Jindal Stainless - Steel Or Art

Jindal Stainless - Now Decorating Living Rooms Like Never Before

If you think stainless steel is meant for only kitchenware, think again, especially, when you are in India. Today steel has widened its ambit and is finding new uses in the daily lifestyle through home decor products. Traditionally used for heavy construction such as building bridges, dams and skyscrapers, steel is now affecting mans life in a more personal way. An alloy of iron containing chromium and other elements making it resistant to corrosion, stainless steel has been for long, looked upon as something related to utensils in the kitchen only. But today the decades old established definition is changing rapidly with the high-quality variety of steel foraying into a variety of multi-utility and decorative products.

What is important for us is that a customer goes and sees what is possible with stainless steel. We are confident more and more people would be using the kind of products we made out here. And you wouldnt think of using anything else like porcelain and bone china, says Sugato Bose, business head of Artdinox Lifestyle Product Division of Jindal Stainless Limited. We tell our customers to be proud of stainless steel. You dont need to remove this when guests are around. The design aspect of it, the quality aspect of it is what we have been pushing, Bose adds.

Exquisite home decor items, office and bar accessories and designer furniture made of stainless steel are giving bone china and porcelain products a run for their money. Be it, finger rings, anklets, bracelets and necklaces, steel jewellery is the latest in fashion these days and can be conspicuously seen adorning women. Bose tells that several steel companies are putting in efforts to conceptualise and design an array of new products. Be it the stunning and classy flower vases, lounge chairs, photo-frames, candle stands, magazine racks steel is decorating the living rooms of the houses like never before.

Many customers feel that the designs are simply breathtaking and are very adept at gelling with the modern lifestyle. I remember a time there was glittering and shining stainless steel and that is something I cant think of in our house. One thing good about that was it was unbreakable. We see European and Italian kitchens today and these products matches beautifully with it.

In what is seen as Jindal Stainless’ “first step in looking out for global opportunities”, Ratan Jindal, vice-chairman and managing director, is set to head the company’s newly formed subsidiaries in Dubai and London. The company has already formed a wholly owned subsidiary in London which will be called Jindal Stainless UK. The Dubai-based subsidiary, to be set up within three weeks, will be called Jindal Stainless FZE. Ratan Jindal will be the CEO of both subsidiaries.

“He will continue to head the Indian operations. But as the company draws its overseas plans, Ratan Jindal has agreed to look after the affairs of both the UK and Dubai subsidiaries. Already he is spending considerable amount of time travelling between the locations,” said Arvind Parekh, director, finance. But he added that Jindal won’t be “shifting to these new bases”. The subsidiaries are part of the company’s long-term plans. “Through the subsidiaries we want to explore global opportunities for expansion. We are eyeing the markets but we need to have our own infrastructure in place before we start anything. We are also looking into other synergies including marketing and tie-ups with foreign firms,” said Parekh. He agreed that the company is looking at acquisitions for growth but said “it is too early to comment”.

The west Asian market, which is seeing a construction boom, is emerging as an important market for Jindal’s steel products. Europe is also an important market for finished steel products, besides being a raw material hub. Jindal Stainless sources raw material from European countries including Russia.

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