JSW Steel expands retail focus

JSW Steel, the largest private sector steel producer in the country has expanded its retail network with the launch of 72nd JSW Shoppe outlet in Mumbai. Based on the franchise model, the chain which already has a presence across 18 states including J&K, offers a choice of JSW`s branded steel products to retail customers in an air-conditioned ambience. The Shoppe concept is designed to give customers in these areas a touch and feel of steel. The chain offers standardised JSW Steel products across outlets. They have also introduced five brands to give their customers more options to choose from. The concept has already proven to be a success for the company with each outlet clocking sales of approximately 600 tonnes per month. They plan to increase retail sales to about 20-25 per cent of their total volumes over time. Going forward they plan to have about 200 JSW Shoppe outlets by March 2010 which will then be scaled up to touch 600 outlets over the next two years. They are also looking at the possibility of launching a mobile (on wheels) version of the Shoppe concept in the near future.