Tata Steel Group is among the top global steel companies with an annual crude steel capacity of 34 mtpa. One of the world's most geographically diversified steel producers, the Group (excluding SEA operations) recorded a consolidated turnover of $ 19.7 billion in the financial year ending March 31, 2020. A Great Place to Work-CertifiedTM organisation, Tata Steel Ltd, together with its subsidiaries, associates and JVs, is spread across five continents with an employee base of over 65,000. Tata Steel has been a part of the DJSI Emerging Markets Index since 2012 and has been consistently ranked among the top five steel companies in the DJSI Corporate Sustainability Assessment since 2016. Satyajit Maity, Chief of Marketing, BPR – B2C brands, Tata Steel, shares more on the company, its legacy, plans and prospects…. What is a key parameter that has contributed to you being among the most admired brands in construction? Tata Tiscon’s tagline is ‘Joy of Building’, which has also been our motto—providing world-class products and services to make the construction process hassle-free. Tata Tiscon has taken the lead in the development of the rebar category. In the project space, we have been one of the few steel companies to launch branded solutions for construction. How did you fare against the backdrop of the pandemic? While we have not seen a growth in overall sales in retail and projects, we have been able to grow sales through our e-commerce platform, Tata Steel Aashiyana, and sales of high-end products. Also, our connect with consumers became stronger through our innovative Golden Home consumer programme, which assumed a digital avatar during the pandemic. While our market share overall has remained the same, we have been able to increase our presence in select geographies. Also, our share in the high-end construction products and solution space has improved. What do your customers value most about you? Tata Tiscon operates in a market in which people invest their lives’ earnings. Hence, credibility and trust play an important role. Tata Tiscon aims to make the experience of building a house unforgettable by providing quality products, introducing complete transparency and backing it with consumer-centric services. Are your products priced higher than your competitors? We has always believed in value creation. We have been a pioneering brand only because of the trust of our customers and their willingness to pay a premium for higher value. Tell us about your plans for FY21-22 that will enhance your ‘admiration quotient’. Digital, synergy, customer connect and sustainability will be the key focus areas in FY22. Tiscon has always evolved based on the changing needs of consumers and we will continue to walk that path. In the project space, we plan to grow multi-fold on our high-strength steel and solutions segment.