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CHAPTER: 2
AUTOMOBILE AND STEEL INDUSTRY - AN OVERVIEW
2.1 AUTOMOBILE INDUSTRY
2.1.1 History of Automobile Industry
India represents one of the world’s largest car markets. Easy availability of finance
and rising income levels are encouraging the middle class population to choose from
the vast range of passenger vehicles.
The Indian auto industry has been recording tremendous growth over the years and
has emerged as a major contributor to India’s gross domestic product (GDP). The
industry currently accounts for almost 7 per cent of the country’s GDP and employs
about 19 million people both directly and indirectly.
In addition, with Government’s backing and a special focus on exports of small cars,
multi-utility vehicles (MUVs), two and three wheelers and auto components, the
automotive sector’s contribution to the GDP is expected to double reaching a turnover
worth US$ 145 billion in 2016, according to the Automotive Mission Plan (AMP)
2006–2016.
During early 60s & 70s, automobiles came largely in twos.
• In scooters, you had a Lambretta or a Vespa.
• In motorcycles, you had a Bullet or a Java.
• In cars, you had to choose between an Ambassador and a Fiat.
• In trucks, it was either an Ashok Leyland or a Tata.
• In tractors, it was between a Swaraj and a Mahindra.
This situation reflected the India of yester years, Economic reforms and deregulation
have transformed that scene. Automobile industry has written a new inspirational tale.
It is a tale. It is a tale of exciting multiplicity, unparalleled growth and amusing
consumer experience-all within a few years. India has already become one of the
fastest growing automobile markets in the world. This is a tribute to leaders and
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managers in the industry and, equally to policy planners. The India automobile
industry is going through a technological change where each firm is engaged in
changing its processes and technologies to maintain the competitive advantage.
Starting from the two wheelers, trucks, and tractions to the multi utility vehicles,
commercial vehicles and the luxury vehicles, the Indian automobile industry has
achieved splendid achievement in the recent years. “The opportunity is staring in your
face. If you miss it, you will not get it again.”
On the canvas of the Indian economy, auto industry maintains a high.-flying place.
Due to its deep frontward and rearward linkages with several key segments of the
economy, automobile industry has a strong multiplier effect and is capable of being
the driver of economic growth. A sound transportation system plays an essential role
in the countries
Rapid economic and industrial development. The well-developed India automotive
industry skillfully fulfils this catalytic role by producing a wide variety of vehicles:
passenger cars, commercial vehicles, multi-utility vehicles such as jeeps, motorcycles,
three wheelers, tractors etc. The automotive sector is one of the core industries of the
Indian economy, whose prospect is reflective of the economic resilience of the
county. Continuous economic liberalization over the years by the government of India
has resulted in making India as one of the prime business destination for many global
automotive players. The automotive sector in India is growing at around at around 18
percent per annum.
“The auto industry is just a multiplier, a driver for employment, for investment, for
technology”. The Indian automotive industry started its new journey from 1991 with
DE licensing of the sector and subsequent opening up for 100 percent FDI through
automatic route. Since then almost all the global majors have set up their facilities in
India. The automobile sector has been contributing its share to the shining economic
performance of India in the recent years. With the India middle class earning higher
per capita income, more people are ready to own private vehicles including cars and
two-wheelers. Product movements and manned services have boosted in the sales
medium and sized commercial vehicles for passenger and goods transport. Side by
side with fresh vehicle sales growth, the automotive components sector has witnessed
big growth.
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2.1.2 AUTOMOBILI INDUSTRY IN INDIA – AN OVERVIEW
The Indian Automobile Industry manufactures over 11 million vehicles and exports
about 15 million each year. The dominant products of the industry are two-wheelers
with a market share of about 16%. Commercial vehicles and three-wheelers share
about 91% of the vehicles sold are used by households and only about 9% for
commercial purposes. The industry has a turnover of more than USD $35 billon and
provides direct and indirect employment to over 13 million people. The supply chain
is similar to the supply chain of the automotive industry in Europe and America.
Interestingly, the level of trade exports in this sector in India has been medium and
imports have been low. However, this is rapidly changing and both exports and
imports are increasing. The demand determinants of the industry are factors like
affordability, product innovation, infrastructure and price of fuel. Also, the basis of
competition in the sector is high and increasing, and its life cycle stage is growth.
With a rapidly growing middle class, all the advantages of this sector in India are yet
to be leveraged. With a high cost of developing production facilities, limited
accessibility to new technology, and increasing competition, the barriers to enter the
Indian Automotive sector are high. On the other hand, India has a well-developed tax
structure. The power to levy taxes and duties is distributed among the three tiers of
Government. The cost structure of the industry is fairly traditional, but the
profitability of motor vehicle manufacturers has been rising over the past five years.
Major players, like Tata Motors and Maruti Suzuki have material cost of about 80%
but are recording profits after tax of about 6% to 11%.
The level of technology change in the Motor vehicle Industry has been high but, the
rate of change in technology has been medium. Investment in the technology by the
producers has been high. System-vendors of integrated components and sub-systems
have become the order of the day. However, further investment in new technologies
will help the industry be more competitive. Over the past few years, the industry has
been volatile. Currently, India’s increasing per capita disposable income which is
expected to rise by 106% by 2015 and growth in exports is playing a major role in the
rise and competitiveness of the industry
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Tata Motors is leading the commercial vehicle segment with a market share of about
64%. Maruti Suzuki is leading the passenger vehicle segment with a market share of
46%. Hyundai Motor India and Mahindra and Mahindra are focusing expanding their
footprint in the overseas market. Hero Honda Motors is occupying over 41% and
sharing 26% of the two-wheeler market in India with Bajaj Auto. Bajaj Auto in itself
is occupying about 58%of the three-wheeler market. Consumers are very important of
the survival of the Motor Vehicle manufacturing industry. In 2008-2009, customer
sentiment dropped, which burned on the augmentation in demand of cars. Steel is the
major input used by manufactures and the rise in price of steel is putting a cost
pressure on manufacturers and cost is getting transferred to the end consumer. The
price of oil and petrol affect the driving habits of consumers and the type of car they
buy.
The key to success in the industry is to improve labor productivity, labor flexibility
and capital efficiency. Having quality manpower, infrastructure improvements and
raw material availability also play a major role. Access to latest and most efficient
technology will brings competitive advantage to the major players. Utilizing
manufacturing plants to optimum level and understanding implications from the
government policies are the essentials in the Automotive Industry of India.
Both, Industry and Indian Government are obligated to intervene in the Indian
Automotive industry. The Indian government should facilitate infrastructure creation,
create favorable and predictable business environment, attract investment and
promote research and development. The role of Industry will primarily be in
designing and manufacturing products of world-class quality establishing cost
competitiveness and improving productivity in labor and in capital With a combined
effort, the India Automotive industry will emerge as the destination of choice in the
world for design and manufacturing of automobiles.
2.1.3 INTERNATIONAL MARKETS ANALYSIS
The Indian automotive industry embarked a new journey in 1991 with de-licensing of
the sector and subsequent opening up for 100% foreign direct investment (FDP).
Since then almost all global majors have set up their facilities in Indian taking the
level of production from 2 million in 1991 to over 10 million in recent years. The
exports in automotive sector have grown on an average compound annual growth rate
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of 30% per cent year for the last seven years. The export earnings from this sector are
over USD 6 billion.
Even with this rapid growth, the Indian automotive industry’s contribution in global
terms is very low. This is evident from the fact that even though passenger and
commercial vehicles have crossed the production figures of 2.3 million in the year
2008, yet India’s share is about 3.28% of word production of 70.53 million passenger
and commercial vehicles. India’s automotive exports constitute only about 0.3% of
global automotive trade.
2.1.4 BASIS OF COMPETITION
Competition in this industry is high. Competition in this industry is increasing.
Automotive industry is a volume-driven industry and certain critical mass is a pre-
requisite for attracting the much-needed investment in research and development and
new product design and development Research and development is needed for
innovations which is the lifeline for achieving and retaining competitiveness in turn
depends on the capacity and the speed of the industry to innovate and upgrade. The
most important indices of competitiveness are productivity of both labour and capital.
The concept of attaining competitiveness on the basis of low cost and abundant
labour, favorable exchange rates, low interest rates and concessional duty structure is
becoming inadequate and therefore, not sustainable. A greater emphasis is required on
the development of the factors like innovation which can ensure competitiveness on a
long-term basis.
India, with a rapidly growing middle class market obtained stable economy,
availability of trained manpower at competitive cost, fairly well developed credit and
financing facilities and local availability of almost all the favorite investment
destinations for the automotive manufacturers. These advantages need to be leveraged
in a manner to attain the twin objective of ensuring availability of best quality product
at lower cost to the consumers on the one hand and developing and assimilating the
latest technology in the industry on the other hand.
As per Automotive Mission Plan 2006-2016 (2008), the Indian Government
recognizes its role as a catalyst and facilitator to encourage the companies to move to
higher level of competitive performance. The Indian government wants to create a
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policy environment to help companies gain competitive advantage. The government
aims that with its policies its encourage growth, promote domestic competition and
stimulate innovation.
2.1.5 INDUSTRY CONDITIONS
The automobile manufacturing sector is characterized by a high cyclical growth
patterns, high, fixed cost and break-even point levels and an excessive number of
participants. Barriers to entry into automobile manufacturing activity are formidable.
Some of the barriers that need to be overcome by a new entrant include: the cost of
developing high volume production facilities to benefit from economies of scale; and
the ability to gain access to technology of major operators, as the present incumbents
include some of the largest multinationals, which have considerable claims to new
technology. The relative large size of domestic market, together with high
competition, has already seen significant rationalization of this industry.
2.1.6 INDUSTRY ASSISTANCE
The automobile industry has defined its target in the Automotive Mission Plan as “To
emerge as the destination of choice in the world for design and manufacture of
automobiles with output reaching a level of USB 145 billon accounting more than
10% of GDP and providing additional employment to 25 million people by 2016”. In
order to achieve this plan interventions are required from both Industry and Indian
Government. The Indian Government would play a key enable role in facilitating
infrastructure creation, promote the country’s capabilities, create a favourable and
predictable business environment, attract investment and promote research &
development. The role of Industry will primarily be in designing and manufacturing
products of world-class quality standards, establishing cost competitiveness,
improving productivity of both labour and capital, achieving scale and R&D
enhancing capability and showcasing India’s products markets. In order to achieve
these goals the following key recommendations have been made in the Automotive
Mission Plan to the Indian Government and Industry:
• Manufacturing and export of small cars, multi-utility vehicles, two-and three-
wheelers, tractors, components to be promoted care to taken of negative like and rules
of the country with current negotiation of Free Trade Agreement and Regional Trade
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agreement with countries lie Thailand, Sigapore, Malaysia, China, Korea, Egypt, Gulf
etc.
•Specific measures will be taken for expansion of domestic market.
•Incremental investment of USD 35-40 billion during the next 10 years.
•National Road Safety Board to act as the coordinating body for promoting safety.
•Inspection and Certification system to be strengthened by encouraging public-private
partnership.
•National level Automotive Institute for training on automobile at International
Training Institutes (ITI s) and Automotive Training Institute (ATI s) to be set up.
The profitability of motor vehicle manufacturers has been rising over the past five
years, mainly due to rising demand and growth of Indian middle class. Major players
of the industry, like Maruti Suzuki India and Tata Motors have been recording profits
of 6% to 11% from the past five years. Whereas, earlier profit margins in the industry
were only 1.5% to 3%. Cost of material has reduced from over 85% in the year 2001-
2002 to fewer than 80% in the year 2008-2009. Wages and salary as a percentage of
revenue has been declining and with the increasing labour productivity this is
expected to decline further in the coming years.
2.1.7 INDUSTRY VOLATILITY
The level of volatility is medium. Over the past few years, the Motor Vehicle
Manufacturing Industry has become more volatile. This has been the result of
fluctuations in metal prices and fuel prices, as well as changes in legislation and
assistance packages. India’s increasing per capita disposable income and growth in
exports is playing a major role in the rise and the competitiveness of the industry. As
per the BRIC report India’s per capita disposable income from current year will rise
by 106% in 2015. This increase in the spending power has been a forefront of the
economic development. According to the Economic Times of India, economic
liberalization-allowing unrestricted foreign direct investment (FDI) and removing
foreign currency neutralization and export obligations- has been also been one of the
key to India’s automotive volatility. The set-up of automobile industries by major
global player in India through joint venture had also played a major role.
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2.1.8 SUPPLY CHAIN OF AUTOMOBILE INDUSTRY
The supply chain of automotive industry in India is very simple to the supply chain of
the automotive industry in Europe and America. The orders of the industry arise from
the bottom of the supply chain i.e. from the consumers and go through the automakers
and climbs up until the third tier vendors. However the products, as channeled in
every traditional automotive industry, flow from the top of the supply chain to reach
the consumers. Automakers in India are the key to the supply chain and are
responsible for the products and innovation in the industry. The description and the
role of each of the contributors to the supply chain are discussed as.
Third Tier Vendors: These companies provide basic products like rubber, glass, steel,
plastic and aluminum to the second tier vendors.
Second Tier Vendors: These companies design vehicle systems or bodies for First
Tier Vendors and Original Equipment Manufacturers (OEMs). They work on
designs provided by the first tier vendors or OEMs. They also provide engineering
resources for detailed designs. Some of their services may include welding,
fabrication, shearing, bending etc
First Tire Vendors: These companies provide major systems directly to assemblers.
These companies have global coverage to follow their customers to various locations
around the world. They design and innovate to provide “black-box” solutions for the
requirements of their customers. Black-box solutions are solutions created by vendors
using their own technology to meet the performance and interface requirements set by
assembly of parts into complete units like dashboard, brads-axle-suspension, sets, or
cockpit but also for the management of second-tier vendors.
Vehicle Manufacturers/Original Equipment Manufacturers (OEMs): After researching
consumers’ wants and needs, automakers begin designing models which are tailored
to consumers’ demands. The design process normally takes five years. These
companies have manufacturing unit where engines are manufactured and parts
supplies by first tier vendors and second tier vendors are assembled. Automakers are
the key to the supply chain olf the automotive industry. Examples of these companies
are Tata Motors, Maruti
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Suzuki, Toyota and Honda. Innovation, design capability and branding are the main
focus of these companies.
Dealers: Once the vehicles are ready they are shipped to the regional branch and from
there, to the authorized dealers of the authorized dealers of the companies. The
dealers then sell the vehicles to the end customers.
Parts and Accessory: These companies provide products like tires, windshields and air
bags etc. to automakers and dealers directly to customers.
Service Providers: Some of the services to the customers include servicing of
vehicles, repairing parts, or financing of vehicles. Many dealers provide these services
but customers can also choose to go to independent service providers.
2.1.9 KEY STATISTICS
The auto industry produced a total 1.81 million vehicles, including passenger
vehicles, commercial vehicles, three wheelers and two wheelers in February 2014 as
against 1.73 million in February 2013, registering a growth of 4.41 per cent over the
same month last year. The increase continues to be on account of growth in two
wheelers production. Moreover, the overall domestic sales during April–February
2014 grew marginally by 2.68 per cent over the same period last year.
The passenger vehicles production in India is expected to reach 10 million units by
2020–21. The industry is estimated to grow at a compound annual growth rate
(CAGR) of 13 per cent during 2012–2021. In addition, the industry is projected to
touch US$ 30 billion by 2020–21, according to data from Automotive Component
Manufacturers’ Association (ACMA).
The cumulative foreign direct investment (FDI) inflows into the Indian automobile
industry during the period April 2000 to January 2014 was recorded at US$ 9,344
million, an increase of 4 per cent to the total FDI inflows in terms of US$, according
to data published by Department of Industrial Policy and Promotion (DIPP),
Government of India.
The overall automobile exports grew by 6.39 per cent during April–February 2014.
Passenger vehicles, three wheelers and two wheelers registered growth at 6.44 per
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cent, 16.40 per cent and 5.41 per cent respectively, compared to the same period last
year.
2.1.10 MAJOR DEVELOPMENTS & INVESTMENTS
•German auto maker Volkswagen is planning to expand production capacity and
introduce a slew of new models. The group is looking at investing Rs 1,500 crore
(US$ 248.55 million) over the next five years to set up a diesel engine manufacturing
facility.
•Amtek Auto signed an agreement to buy Germany's Kuepper Group of companies
for about Rs 16.78 billion (US$ 277.97 million) in December 2013, which was its
second big European acquisition in 2013.
•Jaguar Land Rover (JLR) will scale up its production capacity to hit 700,000 units by
FY 2017 riding on its joint ventures (JV) in China and Brazil, as per analysts. JLR's
capacity for 2014 is pegged at 450,000 units.
•Infosys has signed a multi-year contract with Volvo Cars to provide application
development services to the latter's global operations.
•JCB announced plans to relocate production of compaction equipment to factories in
the UK and to Pune, India, and close the Gatersleben site in Germany. “The demand
for larger compaction equipment is growing at a steady rate in India and we will now
have flexibility to produce global quality machines in India for our customers in the
region as well as for exports,” highlighted Mr Vipin Sondhi, MD and CEO, JCB
India.
•Piaggio Vehicles Pvt Ltd, scooter and light commercial vehicle manufacturer, is
planning to assemble its super bikes locally, which it sells under the brand Aprilia.
The used cars market in India is anticipated to grow at a CAGR of 16 per cent during
2013–17, highlighted the RNCOS report titled, ‘Booming Used Car Market in India
Outlook 2017’.
Furthermore, India is expected to emerge as a centre for producing compact
superbikes. Several global and Indian bike makers plan to utilise India's mass
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production base of 16 million two wheelers to roll out sports bikes in the 250cc
capacity.
2.1.11 GROWTH RATE IN AUTOMOBILES
As India’s economy continues to grow at a rapid pace, the automobile industry will be
a key beneficiary. This is widely true across automotive markets-from those serving
customers with two-wheelers and four-wheelers to those offering commercial
vehicles. The main factors behind such growth are in the increasing affluence of the
average consumer, overall GDP growth, the arrival of ultra-low-cost cars, and the
increasing maturity of India original equipment manufacturers (OEMs). However,
India’s path to mass motorization will be very different from that of developed
countries; it must first develop the new technologies, business models and
government policies that will pave the way to increased automobile penetration. Other
challenges-for example, the current global economic crisis and high commodity
prices-may slow down the county in the short term, but they will not be able to stop it.
2.1.12 GOVERNMENT INITIATIVES
The Interim Budget 2014-15 added some incentives to the auto industry. To give
relief to the automobile industry, the excise duty has been reduced till June 30, 2014
as follows:
•For small cars, motorcycle, scooters – the duty has been reduced from 12 per cent to
8 per cent.
•For commercial vehicles and SUVs – the duty has been reduced from 30 per cent to
24 per cent.
•For large and mid-segment cars – the duty has been reduced from 27/24 per cent to
24/20 per cent.
•The other incentives from Union Budget 2013–14 are as follows:
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•The period of concession available for specified part of electric and hybrid vehicles
till April 2013 has been extended up to March 31, 2015.
•An exemption from BCD will be provided to lithium ion automotive battery for
manufacture of lithium ion battery packs for supply to manufacturers of hybrid and
electric vehicles.
•The Government of India allows 100 per cent FDI in the automotive industry through
automatic route.
2.1.13 ROAD AHEAD
The vision of AMP 2006–2016 expects India, “to emerge as the destination of choice
in the world for design and manufacture of automobiles and auto components with
output reaching a level of US$ 145 billion; accounting for more than 10 per cent of
the GDP and providing additional employment to 25 million people by 2016.”
2.1.14 TWO-WHEELER EXPORTS FROM INDIA
Two-wheeler segment reported the fastest growth in export (22.2 per cent) during FY05-13.
Chart 2.1 2 – wheelers exports year on year
Source: www.ibef.org
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2.1.15 MARKET SHARE OF INDIAN AUTOMOBILE INDUSTRY BY VOLUME
Two wheelers dominate production volumes; in FY13, the segment accounted for 77 per cent of the total automotive production in India.
Chart 2.2 Market Share of Indian Automobile Industry by Volume
Two-wheeler production in India
During FY13, two wheeler production in India stood at 15.9 million units.
Chart No. 2.3 Two-wheeler production in India
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Automobile exports shares by volume
Two wheelers accounted for the largest share in exports (by volume) at 67 per cent in FY13.
Chart No 2.4 Automobile exports shares by volume
By 2020, India's share in global passenger vehicle market is expected to double to 8
per cent from 4 per cent over 2010–11. Automobiles production increased at a
compound annual growth rate (CAGR) of 11.8 per cent over FY 05–13. Passenger
vehicles was the fastest growing segment, representing a CAGR of 12.9 per cent.
Strong growth in demand due to rising income, growing middle class, and a young
population is expected to drive India among the world’s top five auto manufacturers
by 2015. Growth in export demand is also set to accelerate. Automobile export
volumes increased at a CAGR of 19.1 per cent during FY 05–13. India has significant
cost advantages; auto firms save 10–25 per cent on operations vis-à-vis Europe and
Latin America. A large pool of skilled manpower and a growing technology base
would induce greater investments.
The Government of India aims to develop the country as a global manufacturing as
well as research and development (R&D) hub. There has been a wide array of policy
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support in the form of sops, taxes and foreign direct investment (FDI) encouragement.
National Automotive Testing and R&D Infrastructure Project (NATRiP) was set up at
a total cost of US$ 388.5 million to enable the industry to be on par with global
standards.
Tata Nano and the upcoming Pixel have opened up the potentially large ultra-low-cost
car segment. Innovation is expected to intensify among engine technology and
alternative fuels.
2.1.16 PASSENGER VEHICLES IN INDIA
Indian automobile companies
•Chinkara Motors: Beachster, Hammer, Roadster 1.8S, Rockster, Jeepster, Sailster
•Hindustan Motors: Ambassador
•ICML: Rhino Rx
•Mahindra: Major, Xylo, Scorpio Bplero, Thar, Verito, Genio, XUV500
•Premier Automobiles Limited: Sigma, Rio
•Sun Motors: Storm
•Tata Motors: Nano, Indica,Vista, Indigo, Manza, Indigo CS, Sumo, Grande, Venture,
Safari, Senon, Aria.
2.1.17 FOREIGN AUTOMOBILE COMPANIES IN INDIA
Vehicles manufactured or assembled in India
•BMW India: 3 Series, 5 Series, X1,X2.
•Fita India(in collaboration with Tata Motors): Grande Punto,.
•Ford India: Figo, Fiesta Classis, Fiesta, Endeavour.
•General Motors India
•Chevrolet: Spark, Beat, Avero U-VA, Aveo, Optra, Cruze, Tavera.
•Honda Siel: Brio, Jazz, City, Civic, Accord.
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•Hyundai Motor India: Eorn , Santro. i10,i20, Accent, Verna, Sonata.
•Land Rover: Freelander 2
•Maruti Suzuki: 800, Alto, WagonR, Estilo, A-star, Ritz, Swift, Swift DZire, SX4,.
Omni, Eecp. Gyspy.
•Nissan Motor India: Micra, Sunny, Evalia.
•Renault India: Pulse, Duster, Fluence, Koleos.
•Toyota Kirloskar: Etios Liva Etios, Corolla Altis, Innova, Fortuner.
•Volkswagen Group Sales India:
•Audi India: A4, A6, Q5.
•Skoda Auto India: Fabia, Rapid, Laura.
•Volkswagen India: Polo, Vento, Jetta, Passat.
2.1.18 COMMERCICAL VEHICLE MANUFACTURES IN INDIA
Indian brands
•Force
•Hindustan Motors
•Premier
•Tata
•AMW
•Eicher Motors
Joint Venture Brands
•VE Commercial Vehicles Limited- VE commercial Vehicles Limited – A JV
between Volvo Groups & Eicher Motors Limited.
•Ashok Leyland – originally a JV between Ashok Motors and Leyland Motors, now
51% owned by Hinduja Group.
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•Mahindra Navistar – a 51:49 JV between Mahindra Group and Navistar
International.
•Swaraj Mazda – originally a JV between Punjab Tractors and Mazda, now 53.5%
owned by Sumitomo Group.
•Kamaz Vectra – A JV between Russia’s KaMAZ and Vectra Group.
Foreign brands
- Volvo - Rosenbauer - Isuzu - Merecdes-Benz - Hino
- Tata - Scania - Piaggio - Daimler AG - MAN
2.1.19 KEY COMPETITORS
•Tata Motors
•Market Share: Commercial Vejoc;es 63.94%, Passenger Vejoc;es 16.45%.
•Maruti Suzuki India
•Market Share: Passenger Vehicles 46.07%
•Hyundai Motor India
•Market Share: Passenger Vehicles 14.15%
•Mahindra & Mahindra
•Market Share: Commercial Vehicles 10.01%, Passenger Vehicles 6.50%, Three
Wheelers 1.31%
•Ashok Leyland
•Market Share: Commercial Vehicles 22%.
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2.2 STEEL INDUSTRY:
2.2.1 INTRODUCTION
India has become the second best in terms of growth amongst the top ten steel
producing countries in the world and a net exporter of steel during 2013–14. Steel
production in India recorded a growth rate of 4.8 per cent in February 2014 over
February 2013. The cumulative growth during April–February, 2013–14 stood at 4.2
per cent over the corresponding period of the previous year.
Steel contributes to nearly two per cent of the gross domestic product (GDP) and
employs over 500,000 people. The total market value of the Indian steel sector stood
at US$ 57.8 billion in 2011 and is expected to touch US$ 95.3 billion by 2016. The
infrastructure sector is India’s largest steel consumer, thereby attracting investments
from several global players. Owing to this connection with core infrastructure
segments of the economy, the steel industry is of high priority right now. Also, steel
demand is derived from other sectors like automobiles, consumer durables and
infrastructure; therefore, its fortune is dependent on the growth of these user
industries.
The liberalization of the industrial policy and other government initiatives have given
a definite impetus for entry, participation and growth of the private sector in the steel
industry. Allowing foreign direct investment (FDI) has been a positive step since
India is heavily dependent on foreign technologies. These foreign technologies
generally add life to the plant and production units, which ultimately lead to the
country’s economic growth.
Steel is crucial to the development of any modern economy and is considered to be
the backbone of human civilization. The level of per capita consumption of steel is
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treated as an important index of the level of socioeconomic development and living
standards of the people in any country. It is a product of a large and technologically
complex industry having strong forward and backward linkages in terms of material
flows and income generation. All major industrial economies are characterized by the
existence of a strong steel industry and the growth of many of these economies has
been largely shaped by the strength of their steel industries in their initial stages of
development. Steel industry was in the vanguard in the liberalization of the industrial
Sector and has made rapid strides since then. The new Greenfield plants represent the
latest in technology. Output has increased, the industry has moved up in the value
chain and exports have raised consequent to a greater integration with the global
economy. The new plants have also brought about a greater regional dispersion easing
the domestic supply position notably in the western region. At the same time, the
domestic steel industry faces new challenges. Some of these relate to the trade barriers
in developed markets and certain structural problems of the domestic industry notably
due to the high cost of commissioning of new projects. The domestic demand too has
not improved to significant levels. The litmus test of the steel industry will be to
surmount these difficulties and remain globally competitive.
Fourth-largest producer of crude steel
Steel production in India has increased at a CAGR of 6.9 per cent over 2008–
12. The country is slated to become the second-largest steel producer by 2015 as
large public and private sector players strengthen steel production capacity in view of
rising demand.
Strong growth opportunities
Huge scope for growth is offered by India’s comparatively low per capita
steel consumption and the expected rise in consumption due to increased
infrastructure construction and the thriving automobile and railways sectors.
Technological advancements
Increased government and corporate sector focus on using innovative production
techniques for enhancing operational as well as financial performance is a positive.
Rising domestic and international investments
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Domestic players’ investments in expanding and upgrading manufacturing
facilities are expected to reduce reliance on imports. In addition, the entry of
international players would provide benefits in terms of capital resources,
technical know-how and more competitive industry dynamics.
2.2.2 HISTORY OF STEEL:
Steel was discovered by the Chinese under the reign of Han dynasty in 202 BC till
220 AD. Prior to steel, iron was a very popular metal and it was used all over the
globe. Even the time period of around 2 to 3 thousand years before Christ is termed as
Iron Age as iron was vastly used in that period in each and every part of life. But, with
the change in time and technology, people were able to find an even stronger and
harder material than iron that was steel. Using iron had some disadvantages but this
alloy of iron and carbon fulfilled all that iron couldn‘t do. The Chinese people
invented steel as it was harder than iron and it could serve better if it is used in
making weapons. One legend says that the sword of the first Han emperor was made
of steel only. From China, the process of making steel from iron spread to its south
and reached India. High quality steel was being produced in southern India in as early
as 300 BC. Most of the steel then was exported from Asia only. Around 9th century
AD, the smiths in the Middle East developed techniques to produce sharp and flexible
steel blades. In the 17th century, smiths in Europe came to know about a new process
of cementation to produce steel. Also, other new and improved technologies were
gradually developed and steel soon became the key factor on which most of the
economies of the world started depending.
2.2.3 CONTRIBUTION OF COUNTRIES TO GLOBAL STEEL INDUS TRY:
The countries like China, Japan, India and South Korea are in the top of the above in
steel production in Asian countries. China accounts for one third of total production
i.e. 419m ton, Japan accounts for 9% i.e. 118 m ton, India accounts for 53m ton and
South Korea is accounted for 49m ton, which all totally becomes more than 50% of
global production. Apart from this USA, BRAZIL, UK accounts for the major chunk
of the whole growth.
The current global steel industry is in its best position in comparing to last decades.
The price has been rising continuously. The demand expectations for steel products
77
are rapidly growing for coming years. The shares of steel industries are also in a high
pace. The steel industry is enjoying its 6th consecutive years of growth in supply and
demand. And there is many more merger and acquisitions which overall buoyed the
industry and showed some good results. The supreme crisis has lead to the recession
in economy of different countries, which may lead to have a negative effect on whole
steel industry in coming years. However steel production and consumption will be
supported by continuous economic growth.
Advantage India
Growing demand robust demand
• 2011 Market value: USD57.8 billion
• Demand would be supported by growth in the domestic market
• Infrastructure, oil & gas and automotive would drive the growth of the
industry
Increasing investments
• Intended steel capacity build-up in India is set to result in investments in the
range of USD104.2 billion to USD208.3 billion by 2020
• 301 MoUs have been signed with various states for planned capacity of about
486.7 MT
Policy support
• 100 per cent FDI through the automatic route is allowed
• Large infrastructure projects in the Public-Private Partnership (PPP) mode are
being formed
• National Steel Policy (NSP) implemented to encourage the industry to reach
global benchmarks
Competitive advantage
• India is the world’s fourth-largest producer of crude steel (up from eighth in
2003); the country is expected to become the second-largest producer by 2015
• Easy availability of low-cost manpower and presence of abundant reserves
make India competitive in the global setup
78
Notes: FDI - Foreign Direct Investment, MT - Million Tonnes MoUs - Memorandum
of Understanding, 2016E - Estimated figure for the year 2016; These estimates are
from Data monitor
2.2.4 STEEL INDUSTRY IN INDIA:
Steel has been the key material with which the world has reached to a developed
position. All the engineering machines, mechanical tools and most importantly
building and construction structures like bars, rods, channels, wires, angles etc are
made of steel for its feature being hard and adaptable. Earlier when the alloy of steel
was not discovered, iron was used for the said purposes but iron is usually prone to
rust and is not so strong. Steel is a highly wanted alloy over the world. All the
countries need steel for the infrastructural development and overall growth. Steel has
a variety of grades i.e. above 2000 but is mainly categorized in divisions – steel flat
and steel long, depending on the shape of steel manufactured. Steel flat includes steel
products in flat, plate, sheet or strip shapes. The plate shaped steel products are
usually 10 to 200 mm and thin rolled strip products are of 1 to 10 mm in dimension.
Steel flat is mostly used in construction, shipbuilding, pipes and boiler applications.
Steel long Category includes steel products in long, bar or rod shape like reinforced
rods made of sponge iron. The steel long products are required to produce concrete,
blocks, bars, tools, gears and engineering products. After independence, successive
governments placed great emphasis on the development of an Indian steel industry. In
Financial Year 1991, the six major plants, of which five were in the public sector,
produced 10 million tons. The rest of India steel production, 4.7 million tons, came
from 180 small plants, almost all of which were in the private sector. India's Steel
production more than doubled during the 1980s but still did not meet the demand in
the mid-1990s, the government was seeking private-sector investment in new steel
plants. Production was projected to increase substantially as the result of plans to set
up a 1 million ton steel plant and three pig-iron plants totaling 600,000 tons capacity
in West Bengal, with Chinese technical assistance and financial investment. The
commissioning of Tata Iron & Steel Company's production unit at Jamshedpur, Bihar
in 1911-12 heralded the beginning of modern steel industry in India. At the time of
Independence in 1947 India's steel production was only 1.25 Mt of crude steel.
Following independence and the commencement of five year plans, the Government
of India decided to set up four integrated steel plants at Rourkela, Durgapur, Bhilai
79
and Bokaro. The Bokaro plant was commissioned in 1972. The most recent addition
is a 3 Mt integrated steel plant with modern technology at Visakhapatnam. Steel
Authority of India (SAIL) accounts for over 40% of India's crude steel production.
SAIL comprises of nine plants, including five integrated and four special steel plants.
Of these one was nationalized and two were acquired; several were set up in
collaboration with foreign companies. SAIL also owns mines and subsidiary
companies.
2.2.5 EVOLUTION OF INDIAN STEEL INDUSTRY
1907–1918:
• Production of steel started in India (TISCO was setup in 1907)
• IISC was set up in 1918 to compete with TISCO
1923–1948
• Mysore Iron and Steel Company was set up in 1923
• According to the new Industrial Policy Statement (1948), new ventures were
only undertaken by the central government
1954–1964
• Hindustan Steel Ltd and Bokaro Steel Ltd were setup in 1954 and 1964,
respectively
• In the early 1990s, the public sector dominated steel production
• Private players were in downstream production mainly producing finished
steel using crude steel products
1973–1992
• SAIL was created in 1973 as a holding company to oversee most of India's
iron andsteel production
• In 1989, SAILacquired Vivesvata Iron and Steel Ltd
• In 1993, thegovernment setplans in motion to partially privatize SAIL
1993–2012
• Foreign players began entering the Indian steel market
80
• No license requirement for capacity creation
• Imposition of export duty on iron ore, to focus more on catering growing
domestic demand
• Decontrol of domestic steel prices
• Launch of Scheme for promotion of Research and Development in Iron &
Steel sector
• Reduction in basic custom duty on the plants and equipment required for
initial set up or expansion of iron ore pellet plants & iron ore beneficiation
plants, to encourage beneficiation and peletisation of iron ore fines in the
country
[Notes: TISCO - Tata Iron and Steel Company; IISC - Indian Iron & Steel
Company; SAIL - Steel Authority of India Ltd]
2.2.6 STEEL PRODUCTION IN INDIA HAS BEEN GROWING AT A F AST
PACE
• Total crude steel production rose at a CAGR of 10 per cent over FY09–12 to
73.8 MT; production in the first nine months of FY13 was 58.3 MT
• Finished steel production stood at 73.4 MT in FY12, recording a CAGR of 10
per cent during FY09–12; analysts expect production figures to improve
rapidly over the next five years with the Ministry of Steel forecasting
production levels at 115.3 MT by FY17
Chart No. 2.5 Total crude steel production (million tons)
[Source: Ministry of Steel, Aranca Research; ]
16.4 16.7 16.5 12.5
42.149.1
57.3
45.8
FY09 FY10 FY12 FY13
Public Sector Private Sector
81
Chart No. 2.6 Total finished steel production (million tons)
[Source: Ministry of Steel, Aranca Research; ]
Notes: FY - Indian Financial Year (April – March); MT - Million Tonnes, * -
Provisional; ** - Revised Figures, CAGR - Compound Annual Growth Rate; FY13*
(Data from Apr-Dec)]
Shares in Production: SAIL and TATA leads the WAY
• SAIL is the leading player in India’s steel sector; in the first nine months of
FY13, the company accounted for 17.3 per cent of the country’s crude steel
production and had a 16.3 per cent share in finished steel production
• Tata Steel, another household name in the country, leads private sector activity
in the steel sector; during April– December 2012, the firm accounted for 10
per cent of crude steel production and 8 per cent of finished steel production
Chart No.2.7 Indian crude steel market share by production
Chart No.2.8 Indian finished steel market share by production
12.7 13 12.4 9.4
44.5 47.661
47.3
FY09 FY10 FY12 FY13
Public Sector Private Sector
10.00%
4.10%
17.30%
68.60%
India crude steel market share by
production -
- FY13* (Apr-Dec)
TATA Steel RINL SAIL Other
[Source: Ministry of Steel, Aranca ResearchNotes: RINL
Limited, * - Provisional]
Growth in market value of the Indian Steel Sector has also
• In 2011, the Indian steel sector’s total market value was USD57.8 billion
o The sector has benefitted from rises in price and production, especially
since the beginning of the millennium
• Over 2007–11, the sector’s market value is estimated to h
CAGR of 17.7 per cent
Chart No. 2.9 Market value of indian steel sector
India finished steel market share by
30.1
0
20
40
60
80
100
120
2007
Market value of the Indian steel sector
82
[Source: Ministry of Steel, Aranca ResearchNotes: RINL - Rashtriya Ispat Nigam
Growth in market value of the Indian Steel Sector has also been strong
In 2011, the Indian steel sector’s total market value was USD57.8 billion
The sector has benefitted from rises in price and production, especially
since the beginning of the millennium
11, the sector’s market value is estimated to have posted a strong
CAGR of 17.7 per cent
Chart No. 2.9 Market value of indian steel sector
8.00%3.50%
16.30%
72.20%
India finished steel market share by
production - FY13* (Apr-Dec)
TATA Steel RINL SAIL Other
4336.5
46.8
57.8
95.3
2008 2009 2010 2011 2016E
Market value of the Indian steel sector
(USD billion)
CAGR: 17.7%
Rashtriya Ispat Nigam
been strong
In 2011, the Indian steel sector’s total market value was USD57.8 billion
The sector has benefitted from rises in price and production, especially
ave posted a strong
Chart No. 2.9 Market value of indian steel sector
Demand Has Outputted Supply over the Last Five Years
• Total consumption of steel exceeded production and grew to 70.9 MT in
FY12 as against 66.4 MT in FY11; over FY08
expanded at a CAGR of 8 percent
• Driven by rising infrastructure development and growing demand for
automotive, steel consumption is expected to grow at an average rate of 6.8
per cent, reaching 104 MT by 2017
Chart No.2.10 Consumption of steel (in mn tons)
[Source: Ministry of Steel, Aranca Research Notes: *
Figures; MT
2.2.7 DEMAND SUPPLY
• With steel’s demand growth outpacing growth in domestic production over the
last few years, import dependency has increased
o Imports have decreased at a CAGR of 0.72 per cent over FY08
52.1
0
10
20
30
40
50
60
70
80
2008
Consumption of steel (in million tons)
CAGR:
83
Demand Has Outputted Supply over the Last Five Years
Total consumption of steel exceeded production and grew to 70.9 MT in
against 66.4 MT in FY11; over FY08–12, consumption has
expanded at a CAGR of 8 percent
Driven by rising infrastructure development and growing demand for
automotive, steel consumption is expected to grow at an average rate of 6.8
per cent, reaching 104 MT by 2017
Chart No.2.10 Consumption of steel (in mn tons)
[Source: Ministry of Steel, Aranca Research Notes: * - Provisional, **
Figures; MT - Million Tons FY13* (Apr-Dec 2012)]
DEMAND SUPPLY GAPS LEADING TO RISE IN IMPORTS
With steel’s demand growth outpacing growth in domestic production over the
last few years, import dependency has increased
Imports have decreased at a CAGR of 0.72 per cent over FY08
52.4
59.3
66.470.9
53.5
2009 2010 2011 2012 2013
Consumption of steel (in million tons)
CAGR: 8%
Total consumption of steel exceeded production and grew to 70.9 MT in
12, consumption has
Driven by rising infrastructure development and growing demand for
automotive, steel consumption is expected to grow at an average rate of 6.8
Chart No.2.10 Consumption of steel (in mn tons)
Provisional, **- Revised
GAPS LEADING TO RISE IN IMPORTS
With steel’s demand growth outpacing growth in domestic production over the
Imports have decreased at a CAGR of 0.72 per cent over FY08–12
84
o In FY12, total imports stood at about 6.8 MT
• Total domestic demand for steel is estimated at 113.3 million tons by 2016-17
Chart no. 2.11 Steel demand and production
Chart No. 2.12 Steel exports and imports
[Source: Ministry of Steel, JSPL presentation, Aranca Research
Notes: FY - Indian Financial Year (April - March), E – Estimates, * - Provisional, **
- Revised Figures, FY13* (Apr-Dec 2012)]
2.2.8 CONSTRUCTION & INFRASTRUCTURE: KEY STEEL CONSUME RS
IN INDIA
55 5560
67 71 74
53 55 5764
69 73
0
20
40
60
80
2008 2009 2010 2011 2012 2013E
Steel demand and production (in million
tons)
Demand Production
7
5.8
7.46.7 6.8
5.85.1
4.4
3.3 3.64 3.8
2008 2009 2010 2011 2012 2013E
Steel exports and imports (in million tons)
Imports Exports
85
• Infrastructure is India’s largest steel consumer, accounting for 63 per cent of
total consumption in FY11
o This is not surprising given the heavy use of steel in this sector and
soaring construction and infrastructure activity in the country over
the past decade
• Engineering and fabrication is the next largest consumer, with 22 per cent of
total consumption
2.2.9 MARKET SIZE
India’s real consumption of total finished steel grew by 0.6 per cent year-on-year in
April–March 2013-14 to 73.93 million tons (MT), according to Joint Plant Committee
(JPC), Ministry of Steel. Construction sector accounts for around 60 per cent of the
country's total steel demand while the automobile industry consumes 15 per cent.
India became net steel exporter in 2013–14 and is likely to maintain the momentum in
2014-15 as producers are looking to dock more overseas shipment to tide over
subdued domestic consumption. Total steel exports by India during 2013–14 stood at
5.59 MT, as against imports of 5.44 MT. During the period, Steel Authority of India
(SAIL) clocked a 30 per cent growth in exports and aims to more than double the
shipments to 1 MT in 2014–15. Rashtriya Ispat Nigam Ltd (RINL), which exported 1
lakh ton steel last fiscal, aims to treble that in the current fiscal.
Iron ore export from India has showed a 253 per cent increase during the period
October–December 2013, at 3.75 MT as against 1.06 MT in the corresponding period
of the previous year, on the back of the opening of new mines in Chhattisgarh,
Madhya Pradesh and Rajasthan, as per the Federation of Indian Mineral Industries
(FIMI).
2.2.10 INVESTMENTS
India needs investment of US$ 210 billion over the next decade to achieve the steel
production capacity of 300 million tons per annum (MTPA) by 2025 from the current
90 MT, according to Mr C S Varma, Chairman and Managing Director, SAIL. Some
of the major investments in the sector are as follows:
86
•India's third-largest steel maker, JSW Steel, plans to purchase Welspun Maxsteel for
about Rs 1,000 crore (US$ 165.32 million). The acquisition will help JSW secure
continuous supply of cheaper raw material as it plans to expand its capacity at Dolvi,
Maharashtra, to 5 MT to supply in the western and northern markets.
•Prize Petroleum, a wholly-owned subsidiary of Hindustan Petroleum Corporation
Ltd (HPCL), has acquired stakes in two Australian hydrocarbon fields for A$ 85
million (US$ 79.27 million). The company has entered into an agreement with
Sydney-based AWE Ltd to acquire 11.25 per cent stake in T/L1 area and 9.75 per cent
interest in T/18P area.
•McNally Bharat Engineering Co Ltd has entered Russia for the first time through a
subsidiary, MBE Coal & Minerals Technologies GMBH. It received an order worth
€5.95 million (US$ 8.21 million) from Eurochem Group of Russia for an iron ore
mining project.
•Canada has invited Coal India Ltd (CIL) to explore mining opportunities in British
Columbia, Canada. Mr Stewart Beck, Canadian High Commissioner met with Mr N
Kumar, Director (Technical) of Coal India Ltd, to seek investments for coal assets in
the Canadian province. CIL currently holds interests in two assets in Mozambique
acquired through a concession agreement between the African and Indian
governments.
2.2.11 GOVERNMENT INITIATIVES
The Government of India has allowed 100 per cent FDI through the automatic route in
the Indian steel sector. It has significantly reduced the duty payable on finished steel
products and has streamlined the associated approval process.
The government is taking steps to increase industrial activity in Uttar Pradesh (UP).
Addressing a Conference on ‘Demand for Steel in India: The End User Perspective,’
the Union Minister of Steel, Mr Beni Prasad Verma said, in order to increase supply
of steel to rural consumers, companies like SAIL and RINL have set up 521 and more
than 100 rural dealers respectively in remote parts of UP.
In order to provide thrust on research and development (R&D), the Ministry of Steel
is encouraging R&D activities both in public and private steel sectors, by providing
87
financial assistance from Steel Development Fund (SDF) and Plan Scheme of the
Central Government. Under the SDF scheme, 82 R&D projects have been approved
with total project cost of Rs 677 crore (US$ 111.92 million) wherein SDF assistance
is Rs 370 crore (US$ 61.17 million). Under the Plan Scheme, eight projects were
approved with a total cost of Rs 123.27 crore (US$ 20.38 million) wherein
Government assistance is Rs 87.28 crore (US$ 14.43 million).
To encourage beneficiation and pelletisation of iron ore fines in the country, basic
customs duty on the plants and equipment required for initial setting up or substantial
expansion of iron ore pellets plants and iron ore beneficiation plants has been reduced
from 7.5 per cent to 2.5 per cent. Import of critical raw materials for steel industry,
such as coking coal, non-coking coal and scrap are subject to zero or very low levels
of custom duty.
2.2.12 ROAD AHEAD
The future of the Indian steel industry is bright. The government plans to increase
infrastructure spending from the current 5 per cent GDP to 10 per cent by 2017, and
the country is committed to investing US$ 1 trillion in infrastructure during the 12th
Five-Year plan. “Taking 15 per cent as steel component in the total investment, then it
can generate additional demand worth US$ 75 billion of steel in the next few years or
US$ 15 billion worth of additional demand a year or in terms of quantity, an
additional demand of 18.75 MT per annum,” as per Mr C S Verma, Chairman, SAIL.
With urban population increasing globally, there is a greater need for steel to build
public-transport infrastructure. Emerging economies will also continue to be a major
driver of demand as these necessitate a huge amount of steel for urbanization and
industrialization. The sector is expected to see an investment to the tune of about Rs 2
trillion (US$ 33.06 billion) in the coming years, as per domestic giant, Tata Steel.
2.2.13 Key Players in the Industry
Company Products
Tata Steel Ltd Finished steel (non-alloy steel)
SAIL Finished steel (non-alloy steel)
88
Source: Aranca Research
JSW Steel Ltd Hot-rolled coils, strips and sheets
Jindal Steel & Power Ltd Hot-rolled coils, strips and sheets
Ispat Industries Ltd Cold-rolled coils, strips and sheets
Welspun-Gujarat Stahl Rohren Ltd
Tubes & Pipes
Bhushan Steel Ltd Carbon, Alloy, Stainless and
Facor Steel Ltd Special steel
