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Salman Brand Ambassador of SEL

S-E-L TMT of Shyam Metalics signs Salman Khan as Brand Ambassador

September 13th, 2021

Shyam Metalics And Energy Ltd., an integrated ore-to-metal company present across the steel value chain, has signed leading Bollywood superstar Salman Khan as the brand ambassador for endorsing its S-E-L TMT rebars. Commenting on this development, Mr Khan said that he is very happy with the partnership and looking forward to a long and fruitful association. “I have gone through the journey of the company and am excited to be part of the brand-building exercise of SEL TMT, with their fast-paced expansion plans and future-ready capabilities” he added.

The idea of roping in Salman khan to promote the TMT business is part of the company’s four-fold expansion plan in
metal capacity comprising intermediate and final products. It is ramping up capacities across its manufacturing plants (located in Odisha’s Sambalpur and West Bengal’s Jamuria and Mangalpur) and captive power plants. From the sale of 1.07 lakh tons of long Steel products in FY2016-17, It has grown to sell 6.37lakh tons in FY2020-21. Post the current brownfield expansion under implementation, it proposes to ramp up this capacity to 20 lakh tons of branded value-added products. Additionally, the company is in the process of commissioning an aluminium foil rolling mill at Pakuria in West Bengal. This expansion plan will help generate more job opportunities across the product value chain. According to the Joint Managing Director Mr Sanjay Agarwal, “Our continued focus on making high-quality products and ensuring they reach the last millets us participate in building a modern India.

              Mr Sanjay Agarwal

We believe in manufacturing reel steel with reel strength and investing in real people. Our Long products (comprising TMT Rebars, Wire Rods and Structural products)are sold under the brand name S-E-L that deliver attributes of Strength, Elasticity and Longevity. These attributes are synonymous with Mr Salman Khan and make him a perfect fit for the brand.  This association will strengthen our brand recall and position our unique offering, both to our customers and end-users. We believe the key to our brand journey is to stay relevant to the emergent needs of the consumer at every point of the construction journey. Recently, the company had a successful IPO in June 2021 with an oversubscription of 21 times in the retail category. The current Market Capitalization of the company is approximately 10,800 cores, making it among the top 7 steel players in the country in the listed space. The company is amongst the largest producers of FerroAlloys, one of the leading players in terms of Pellet capacity and the 4th largest player in the Sponge Iron industry*. The company primarily produces Intermediate and Long Steel products. Such as Iron Pellets, Sponge Iron, Steel Billets, TMT, Structural products, Wire Rods, and Ferro Alloy products.

“The Brand is Looking for new Dealers/Distributors, Who can call on 1800 202 2233

The company is also very aware of its responsibilities to society and has rural communities outreach programs in health, education, infrastructure development and social awareness. Free ambulances, new health centres, distribution of medicines and spectacles, computer training centres, cycle distribution, scholarship for students of economically backward sections, women’s football academy, socio-environmental awareness and women empowerment are a few of the Initiatives that Shyam Metalics has already been driving, and will drive further in the coming days.

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