WPB 700 x 300 x

149.9 149.9 670 300 13 17 27 190.9
WPB 700 x 300 x
204.5 204.5 690 300 14.5 27 27 260.5
WPB 700 x 300 x
240.5 240.5 700 300 17 32 27 306.4
WPB 700 x 300 x
300.7 300.7 716 304 21 40 27 383

Sectional Total Flange Thickness Thickness Root Area of

Weight Depth Width of Web of Flange radius section
Beams/ Columns w H b tw tf r A
Kg/m mm mm mm mm mm cm2
UC 152x152x23 23 152.4 152.2 5.8 6.8 7.6 29.25
UC 152x152x30 30 157.6 152.9 6.5 9.4 7.6 38.26
UC 152x152x37 37 161.8 154.4 8 11.5 7.6 47.11

UC 203 x 203 X
46 46.1 203.2 203.6 7.2 11 10.2 58.73
UC 203 x 203 X
52 52 206.2 204.3 7.9 12.5 10.2 66.28
UC 203 x 203 X
60 60 209.6 205.8 9.4 14.2 10.2 76.27
UC 203 x 203 X
71 71 215.8 206.4 10 17.3 10.2 90.43
UC 203 x 203 X
86 86.1 222.2 209.1 12.7 20.5 10.2 109.6
UC 254 X 254 X
73 73.1 254.1 254.6 8.6 14.2 12.7 93.1
UC 254 X 254 X
89 88.9 260.3 256.3 10.3 17.3 12.7 113.3
UC 254 X 254 X
107 107.1 266.7 258.8 12.8 20.5 12.7 136.4
UC 254 X 254 X
132 132 276.3 261.3 15.3 25.3 12.7 138.1
UC 254 X 254 X
167 167.1 289.1 265.2 19.2 31.7 12.7 212.9
UC 305 x 305 x
97 97 307.9 305.3 9.9 15.4 15.2 123.4
UC 305 x 305 x
118 117.9 314.5 307.4 12 18.7 15.2 150.2
UC 305 x 305 x
137 136.9 320.5 309.2 13.8 21.7 15.2 174.4
UC 305 x 305 x
158 158.1 327.1 311.2 15.8 25 15.2 203.4
UC 305 x 305 x
198 198.1 339.9 314.5 19.1 31.4 15.2 252.4
UC 305 x 305 x
240 240 352.5 318.4 23 37.7 15.2 305.8
UC 305 x 305 x
283 282.9 365.3 322.2 26.8 44.1 15.2 360.4

CR-80 64.2
CR-100 89
UIC60 60.34
IRS -52 52
ISMC 250 x 80 30.6
ISMC 250 x 82 34.2
ISMC 300 x 90 36.3
ISMC 400 x 100 50.1
Cyy is centre of gravity along YY Axis

NPB - Narrow Parallel Flange Beams IS
UC - Bristish Univeral Columns Code 12778 -2004
WPB - Wide Parallel Flange Beams IS
UB - British Universal Beams Code 12778 - 2004
HE - European Wide Flange Beams
IPE - European Narrow flange Parallel beams

JSPL has taken another step towards it spirit of bringing
first of their kind products in to the country. JSPL
commissioned its 1 million tonne per annum capacity
3.5 meter wide Plate mill on 31st March'2007, which
has a Steckel rolling facility equipped with level-2
automation system.

JSPL's plate mill can supply -

• Plates in thickness ranging from 6 mm to 150

mm, in widths ranging from 1500 mm to 3500mm
and lengths from 3 meter to 12.5 meter (or as per
• Coils in thickness ranging from 6 mm to 16 mm in widths ranging from
1500 mm to 3000mm with a maximum coil weight of 30 MT.

Backed by state-of-the-art steel making and refining facilities and a slab caster of
upto 2600 mm maximum width, plans are afoot at JSPL to develop and supply
coils and plates in a variety of steel grades to serve wide ranging applications for
the user industry. These will include general engineering and structural grades,
Hi-Tensile grades, Boiler quality & Pressure Vessel grades, Shipbuilding grades,
API grades upto X-80 quality for the Line Pipe industry, Wear resistant, Corrosion
resistant, and HSLA grades. Plates can be supplied in as per Indian as well as
equivalent international standards such as ASTM, BS, EN, DIN, etc.

The mill uses slabs in thickness 215, 250, and 280 mm, which are reheated in a
200 MT/hr capacity walking-beam type reheating furnace. High pressure primary
and secondary descalers operating at a pressure of 200 bar are used for
descaling. Rolling is done in a 2-Hi roughing mill with a cross-rolling facility and a
vertical edger with automatic width control feature and thereafter in a 4-Hi
reversing type-finishing mill with Steckle furnaces on the entry and exit side.

Plates can be produced with an "Accelerated Cooling Control (ACC) " system to
achieve normalised rolling (on-line normalising) properties in plates. The mill is
equipped with a hydraulic automatic gauge control system and X-ray gauge for
thickness control. The mill is installed with an on-line heavy leveler after finishing
for flatness control and a shearing facility for cutting of plates into required
lengths. Inspection facilities include on-line ultrasonic testing facility, on-line plate
tilting facility for both surface inspection, and a host of modern laboratory facilities
to ensure strict quality control on plates as per the product development plan.
Orders are already being accepted by the mill for both domestic and export sales.

3.5 meter wide plates and 3.0 meter wide coils from JSPL's Plate mill are
attracting a great deal of interest from the designers and end users across the
Indian industry due to their extended dependence on imported plates at high

• Widest available widths in the country.

• Wide range of possible steel grades.
• High degree of steel quality due to negligible inclusion


Capacity: 120 Mt

Production: 100 Mt

SAF plant basically produces Ferro chrome, which is used in Steel Melting Shop.

Followings are raw materials for SAF:

1. Briquette

2. Coke

3. Fluxes

Flow Diagram:

Raw material feeding
Ground hopper
10 no’s raw material storage
3 no’s raw material
Weigh hopper

Power supply 10 no’s raw material charge Fume extraction

Through electrodes System
Mix hopper



Metal for handling Slag disposal for

& Dispatch Low lying areas filling

The steel industry today provides a large market in every country. it is one of the
fastest growing sectors all over the world. But yet much potential remains to be
developed by each company present in this sector to met the growing demand.
even today supply of steel is less than demand.
To overcome competition, the best option is to develop a strong business

Broadly any business process consists of following five

categories: -

The market
sensing process
The new
offering realization

The customer
acquisition process

The Customer
relationship process

The fulfillment

The market sensing process:

All the activities involved in gathering market intelligence, disseminating it within
the organization, and acting on the information.

The new offering realization process:

All the activities involved in researching, developing, and launching new high
quality offerings quickly and within budget.

The customer acquisition process:

All the activities involved in defining target markets and prospecting for customers.

The customer relationship process:

All the activities involved in building deeper understanding, relationship, and
offerings to individual customers.

The fulfillment management process:

All the activities involved in receiving and approving orders, shipping the goods on
time, and collecting payment.

Business process in JSPL:

Contract review
Purchase order from party
Order booking
Production/ stock


It is important to study the trend and direction of the present market so that we
can produce what the customer demands and actually needs. There are various
ways to achieve this including the following ways underwritten: -

(a) Market study

This is done by contacting various consultants, designers and original equipment
manufactures. This gives an opening towards upcoming new projects.

(b) Internet

Today every new development is on the net. It is the best and most dynamically
connected information network up till now. If anything is happening in the world
then it must be on the net. Therefore it is the best way to get information about the
status quo of the steel market.

(c) Project magazines

Magazines on power, new scientific developments and upcoming projects in the

steel industry are loaded with information needed for any company in this
industry. they provide a good base to the companies to start with and design new
options for the customers.


The next step is to provide new offerings to the customer because the customer is
dynamic and easily swayed by other choices. It is a good policy to provide him a
new product, which is feasible with his demands.
For example, we at Jindal provide the customer a “parallel flange concept”
product instead of the existing tapered beam. These flanges have a higher tensile
strength plus there production cost is less.


Every marketer wants to grab a larger customer base, which is possible through
good customer relationship management. This includes each and every small and
big thing related to the customer right from the contract terms to the logistics or
even his preferences of various products.


Customer feedback is important because it helps in shaping the future decisions

for the company. It also brings into focus the loops and holes of the existing
policies of the company. The customer is the king and therefore it is utmost
important to pay needful attention to this part of business process. This focus can
be maintained through

(a) Organizing meetings for all the dealers

(b) Seminars for all the customers
(c) Developing customer advantage programs


This step is actually an inherent process in all the steps of business process. it
compares the set target and the achieved points so that the management can
analyze the success of present policies and visualize if any changes are needed
in the present structure of the company.

This includes working on the following points: -

(a) Market development ie designing future targets.
(b) Achievement of sales target.
(c) Checking whether customer acquisition has been successful ie comparing the
customer base of competitors and our own.
(d) Updating on the financial status of the company ie checking on the B/S and
P/L statements.
(e) Driving demand for our product through continuous expansion in our products
by providing good quality products
(f) Creating global value for the company with consistency in the quality of the
product and customer satisfaction.

Modes of entry into the foreign land

Jindal Steel & Power limited has not only passionate to satisfy the demand of
domestic market but also targeted the international market. It has chosen market
opportunity in countries like Singapore, Middle-east, Germany, and Iran etc. Jindal
has not established any premises outside the home country. It mainly promotes its
products by various international traders. Jindal also supplies its products to some
major steel players in international market. It relies upon home-country production
to supply product for these markets. The focus in this stage is upon leveraging
home-country products and experience.

Products for export

Flange Beams


Hot rolled parallel flange beams and columns are the most sought after sections by
structural engineers, architects and construction companies’ world over.

With infrastructure development taking the front seat in today’s global scenario,
Indian engineers and architects are looking beyond the conventional, obvious and
exploring better options to win over the challenges of modern construction.

In comparison Jindal steel and Power limited has readily available broad range of
universal beams having multiple flange widths and thick nesses for each size
range, thereby leading to increased economy in use. It facilitates bolted or welded
construction. It ensures quality of material and construction. It also enhances life
cycle performance and durability.

Jindal’s flange beams and columns are made with international competitive
determinants like quality of product, various shapes of products, which can meet
international parameters.

The below-mentioned responsibilities/documentation have to be undertaken by
respective offices as mentioned for all export deals with the aim to streamline the
internal processes and meet export targets.


1. Order and L/C Confirmation –(Copies to be sent to Raigarh & Mumbai)


2. Following documents to be sent along-with material:

a) Mill Test Certificate

b) Certificate of Origin
c) Packing List (provisional) – for inland transport
d) Commercial Invoice (provisional) – for inland transport
e) ARE-1 Form [for Excise Exemption]
f) EPCG License No. for claiming benefits - In case EPCG License
available in Delhi (Original) [ i.e 0245681,0245742 &0318973]same
will be sent to port otherwise Raigarh to coordinate with Excise


g) Commercial Invoice (FINAL) in 4 Copies (ORIGINAL)

h) Packing List (FINAL) in 3 Copies (ORIGINAL)

i) 3/3 ORIGINAL + 2 Non-Negotiable Copies of clean Bill of Lading as
per orders + Marked (Freight pre-paid) + Notify to
Applicant/Insurer/Issuing Bank.
j) Bill of Lading to mention carrying vessel’s name, address, tel/ fax
k) Certificate of Origin in Duplicate duly endorsed (as received from
l) Certificate by Carrier / Master / Agent certifying that it can call on
port of shipment.
m) Certificate by Carrier / Master / Agent certify shipment is through
conference Line / Regular Line Vessel and age of the vessel with
n) Endorsement in Customs for claiming EPCG benefit.
o) Application for DEPB Benefit to be claimed by JSPL.
p) Insurance Policy (if applicable) for full invoice value + 10%.


To realize payment against LC for the various export shipments relevant

documents to be sent to Delhi office for LC negotiation.

Factors drive Jindal for Export

Products Mix

The products mix of Jindal specially the flange beams having specification like UB
(British Universal Beams as per BS 4-1: 1993, IPE series, and columns having
specifications like UC (British Universal Columns as per BS 4-1: 1993), crane rails
are only manufactured looking at the demand of foreign market. So these products
has to be sold in international market. There is a sluggish demand for these
products in domestic market.

Domestic Market

In India domestic market demand is a derived demand for steel. Jindal produces 3-
3.5 tones of steel per month. The domestic market cannot sustain the total
production. So there is a balance of products, which has left due to domestic
demand. Hence the company is forced to export the product.

Technological Constraints

Due to the technological constraints Jindal is bound to produce 3-3.5 lac tones per
annum. But Indian market generally consumes 2-2.5 lac tones of steel from the
firm. So the rest 1-1.5 lac tones of steel per annum have to be store in the

stockyard. But the firm cannot idle its machineries. Some time it force the firm to

EPCG (Export Product Counter Guarantee)

Jindal has imported many plants, machineries and equipments. In some import
agreements its been mentioned to export the product that will be produce by using
these equipments. So this drives to export.

Price Realisation by DEPB (Duty Entitlement Pass Book Scheme)

In this scheme Jindal is force to export, as it will get relaxation on import duties.
Jindal imports machineries and it has to pay handsome amount of duties to Govt. of
India. If Jindal dose an agreement to export then it will avail the benefits as a
discount on import duties.

FOB (Free On Board)

In FOB Jindal gets an advantage of 10% incentive at the port. So that drives Jindal
to export.

Export fit to Jindal

Jindal exports its products to the international clients through agents, indenters and
traders. As Jindal is not having export houses in abroad to look all the formalities it
consult with the traders like COROUS, ME GRADE and major steel players like
ARCELOR and STEMCOR. It promotes its export sale by supplying the product to
these traders in various countries like Singapore, Middle-east, Germany and Iran.
Jindal does the shipment and transportation from Mumbai port after the party has
paid the export duties. Jindal’s proforma export invoice is attached to provide the
detailed information about export sales.


Integrated management action explained above, is a means, not an end in itself. It

is the means for fulfilling the needs of the customer. And this leads us to the third

major distinguishing feature of the marketing concept, namely, customer
satisfaction. The marketing concept emphasises that it is not enough if a firm has
consumer orientation; it is essential that such an orientation lead to a consumer
satisfaction. The concept underscore that no firm can afford to ignore consumer

As per the marketing concept, a firm can realize all its business goals by
generating customer satisfaction. The idea may sound somewhat utopian .In
reality; it is an eminently workable proposition.


The customer-centered firm seeks to create high customer satisfaction, which is

not its main goal. If the company increases customer satisfaction by lowering its
price or increasing its services, the result may be lower profits. The company
might be able to increase its profitability by means other than increased
satisfaction (for example, by improving manufacturing process or investing more
in R&D). Also, the company has many stakeholders, including employees,
dealers, suppliers, and stockholders. Spending more to increase customer
satisfaction of other "partners." Ultimately the company must operate on
philosophy that is trying to deliver a high level of customer satisfaction subject to
delivering acceptable levels of satisfaction to the other stakeholders, given its total

When customer rate their satisfaction with an element of the company's

performance say, delivery-the company needs to recognize that customers vary in
how they define good delivery. It could mean early delivery, on- time delivery,
order completeness, and so on. Yet if the company had to spell out every element
in detail, customers would face a huge amount of questionnaire. The company
must also realize that two customer can report being "highly satisfied" for different
reasons. One may be easily satisfied most of the time and other might be hard to
please but was pleased on this occasion. Now it can be measure through CSI
(Customer Satisfaction Index)

Roll of Marketing Mix on Customer Satisfaction:

Marketing mix is the set of marketing tools the firm uses to pursue its marketing
Objective in the target market. These tools are classified into four broad groups
that are called as the four Ps of marketing: Product, price, place and promotion.

These four Ps plays a vital role in customer satisfaction.


Generally the customer gives more importance to the product quality, verity,
design, features, brand name, packaging, sizes, services, warranties etc.

All the customer may not satisfied with all the features. Some may be with product
quality, some with verity, some with brand name or services etc.

So more verity, better product quality, more features, attractive design, good
packaging, long warranties or better service may increase the level of customer


The price factor is directly related to customer cost. Product cost is the most
essential factor for the customer. During the purchase of a product the customer
mainly concentrate on the cost of the product, discount factor etc. So low cost or
more discount may increase the customer satisfaction. Now some company are
adapting the long-term payment period or giving the product on credit basis, which
helps them in improving their customer satisfaction.


It is the mode of communication between the customer and the company and the
customer. It deals with the sales promotion, advertising, sales forces, public
relation, direct marketing.

Many companies spend more money on advertising, promotion etc. for the better
communication with the customer. Which will help the customer to remind their
product during the purchase of same category product. This may indirectly help in
increasing the customer satisfaction.


Complaint & suggestion system:

A customer-centered organization makes it easy for customers to 'register,

suggestions and~ complaint. Some customer-centered companies establish but
lines with toll-free numbers. Companies are a1sousing;websites and e-mail for
quick way communication.

Customer satisfaction surveys:

Studies show that although customers are dissatisfied with one out of every four
purchases, less than five percent will complain. Most customers will buy less or
switch suppliers. Responsive companies measure customer satisfaction directly
by including periodic surveys. While collecting customer satisfaction data, it is also
useful to ask additional question to measure repurchase intention and to measure
the likelihood or willingness to recommend the company and brand to others.

Ghost shopping:

Companies can have people to pose as potential buyers to report on strong and
weak points experienced in buying the company's and competitors Products.
These mystery shoppers can even test how the company's sales personnel
handle various situations. Managers themselves should leave their offices from
time to time, enter company and competitor sales situations where they are
unknown, and experience firsthand the treatment they receive. A variant of this is
for managers to phone their own company with questions and complaints to see
how the calls are handed.

Lost customer analysis:

Companies should contact customer who have stopped buying or who have
switched to another suppliers to learn why this happened. Not only is it important
to conduct interviews when customers first stop buying; it is also necessary to
monitor the customer loss rate.

Report On Customer Feedback (24/07/08)

Goyal Global 216, Deshbandhu 1. Supply chain to  JSPL should be
Complex, Near be maintained. more trade
Steel Supplier Agrasen Chowk, 2. There should oriented to
Raipur (C.G.) be customer capture good
meet timely. market share in
3. There is late Raipur region,
action against which is
order booking. considerably big
Ambika Steels 212, Arihant  Mr. B. Agrawal
Complex, Station (Entrepreneur)
Road, Raipur (C.G.) was out of
 Shatruhan has
given feedback
form to


Logistics is the one important function in business today. No marketing,

manufacturing or project execution can succeed without logistics support. For
companies, 10 per cent to 35 per cent of gross sales are logistics cost, depending
on business, geography and weight/value ratio.
Logistics is comparatively a new term, but not the operation. Logistics has existed
since the beginning of civilisation. Raw material and finished products had always
to be moved, though on a small scale. Things began changing with the advance in
transportation. Population began moving from rural to urban areas and to
business centres. No longer did people live near production centres, nor did
production take place near residence centres. The geographical distance between
the production point and consumption point increased. And logistics gained
Another factor has come into play recently. Since the early 1990's, the business

scene has changed. The globalization, the free market and the competition has
required that the customer gets the right material, at the right time, at the right
point and in the right condition… at the lowest cost.

Logistics in JSPL:
Making good products cannot be satisfactory to the customer if we cannot provide
it in good condition and safe packing. Logistics therefore forms an important part
of the customer satisfaction process.
The first step of course is quality inspection. After quality inspection from the
RUBM, finished goods come into the hands of the logistics department. These
goods are then categorized according to their quality.
Quality can be categorized as follows: -
1. Prime
2. Non prime
3. Defective
4. Short length
5. Refinish
6. Cut bar
7. Stack
According to the category the products are placed in ,the products are worked
upon again.

A proper storage place is just as crucial as the product itself .Yards of proper
measurement and safety are used here at Jindal .The following yards are used for
this purpose:
1. GH bay
2. FG bay
3. south yard
4. open gantry
5. b5 area
6. new yard.


From the logistics department the goods can be used for domestic sales or
exports as the case may be . The materials which are to be exported are formed
into bundles first and then exported . The bundles may contain 5 or 7 pieces . A
maximum of 500 mt goods are released for export at a time.


According to analysis and observation. I settled down with the
following findings: -

1. JSPL has the world's largest coal-based sponge iron

manufacturing facility, with an installed capacity of 1.37 MTPA

2. The second core strength of the company is Power.

3. Manufacturing world's longest 120 m long rails for the

first time in India

4. In the world of business, the Jindal Organization is a

celebrity, Ranked sixth amongst the top Indian
Business Houses in terms of assets, the Group today is
a US $8 billion conglomerate.

5. JSPL is one of the lowest-cost producers of sponge

iron in India.

6. JSPL is the market leader in coal-based sponge iron,

enjoying a market share of 22%.


In accordance to analysis and study conduct by me on the

topic of production process, product and business process of
JSPL, It is concluded that working in JSPL is a great way to
Today JSPL has taken several steps towards its spirit
of bringing first of their kind products in to the country. It is
the Largest Integrated Steel player in India and has the ability
to produce 300/400 series. (Growth segment).At JSPL,
environment protection is an integral part of operations and
JSPL are an ISO 14001 certified Company. It also takes part
in social responsibility like in education, hospitals etc.

• Marketing, Logistics & Q.C. department should maintain harmonious
relations with each other.

• Business process can be reengineered.

• R&D department should be developed as soon as possible.

• More professionals should be hired.

• Company should give attention to Raipur region, as it is big market.


• Reduce the loading time

• Get in and get out time should be reduced.

• There is need of more yards, since company is going for expansion.

• Enough places for trailer parking

• Cancellation of loaded trailer should be avoided.



 Warren J Keegan – Global Marketing Management

 Philip Kotler – Marketing Management
 Hill Richard – Industrial Marketing
 Jindal Steel & Power limited Product catalogue

Internet Websites

 www.jindal.com
 www.jindalsteelpower.com
 www.agencyfaqs.com
 www.indiainfoline.com
 www.economicstimes.com

JSPL has shown growth in production of all its major products. Details of growth in
production for the quarter ended June 30, 2008 with the corresponding quarter in
the previous financial year are as under:

For the Quarter I ended June 30, 2008:

Product (MT) Qtr I Growth (%)

2008-09 2007-08
Metallics (DRI & Pig 641388 587784 9%
Steel Products* 409031 306740 33%

Power (million kWh) 685.82 675.72 1%



500000 Metallics (DRI &

Pig Iron)
Steel Products
Power (million
200000 KWh)


2008-09 2007-08 Growth