Leading manufacturer of structural steel tubes, APL Apollo, is planning to introduce 1000x1000mm columns in India for better customization of products. This was revealed by Mr. Sanjay Gupta, Managing Director, APL Apollo Tubes Limited, during his recent interaction with Tube & Pipe India.
Tube & Pipe India: Kindly walk us through the business journey of APL Apollo, highlighting major milestones and crucial achievements.
Sanjay Gupta: APL Apollo Tubes Limited has grown to become India’s leading manufacturer of structural steel tubes. Founded in 1986 in Sikandrabad, Ghaziabad, the company has consistently expanded its production capacity and product range. Between 1994 and 1995, APL Apollo commissioned a new galvanizing plant and received ISI certification for listing on stock exchanges (BSE & NSE). It commissioned a new tube mill and received a modern gallium mill ISO 9001:2000 certification from 2000 to 2002.
The years 2003 and 2004 witnessed APL develop in-house hollow sections across a wide range of sizes and become the first company to launch pre-galvanized pipes in India. During 2007-08, we acquired Apollo Metalex Private Limited, were awarded the Star Export House Status, and acquired Shri Lakshmi Metal Udyog Limited in Bengaluru.
We expanded our horizon in 2009 and 2010 by commissioning a plant in Hosur, Tamil Nadu, started a greenfield venture with state-of-the-art mills, and setting up multiple warehouses across India. During 2011-12, we became APL Apollo Tubes Limited from Bihar Tubes. The company received UL, CE, SGF France certifications and other approvals during the period, along with acquiring Lloyds Line Pipes Limited plant near Mumbai.
APL procured CRFH coils from JSW Steel to expand its product range during 2013-14. It launched door sections, window sections and railing tubes during the same period. In 2015, we became the first Indian company to achieve 1 MTPA capacity in steel pipes.
During 2016-17, we established India’s first-ever Direct Forming Technology line in Hosur, commissioned a greenfield facility at Raipur, Chhattisgarh with DFT, and were awarded patents for six product designs. During 2018-19, we acquired Apollo Tricoat and entered into home improvement solution offerings with focused consumer products like door frames, designer tubes, electrical conduits, and ceiling products.
APL Apollo achieved a 1.6 million sales volume in FY20 and acquired a 40 percent market share in the structural steel tubing industry. Between 2021-22, we commissioned the second state-of-the-art production plant in Raipur: a 100 percent value-added products manufacturing unit, spread across 400 acres of land with over 1.4 MTPA production capacity.
TPI: Please share information about your manufacturing facilities and annual production capacity. Also, share details about your new factory in the UAE.
SG: APL Apollo operates 11 advanced manufacturing facilities across India, located in Sikandrabad (three units), Raipur (two units), Malur, Bengaluru, Hosur, Dujana, Murbad, and Hyderabad. These state-of-the-art facilities collectively boast an annual production capacity of over 4.2 million MTPA. The new factory in the UAE will serve as a strategic hub for exports, further increasing our global reach and production capacity. It has an annual capacity in excess of 4,00,000 tons with six r range up to 500 x 500mm in various specifications like EN 10219 S 355 J2H/ASTM A 500 Grade.
Our manufacturing facility at Simga, Raipur spans across a vast 600-acre landscape. It stands a testament to our commitment to excellence in the manufacturing of steel tubes and building products. With the current annual capacity of one million tons and additional expansion capabilities of 0.3 million tons, our facility is equipped to meet the growing demands of various industries.
TPI: What does the product basket of APL Apollo contain? Which are the industries where your products find application?
SG: APL Apollo’s product portfolio includes hollow sections (square, rectangular, circular), galvanized tubes, pre-galvanized tubes, designer pipes, fence tubes, fire-ready tubes, etc. These products find applications in diverse industries, including construction, infrastructure, automotive, machinery, furniture, energy, and agriculture.
TPI: What is the Unique Selling Proposition (USP) of APL Apollo that sets it apart from others?
SG: APL Apollo has a wide product range catering to various sectors. Our next-generation steel building solutions (SBS) have revolutionized the tubular construction industry, giving an end-to-end solution from planning to execution. We integrated DFT in manufacturing. This innovation enabled us to produce any size included in the mill range without roll change, resulting in an extreme reduction in setup time. We offer customized products and solutions. Our strong distribution network ensures widespread availability. Our commitment to quality and sustainability, coupled with a customer-centric approach, has helped us build a strong reputation in the industry.
Our transformation from “Desh Ki Andekhi Taqat” to “Desh Ki Badhti Taqat” marked a pivotal moment for APL Apollo. Through emotional storytelling and a powerful brand ambassador, we elevated our image and connected with a wider audience. This shift positioned us not just as a supplier of steel pipes but as a symbol of India’s burgeoning strength and progress.
TPI: Kindly tell us more about your market footprint and major clientele.
SG: APL Apollo has a robust market presence across India and a growing international footprint. The company serves a diverse clientele, including major players in construction, real estate, infrastructure development, and industrial manufacturing. Key clients include top construction firms, government infrastructure projects, and automotive manufacturers.
Some of our major clients in the Pre-Engineering Buildings (PEB) category include Everest Industries Limited, JSW Severfield Structures Limited, Tata Bluescope Steel Limited, etc. The EPC customers include L&T – MHI Power Boilers Private Limited, L&T Hydrocarbon Engineering Limited, Larsen & Toubro Construction, Reliance Industries Limited, Tata Projects Limited, GR Infraprojects Limited, and Hindalco Industries Limited, etc.
We also supply products to government departments through direct or indirect channels. The Airport Authority of India (AAI), National Buildings Construction Corporation Limited (NBCC), National Thermal Power Corporation (NTPC), Delhi Metro Rail Corporation Limited (DMRC), Public Works Department Delhi, Defence Research and Development Organisation (DRDO), Bharat Heavy Electricals Limited (BHEL), and Hindustan Petroleum Corporation Limited (HPCL) are some of our clients.
TPI: Innovation at APL Apollo is not a deliberate strategy, but an inner strength which is reflected in its priorities, products, processes and performance. Please elaborate, giving details about R&D as well.
SG: Innovation at APL Apollo is driven by a dedicated R&D team focusing on developing new product lines to meet evolving market demands, enhancing production processes for efficiency and sustainability, implementing advanced technologies like DFT that enable faster TAT with tailor-made sizes, and continuous improvement in product quality & performance standards. We are also working to introduce 1000x1000mm columns for better product customization in India.
TPI: How do you plan to enhance your business presence in India as well as at the global level?
SG: APL Apollo aims to strengthen its market presence through expansion of existing production capacities and setting up new manufacturing units; increasing focus on high-growth markets both domestically and internationally, building a stronger distribution network, enhancing brand visibility through strategic marketing initiatives, and investing in R&D for innovative product solutions.
TPI: What are your expectations from Tube & Pipe Fair 2024?
SG: We look forward to TPF 2024 to network with industry peers and potential clients; gain insights into emerging trends; explore market opportunities, new business collaborations & partnerships; and enhance brand recognition & market reach.
TPI: What is the Brand Narrative for APL Apollo?
SG: Our transformation from “Desh Ki Andekhi Taqat” to “Desh Ki Badhti Taqat” marked a pivotal moment for APL Apollo. Through emotional storytelling and a powerful brand ambassador, we elevated our image and connected with a wider audience. This shift positioned us not just as a supplier of steel pipes but as a symbol of India’s burgeoning strength and progress. For stakeholders, architects, consultants, contractors, and fabricators alike, we became more than just a product. We became a partner in building a better, stronger India. Our brand entered a new phase, driving the nation forward, one project at a time.
Our key strategies include:
Emotional Storytelling: The campaign used a heartwarming narrative featuring a grandfather and grandson. It paralleled the company’s legacy and growth with India’s development.
Celebrity Endorsement: Legendary actor Amitabh Bachchan, known for his strong persona, was chosen as the brand ambassador. His presence added credibility and resonated with a broad audience. This association served as a testament to the brand’s strength and trustworthiness. His enduring appeal across generations enhanced the emotional resonance of the campaign, reinforcing APL Apollo’s message of resilience and reliability.
Multi-channel Approach: The campaign utilized television, digital platforms, print, and outdoor advertising for maximum reach.
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