Robust Growth: Surya Roshni Registers Over INR 8,000 Crore Sales in FY 2023-24

Surya Roshni, an Indian conglomerate, is among the oldest and largest pipe manufacturers in the country having a diverse product range, to meet all kinds of applications. Surya, being one of the largest exporters of pipes from India, with a formidable domestic presence, partners with its customers to provide optimized solutions. Surya supplies world-class quality pipes at competitive prices making it the preferred choice of its customers. The company has continued its upward trend in the growth trajectory and registered sales of around INR 8,000 crore in FY 2023-24. This was revealed by Padma Shri Jai Prakash Agarwal, Chairman - Surya Roshni Limited, during his recent interaction with Tube & Pipe India.

Q: Please share Surya Roshni Limited’s journey, major milestones, and crucial achievements.

Jai Prakash Agarwal: The journey of Surya Roshni started in 1973 by manufacturing steel tubes and gradually diversifying into the lighting category in 1984. Since then, it has grown by leaps and bounds to become one of the largest steel pipes and lighting companies in India. It further ventured into PVC pipes in 2010 and into consumer durables like fans and home appliances in 2014-2015. Today, we are the leading manufacturer of GI pipes and one of the largest exporters of ERW pipes in India. Surya exports its high-quality products to over 50 countries around the world. The company registered sales of around INR 8,000 crore in the last FY.

Q: What is the manufacturing set-up and production capacity of your steel pipe plant?

JPA: Our steel pipes manufacturing facilities are located at Bahadurgarh (Haryana), Malanpur (Madhya Pradesh), Hindupur (Andhra Pradesh) and Anjar (Gujarat). The pipes are produced for various applications including water, structural and also oil & gas. We produce ERW round pipe from ½“ to 16”, spiral welded pipe from 18” to 140”, and ERW section pipes from 20x20mm up to 300x300mm. We produce GI pipes from ½” to 30” and also GP pipes. We also carry out 3LPE coating at our Anjar facility.

Our plants are suitably equipped with high-end machines ranging from slitting lines, pipe mills, galvanizing units, finishing machines, as well as high-pressure hydro machines along with adequate handling facilities. The Gujarat unit is strategically located in close proximity to two major ports, Kandla and Mundra, providing a significant advantage for exports and imports. The unit exports over half of its production. We are equipped with large-diameter section pipe facility at Gwalior, utilising Direct Forming Technology (DFT) with an annual capacity of 36,000 MT. We have a combined capacity of about 12.15 lakh MT (1.215 million MT) per annum for steel pipes and strips out of which we can produce upto 3 lakh MT of GI pipes.

Q: Please tell us about your steel pipe product portfolio and its applications.

JPA: Our product portfolio includes GI pipes with applications for agriculture & irrigation, casing and tubing, water transportation, plumbing, cold storage, greenhouses, fire fighting, last mile connectivity of PNG, street light poles, and solar panels to name a few. Black/varnished/powder-coated pipes are used in applications for construction, fabrication, fencing, metro railway platforms, airports, sign boards, industrial, and scaffolding among other applications. Our hollow section pipes find applications for infrastructure and PEB structure of commercial buildings like airports, metro/railway stations, warehousing, industrial infrastructure, urban development, solar structures, electrical poles, telecom towers etc. API/3LPE coated spiral pipes are used for oil and gas pipelines, oil well casing and water transportation.

Q: Please shed light on your steel pipe market footprint.

JPA: Surya has built an exceptional reputation in both the Indian and global markets due to its diverse product range, commitment to quality, and excellent service all offered at competitive prices. Our brand has gained the trust of millions of customers worldwide, and we remain dedicated to delivering superior products while adhering to the strictest global quality standards. Surya stands as a brand image that is synonymous with high-quality products delivering consistent performance and peace of mind. It is because of this trust of our esteemed clients that Surya today has a significant presence in more than 50 countries and is among the top three pipe exporters.

Q: What is your USP that sets you apart from your competitors?

JPA: Our commitment to quality assurance begins from the raw material stage and continues throughout all manufacturing processes until the pipes reach our esteemed clients. To ensure the highest quality, our quality assurance department is fully supported by a modern laboratory for conducting metallurgical and chemical tests, as well as a test house for evaluating physical properties. One of our key strengths lies in producing large-diameter pipes, ranging from 114.3mm to 406.4mm in ERW and 457mm to 2667mm in spiral pipes. Our expertise extends to manufacturing various special grades, including API 5L grades such as X70, X80 in PSL 1 & PSL 2, and API 5CT grades H40, J55, K55.

Q: What is your steel pipe technological and business roadmap?

JPA: We have a constant focus on technologically upgrading ourselves with an objective to make our processes cost effective, improve productivity and provide more consistent quality. Surya recently introduced the best-in-class direct forming technology (DFT) to produce ERW structural steel section pipe. This technology significantly reduces the time of producing customized hollow sections by including them in the mill range without changing the roll. Being a completely automatic and computerized process, DFT saves the setup time and makes operation settings accurate, easy, and efficient. Compared to traditional production processes, this method is completely automatic and computerized, with all PLC control with a DC digital control system only to motorize the roller movement during the size changes. Surya is taking big strides in its chosen areas with tested skills, commitment, a skilled workforce, vast experience, and mature leadership.

Q: Please elaborate on your capex investments for new ERW pipe mills at existing facilities.

JPA: To meet the growing demand of pipes, we have decided to expand our operations at various locations. This expansion will not only enhance our capability to handle larger pipe sizes but also enable us to strengthen our presence in the oil and gas markets, increase our exports, and cater to local irrigation and water distribution projects. We are in the process of installing a new spiral welding line at Malanpur for producing pipes from 24” to 140” at an investment of around INR 25 crore. Another new mill is commissioned for producing pipes up to 8”. The proposed manufacturing facility will have a capacity of 200,000 MTPA, with an estimated cost of INR 50 crore. This strategic move will position us to better serve our customers and expand our market reach, contributing to the growth and success of our company.

Q: Surya Roshni has recently invested in its Prakash Surya brand and distribution networks. Can you share in detail all the steps that you have taken?

JPA: Over the years, the company has developed a strong brand and robust distribution network across the world. Our investments towards strengthening distribution (including trade network and retail outlets) and decentralized depot networks ensure smooth logistics movement, prompt delivery, and customer satisfaction, aptly supported by strong marketing initiatives. The company has been consistently promoting its brand ‘Prakash Surya’ through different advertising mediums for enhanced market visibility. Our products are sold across the length and breadth of the country and exported to over 50 nations across the world, owing to our strong dealer and distributor network. Besides, the decentralized branch/depot networks help with the quick delivery turnaround to customers.

Q: Have there been any other developments at Surya Roshni in recent times?

JPA: The company recently implemented SAP software to integrate and automate key processes, resulting in faster and more efficient operations. As a responsible corporate citizen, Surya Roshni aims to assist in promoting social development by building capacity within the broader society. The company considers societal well-being and ecological responsibilities as the key focus area for its ESG initiatives. We are continuing with the high growth momentum in lighting, consumer durables, steel, and PVC pipe by focussing on further improving the distribution and reach, across urban, semi-urban, and rural India. There will be several new product launches and the company will continue to aggressively drive channel financing too. We will also continue to invest in automation and upgradation of systems to drive higher efficiencies and productivity. Surya Roshni is focusing on aggressive advertising and promotions (including both above-the-line and below-the-line advertising) to enhance its brand visibility.

Q: Can you share with us your observations on key market trends in the Indian tubes and pipes market?

JPA: There is a high demand for steel pipe in various sectors with strong improvement in the Indian economy, including rural and urban. The industry opportunity has been so exciting considering the following encouraging developments which will generate demand for our steel pipes and strips business. The Indian economy showed resolute strength during the period with the government’s stance for Atmanirbhar Bharat, which has opened new avenues with immense hidden opportunities to explore in making India a global manufacturing hub in the medium to long term. Prime Minister’s initiative of Jal Jeevan Mission has given a huge impetus to pipe industry. The latest trend in the construction industry is to construct PEB buildings with extensive usage of hollow sections. Hollow sections provide a benefit of strength while reducing the overall weight of the structure. With huge investments made in housing, and infrastructure like railways, ports, roads, airports, etc., demand for steel pipes is reaching a new level and more will be anticipated in time to come. The focus on green energy will create new opportunities for Hydrogen pipelines.

Q: What is your vision and plans for the company’s future?

JPA: Our vision is to become the most preferred brand of pipe and lighting products manufacturer in the country which delivers the best value to its customers worldwide. We are fully committed to satisfaction and growth of all our stakeholders, and employees alike. We carefully assess growth opportunities not only to improve top-line revenue but, more importantly, to ensure consistency and enhance our bottom line as well. We are continuing with the high growth momentum in lighting, consumer durables, steel, and PVC pipe by focusing on further improving the distribution and reach across urban, semi-urban, and rural India. There will be several new product launches and the company will continue to aggressively drive channel financing too.

Q: Kindly share your views on trade fairs. How do you think such events help the industry?

JPA: We believe trade fairs are a great way to meet people, revive old connections and make new ones. They can be called a versatile marketing tool as they bring together the whole industry, including the manufacturers, suppliers, buyers and traders under one roof, thus giving every stake holder a good opportunity to connect with the best and make their business known. Besides giving recognition to a company, these fairs also enable businesses to analyze themselves, as well as prepare to sell products and services in a competitive environment. They can also be used as market research instruments to know customer needs and feedback for new product launches.

Q: What are your expectations from Tube & Pipe Fair 2024?

JPA: Surya Roshni is participating in the Tube & Pipe Fair 2024, to be held at Hitex Exhibition Center, Hyderabad from August 5 to 7, to capture the opportunity to network with the best minds and top leaders in the industry. TPF 2024 offers a platform to showcase our diverse range of products and innovations and mingle with the customers. We will be showcasing our diverse products ranging from ERW black and GI pipes to spiral and API pipes. We are also pinning our hopes on TPF 2024 to give us information on product launches, innovations, new materials, machines and processes, along with current trends driving the industry.