Central Marketing Organisation

Central Marketing Organisation

SAIL's marketing set-up, the ISO 9001:2008 certified Central Marketing Organisation, is India's largest industrial marketing set-up. CMO is primarily responsible for marketing of steel items, including carbon, alloy and special steel products, produced by the steel plants of SAIL.

Backed by a strong ERP System, CMO's network of 37 Branch Sales Offices, 25 Warehouses (of which 8 are equipped with sophisticated mechanised handling systems), 43 Consignment Agents and 27 Customer Contact Offices function in a synchronised manner to deliver quality SAIL steel to every corner of the country.

Even as SAIL strengthens India by participating in vital projects of national importance, it is working towards empowering the small steel consumer in remote areas of the country by making SAIL steel available through the company’s ever-widening dealer network. Apna SAIL Shops across the country have emerged as the preferred destination for small consumers of quality steel. To ensure further penetration of quality steel products in the country’s hinterland, SAIL has introduced a Rural Dealership Scheme. Already, steel rebars and roofing materials being provided by SAIL’s rural dealers in various blocks and talukas of the country are adding contemporary dimensions to rural lifestyles. This strategic initiative is also important in view of the fact that rural consumption of steel in the country is projected to grow manifold. As such, with a ground- force of over 2,800 dealers, SAIL has the country's largest steel retail network today, giving shape to the company’s long-term objective of providing a countrywide framework for ease of procurement and supply of essential steel items for the common Indian.

Extensive customer contact, product and segment specialisation, close monitoring of order servicing and feedback analysis through a Customer Satisfaction Index are established norms at CMO. The customer-friendly approach of CMO is backed by practical after-sales service. Through the process of Key Account Management, CMO provides single-window service to key customers across the country for every business transaction from enquiry to order booking, order tracking to delivery, and even consultancy and after-sales service.

CMO’s International Trade Division

Ever ready to meet the exacting demands of its global customers, CMO’s International Trade Division (ITD) maintains a close liaison with customers as well as production units to cater to customised requirements of its international customers, in terms of quality, quantity and sizes.

ITD has successfully established the brand name SAIL globally by supplying Rails, Structurals, Merchant products, Wire Rods, Re-bars, Plate Mill Plates, Hot Rolled Coils, Hot Rolled Plates / Sheets, Cold Rolled steels, Galvanised steels, Cold Rolled Non-Oriented (CRNO) coils, Stainless Steel sheets/coils, Chequered Plates, Slabs, Billets, Blooms and Pig Iron, besides cut-to-size Hot Rolled and Cold Rolled materials in all continents. Most products are covered by stringent certifications such as CE marking, TUV and 'U' mark required by sophisticated end uses in European markets.

SAIL products have berthed successfully at Japan, China, Korea, Taiwan, Vietnam, Philippines, Singapore, Malaysia, Thailand, Indonesia, Australia, Mexico, Europe (UK, Germany, France, Belgium, Italy, Spain, Netherlands, Portugal), Sudan, Oman, UAE, and many more, as well as in neighbouring countries such as Myanmar, Bangladesh, Sri Lanka and Nepal.