IM Steel Pipes, formerly Inframat Alloys Private Limited, has redefined the standards of infrastructure in India with its extensive range of steel structurals. The company now plans to capture the global OEM market, while continuing its expertise in structural pipes. This was revealed by Mr. Vineet Chhabra, Executive Director, IM Group, during his interaction with Tube & Pipe India.
Tube & Pipe India: Kindly walk us through the business journey of IM Steel Pipes (formerly, Inframat Alloys Private Limited), highlighting major milestones and crucial achievements.
Vineet Chhabra: The founders of IM Steel Pipes have over 50 years of experience in the steel industry. In 2012, they embarked on a journey to fulfill their vision for excellence and redefine the standards of infrastructure. Thus, Inframat was founded, known today as IM Steel Pipes. We started our journey with one product line: structural pre-galvanised pipes and coils, tailored for coastal regions, particularly in Kerala. Today, we supply CRFH, flat products, precision tubes, and purlins with plans for further diversification. We’re currently available in India & the UAE, and expanding internationally.
Apart from investment in manufacturing and technology, IM Steel Pipes firmly believes that marketing and branding is an important lever to build brand awareness and create a brand pull for long-term growth. In 2021, we rebranded ourselves from ‘Inframat Alloys’ to ‘ IM Steel Pipes,’ which communicates our brand promise of excellent products and services through ‘IM There For You’. To further connect with our customers, we appointed rising superstar of Malayalam industry ‘Tovino Thomas’ as our brand ambassador in October 2023, to cater to our biggest market in India – Kerala. At regular intervals, we advertise on television and other ATL platforms. We are strongly present in the market through our BTL efforts like display signages and in-shop branding.
TPI: Please share information about your manufacturing facilities and annual production capacity.
VC: Headquartered in Hosur, Tamil Nadu, with regional offices in Bangalore and Kerala, we’ve over 400 employees. Our two state-of-the-art manufacturing units are located near each other in Hosur. The first one was established when we started in 2012. As demand for products grew, we set up another manufacturing unit in 2020 to increase capacity. Both the units are ISI certified with routine and surprise checks conducted by the bureau. They have a combined capacity of 4.3 lakh MTA and are running at full capacity.
TPI: What does the product basket of IM Steel Pipes contain? Which are the industries where your products find application?
VC: IM manufactures and sells pre-galvanised pipes, CRFH pipes, flat products, precision tubes, HR, GI purlin slits and coils. Our versatile product range serves diverse applications in foundational construction and aesthetic enhancements, spanning roofing, grills, gates, railings, solar panels, plumbing, automobile companies and more.
TPI: What is the USP of IM Steel Pipes, which gives it an edge over others?
VC: IM believes in innovation and continuous R&D to deliver superior quality products to our customers. One of the major breakthrough innovations is our in-house Durocoat technology: a unique rust-preventive coating process that prevents any form of rust, even white rust, from damaging the pipe and gives it a longer life. To test corrosion resistance, we tested our IM Steel Pipes with Durocoat against others locally available in the market. IM Steel Pipes have outperformed in even 25 hours neutral salt spray test.
TPI: Kindly tell us more about your market footprint and major clientele.
VC: IM Steel Pipes are widely available across India and have a dominance especially in South India. Our pre-galvanised pipes in Kerala is one of the top selling brands. Expanding globally, IM products are now available in the UAE known as Together Steel, operating as a trading company in Dubai and soon establishing its manufacturing unit. Apart from UAE, we’ve started exporting our products to the USA, Europe and other major international markets.
We’re a consumer-first company and directly sell our major products like GP and CRFH through our dealer and distributor network. We also have major automobile clients for CRFH, precision tubes and special grade coils.
TPI: Research and Development play an important role in the growth of a company. Please elaborate.
VC: From IM Steel Pipes’ perspective, innovation and continuous research & development are pivotal in driving our growth and success. We firmly believe that R&D not only enhances our product offerings, but also allows us to deliver superior quality products that meet and exceed customer expectations. Our Durocoat technology stands as a testament to our commitment to innovation. This breakthrough innovation has significantly enhanced our product durability and performance, setting us apart in the industry.
Through rigorous R&D efforts, we continually refine and advance our technologies, ensuring that we stay ahead in the market and consistently deliver value to our customers. R&D is not just a function at IM Steel Pipes; it is ingrained in our corporate philosophy. It empowers us to innovate, adapt to market demands, and maintain our position as a leader in the steel industry. By investing in R&D, we not only foster growth but also ensure that we remain at the forefront of technological advancements, offering cutting-edge solutions to our customers worldwide.
TPI: How do you plan to enhance your business presence in India as well as at the global level?
VC: IM Steel Pipes is at an accelerated growth stage. To enhance our business presence both in India and globally, we are strategizing on several fronts. We plan to establish new manufacturing facilities in India and other key global markets. This expansion will not only increase our production capacity but also localize manufacturing to better serve regional markets and reduce lead times. We are focusing on strengthening our distribution networks in India and globally. By partnering with local distributors and agents, we aim to improve accessibility to our products and ensure efficient supply chain management.
IM Steel Pipes is committed to introducing new product lines and technologies, tailored to meet the specific demands of the Indian and global markets. This diversification will help us cater to a broader range of customer needs and applications. We seek strategic collaborations with local partners, suppliers, and industry stakeholders in India and globally. These partnerships will enable us to leverage local expertise, expand our market reach, and enhance our brand presence. IM Steel Pipes places a strong emphasis on understanding and meeting customer requirements. We plan to intensify our customer engagement efforts through targeted marketing, personalized service, and responsive after sales support to build long-term relationships and loyalty.
TPI: Kindly share your views on trade fairs. How do you think such events help the industry?
VC: Trade fairs play a crucial role in advancing industries like ours. These events serve as platforms for networking, showcasing innovations like our Durocoat technology, and forging strategic partnerships. They facilitate direct engagement with customers, allowing us to gather valuable feedback and understand market trends firsthand. Industry fairs also enable us to stay updated on industry developments, discover new technologies, and benchmark against competitors. They are instrumental in enhancing visibility, fostering growth, and driving innovation within the steel industry.
Also Read: RK Steel Eyes Eastern India Tube & Pipe Markets
TPI: What are your expectations from Tube & Pipe Fair 2024?
VC: Tube & Pipe Fair is definitely one of the best fairs for tube & pipe industries and we anticipate it to be a pivotal event for showcasing our products and latest innovations, including our renowned Durocoat technology. We also look forward to engaging with industry leaders, potential partners and customers to demonstrate how our advancements can meet their evolving needs. Our goal is to leverage this platform to strengthen relationships, gather market insights, and explore collaborations that will drive our growth and leadership in the steel sector.
TPI: Please share recent developments at IM Steel Pipes. Where do you see yourself five years down the line?
VC: Recent developments at IM Steel Pipes (formerly Inframat Alloys) have focused on expansion and innovation. We have made significant strides in introducing new product lines and establishing manufacturing units in India and other global locations. This initiative aims to enhance our production capacity and geographical reach, enabling us to better serve our customers worldwide.
Looking ahead five years, we envision ourselves as a unique leader in the industry, blending expertise in structural pipes with a robust portfolio for OEMs. Our strategic goal is also to diversify into niche products tailored for specific use cases. By expanding our product offerings and geographic footprint, we aim to solidify our position as a preferred steel brand, delivering exceptional value and quality to our diverse customer base. IM Steel Pipes is committed to continuous growth through innovation, expansion and strategic diversification, aiming to achieve leadership in both the structural pipe industry and OEM markets globally.
Visit Stand: Hall 1 / D3-2 at Tube & Pipe Fair – Hyderabad
