Tata Steel has participated in 2010 SPJIMR Marketing Impact Awards (SMIA) with the case study, “Commodities to Brands – Shaping The Market” which provides insight as to how its 2 brands – Tata Structura and Galvano have pioneered in shaping the Indian markets. While Tata Structura, the brand of steel hollow sections (SHS), from the Tubes SBU has been in the forefront of the Indian construction space – Redefining the Indian landscape by incorporation in the modern airports, commercial spaces, buildings and the industrial warehouses, Galvano has pioneered a similar effort in the general engineering sector. Mr. TVS Shenoy, Head Marketing (Standard Tube Products) and Mr. P. Anand, Head Marketing (Flat Products) have represented Tata Steel in the event and have been awarded with the 2nd. Prize

Tata Steel Tubes SBU organised a customer meet ‘Precision Partners’ on 17th December 2010 at the Crown Plaza, Bangalore. The event was graced by Mr. M N Varadarajan, Sr. VP (Material, TVS Motors) and Mr. Rajiv Mangal, Executive-In-Charge, Tubes SBU. The function was also attended by the heads of various TVS ancillaries.
TVS was extremely appreciative of the efforts put in by Tata Steel Tubes in carrying forward the Customer Value Management (CVM) initiative which will result in to savings of Rs.222 lakhs/year. Mr.Varadarajan was also appreciative of the group buy arrangements and expressed the benefits it resulted to all stake holders alike. He also spoke on the growth of the 2-wheeler industry and TVS Motors’ ambitions and expressed intent for constant collaboration between TVSM and TSL.

Other speakers in the event were Mr. Ravi Kumar, Unit Head of M/S Thai Summit Neel Auto (TSNA) Hosur, Mr. LKM Adhi, MD M/S Elkayem Auto ancillaries and Mr. P Shivakumar, VP M/S Rajsriya Automotive Industries. They spoke at length about their fruitful association with Tata Steel Tubes and expressed their expectations going forward. Mr. Ravi Kumar elaborated on the re-launch of web-based VMI portal for TSNA and the benefits accrued as a result of it. Elkayem Auto Ancillaries appreciated the CFT approach for solving long pending quality complaints and stressed on service from ware-house.

TUBES SBU launched the second Tata Structura Studio in Guwahati on 25th Nov 2010. Mr Rajiv Mangal, Executive-In-Charge, Tubes SBU inaugurated the studio at SM Corporation Ltd., Guwahati, the Business Development Partner for Tata Structura in North East. The event was graced by Mr Kulvin Suri, Chief Marketing & Sales, Tubes SBU, Mr. Siddharth Mishra, Regional Sales Manager-East, Tubes SBU and renowned architects and structural engineers of North East. It is the second Tata Structura Studio in Eastern Region and third in country. A Press Conference was organized and local media participated in the meet. The Inauguration was covered by all the newspapers in Guwahati.

Tata Structura Studio is a unique concept, to facilitate the execution of world-class steel structures using Tata Structura which is the highest selling brand of Rectangular & Square hollow sections in North East. The Tata Structura Studio has been conceived as a knowledge centre and an one-stop solution for all Design and Fabrication needs. Architects and Engineers can also make use of the facilities for explaining the nuances of a project to their clients and also attend experience sharing sessions to enhance their knowledge base. "