Tata Pipes, India’s first pipe brand, has enjoyed the customer’s trust and a dominant market share for more than fifty years. As a brand, Tata Pipes underwent an intricately planned out branding exercise that mapped it as a powerful product in the steel market. Tata Pipes has raised industry standards with many firsts to its credit:

·         First to build a brand in a largely commoditized steel pipes category

·         First professional steel pipes retail network

·         First steel pipes brand with a toll-free customer helpline

·         First and only steel pipes brand with a Recommended Consumer Price

Retail plays a major role in distributing the Tata Pipes products to its consumers. Over 80% of the sales are retail centric with Manufacturer-Distributor-Retailer-Consumer being the sales conduit. Through its Retail Value Management initiative, Tata Pipes created a professional distribution system by restructuring the retail network – focusing on servicing the natural local markets and capturing value for the brand. It is therefore not surprising that Tata Pipes today consistently commands a premium over other pipes.