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Scindia: ‘Made in India’ Branding for Steel Promotes India Globally

The Consultative Committee meeting for the Ministry of Steel discussed the progress of introducing branding and labelling of ‘Made-in-India’ steel products in the global market. The initiative aims to make Indian steel products more attractive to buyers and ensure standardized quality.

The meeting was chaired by Union Minister of Steel, Shri Jyotiraditya M. Scindia, and attended by Minister of State for Steel, Rural Development and Panchayati Raj, Members of Parliament, and officers from the Ministry of Steel and its steel PSUs.

In an official presentation to the members of parliament, Shri Jyotiraditya M. Scindia began the meeting by stressing the importance of branding in advancing the Indian steel sector and achieving the Prime Minister’s “Made in India” brand objective. He also emphasized India’s attempts to become a “manufacturing center” of the globe, which necessitates a united and unique identity for Indian steel that reflects its quality, innovation, and sustainability practices.

Under the leadership of Sh. Scindia, the Ministry of Steel launched collaborative efforts in September 2022, collaborating with key stakeholders such as the steel industry, the Department for Promotion of Industry and Internal Trade (DPIIT), and the Quality Council of India (QCI) to provide a clear direction for the branding of Indian steel products. Made in India branding provides for labeling of domestic steel products with details of the product, and a Made in India Logo along with a QR Code.

It is important to note that it is the first ever initiative by any ministry to introduce labeling and branding of the sector’s products. He mentioned that the Ministry of Steel is the first ministry to come up with such a branding exercise, where a single brand identity for Indian-made steel will represent India’s strong manufacturing potential.

All ISPs and 65% of India’s steel products have been on-boarded with common labels finalized for all product categories. The Made in India logo has been allocated for each label, and the Made in India text will be used until finalized by DPIIT. The system integration process was successfully tested and completed by the end of October. ISPs have started rolling out 2-4 categories of steel products with the new ‘Made in India’ label. A formal launch of the branding is planned soon.

Union Minister, while highlighting this as a significant step forward, said that Made in India Branding has been rolled out for select products of all major ISPs. ISPs – QCI portal Application Programming Interface (API) integration has also been completed for Label and QR code authentication. The rollout will be extended to include more products, as well as those by the SSIs (Secondary Steel Industries) in the next phase.

The Minister informed that National Institute of Design (NID), Ahmedabad has been engaged to design the labels.

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