HYDERABAD, April 29

TRISHLA Steel Centre, the Mumbai-based stainless steel manufacturer, has launched its entire range of branded stainless steel kitchenware here.

Contrary to the general practice of the highly unorganised stainless steel sector where products are sold by weight in kg, Trishla has unveiled its `Bijal' brand of products with the `maximum retail price' (MRP) tag.

Addressing a press conference here on the eve of product launch, the Trishla Steel Managing Director, Mr Bharat Shah, said the company was targeting quality-conscious people looking for maximum value for money.

Stating that most of the customer complaints on steel utensils pertained to cracks and breaks, Mr Shah said the problems arose because of low presence of nickel in stainless steel manufacturing.

According to him, Trishla's Bijal range of premium stainless steel kitchenware was made from special grade steel with an ideal composition of stainless steel, which contains a minimum of 14 per cent chromium and four per cent nickel - commonly called 14/4 steel.

The company procures the raw material from Steel India Ltd, a Mukund Iron group company and leading manufacturer of steel ingots. The raw material was tested for its composition and consistency before being processed further, Mr Shah said.

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With its presence and distribution network in the four southern States and Maharashtra, Gujarat, West Bengal and Madhya Pradesh at present, Trishla proposes to target the customers mostly through the network of retailers. The company was in the process of entering into alliances with departmental stores, supermarkets, hypermarkets and shopping malls, Mr Shah said.

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