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Jindal SAW Ltd

B2B Presentation

Jindal SAW Ltd

Prepared By
Team 6

Neeraj Mishra 08PG243

Nishant Balyan 08PG107
Sai Gunaranjan 08PG265
Santosh Prasad 08PG342
Saumya Saurabh 08PG192
Vijay Pal Singh 08PG282

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1. Introduction.....................................................................................3

2. Clients.............................................................................................6

3. Pricing strategy..............................................................................10

4. Marketing strategy.........................................................................12

5. Distribution Channels....................................................................18

6. Product Range................................................................................20

7. Competitors....................................................................................22

8. Competitive Advantage.................................................................27

9. References.....................................................................................28

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1. Introduction

Jindal Organization

The $12 billion Jindal Organisation is one of India's largest business groups,
ranked fourth amongst the Top Indian Business Houses in terms of assets.
Established in 1970 by Mr. O. P. Jindal, the Organisation has expanded and
diversified into varied business areas in a planned manner, thereby ensuring the
creation of a synergistic foundation for its various business ventures. The
Organisation's manufacturing facilities are spread across 13 plants at ten pivotal
locations in India, with two plants situated in USA.

The Organisation has always been technology-driven, leveraging its tech strengths
as the bedrock for its diversified product portfolio. Yet, despite the diversity, 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 poised to emerge as a major global player, with its overseas
manufacturing facilities, and its strategic manufacturing and marketing alliances
with global majors.

Within the Jindal Organisation, people have always played a key role. The
Organisation has consistently picked highly experienced technocrats and skilled
professionals from a variety of disciplines. Today, the Jindal Team comprises one
of the most coveted talent pools of technological acumen available in the country.
The knowledge base and hands-on expertise of this Team has enabled the
Organisation to put up large scale projects in record time.

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About Jindal SAW Ltd.

JINDAL SAW LTD. Formerly known as SAW PIPES LTD belongs to US $ 12

billion Jindal Group, the forerunners of Steel, Stainless Steel Industry and Pipe
Industry. Mr. P.R Jindal promoted Jindal SAW Ltd. in 1984. It was the time when
country was importing most of its high-grade steel line pipe to meet the growing
requirement of Oil & Gas Sector Companies in India both for their Off-shore and
On-shore Line pipes Projects. Since then JINDAL SAW LTD. has manufactured
more than 13,500 Kms of Line pipes, exported in excess of 7500 Kms of Line
pipes for supply to On-shore and Off-shore pipeline projects to reputed Oil & Gas
Sector Companies around the world. JINDAL SAW LTD. therefore, has pioneered
and perfected the art of Longitudinal Submerged Arc Welded (LSAW) Pipes
adopting U-O-E & J-C-O forming processes and is by far emerged as the most
experienced line pipe manufacturing Company in this part of the World, after
Japan. In India JINDAL SAW LTD. is the only Pipe Mill, which manufactures
pipes adopting U-O-E process.

JSL has two Spiral Seam and four Long Seam SAW Pipe Mills presently running
in India taking our production capacity to approximately 1.5 MTPA. All our Pipe
Mills are integrated with Anti – Corrosion Coating facilities such as FBE, 3LPE,
CTE: Hot Induction Bends facilities & Concrete Weight Coating (CWC) facilities,
JINDAL SAW LTD. has positioned itself as a Total Pipe Solutions provider

The Group also owns a Coating and Double jointing facility in Baytown, Houston,
TX, USA by the name Jindal SAW USA LLC.

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JINDAL SAW LTD. is also in the business of manufacturing ultra-high precision

and ultra thin foil, Seamless pipes, spirally welded Line Pipes, Ductile Iron pipes
and SG Grade Pig Iron. JINDAL SAW LTD. therefore, has evolved itself into a
preferred and reliable Provider of value, in all its businesses.

JINDAL SAW LTD. is the first Indian Line pipe manufacturing Company to have
an in-house, world class NACE Laboratory. The first Company to have
manufactured 100% seam radio-graphed pipes, boiler quality pipes for high
pressure and high temperature application, the first to have manufactured
Connector Casing pipes, the first to have ISO 9001 certification for Quality
Management System, ISO 14001 certification for Environmental Management
Systems and ISO 18001 (OHSAS) certification for Occupational Health and Safety
Management Systems. Quality is embedded in the grains of JINDAL SAW LTD.
The fact that Jindal SAW has accreditation to ISO-9001, ISO 14001 and ISO
18001 through world renowned Certification Agencies – DNV, is indicative that
quality in JINDAL SAW LTD. starts with quality of thoughts, quality of action and
quality of people, who ultimately achieve the quality product i.e. Completely
Satisfying and strictly in-accordance with the Customer

JINDAL SAW LTD. manufactures line pipes in-accordance with API, DNV, Shell
& Petrobras specifications and all other major national & international standards &
specifications. The combined capacity of all the three LSAW pipe manufacturing
mills: one located at Kosi Kalan and two located near Port Mundra; is over 10 Kms
of pipes per day and 750,000 tons per annum. On a very ideal size of pipe, the
capacity can go up to 850,000 tons per annum.

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2. Clients

Major Domestic Clients

Hindustan Petroleum Co.

Assam Gas Co. Ltd.

Bharat Petroleum Corpn. Indian Oil Co. Ltd.


British Gas Indraprastha Gas Ltd.

Larsen & Toubro

Cairn Energy Ltd.

Mahanagar Gas Ltd.

Dodsal Ltd.

Oil & Natural Gas Co. Ltd.

Engineers India Ltd.

Oil India Ltd.

Essar Construction Ltd.
Petronet MBH Ltd.

Punj Lloyd Ltd.
Gas Authority Of India
Ltd. Reliance Petroleum Ltd.

Gujarat Adani Energy Ltd.. Reliance Ports & Terminals


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Shell Hazira
Gujarat Gas Co.

Gujarat State Petrnet Ltd.

Major International Clients


(Libya) PEDEC, Iran

AGIP Oil Company

(Libya) Petroleum Develoopment
Omam, Omam
Bechtel Intec
Consortium, UK
PTTE&P, Thailand
Burullus Gas Co., Egypt

China National Qatar Petroleum, Qatar

Petroleum Company
Repsol Oil Operations

Saipem (Italy)

Saipem / CCC – JV, Omam

Gasco (Egypt)

Saudi Arabian Oil Co.

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Hyundai Heavy Inds. Ltd, (Saudi Arabia)

Shell Petrleum
Iranian Offshore Oil Co.
Development Company
(IOOC), Iran

Joannou & Paraskevaides Shell, Brunie

(Overseas) Ltd, Greece

Shell, The Netherlands
Kalanaft, Iran

Mediterranean Oil Co.,


National Iranian Gas Co. Sirte Oil Co. (Libya)

State Company for oil
Nigerian Agip
Projects (SCOP), Iraq
Oil Company (Nigeria)
Total E&P Indonesie,
North Oil Company, Iraq Indonesia

PEDCO, Iran Vietsovpe Tro, Vietnam

Zueitina Oil Company


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Demand drivers for Indian pipes & tubes industry

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3. Pricing strategy

Pricing of welded steel pipes are very volatile. Pricing of steel depends on several
factors. Some of these factors are:

1. Cost factor.

2. Demand factor.

3. Competitive factors.

1. Cost factors: Majorly cost based pricing is adopted in JSL. The method
determines the price of a product or service that uses direct costs, indirect costs,
and fixed costs whether related to the production and sale of the product or service
or not. These costs are converted to per unit costs for the product and then a
predetermined percentage of these costs is added to provide a profit margin. Cost
based pricing is done by two means. First, present costs of raw material,
operational costs incurred and several indirect costs are involved, by calculating
these costs the pricing is done. Second, by considering the economic factors and
objectives the mark up price is decided.

2. Demand factor: Steel market is very volatile. The pricing is highly dependent
on the demand in international market. Since the product is welded steel pipes and
is used for conveyance of oil and natural gas, therefore the demand of oil and gas is
a major driver of prices. Oil and gas demand and prices are major drivers of prices.
When oil and gas companies hold the projects, demand of commodity fluctuates
which in turn affects the prices of steel pipes.

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3. Competitive factors: Company has to keep an eye on competitor’s price. India

in steel pipe sector is facing major competition from many countries like China,
Japan, Korea etc. Dealing in international market with potential competitors is not
an easy task. Competition in international market is intense and major business
comes from foreign clients. Pricing strategy of competitors plays an important role
in such condition.

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4. Marketing strategies

Marketing in JSL is well defined. JSL is market leader in SAW pipes. Marketing
department in JSL works mainly on two marketing strategies:

1. Personal selling

2. Public relations and publicity

Personal selling

Personal selling is one of the oldest forms of promotion. It involves the use of
a sales force to support a push strategy (encouraging intermediaries to buy the
product) or a pull strategy (where the role of the sales force may be limited to
supporting retailers and providing after-sales service). It is the personal selling
process that allows JSL the greatest freedom to adjust a message to satisfy
customers' information needs. Sales force allows the marketer or seller to
communicate directly with the prospect or customer and listen to his or her
concerns, answer specific questions, provide additional information, inform,
persuade, and possibly even recommend other products or services.

Personal selling in JSL is used to meet some objectives of promotion in the

following ways:

1. Building Product Awareness – Salespeople, especially when selling in steel

pipe markets, is to educate customers on new product offerings. In fact, salespeople
serve a major role in discussing products with clients. Building awareness using
personal selling is very important in business markets. As discussed, the advent of
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controlled word-of-mouth marketing is leading to personal selling becoming a

useful mechanism for introducing customers to new products.

2. Creating Interest – The fact that personal selling involves person-to-person

communication makes it a natural method for getting customers to experience a
product for the first time. In fact, creating interest goes hand-in-hand with building
product awareness as sales professionals can often accomplish both objectives
during the first encounter with a potential customer.

3. Providing Information – When salespeople engage customers a large part of

the conversation focuses on product information. Marketing organizations provide
their sales staff with large amounts of sales support including brochures, research
reports, computer programs and many other forms of informational material.

4. Stimulating Demand – By far, the most important objective of personal selling

is to convince customers to make a purchase. In The Selling Process salespeople
accomplish this when offer has detail coverage of the selling process used to gain
customer orders.

5. Reinforcing the Brand – Most personal selling is intended to build long-term

relationships with customers. A strong relationship can only be built over time and
requires regular communication with a customer. Meeting with customers on a
regular basis allows salespeople to repeatedly discuss JSL’s products and by doing
so helps strengthen customers’ knowledge of what the company has to offer.

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Personal selling department structure



Export Domestic
Team Team

1 2 3 1 2

As shown in the above figure, marketing department mainly works as sales force.
The main emphasis of JSL is on personal selling. Department structure is like
figure shown above and hierarchical. Customers include major

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Sales department is divided into two divisions:

1. Export team

2. Domestic team

Export team: This team deals with only foreign clients. The main work of these
teams is to fulfil the objectives (given above). In export division, 3 export teams are
available. These teams deal geographically. Globe is divided into three sections and
each team is given an area and team is responsible for the given territory only. In
most of the countries where presently the company is dealing, JSL has its
representatives. These representatives find the lead. This lead is given to sales force
of respective territory. The respective export team deals with the client. The three
territories defined are:

(A) Latin America, Gulf and Middle East.

(B) Africa and CIS (commonwealth of independent states).

(C) Rest of the countries.

Domestic team: These teams deal with domestic clients. In domestic division, 2
teams are available.

Working of marketing department: Orders confirmation process is done in two

ways. First, through bidding, in this process tenders are floated by clients. Bidding
is done by suppliers and lowest price quoted supplier is selected. Mostly,
government agencies and institutions go for tender process. Government
institutions before finalising orders check the credibility of the company. This
process includes several checks comprising study of annual report, quality

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standards being followed and present and past clients etc.

Client interaction with management is also a part of building relations with clients.
Clients are allowed to visit the manufacturing unit to be aware of the processes.

Public relations: Along with being a successful business entity Jindal SAW
Limited has an active sense of social responsibility. As a leading trans-national, the
Company is committed to being a good corporate citizen wherever the company is
engaged in business activities and interests. The company’s Corporate Social
Responsibility Programme voluntarily integrates social and environmental concerns
into their operations. As a responsible corporate entity, JSL shoulders many

The organization attempts to give its workforce a quality life, a hazard-free

working environment, and drive them to a higher standard of living by providing
them access to amenities like housing, transportation, medical facilities, schools,
and other civic infrastructure. As part of community service, JSL has adopted many
villages surrounding the plants. Active volunteers from the organization undertake
regular literacy drives, organize free health camps, mobile eye-care units and
continuously strive to make these villages independent and progressive.


JSL has also undertaken project Svayam under its CSR. The aim of the project is to
create “Barrier Free” environment for physically challenged people, who continue
to face barriers that prevent them from enjoying full civil, political and
developmental rights. This is largely due to ignorance in our society.
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Vidya Devi Jindal School

At VDJS, a Residential School for Girls, the medium of teaching is the English
language. The school provides education that nurtures the traditions of our culture
and also absorbs the finer influences of the west. It focuses on all round
development of personality and thorough education of girls in order to make them
conscientious and responsible citizens. More importantly, the school imparts the
right values and norms of behavior, thus helping the girl students enhance their
confidence and poise. The school is set in restful and calm surroundings .

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5. Distribution Channels

Mr Jindal said JSL aimed to provide a unique experience of buying steel products
through branded distribution channels. There are two types of distribution channel
– through traders and through clients. Traders act as an indirect channel between
the buyer and the seller. Mostly cash transactions take place where traders are
involved and accounts to almost 90%-95% of the total transactions taking place.
There is no direct dealing with the company as such. Traders either hoard a certain
amount as inventory, whereas there can be other situations where they keep zero
inventory. The amount kept as inventory is meant for meeting uncertain demand
and the trader delivers the product to the end user. In case of zero inventory, the
trader regulates the material flow only after receiving from the manufacturer.
Inventory can be of standard/fixed size or customized size. Standard size is
generally meant for traders whereas clients are provided with customized
inventory, suiting their particular demand/s. Traders usually order small amounts,
whereas clients purchase in bulk. Direct transaction takes place between the
company and the client. Transaction can be in the form of credit or cash basis.
Clients of Jindal Saw Ltd. are domestic as well as international. Domestic clients
include companies such as Bharat Petroleum, Indian Oil, ONGC, Reliance
Petroleum, Reliance Industries, Cairn, etc. International clients include GASCO,
PEDEC, PETROCHINA, PETRONAS, Saipem, etc. The company also uses 3 rd
party logistics. Transportation cost depends on the contract made between the

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The diagram below shows a direct distribution. There are more number of
transactions taking place in a direct distribution which also leads to increase in cost
& time. Moreover, it does not offer a customized solution.

In case of indirect distribution, through traders, there is less number of transactions

taking place which also results in decrease in cost and time. If the trader acts as an
assembler, it can offer customized solution to its end-user which is not possible in
case of direct distribution.

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6. Product range
Large Diameter Pipes (SAW pipes)
Ductile iron pipes
Seamless tubes

Large Diameter Pipes (SAW pipes)

SAW pipes are used primarily in the oil & gas sectors and accordingly the
prospects depend on the pipeline projects in India and abroad. New gas finds from
RIL at Krishna Godavari Basin, Cairn Energy at Rajasthan and ONGC would
create a huge demand for transportation of these to plant locations. Major
investments are planned for distribution and transportation of gas & oil by oil &
gas marketing companies in India. Major players who would benefit from such
plans would include JSL, Welspun-Gujarat, Man Industries and PSL Ltd. The
industry is raw material intensive, with raw material accounting for 65-70% of the
total income. The major raw material used for manufacture of SAW pipes are steel
plates which are sourced locally and are also imported in order to avail of duty
concessions available from export of SAW pipes. It constitutes of HSAW and
LSAW pipes.The size range of the LSAW pipes varies between 16 inches - 56
inches for outer diameter and up to 50.8 mm of wall thickness. For HSAW pipes it
varies between 18 inches - 100 inches for outer diameter and wall thickness of up
to 25.4 mm. The combined installed large diameter pipe manufacturing capacity of
these facilities is 1,650,000 MT per annum.

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Ductile iron pipes

DI pipe find application in water transportation infrastructure and sanitation

projects. Owing to its superior characteristics with respect to tensile strength,
ductility, impact resistance, longer life, etc DI pipe replaced cast iron pipe in
developed countries in the field of water supply and sanitation and a similar trend
is being observed in India. DI pipe is being preferred for new projects due to its
superior performance and negligible price difference. The main customers for DI
pipes are PWDs (public works department) of State governments, municipal
bodies, companies implementing irrigation projects and major contractors.
Currently, the major suppliers of DI pipes are JSL and Electro steel Castings Ltd.
Port based facility of Ductile Iron pipes located on Western coast of India. For the
production of DI pipes they have state of the art facility with latest technology. The
installed capacity is of 300,000 MT per annum with latest linings /coatings
facilities conforming to National/International standards.

Seamless tubes

Seamless tubes are used in the oil related as well as non oil related industries. In oil
and gas sectors they are used in applications such as line pipes, casing pipe
production tubing and drill pipes in oil refineries, petrochemical plants. In non oil
sector, seamless tubes are used for various mechanical, structural, chemical and
automobile applications. Demand of seamless tubes is mainly dependent on the oil
and gas exploration activities. With GOI focus on the self reliance in oil and gas
sector, exploration activities have increased many folds. With participation of
private players in exploration activities the demand of seamless tubes has also
increased significantly.

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7. Competitors:
International Competitors

SeAH Steel Corporation

SeAh Steel Corporation (former Pusan steel pipe ind. Co. Ltd.) was founded in
Pusan, Korea in 1960. SeAh is a leading manufacturer of steel pipes in Korea,
gave birth to SeAh group. Presently the production capacity is 876000 MT of steel

Presently, SeAH Steel has Pohang Factory and Changwon Factory having the
largest manufacturing capacity of pipes in Korea. In addition, our company has
been able to produce and supply the best quality of steel plates through continuous
investment into cutting-edge manufacturing facilities and via efforts of quality
innovation since 1998.

Now, SeAH Steel with the solid foundation of accumulated reputation and trust,
will surely become a blue-chip company by continuous effort toward change and
innovation based on eco-friendly operation and administration with integrity.

Carbon, stainless steel pipes
Pre-coated metal, galvanized steel sheets
High quality anti-corrosive oil transmission steel pipe
Chromium-Molybdenum boiler tubes

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Production capacity: 876000 MT

Sumitomo foundry began producing cast-steel in 1901 in present Konohana ward,
Osaka city. One hundred years since then, Sumitomo metals is producing steel
pipes for oil and natural gas, wheels and axels for railway cars, steel sheets for
automobile bodies and other high grade steel products. Aside from seamless pipes,
the Company also produces wide-bore welded pipes and electric-resistance welded
pipes as well as other tubes and pipes and regards its operations in this sector as
one of its flagship businesses. Electric-resistance welded pipe sector has been
integrated with the operations of Sumitomo Pipe & Tube Co., Ltd., which
commenced operations in July 1999.
Sumitomo Metals has almost all kinds of steel pipe manufacturing facilities which
produce a wide range of welded steel pipe and tubes. These works are able to
produce approximately three million metric tons of steel pipe and tubes annually.
The company also possesses facilities in affiliated companies in Sakai, Kashima
and Koga.

Production capacity: 1674000 MT

Nippon steel corporation

Nippon Steel Corporation was formed as Yawata Steel and Fuji Steel merged to
form Nippon Steel Corporation in 1970. Nippon Steel Corporation is the world's
second-largest steel producer in volume and the second most profitable steel
company in the world. Oita Works began operation in 1971 in the capital city of

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Oita Prefecture, Japan. All operations of Nippon Steel's Urban Development

Division were integrated in 2002 into Nippon Steel City Produce, Inc. Thereafter,
stainless steel business of Sumitomo Metal Industries and Nippon Steel
amalgamated to form Nippon Steel & Sumikin Stainless Steel Corporation. Nippon
steel production system begins with advanced metallurgy and clean BOF steel
making process. Among the company’s advanced production facilities, is the
Kimitsu work UO pipe mill which is capable of manufacturing large diameter


High strength line pipe

High toughness line pipe
Anti-Sour line pipe
OCTG pipe

Production capacity: 11000000 MT


NKK is a major Japanese industrial company and one of the country’s largest
steelmakers having Headquarters is in Tokyo.

Nippon Kōkan KK was founded in 1912 to make products using the steel from
Japan’s first steel mills. The company’s innovative superior to conventional
welded pipes and Nippon Kōkan eventually also began producing raw steel from

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iron ore. Nippon Kōkan expanded greatly in the decades after World War II, with
large steelmaking complexes at Fukuyama (in Hiroshima prefecture) and at
Kawasaki and Yokohama (the Keihin Steel Works, near Tokyo). In the late 1970s
the company expanded its Keihin complex by building an ultramodern steelworks
on man-made Ogi Island in Tokyo Bay. The NKK Corporation is the second
largest steelmaker in Japan (after the Nippon Steel Corporation).

Production capacity: 1120000 MT

Domestic Competitors


Incorporated in 1995, Welspun Gujarat Stahl Rohren Ltd (WGSR) is a part of the
well diversified Welspun Group. The company is a leading manufacturer of
submerged arc welded (SAW) pipes, mainly catering to the Oil and Gas
exploration companies for transporting their products. Currently it has the capacity
of producing pipes of total length of 1000 km per annum. With the demand for the
SAW pipes industry expected to be robust in the coming years, the company has
chalked out an expansion plan for increasing the existing capacity and also develop
facilities for the manufacture of ERW pipes.
WGSR is one of the leading manufacturers of SAW pipes in India, mainly catering
to the Oil and Gas exploration companies. WGSR caters to the global requirement
of high grade Submerged Arc Welded pipes both Spiral and Longitudinal. The
company has technology support from Mannesmann Demag, Germany, an API
approved pipe maker and the Capello Group, Italy. The company’s plant is located
on the Western Coast of India Near Dahej in the state of Gujarat. The location is

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ideal in terms of proximity to the National Highway and Seaports like Dahej,
Kandla, Mumbai and Mundra.

Production capacity: 1500000 MT

Man Industries

The MAN GROUP established in 1970, has diversified business interests in India,
USA, UK and UAE, having present market capitalization is above USD 300

Man Group consists of following major companies:

Man Industries (India) Ltd.

Man Aluminium Limited.
Man Infraprojects Ltd.
Man USA Inc.

The LSAW Line Pipes are manufactured in strict conformance to the general and
customized specifications of clients of various sectors such as Oil, Gas,
Petrochemicals, Fertilizers and Dredging.

The company’s SSAW Line Pipe Facility at Anjar comprise of 2 (Two) Production
Lines and is equipped with all NDT and laboratory facilities to cater to the
requirements of its world-wide clientele of high pressure/critical application

Production capacity: 1175000 MT

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8. Competitive Advantage

 U-O-E & J-C-O forming processes

This is a special type of process of forming the steel pipes which is only
followed by JSL. No other company follows this process. This is a method
how the pipes are formed, which give the company an advantage over its

 Pricing

JSL is believed in giving Value pricing to its customers. Prices for pipes are
lowest when compared to its competitors, where as the products are of very
good standards. It is considered a value for money.

 Location advantage

Location has a very prominent role in pricing. Manufacturing plant of JSL is

located in Mundra in Gujarath which is close to the port. This gives easy
access for shipping of material to customers.

 Quality Standards

JSL believes in keeping good quality standards. It follows ISO 9001, ISO
14001, ISO 18001 etc which are very high quality standards and
internationally recognized.

These are few factors which give JSL a competitive edge over other

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9. References


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