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Sanjay Gupta: Building A Sustainable Brand

The largest producer of ERW steel pipes in India, APL Apollo is constantly evolving to be the most preferred brand

Photo Credit : Ritesh Sharma


Sanjay Gupta-led APL Apollo Tubes is going from strength to strength, making premium quality pipes and tubes. Thanks to Gupta’s vision, the company has multiplied its growth over the last three decades by introducing new products, improving quality, increasing productivity, benchmarking the entire product line and eventually gaining the mindspace of a large number of customers. APL Apollo is now the largest producer of Electric Resistance Welded (ERW) steel pipes and sections in India, with a capacity to produce more than 1.3 million tonnes per annum. It has truly redefined the market space for steel pipes business.

“ERW steel pipes industry is leveraging on the growth from its increased usage in unconventional sectors such as construction of malls, airports, bus body, metros, gym equipment, furniture, real estate, etc. The growth will be further stimulated by the increasing usage of ERW steel pipes in the end-user segments. Our well thought moves to strengthen our technical capability and operational efficiency will negate the competition up to 15 years. Our other key strategic decisions include the upcoming greenfield plant at Raipur (Chhattisgarh) to cater to the rising demand from eastern and central India. This will make us the only ERW steel manufacturer with a pan-India presence. We also have plans to garner revenues from Europe and the US to enhance our shareholder wealth,” said New Delhi-headquartered APL Apollo’s executive chairman Gupta in the FY 2016-17 annual report of the company.

Founded by Gupta’s  father late Sudesh Kumar Gupta, APL Apollo (earlier known as Bihar Tubes) was incorporated in 1986. The company is a leading manufacturer and exporter of steel pipes and tubes, aluminised steel tubes, black steel tubes, hot dipped and pre-galvanised steel tubes, fence tubes, structural steel. Its vast distribution network is spread across India, with warehouses and branch offices in 25 cities. It now exports to over 20 countries globally.

“Strategic initiatives such as the implementation of national Steel Policy 2017, preference by the government to Indian manufacturers through its ‘Make-In-India’ initiative will provide impetus to the overall economic growth and development. Further, the implementation of GST will negate competition from unorganised players in the steel sector. This initiative will help us in leveraging the additional business share from unorganised players as well as strengthen industry operations. Our relentless pursuit to foster sustainable development is imbibed in the culture of APL Apollo. We are constantly evolving to create a sustainable brand through best in class operational practices. We are constantly seeking to make significant contribution to the society through community development programmes and best environmental conservation practices through the usage of renewable energy resources for company operations,” Gupta said in the annual report.

He believes in pioneering changes to cater to an ever-evolving economy by infusing superior cutting-edge technology and innovation.

“With our Vision 2020, we endeavour to create APL Apollo as the most preferred brand by customers, a pro-table business space for our shareholders and an exemplary organisation for our respective stakeholders. The essence of our paradigm shift is already being reflected in our constant growth and we are constantly striving to leave the footprints of our legacy for the upcoming generations to follow,” Gupta said in the company’s last annual report.

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