EXECUTIVE SUMMARY

Kamdhenu Ispat Limited, established in the year 1994, is one of the largest
manufacturer of international quality Steel Bars in India. The companys product
portfolio comprises reinforcement Steel Bar (TMT/HSD), structural steel (angle,
beam, channel and flat), binding wire (Kamdhenu Wirebond), plywood, housing
projects (Kamdhenu Homez) and UPVC windows and doors and the recently added
product portfolio of Kamdhenu paintsColor Dreamz
Due to their various consumer awareness campaign, their product was very well
accepted by the consumer. They have three known concepts in this franchisee
business model. They provide 100% technological support to their franchising units,
wherein they provide the complete quality management systems, quality teams. They
also provide 100% marketing support. And thirdly, they also allow them to use their
brand name Kamdhenu, in their products. Whatever proceeds come from this
affiliation, the manufacturers get to keep 80%, while passing on 20% to their
company as royalty. Now, from that one single unit, they now have 59 units in total
57 in India and 2 in Nepal. The construction industry is growing at 12-15% annually.
Kamdhenu aims to become one-stop solution provider in infrastructure and
construction sector of India.
They focus mainly on construction sector having different products, but they are
looking forward to make it into FMCG model starting with cow-milk, butter and then
moving to mineral water also.
For Kamdhenu, more franchisee units means increase in market share. It also helps in
improvement of brand equity without investing in manufacturing activity. Since they
have these units located in different parts of the country, they save on transportation
costs and time. Inventory control for construction sector is also very important and
these units make it easier to provide quick delivery of products to the consumers. Also
in the future, services will be in major demand, and these units will surely come in
handy. The sheer volume generated by all units put together gives us more bargaining
power.

For their franchisee units, the most important benefit is in the form of expertise and
experience that they provide for running their business efficiently. They also benefit
by getting a ready platform in the niche market by affiliating with us. The franchisee
units get to leverage the brand Kamdhenu for the manufactured products, which in
turn gives them access to the already in place nationwide Kamdhenu marketing
network. These are some of the many benefits that franchisee units reap by being
affiliated to Kamdhenu.
Besides SAIL & TATA Steel, Kamdhenu is the only brand with a strong presence
nationwide. While there are regional players across the countries, who manufacture
local brands; none of them can match the quality of products that come from the
house of Kamdhenu. They always strive to provide best quality at a very reasonable
price. So the quality of their products is as good as TATA Steel, and they keep their
prices Rs 5000-6000 a ton than them.
They have all types of customers starting from single home-builder, professional
builders, corporate builders like DLF, GMR, Ansals, etc, as well as government
authorities such as NHAI, Railways, Airports, etc.

INTRODUCTION
The India steel industry is one of the major industries in India and the Indian
government plays a very important role in the development of the steel industry in
India.
The India steel industry is experiencing a slow but steady growth. The steel industry
in India has huge scopes in the future with massive scale of infrastructural
development happening all across the country. The India steel industry caters to many
other industrial sectors such as construction industry, mining industry, transportation
industry, automobile industry, engineering industry, chemical industry, etc.
The India steel industry has further plans of development. Plans are being chalked out
for setting up of 3 pig iron manufacturing units of a combined capacity of 6 lakh tons
per year and a steel manufacturing unit of the capacity of producing 1 million tons
yearly in West Bengal, with the technical and financial support of China. With all
these developments, India steel industry is all set to become one of the most reputed
industries not only in India but also in the international market.
The different steel manufacturing plants under the India steel industry:
Integrated steel plants
1. Durgapur steel plant (DSP) in West Bengal
2. Bhilai steel plant (BSP) in Chhattisgarh
3. Bokaro steel plant (BSL) in Jharkhand
4. Rourkela steel plant (RSP) in Orissa
Special steel plants
5. Alloy steels plants (ASP) in West Bengal
6. Visvesvaraya iron and steel plant (VISL) in Karnataka
7. Salem steel plant (SSP) in Tamil Nadu

Subsidiaries
8. Indian iron and steel company (IISCO) in West Bengal
9. Bhilai oxygen limited (BOL) in New Delhi
10. Maharashtra Elektrosmelt limited (MEL) in Maharashtra
Others major steel producers

11. Tata iron and steel corporation ltd (TISCO)

12. Essar steel
13. Jindal Vijaynagar steels ltd
14. Ispat industries ltd
15. Jindal strips ltd
16. Mahindra Ugine steel company ltd
17. JISCO
18. Lloyds steel industries ltd
19. Electro steel castings ltd
20. Saw Pipes
21. Uttam steels ltd
22. Mukand ltd
23. Tata SSL ltd
24. Usha Ispat ltd
25. Kalyani steel ltd

COMPANY PROFILE

Every success story has a humble beginning, so was ours. This story of hard work and
success started in the year 1995 where a creative young individual started work in a
production unit and instigated this expedition into India's steel sector with a single
reinforcement steel bars manufacturing business at Bhiwadi in Rajasthan. The hard
slog and uphill struggle soon, within the flashes of year brought the journey to a
milestone with Kamdhenu Ispat Ltd., where the business took shape of a company of
towering reputation, in the Indian Steel market.
What started as a single manufacturing unit has now twigged into above 40 taut
manufacturing units across the country as a leading steel manufacturers and the string
seems to be getting longer.
KIL has in its list of manufacturing, a diverse range of manufacturing products
including Reinforcement steel Bars (TMT/HSD), Structural steels (Channels, Angles,
Beams & flats) Binding Wire, Housing, PVC Pipes, Plywood, Paints and many more.
In the last few years the company has grown from one of them to one of the best,
and has been making dynamic progress with an intention of growing bigger but
together.
Leaders are not born overnight. It requires a consistent performance and value based
delivery. Kamdhenu has broken new grounds with products and solutions that are
global, innovative and sustainable.
Kamdhenu Ispat Limited, the largest manufacturer of international quality Steel Bars
in India, is the first company to get the prestigious ISO 9001:2000 certifications.
KAMDHENU, the brand name that reverbs of strength, durability and dependence
has registered the utmost brand recall in the construction industry. Kamdhenu Ispat

Limited now manufactures reinforced steel bars- TMT, CTD & SS, under the same
brand.
Kamdhenu Ispat Limited uses the latest CRM Belgium technology to manufacture its
string of products- CID bars, TMT bars, TMT-Gal bars and Stainless steel in a
flattering time of 18 seconds against 52 seconds of others. The manufacturing plants
are fully automated for hot rolling and fine twisting techniques and use proper
quenching processes for TMT technology.
Kamdhenu Ispat Limited prides in its highly efficient marketing team with innovative
and out of the box ideas to think ahead of the time and turn challenges into
opportunities.
The company has its centralized marketing office at Gurgaon backed with a
committed chain of over 2500 dealers and distributors spread across the entire
country.
The company has been consistently creating better brand awareness of its products,
which now enjoy a comprehensive reach across the country.
Kamdhenus focussed marketing strategies have catapulted it to enjoy a price
premium for Kamdhenu brand products over non-branded products in the market.
In line with its philosophy to have a well oiled and informed marketing network, the
company publishes in-house news journal Ispat Sandesh, both in Hindi & English
for binding the Kamdhenu fraternity into a family.
Kamdhenu Ispat ltd. is setting new benchmarks in construction industry and is ready
to explore the new horizons with strong commitment to contribute to the nation
building.
The Kamdhenu Group Derives inspiration from the legendary provider Kamdhenu
of Hindu mythology. The Group has grown considerably from a simple set-up half a
century ago to a well- established group of companies now, involved in diverse fields
including high quality steel bars.

Kamdhenu Ispat ltd. Is one of the largest manufacturers of the international quality
reinforced steel bars, using automatic German technology, in India. With a decade
long experience in the construction business the company is a strict adherent to NOCOMPROMISE ON QUALITY.
An ISO- 9001: 2000 certified company by ABN quality Evaluation system USA, KIL
manufactures reinforced steel bars (TMT & HSD) which have become synonymous
for strength and durability and are used in the construction of multistoried buildings,
dams, flyovers and power plants.
With its strategic policy of expanding its production base through tie- ups and take
over, KIL has under its aegis a total of 20 manufacturing units with the main
production unit situated at Bhiwadi ( Rajasthan) and the rest 19 franchisee units
spread across the nation. These franchisee units are located in Jammu & Kashmir,
Himachal Pradesh, Punjab, Uttaranchal, Uttar Pradesh, Meghalaya, Assam,
Jharkhand, Bihar, West Bengal, Orissa, Andhra Pradesh, Karnataka, Tamil Nadu, Goa,
Maharashtra and Gujarat. The products thus produced are being marketed by a wellcoordinated pool of distributors, dealers and stockyards apread across the nation.
Kamdhenu Ispat Ltd. has an efficient team of engineers, Scientists, technicians and
dedicated staff in various departments who work under the valuable guidance of
Mr. Satish Agarwal and Chairman and managing director, Mr. Pradeep Agarwal, Mr.
Sunil Agarwal and Mr. Saurav Agarwal, whole time directors for the company.
Kamdhenu Ispat Ltd. has taken the initiative to exploit the vast opportunity in the
cement, stainless steel water pipes, and Plaster of the Paris (POP) markets. With more
than 10 years of experience the company is setting up new benchmark in
reinforcement bars markets.
Group Profile
The Kamdhenu derives inspiration from the legendary Kamdhenu in Hindu
mythology, who used to fulfill all aspirations of the people. The Company has grown
considerably from a small industrial set-up half a century ago to one of the popular
names in steel industry, involved in diverse fields including high quality steel bars.

Kamdhenu Ispat Limited, a flagship company of Kamdhenu Group is the Indian

reinforcement bars manufacturing company to receive the prestigious ISO-9001:2000
by ABN Quality Evaluation system, USA. Kamdhenu has emerged as the largest rebar
manufacturing group with 20 modern technology plants, located at: 2 at Rajasthan, 2
at Punjab, 2 at Uttar Pradesh, 2 at Goa, 1 at Madhya Pradesh, 1 at West Bengal, 1 at
Himachal Pradesh, 1 at Gujarat, 1 at J&K, 1 at Bihar, 1 at Jharkhand, 1 at New Delhi,
1 at Assam, 1 at Chennai and 1 at TamilNadu.
Kamdhenu Ispat Limited consists of 20 Associate units manufacturing Kamdhenu
National Brand KIL Brand T.M.T/HSD Bars in different parts of the country under
licensing use agreement to fulfill the requirement in all parts of the country.
The products conform to almost all major International Standards and find wide usage
in the construction of multistoried buildings, dams, bridges, flyovers and power plants
as a basic reinforcement material. 'No Compromise On quality Stand' has also helped
the group to earn the confidence and loyalty of its consumers. To ensure regular
availability of Kamdhenu reinforcement bars, the company has established a network
of 1750 dealers and distributors in the various states of India.
The Group is expanding its enterprise at a remarkable growth rate. Backed by high
visionary directors, the group is setting new benchmarks and marching forward with
determined steps and focused target

Mission and Quality Policy

Vision
Kamdhenu aims at decentralization of the production base by strategic tie-up/
takeover of unbranded manufacturing units all over the country and convert the same
into Kamdhenu Brand through technological up-gradation, implementation of Quality
Management System and effective distribution through wide spread sale depot
network.
Kamdhenu Ispat Ltd Plans include diversification of its business to the production of
Cement, Stainless steel Pipes and tubes and Plaster of Paris, so as to provide
diversified and quality products to the customers under the single brand name.
Back home, the company is brooding over increasing public participation in its
management via public, which is the backbone of the entity.
Simultaneously efforts would be made to create consumer awareness for quality
construction steel and adopt the policy of Best Quality Best Price.
Quality Control Measures: Online Optical Pyrometer
Computerized control of TMT production line
Motorized actuator valve
Continuous study of microscopic structure
Tests of Kamdhenu Tempcore TMT Fe-415, Fe-500 & Fe-550 grade bars at Govt. of
Indias Ministry of steels National Institute of Secondary Steel Technology, Punjab
revealed that these bars are very higher strain & corrosion resistance, lesser crack
width in concrete compared to CTD bars.
12% saving in axially loaded columns, 8% in universal bending of columns and 3 to
7% in doubly reinforced beam is expected, if this bar is used.

Industry Served

Aerospace
They specialize in producing special steel and alloy steel for critical
applications in aerospace industry. These alloy steel products are
available in different grades, material compositions and sizes
based on the requirements of the customers. Their space steel
alloys are specially designed for higher strength and still are
light in weight.
Nuclear Power
High strength steel plates are used in the nuclear power plants and
engineering. They offer nuclear power grade steel, which are
perfect for the manufacturing of nuclear reactors and other
pressure vessels exposed to irradiation. Based on the
requirement of the industry, we produce steel with features like
increased toughness and weldability.
Petro Chemicals
Steel has been the most preferred metal in the petrochemical industry
due its ability to withstand extreme pressure levels and are
highly corrosion resistant. They offer alloy steel products in
different grades to fulfill the specific application requirements of
the industry. Their standard alloy steel products can be used to
form high strength pipelines, steel catenary risers, top tension
risers, threaded components, liquefied natural gas containers,
pressurized liquefied natural gas containers, deep water oil drill
strings, riser/casing joints and well-head equipment. Besides, we
also manufacture steel, which are specially designed for oil and
gas pipelines.

10

Cutting Tools
Steel alloy is extensively used in the tooling industry because of the
properties like hardness, resistance to abrasion, ability to hold
cutting edge and their resistance to deformation at elevated
temperatures (red-hardness). These steel alloys are produced
under careful and strictly controlled conditions to fulfill the
special requirement of the industry. Tool steels can be made in a
number of grades for different applications.

INFRASTRUCTURE
They posses world-class facilities for melting, rolling, finishing, heat treatment and
galvanization of different grades of steel. The advanced manufacturing facilities
enable them to execute bulk orders within the stipulated time frame. They also have
their own captive power plant that provides uninterrupted power supply for consistent
production process. Since, product quality is the core of the company, they have inhouse laboratory equipped with comprehensive testing and inspection facilities. All
the products like alloy steel rounds can be tested on different chemical as well
physical parameters to ensure that that they comply with International standards.
Facilities include the following:
Conditioning Facility
o

Auto ingot

66 KV Sub Station
o

grinding
machineries
o

Continuous
supply of power

Regular servicing

Series of swing

for zero break

grinders

down

Finishing & Heat Treatment

o

Visual inspection

Bar Grinding

Pickling

Furnace for soft annealing

with temperature controls

Finish in laddle
hot-top material

Normalising

Annealing/spherodised
annealing for cold forging

11

Bar straightening machines

Mechanized inspection and

conditioning stations

CLENTELE
They believe that total customer satisfaction is the key to continued success in the in
the competitive business arena. Hence, they are committed to maintain world-class
quality standards, efficient delivery schedules and competitive prices. Their esteemed
customers have always appreciated their efforts to achieve excellence. And as a result,
they get repeat orders from our clients and the list boasts of corporate names, which
are market leaders in their respective fields of operations A testimony to the product
quality and their efficient services.

12

To name a few, their major clients include corporate names, which are listed below.

Munish Forging

Hero Group

Ashok Leyland

Escorts

Him Techno

Atlas

Avon Cycles

Nava Sara

PTL

GNA

Maruti Suzuki

TATA Motors

13

RESEARCH & DEVELOPMENT

Their Research and Development (R&D) department has played a pivotal role in
retaining and consolidating company's leadership position in steel industry by
continuous up gradation of quality, process and services. Their team of dedicated
researchers come up with innovative ideas to design and develop cost-effective
products. Recently, we have developed die blocks in different sizes for the forging
industry. Their team of researchers keep themselves abreast with latest development
in the international market and upgrade products accordingly. In addition, the research
wing closely interacts with reputed national and international laboratories/scientific
institution/universities to avail expert services for critical investigation. They ensure
that all the innovative research shall be aligned to the technological initiatives
necessary to evolve and fulfill the overall business objectives of the company.
Tasks undertaken by R&D department

Designing and developments of high value products

Up-gradation of existing products.

Cost reduction by process development, optimization and refinement.

Technology up-gradation to increase productivity.

Receiving feedback from clients to access further scope of improvement

Latest R & D
Kamdhenu applies Micro Structure Analysis, the second Indian company to do so
after Tata Steel. The process helps in determining better quality monitoring of the
different layers of the TMT bars at the micro level, producing strong & flexible
products.
Product Profile
Kamdhenu Ispat Limited is on diversification mode. With an objective to become a
complete infrastructural solution provider, the company has widened its product
portfolio and thus besides producing reinforced steel bars the company has ventured
in other infrastructural segments as:
14

 Kamdhenu Cement
Kamdhenu SS pipes and fittings
Kamdhenu POP
1. HSD Bars
High Strength Deformed Bars (HSD) have high strength and stress proof, and are
produced by high speed rolling and precision cold twisting.
Features of HSD Bars:

Higher fatigue strength.

100% weld ability.

Satisfactory malleability.

Suitable for both compression and tension reinforcement.

Minimum weight and maximum strength, thus economical.

2. TMT Galvanized Bars

In order to enhance the corrosion resistance of TMT bars, Kamdhenu conducted
extensive R&D for the galvanization of these bars. The company has the wherewithal
of the commercial production of Gal bars.
Features of TMT Galvanized Bars:

Superior resistance to atmospheric & marine corrosion.

Enhanced strength combined with high ductility.

Good weldability and no strength loss at welded joints.

High thermal resistance.

Easy to work due to its better ductility and malleability.

Saving in steel

3. TMT Bars

15

Kamdhenu Tempcore TMT bars are thermo-mechanically-treated through leading

world technology for high yield strength. Tempcore bar is an advanced high strengthreinforcing bar made by a unique mill heat treatment process developed by Centre de
Recherch Metallurgiques (CRM) in Belgium in the early seventies to produce a
combination of physical properties tailor made for the building and construction
Industries. Its inventors CRM, independent European authorities, have subjected
Tempcore bar to comprehensive and extensive testing programmers.
The important feature of TMT bars is enormous cost saving in construction resulting
from drastic reduction in quality. This is possible practically in all types of RC
constructions.
The process involves rapid quenching of hot bars through a series of water jets after
they come out of the last rolling mill stand. The bars are cooled, allowing the core and
surface temperatures to equalize. The bar core cools down slowly to turn into a
ferrlite-pearlite aggregate. Strength of the bars is carefully controlled by optimizing
the

water pressure for their pearlitic core and tough surface of tempered marten site,

thereby providing an optimum combination of high strength, ductility and toughness.

This product is used widely in general purpose concrete reinforcement structures,
bridges and flyovers, dams, thermal and hydel power plants, industrial structures, high
rise buildings, under group platforms in metro railway and rapid transport system.
Features of TMT Bars:

Enhanced strength combined with high ductility.

Thermal and earthquake resistance.

Good weld ability and no loss of strength at welded joints.

Higher thermal resistance.

Easy working at site owing to better ductility and malleability.

Saving in steel.

Superior Bend ability compared to conventional HSD Bar.

4. SS Bars (Future Product)

16

Steel reinforcement bar in RCC are subject to corrosion, specially in coastal and
high humidity areas. Stainless steel bars offer a solution to corrosion in reinforcement
concrete structures which help achieve a design life of 80 to 120 years. R&D for the
manufacture of Stainless Steel bars has yielded the desired technical parameters.
Features of SS Bars :

Good high and low temperature tensile/yield strengths to match or exceed

carbon steel.

Inherently good corrosion resistance, especially from chlorides in marine

environment.

No cathodic protection needed.

High thermal resistance.

Easy to work with owing to better ductility and malleability.

Saving in steel

Kamdhenu Cement

4 Units at Varanasi, Himachal Pradesh and Ludhiana are manufacturing

Kamdhenu Brand Cement 43 grade OPC & 53 Grade PPC.

Suitable for RCC construction activities.

Group Plants
Kamdhenu Ispat Group is well-equipped with 20 modern technology Plants for
manufacturing TMT/H
1. Ashiana Ispat limited, Bhiwadi (Rajasthan)
2. Bansiwala Iron & Steel Rolling Mills, Ajmer (Rajasthan)
3. Supreme Alloys (P) Ltd., Ghaziabad (U.P.)
4. Radhey Ispat (P) Ltd., Kanpur (U.P.)
5. Nalagarh Steel rolling Mills (P) Ltd., Nalagarh (H.P.)
17

6. Aar Kay Industries, Mandi Gobindgarh (Punjab)

7. Manwani Industries Ltd., Indore (M.P.)
8. Him alloys (P) limited. , New Delhi
9. Neelkanth Concast (P) Ltd., Gujarat
10. Jhelum Industries, Jammu (J & K)
11. Kundil Ispat limited, Goa
12. Kundil Rolling Mills (P) Ltd., Goa
13. Durga pur Steels Limited, Durga pur (West Bengal)
14. Dadi Ji Steels Ltd., Patna (Bihar)
15. Hanuman Alloys (P) Ltd., Bokaro City (Jharkhand)
16. ARS Metals Pvt. Ltd., Chennai
17. Fortune Metal (P) limited, Mandi Gobindgarh (Punjab)
18. Meghalaya Steel (P) Limited, Guwahati (Assam)
19. Kali Metal (P) limited, Hosur (Tamil Nadu)
20. Binju Metal & Alloys Industries (P) Limited, Hydrabad
21. Trinayani cement (Pvt.) Ltd. (Cement)
22. M/s.Pangli Cement company (Pvt.)(Cement)
23. M/s A.S Cement Industries (H.P)
24. M/s Asain Cement (H.P)
25. Kamdhenu Industries Limited (S.S Pipe & Tubes), New Delhi
26. Devendra Singh (PoP), New Delhi
All The Associate plants are based on upgraded automatic German technology.

18

(With a rolling time of just 18 seconds).

The range of products for HSD bars includes Cold Twisted Deformed (CTD) bars,
Thermo-mechanically-treated (TMT) Bars, Galvanized thermo-mechanically-treated
(TMT Gal.) bars and Stainless Steel (SS) bars.
All the plants are well equipped with fully automated hot rolling and precision
twisting techniques. Latest TMCP/ technology based on extensive R&D by engineers
and technical staff has been adopted for the manufacture of TMT bars.
Highlights of Group Plants:
Technology Upgraded High Speed German Technology for HSD Bars. Technology
CRM, Belgium for TMT Bars.
Range Of Product CTD & Tmt Bars (8mm To 32mm).
Advance Labs with Spectrometer for Quality Control.
List of Distributors
1750 Sales Depot & Distributors in the following states:

Haryana

Rajasthan

Punjab

Himachal Pradesh

Madhya Pradesh

Maharastra

West Bengal

Jammu & Kashmir

Gujarat

Jharkhand

19

Assam, Nagaland & Arunachal Pradesh, Meghalay, Tripura, Mizoram,

Manipur

Bihar

Tamil Nadu

Karnataka

Goa

Kerala

Pondichery

Competitors
Tata steel
Vizag steel
RINL
SAIL
AMBA
RATHI
KVS

Achievements and Awards

The prosperity and high customer satisfaction endorse Kamdhenu's market success.
To give our clients long-term guarantee, it becomes our duty to ensure our customer's
success in a highly competitive environment, by supplying correct material with the
exact specifications, and at the right time. Kamdhenu has received numerous awards
and recognitions from the Government of India and other bodies.
Achievements

Largest Rebar manufacturing group.

International quality

Awards

20

Udyog Ratan Award

Udyog Patra Award

Rajat Jayanti Udyog Jyoti Award

Marketing department

Chief marketing
manager
Marketing
Director
Vice President
General Manager

Assistant General
Manager
Operational head

Area sales manager

Figure: Marketing Department

21

System followed by the Marketing department for booking

Open market

Dealer Network

Distributor
Marketing Department
Booking Department
Dispatch Department

Figure: Order executive system

In Kamdhenu the order execution take place according to the above diagram in detail
to explain first step is in the open market i.e. the customer enquiry the rates as the rate
of the product differ day to day according to the market situation. The rates are
enquired through the dealers and they are also informed about the quantity required
their customers. The information is past to the distributors so that they can enquire
from the marketing department about the requirements. Later the information is
pasted to the booking department if the requirement is available the order is been
accepted and the product is sent to the dispatch department after it is dispatched the
order is completed.

22

SWOT ANALYSIS

Internal Assessment of the Organization

Weaknesses

Strengths

SWOT
Analysis

Opportunities

Threats

External Assessment of the Organization

STRENGTHS & WEAKNESSES - These are internal factor to business.

OPPORTUNITIES & THREATS - These are external factors to the business, but
within the same market (looking at the market in relation to competitors).
The logic behind the SWOT analysis is that by first looking at your business, you
already have a set of strengths which you need to maintain, but by identifying
weaknesses you can address them and move them into strengths. The same applies to
opportunities, in the sense that by identifying threats you can work to reduce them as
far as possible.
In Kamdhenu we can see that the strengths are very high when compared to their
weaknesses. The weaknesses are very few and the company is trying hard to
overcome there weaknesses. The company also has a large number of opportunities

23

which need to be capitalized effectively and efficiently. On the other hand it also has a
number of threats from the external assessment of the organization.
SWOT analysis on Kamdhenu Ispat Limited
Kamdhenu deals with TMT saria. Strengths of Kamdhenu Ispat limited are
T.M.T Saria is a special type of saria manufactured using latest technologies.
This high quality saria is manufactured using most advance technology of 21 st
century called Thermo Mechanical Treatment.
It can be used for all type of construction works ranging like buildings to
dams.
It is economical because of its 20% more strength. It is earth quake resistant
because of its high tensile strength and flexibility. It is less affected by rust. It
has more strength to sustain fire.
It has 4% less weight per meter than normal that makes it economical
It does not peel off the skin while working with it.

Goodwill of the company based on the quality as per ISI, policies,

networking, consistency supply.

Consumer- Kamdhenu has wide ranging market wise dedicated consumer on

Kamdhenu brand who are selling, marketing, branding, promoting.
Kamdhenu brand and awareness consistently to achieve. It is a promising
brand.
Weaknesses of Kamdhenu Ispat limited are
Consistency of raw material supply- no proper supply of the raw materials
which led to stoppage in the production
Rate fluctuation in the market price
Competitors is the major weakness because any company has to meet the
selling of the competitors
Opportunity available for Kamdhenu Ispat limited

24

 In product manufactures of reinforcement bar for construction there is a wide

demand of this product, having a short supply of market and also scope of
develop new market to reach the Kamdhenu brand quality steel to the
consumer as there is a good demand of good quality steel.
With the wide ranging consumer holding in the market in steel trading
company has formed are diversified market opportunity for other quality like
Plaster of Paris ( POP), cement, stainless steel, sanitary fitting and so many
other products in the fold.
Threats faced by Kamdhenu Ispat limited
Duplicate TMT saria are very much available in the market from local
manufacture who apply water on cheep saria during production to make them
look like TMT saria which affect the brand.
Fluctuation in prices of raw materials.
Rate Fluctuation in the major construction product like cement, bricks affect
the market of the TMT.
No standard product.

25

KEY MARKETING INITIATIVE

Kamdhenu Ispat Ltd. has been pioneers in this revolutionary concept of Franchisee
Model having achieved resounding success in the middle tier steel segment on
regional front.
After studying the market trends and identifying the companies manufacturing steel
products, Kamdhenu Ispat Ltd. offers them its brand name and assists in technology,
quality consistency and marketing of Kamdhenu brand of products.
This mode of concept serves dual purpose. The franchisee units benefit a lot by
availing Kamdhenus brand premium and strong marketing network. While
Kamdhenu Ispat Ltd. benefits from the royalty that gets from these franchisees for
using its brand name.
The model also gives a unique identity to the franchisee units and helps them in
leveraging their level of operations and quality to sustain well amidst rising
competition in the steel sector.
And ultimately it also benefits the customer, who gains the most by getting top quality
products at the most effective prices.
The new Franchisee Model adopted by Kamdhenu Ispat Ltd. is really changing the
way its partners do business regionally. The trusted name of Kamdhenu Ispat Ltd. is
spelling a new tale of success by leveraging their facilities to perform on a far
improved level and thus bringing in more productivity in their day-to-day operations.
BENEFITS TO FRANCHISEES
This alliance provides the franchisee units with Kamdhenu Ispat Ltd. expertise
and experience for an efficient business.
A ready platform in the niche market giving a facelift to this unorganised
sector/new enterprises.
Kamdhenu Ispat Ltd. brand leverage to the franchisee units is also immense.
It also gives them access to Kamdhenu Ispat Ltd. nationwide marketing
network.

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 They can avail Kamdhenu Ispat Ltd quality assurance and technological
expertise.
They also get assistance of Kamdhenu Ispat Ltd. centralised promotion
support.
Kamdhenu Ispat Ltd. wider presence helps them an easy & fast availability of
bank funding.
While the Franchisees gain a lot from the Franchisee Model, Kamdhenu Ispat Ltd. on
the other hand also benefits in terms of increased brand presence, increased income
earned from Loyalty and also a wider distribution network that eases stocking at
regional centres.
ADVANTAGE TO KAMDHENU
More franchisee units result in increasing of market share and improvement of
brand equity without investing in manufacturing activity, for Kamdhenu Ispat
Ltd.
The franchisee units also ensure quick delivery of products to the consumers.
Kamdhenu Ispat Ltd. is also benefited by efficient handling of large volumes,
which ultimately adds to its bargaining power.
Kamdhenu Ispat Ltd. has a better brand presence due to easy availability of
product in all parts of the country.
Kamdhenu Ispat Ltd. profitability increases as revenues enhance from royalty
earned from franchisee units.
Kamdhenu Ispat Ltd. also enjoys more savings on transportation costs and
faster product delivery due to decentralised manufacturing network.
THE STOCKYARD MODEL
The stockyard model adopted by Kamdhenu Ispat Ltd. is also a step towards
achieving more de-centralization in its daily activities. By initiating direct marketing
policy of setting up stockyards at various strategic locations, Kamdhenu Ispat Ltd. has
led to easy availability of goods throughout the country.

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Efficient mobility of products between the production units and market is the prime
motive of Kamdhenu behind setting up stock yards across the Entire country.
Kamdhenus strategically placed stockyards help its corporate clients/institutions in
improving their inventory control due to fast delivery at site in minimum time.
Controlled by

centralized marketing mechanism, Kamdhenus stockyards have

proved beneficial to its long list of corporate clients/institutions.

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CONCLUSION

Established in 1996, Kamdhenu Ispat (KIL) is a flagship company of Kamdhenu

Group and is into India`s infrastructure sector with prime focus on providing
construction solutions services in the retail market. The company started with a single
reinforcement steel bars manufacturing company at Bhiwadi in Rajasthan. KIL
directly sells its products under the brand name Kamdhenu. Under the franchisee
arrangement, today the company has 25 reinforcement steel bars manufacturing units,
10 cement manufacturing units and one each in SS water pipe, POP and housing
segment totaling 38 units in diversified areas of construction providing goods and
services to the retail construction segment in over 22 states and 3 union territories of
India.
The company ventured into the capital market to garner funds for its various
expansion plans, which included setting up of stockyards across the country. The
company is in the process of setting up a 2.4 million tons TMT bar manufacturing
facility at Nigeria in partnership with one more Indian company and Nigerian
companies. The construction work for this project has started. KIL has forayed into
housing segment. Kamdhenu Homz, a housing project, has already begun at
Panchkula in Haryana. The company provides all India network for sales of
Kamdhenu products through dealers and distributors in 22 states and 3 union
territories.

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BIBLIOGRAPHY

BOOKS
1. Kotler, P., Armstrong, G., (1994), Principles of Marketing, 7th edition, Prentice
Hall, Englewood Cliffs, NJ.
WEBSITES
w7ww.myiris.com
JOURNALS & MAGAZINES
1. The Hindu - Survey of Indian Industry
2. Company Catalogue Kamdhenu Ispat

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