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durashineDurashine, a trusted brand of Tata BlueScope Steel, is an equal joint venture between India’s Tata Steel and BlueScope Steel of Australia in the field of coated steel, steel building solutions and related building products. The company operates in the South Asian Association for Regional Cooperation (SAARC) region.



  • Durashine offers a wide range of worldclass specially designed products for all segments
  • Its products are viewed as aesthetically appealing that are of superior quality, high strength and durable
  • The company has a market share of about 22 per cent

The brand Durashine was launched with a focus on retail consumers all across India. Today, it has the largest dealer network supported by strategically located manufacturing units across India. Also, it provides customisation support wherever needed. That is, based on the regional or geographical needs, the solutions are modified to suit the customer’s requirement. The company has a market share of about 22 per cent with year-onyear growth of 54 per cent.

Durashine offers a wide range of world class specially design products for all segments from residential to commercial buildings. It provides colour coated steel roof and wall sheets, structural products and accessories. The product potential exists in the urban, semi-urban as well as in the rural market. As an early adoption, the brand is picking-up from the urban market and slowly reaching out to the large rural market.

Being the leader in coated steel product in the SAARC region, Durashine’s focus is to introduce new products and applications to improve the usage of coated steel product. The future planning is done based on Durashine’s market knowledge, service gap and TBSL exposure in the prime project market. This is usually done based on continuous market research all across India and formulating the best solutions to meet the local consumer requirements. To meet the expectations, the products have been made available in small to large towns in urban to rural geography and continuous training programme is being given to the installers, retailers and all the associated value chain members to build up the confidence in the product.

Durashine has become a preferred choice in the segment. Its products are viewed as aesthetically appealing that are of superior quality, high strength and durable. Strong market presence and technical expertise enables the company to deliver superior and innovative products that match up the demand of the customers. This is supported by continuous market development activities and various training programme for the entire value chain all across India about the product and its installation. This makes sure that all the consumer touch points deliver the same value proposition everywhere.

Tata BlueScope Steel will actively pursue market development of coated steel and its applications by developing customer oriented, reliable and efficient solutions. Their endeavour is to become the most preferred solution provider in the SAARC region. Safety and quality are the hallmark of all their operations.

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