Commenting on the launch of the new format, Mr. Jayant Acharya, Director - Commercial & Marketing, JSW Steel said, "This new branded retail format will cater to end consumers requirements through value added products and services, initially in the construction sector. The branded format will be scaled up in future to cater to customised needs across product categories and sectors. viz, Hot Rolled, Cold Rolled, Colour Coated, etc. It will sell superior quality products to brand conscious consumers at the retail level nurturing innovation and growth." The company has a unique strength in terms of reach to the customers, particularly in Retail segment. This initiative will further enhance its retail penetration.

The state of the art retail format adhering to JSW prescribed quality norms and processing standards will provide an opportunity for select channel partners to open and brand their processing facilities enhancing their capabilities to create a new benchmark in customer experience.