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Essar Steel launches 100th Hypermart

Materials

With the opening of its Hypermart in Ranchi, Essar Hypermart now has 100 Hypermarts and 419 Expressmarts across India. The steel giant is planning to increase its numbers to 126 Hypermarts and 650 Expressmarts by March 2011. With a thrust on the retail customer, Essar Steel is increasing its retail distribution network in East India by over 300%.

The company plans to have 100 retail outlets by March 2011 in East India. Essar Hypermart is a pioneering initiative by Essar Steel to make steel available to end users close to the user point. Moving away from the traditional way of marketing and distributing steel Essar Steel launched India’s first steel retail chain – Essar Hypermart. Essar Hypermarts ensure that steel reaches the end users right at their door step. With more than 519 retail outlets across the country, this concept of Essar Hypermart has revolutionized steel marketing in India.
Essar Hypermarts cater to the customers in the SME segment ranging from small manufacturers, local fabricators and general engineering firms to large corporations and construction companies. It offers a comprehensive range of flat and long steel products for a variety of applications. The outlet chain provides immediate delivery, transparent pricing, customized quantities and guaranteed quality to its retail customers.
Malay Mukherjee, CEO Essar Steel, said: "In India, steel has always been sold in the traditional manner. Essar Hypermart has revolutionized the marketing of steel, which has now become a case-study for companies globally." Essar Hypermart also facilitates channel financing through banks to deserving customers. In fact, their customers are assured of materials from an ISO 9002 and 14001-certified mill.
Moreover, all the products are available with a quality test certificate. Essar Hypermarts have a strong pan-India presence and their sales currently account for 25% of Essar Steel’s annual revenues. Girish Rao, CEO, Essar Hypermart said: "The rapid industrialization of West Bengal offers great potential for the growth of the SME segment. Essar Hypermart is excited to be a part of this growth. We plan to further expand our retail network in the State. I am sure that this is just the beginning of the growth cycle for Essar Hypermart in the state."
The distribution model is backed by world class Service Centre facilities and Supply Chain Management of Essar Steel and delivers customized products to the customer’s door step. Customers can now buy steel as per their requirement with a guarantee for the right price, excellent quality and timely delivery from within their town/city limits.

Highlights
Gearing up for aggressive expansion plans in East India
To triple its retail presence in West Bengal with 30 more outlets
Launches its 100th Hypermart at Ranchi.

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