Background

PSPL, established in 1992, began its journey as a secondary steel scrap business with a mission to add value to steel. Over the past 30 years, the company has grown exponentially and evolved into one of India’s largest private resellers of flat steel.

Specializing in both hot-rolled and cold-rolled steel, PSPL plays a pivotal role in bridging the gap between OEMs and steel mills, offering value-added services that drive efficiency and innovation.

The goal

PSPL is driven by a singular vision: to build the finest Steel Solution Center in the country and become a titan in the industry. Beyond being a solution provider, PSPL strives to be synonymous with steel itself.

Observations

Category Focus: Service is the primary driver.

Key Factors: Service, Quality, and Technology are universally emphasized by all service providers.

Importance of Collaborations: Partnerships and credentials play a crucial role.

Trust through Credentials: Strong credentials help build trust among stakeholders.

Current State:

• No active focus on branding or positioning – an opportunity to build
• Lack of specific communication strategies – an opportunity to grab attention

Challenges of the category

• Price Wars
• Reduced or No Brand Loyalty
• Limited Innovation
• Margin Erosion
• Lack of a strong Brand Presence

The brand core

• PSPL knows steel processing best for HR and CR.
• PSPL is glorifying and redefining steel.
• The services and value additions are aiming to take steel, entrenching everyday life.

The Legacy

• Creating opportunities where there was none.
• Envisioning and creating growth for all.

How do we want to be remembered?

Unanimous with steel

Deriving the brand definition

A Humble Dream

India our country is at the brink of becoming a developed nation. With a phenomenal growth in 2022, India has overtaken Britain and emerged as the fifth largest economy of the world. Steel consumption is directly connected to the nation’s growth, it is an indicator of its progress. At PSPL our efforts go to be a valuable partner to the nation’s growth of achieving a 5 trillion economy and becoming a developed nation. Become the ultimate force. Pledging to this humble thought we direct our efforts to add value to steel and our partners at every level – Quality, Delivery, Accuracy, Innovation & Customer Service.

Vision

Touching lives through steel.

Mission

To lead nation wide and be recognized for our commitment to quality, reliability, and innovation.

Pillars of PSPL

Launch

Office branding