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ESSAR STEEL Lets begin. Europe Steel Trade 2013, Stresa (Italy) 8 th – 9 th April Presented By: William Magnasco Essar Steel - Sales Chief Manager Europe.

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Presentation on theme: "ESSAR STEEL Lets begin. Europe Steel Trade 2013, Stresa (Italy) 8 th – 9 th April Presented By: William Magnasco Essar Steel - Sales Chief Manager Europe."— Presentation transcript:

1 ESSAR STEEL Lets begin

2 Europe Steel Trade 2013, Stresa (Italy) 8 th – 9 th April Presented By: William Magnasco Essar Steel - Sales Chief Manager Europe (PMP + Infrastructure)

3 Contents Global overview of coated product market. India: domestic steel market outlook. India: Galv & PPGI exports into EU Essar Steels strategy. Overview of coated product applications. Global Installations. Indian Installations. 3

4 Global overview of coated product market

5 Global Overview of Coated Products Source: Metal Bulletin /CRU Total: 112 Million Tonnes Total Flat Coated Steel Consumption 06 (In Million Tonnes) Galfan, Galvalume, Galvannealed MT Electro Galva MT Galvanized 69 MT 5

6 Taiwan S. Korea Total: 112 Million Tonnes Source: Metal Bulletin /CRU Major Producers of Coated Products (In Million Tonnes) Europe 18 MT JAPAN USA 14.7 MT Canada 2.4 MT Japan 11.6 MT 5.6 MT 2.0 MT China 15.4 MT India 4.2 MT Others 38 MT 6

7 World Galvanised Steel Growth Source: Metal Bulletin Feb08 /CRU 7

8 DEVELOPED COUNTRY As the economy matures, consumption of galvanized products increases. DEVELOPING COUNTRY %CAGR 2006/2000-(-) 2.2% 2010/ % %CAGR 2006/ % 2010/ % Galvanised Steel Growth in US vs India & China 8

9 End-use Markets for Galvanized Sheet (%) MarketUSAEuropeChinaIndia Automotive Construction Appliances Furniture Packaging Engineering/Fabrication---12 Others Total100 Note: Globally 70% consumption of HDGI is in automotive, 20% in construction Source: Metal Bulletin /CRU 9

10 India – Domestic steel market Outlook

11 Apparent Steel use per capita 11

12 Crude steel production & consumption Source: CRU 12

13 Growth Driving Sectors Source: Ernst & Young Key OpportunitiesSector 13

14 Product Wise Indian Poduction FY Apr-Jan 14

15 Galvanized Indian market 2012 (1) 15

16 16 Major Players Installed Capacity ( MT/ annum) ESSAR450,000 * JINDAL110,000 UTTAM80,000 ISPAT100,000 BHUSHAN120,000 NATIONAL80,000 TATA150,000 CRIL60,000 MANAKSIA60,000 ASIAN COIL60,000 VARDHAMAN30,000 TOTAL1,300,000 India – PPGI Installed capacity * ESPF (400,000) + SCG (50,000) Total capacity in India is being expanded upto 1,5 Mn Source of Data : Interview with coil manufacturers

17 17 Product Segment Expected Growth By 2013 Remarks Construction374,420Although Construction industry expected to grow by 10%, usage of PPGI for newer applications and untapped demand & like Decking, barricading, Doors, and door,window frames etc will be close to 20 %, therefore ESPF growth in this segment is shown as % White Goods72,000Growth - 10 to 12%, (Source CEAMA) Others13,800 Total460,220 Segments Construction10% White Goods8%10%12% Others10% Others include : Bus Body, AHUs,Generator Canopy, Signage, Solar Heaters, Lighting Fixtures, Furniture, metal doors & Frames & Decking Profilers etc Source of Data : Interview with coil manufacturers India – PPGI Market Growth

18 18 Galvanized Indian market 2012 (2)

19 India: Galv & PPGI exports into EU

20 20 EU Coated Steel – Market Supply Source of Data : Eurofer

21 21 EU Coated Steel – Imports 2012 (P)

22 Essar Steels Strategy

23 What we have to face: Temporaly economic deceleration due to: Inflation vs anti inflationary policy Weak external demand + forex 20% Rs. vs $ vs Long term: economy needs modern infrastructure Others What we made, what we do, what we are planning to do: Business units in key driving sectors Global - > Rural focus (i.e.: mining -> hyper & expressmarts) Internationalization & innovation How to succeed vs economy deceleration 23

24 India Hazira Steel Complex 10 MMTPA integrated steel plant Essar Hypermart Steel distribution chain North America Algoma Steel, Canada 4 MMTPA integrated steel plant Minnesota Steel Iron ore mine with resources of 1.4 bn tonnes & 4 MMTPA Pellet Plant Trinity Coal Block 188.6MT coal reserves across 6 mines in eastern Kentucky and southern West Virginia Indonesia P T Essar Indonesia 0.4 MMTPA cold rolling complex Essar Yu Essar Telecom East Africa GSM services in Kenya, Uganda, Congo (Brazzaville) Indus Towers (Essar owns 14%) One of the worlds largest tower company 102,000 towers The Mobile Store Chain of over 900 retail outlets The Electronic Store Large format stores for Consumer Durables & IT products Essar Projects India Engineering Procurement Construction Fabrication Fully geared to execute turnkey EPC projects in India and overseas Essar Offshore Subsea Ltd Engaged in marine offshore construction Global Supplies FZE (UAE) (Essar owns 25%) Global procurement company Project Management & Consultancy Essar SteelEssar Projects Aegis - BPO One of the leading Global player in BPO and Service sector Caters to: Telecom Healthcare Financial services Travel & hospitality Consumer products Employee strength employees globally Essar Global Essar Ports Operational Dry Bulk: 70 MMTPA Liquid: 46 MMTPA Under Construction Liquid: 12 MMTPA Essar Shipping Owns and operates 25 ships. One semi-submersible rig and 12 land rigs. Fleet of lighterage and transhipment assets. 12 new ships and 2 new Jack Up rigs being delivered Essar Shipping & Logistics Essar Telecom Aegis BPO Business Increasing current capacity from 3,910 MW to 6,700 MW by 2014 Current operating plants Total capacity: 3,910 MW Plants under construction Total capacity: 9,870 MW Plants under development Total capacity: 5,900 MW Coal Blocks 500 Mn coal reserves across mines in India, Indonesia & Mozambique Essar Power (a) Upstream Total reserves and resources (incl. unrisked): 2,132 mmboe Significant development and exploration upside in India and abroad Refining 20MMTPA capacity today Securing international distribution/access to maximise margins Marketing c.1,630 retail outlets Essar Oil Essar Energy plc* Source: Company information * Listed on London Stock Exchange (a)Capacities stated represent gross capacity global player in the communications sector Integrated, global steel producer International logistics provider to the steel, oil refining and power industries Leading EPC contractor with 40 year track record Provider of multi­ channel CRM solutions to a blue-chip, multinational client base Integrated company spanning the oil & gas value chain Over a decade of experience in the Indian power industry Essar Global 24

25 25 Think global, act local

26 Continued positive actions

27 Overview of coated Product Applications

28 Key Differentiators Versatility of Colors Non White Shades. Non Standards Widths. Lower Gauges. High End Applications. Market Diversification. 28

29 Product Diversification Anti-Skid, Anti-Wrinkle,ARS RAL 8004 – for Shutters & Door Panels RAL 9006 Metallic Coatings Double Coated Surfaces SOFT OEMs / White Goods, Like Deep Freezers, Washing Machines. PVDF / Metallic PVDF High Value OEMs / White Goods for Customers High Reflective, High Gloss paints for Luminaries 29

30 Product Diversification Supply to various Service Centers Signage Boards for Companies like DHL, Ikea, Castorama Versatility & Flexibility in colors developed Supplying over 4500 shades Dead Matt Finish Sparkle Finish Slits Food Grade Paints. 30

31 Product Diversification Studs Market in Europe Gypsum Boards Profiles. Channels,T Sections and Capping Materials Minimized Spangle, Skin passed for Pre-painted End Use. False Ceilings / Acoustic Ceilings. Telecom Shelters / Cold Storage. 31

32 Product Applications Industry Wise Pharmaceuticals Super Markets Hospitality Processed Food Industry Fisheries Floriculture Tissue Culture Agriculture Refrigerated Containers

33 Further Initiatives Penetration into tier 2 & tier 3 Indian Cities. Bus Stands / Bus Shelters. Develop Lower brands to Tap Rural / Replacement Markets of Galvanized with Pre-painted Steel. Slum Rehabilitation. Indian Railways 33

34 Products at a Glance – HDGI – Grain Silos Galvanized steel with 450 GSM coating. Target business of MT with Food Corporation of India. 34

35 Products at a Glance – HDGI (Solar Panel–sun rise industry) Products at a Glance – HDGI (Solar Panel–sun rise industry) 35

36 Products at a glance – HDGI for Dish Antennae & Set top Boxes Galvanized Skin pass- Dish Antennae. *Set top Boxes switching to digital, 36

37 Products at a Glance – HDGI for Bus Body Commercial supplies to - Tata Marcopolo ACGL Goa. Ashok Leyland Limited 37

38 Galvanized product for Cable Trays. New segment currently developed. Galvanized Tubes Replacement market Products at a Glance - HDGI (Cable Trays & Tubes) Products at a Glance - HDGI (Cable Trays & Tubes) 38

39 Disaster Management Shelter for people affected by natural calamities. Shelter of 80 x 20 Sqm = 16 MT of PPGI. 400 people can take shelter under one roof Bamboo Shelter = 2 Months, PPGI = 10 days for erection Metecno developed PPGI prototype for Police jawans in M.P 170 shelters supplied (Police jawans) 39

40 Defense 20 – 25 % reduction in energy cost by using sandwich panels. Prototype are developed by shelter manufactures. – Metecno – Acme – Lloyds Budget AllocationRs 5000 Cr. Roof & shelter needed500,000 sqm Potential5,000 MT 40

41 Essar Initiatives Towards Excellence Low Cost PPGI Developed with 10 micron top coat and 4-5 micron bottom coat More cost viable for rural market Benefit to reach untapped market 41

42 New Initiatives PPGI for Small Refrigerator PPGI for Wine Coolers 42

43 Modular Building Solutions Fast emerging as big opportunity to increase margins and enhance market share. Modular Solutions facilitate: Scale Speed Standardization Thermal & Sound Insulation 20-25% Savings in Energy Bill 4-6 ° Lower Temperature than ambience Ease of alterations/repairs Aesthetics Elimination of Bricks & Mortar Shortened Supply Chain Middlemen are eliminated 43

44 New Value Added Products - PPGI Tube light Patti's - Simple (but highly effective) currently being replaced with PPGI. Mapping of Ultra Violet Radiation prone areas of world. Target PVDF coatings PPGI supplies to high UV radiation prone areas. 44

45 New Value Added Products - PPGI Uni coat paint system Wood finish coatBeckry therm paint shade 45

46 Anti- Graffiti Lead and chrome free paints ( ROHS norms) Abrasion resistant system New Value Added Products - PPGI 46

47 New Value Added Products - PPGI Marble Finish Clean coat Beckry shield anti- static paint system 47

48 RAL 9006 – Replacing the product (RAL 9006) with conventional roofs. Solar Geysers New segment - Alternate source of heat. PPGI supplied to Racold Thermo Ltd. PPGI for Power Plant Segment: SMP (silicon modified Polyester) coating and with high zinc coating (275 GSM). SMP coating with higher zinc coating gives higher corrosion resistant and longer life. New Value Added Products - PPGI 48

49 False Ceilings 49

50 Generator Canopy Kirloskar Kala Genset 50

51 Solar ( Tata BP Solar) Heaters 51

52 Bus Body Eicher ACGL Ruby Bus Body JC Coach Kamal Coach Swaraj Mazda JCBL – Punjab Azad Body Builders 52

53 Industrial Sheds Telecom Cold Rooms Bus Body White Goods Decking Teletronics Portal Cabins Metal Doors & Windows Furniture RailwayDefence Low Hanging Fruits 53

54 Global Installations

55 RCD Espanyol Stadium, Spain 55

56 Some of Installations of PVDF 56

57 Mercedes Showroom, Spain 57

58 Ship Lap Metal Garden Sheds Wood-like appearance with 12 year anti rust guarantee. Flat packed and easy to transport. Garage Sheds. UK 58

59 False Ceilings ( Hunter Douglas) 59

60 Indian Installations

61 Tile Roofs in Kerala 61

62 62

63 Bus Stands & Shelters 63

64 Cempetitors but partners Bhushan Steel 64

65 SARLA BIRLA Academy, Bangalore 65

66 Stadiums, Hyderabad 66

67 Cochin Airport 67

68 Kalzip 68

69 THANK YOU!

70 Lets begin


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