Manufacturing Company:: Thyssenkrupp Electrical Steel-India

Manufacturing Company:
Thyssenkrupp Electrical Steel-India

“to be the market leader in all our areas of operations in
India even as we remain a globally diversified industrial
group who create value for all our stakeholders.”
Vision
About the company:
•ThyssenKrupp Electrical Steel India Private Limited (TKES India) is one of the Cold
Rolled Electrical Steel Manufacturer in India.
• A leader and a name synonymous with Quality and Customization.
•TKES India produces multiple grades of grain-oriented steel.

•The company is a process oriented company.
•Across all process stages of manufacture, the research and development areas at the
steel business of Thyssenkrupp work closely together with the experts from the
production plants.
•The process of manufacturing steel involves:
ROLLING ANNEALING SLITTING

Some briefs about the steel industry:
•Steel is sold in tons.
•Electric steel is an iron alloy tailored to produce certain
magnetic properties like low power loss per cycle,
low core loss, and high permeability.
The steel is rolled into thin
sheets and annealed at
different temperatures.
The company began production in 1995
Every 10 years, the company goes through a product portfolio enhancement.
The product line is changed and evolved.
The most recent maturation of the product portfolio happened in 2018.

Thyssenkrupp Electrical
Steel - India
G
R
O
The company is in W
T
stage
H
They pride themselves on their:
•Niche product line,
•Environmental friendly production process and
•Energy efficiency.
and market their products accordingly to gain market advantage over their
competitors.
Distribution channels used are:
•Own sales team:- The in-house sales team uses their resources and
leads to approach the potential clients and pitch the products to them.
They negotiate the product pricing and generate revenue.
•Agents:- Agents both, domestic as well as international assist the

company with contacts that are potential clients. The company then
approaches the clients directly, or through said agencies.
Marketing strategies in the beginning were:
•To establish existence in the market:- Pricing strategies were such that the
customer would be attracted to the product. Price was so adjusted that, although the
margins were reduced, losses were not incurred.
•To prove dominance over other companies:- Quality and consistency were
important areas of focus to ensure market advantage.
•To ensure high quality products to the customers:- As giving free samples is not
possible in the steel industry, the company resorted to offering test samples to its
customers for market recognition and quality assurance.
Prices:
•Steel prices are determined by market forces.
• The trend is very unpredictive in nature.
•Prices keep fluctuating due to incoming material costs.
•Steel industry has seen an overall rise in prices over the last 20 years.
•The prices are at a peak, at the moment.
•Price hike is not constant, though. The prices may go down pertaining to the
fluctuating market forces.
Location: Nashik
•The location of this company was so determined due to the city’s close proximity to
the coast.
•The company has a lot of imports and exports, due to the nature of the industry and
therefore, the ports in Mumbai being only about 150kms away, is a huge benefit to
the company.
•The city is close to western and central India, which makes connectivity with both
the northern as well as southern parts of the country easier. This is needed as the
clientele is spread across the country.
•The company has also chosen this location for its geographical advantage.
Service Sector Company:
Fourth Partner Energy Ltd.
PARTNERING FOR SUSTAINABLE CHANGE
Affordable Electricity | Energy Transition | Climate Action
•Fourth Partner Energy is India's leading solar energy company.
•It was incorporated in 2010 to offer clean, green and affordable electricity to every
Indian business.
•They are a Renewable Energy Service Company (RESCO) in Solar Energy domain.
• Offering various energy solutions to their customers, with an objective to reduce

cost of energy as well reach their sustainability goals.
•Few of these are:

1. Opex (Operational Expenses) model Solar energy supply,
2. Open Access Solar energy,
3. Energy trading in different platform etc.
Process of service rendered:
• Business Development team first connects to the customer and understands the
requirements.
• Then the design team gets involved to prepare a rough design.
• Then the Renewable Capital team gets involved to finalize the pricing.
• Once pricing is done and finally accepted by clients, the project execution team gets
involved to execute the solar plant.
• Once the project is built, Asset management teams takes care of the the plant, client
billing and revenue realization etc.
• All support function render the service at relevant phases.

BUSINESS RENEWABLE ENGINEERING
DEVELOPMEN CAPITAL &DESIGN,
T PROJECT
Determining price
Approaching the customer EXECUTION
Design plant, procure

material, execute project
PROCESS MAPPING ASSET

MANAGEMEN
T
Handling of asset, revenue

generation by selling the
energy to the customer
G
The company is in R
O stage
W
T
H
We are in a growing & expanding phase as:-

• The industry itself is going through a transition due to climate change and related policies.
• Main factors that are driving the business such as government policies, reduction in cost of solar modules and
improved technology are all working in favour of the renewable energy sector.
• The whole domain of sustainability and climate change as a subject is challenging to the world. Therefore, the
demand for such businesses is leading to a vast scope of development in the future.
• Policies are beneficial to this type of business. The government is taking initiative to promote the industry with
introduction of:-
1. Open access,
2. COP26- decarbonization of electricity by 2070 initiative by government, etc.
• This company is a new company with niche financing.

The company’s target customers: C&I
•The company’s client segment is C&I (Commercial and Industrial).
•They approach the clients directly or through channel partners.
•The commercial and industrial segment is the highest energy consumers & highest tariff
payers.
•The company needs to implement direct marketing strategies because the service needs to
be customized for different commercial houses and industries.
•The design and engineering of the service is unique for each different customer due to the
dynamics of different businesses.
Rooftop projects in Telangana
Work so far:
•550+ MWp Portfolio Managed
•2, 000Plants across 23 STATES | 10 OFFICES ACROSS

INDIA
•7, 47, 754Tons Reduction In Carbon Emissions /

Year
•3, 62, 314Tons Of Coal Saved /
Year
•1, 77, 30, 24, 000Litres Of Water Saved / Year

100 MWp solar plant in Uttar Pradesh
Location: Hyderabad
•The company registered office is at Hyderabad with branches in Pune, Mumbai and
Gurgaon, strategically located to reach out to customers.
•Recently, they have also entered into international market.
•Location of plants pan India is determined by the intensity of uninterrupted solar

radiations in that location.
THANK YOU

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Manufacturing Company:

Thyssenkrupp Electrical Steel-India

• A leader and a name synonymous with Quality and Customization.

•TKES India produces multiple grades of grain-oriented steel.

•The process of manufacturing steel involves:

ROLLING ANNEALING SLITTING

The product line is changed and evolved.

The most recent maturation of the product portfolio happened in 2018.

•Environmental friendly production process and

•Agents:- Agents both, domestic as well as international assist the

• Offering various energy solutions to their customers, with an objective to reduce

•Few of these are:

Design plant, procure

PROCESS MAPPING ASSET

Handling of asset, revenue

We are in a growing & expanding phase as:-

•They approach the clients directly or through channel partners.

•550+ MWp Portfolio Managed

•2, 000Plants across 23 STATES | 10 OFFICES ACROSS

•7, 47, 754Tons Reduction In Carbon Emissions /

•1, 77, 30, 24, 000Litres Of Water Saved / Year

•Recently, they have also entered into international market.

•Location of plants pan India is determined by the intensity of uninterrupted solar

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