Tata’s new Doors of India
It’s literally knocking at customers’ doors, albeit with a twist. Tata Steel Group, one of the top global steel companies with an annual crude steel capacity of 27.5 million tonne per annum (MTPA) and operations in 26 countries and commercial presence in over 50 countries, has come up with a unique and innovative ‘Doors of India’ campaign to push its steel doors brand-‘Pravesh’.
The ‘Doors of India’ campaign aims at reaching out to prospective customers and offering wood finish steel doors with better aesthetics to consumers. The campaign is aligned to Tata Steel’s history and commitment to offer innovative product solutions at affordable prices, top Tata Steel officials said. Six teams of influencers (mostly travel bloggers) will embark on a journey covering the six zones of India curating doors of various kinds – ornamental, historical, interesting, and more. Not just the doors, these influencers will also discover and uncover the hidden stories of people and the rich history behind these doors which will be shared as part of the ‘Doors of India’ campaign, said company officials.
“We at Tata Steel are glad and excited to flag-off the ‘Doors of India’ campaign. Nationwide it is a four-and-a-half-month long campaign with 12 members of the Tata Steel family participating in the journey along with our distributors and our sales force. The campaign will help us to tell the world the importance of doors in a home. Doors as a property have been fondly associated with the symbol of power of any building, of any country or of any house. The ‘Doors of India’ campaign will help us to reach out to the people and open doors to more business in this category which has huge potential,” said Peeyush Gupta, vice president – steel (marketing & sales), Tata Steel.
The introduction of ‘Pravesh’, the steel doors that have the elegance of wood, in the company’s brand portfolio is yet another endeavour to provide value-added home solutions to individual house builders in semi-urban and rural markets, said Gupta, adding that contributing to the betterment of the environment has always been a priority for Tata Steel, and the ‘Doors of India’ campaign is a small step towards the larger goal of addressing environmental issues.
Significantly, steel entry doors are difficult to manipulate and get past when they are locked. Those who install the doors add a security layer to their home or business premises. Steel is durable and weather-resistant and steel doors are energy-efficient as well, with a foam inner layer whose purpose is to trap cold and heat inside, increasing energy savings in the process. Besides, they are inexpensive and have low maintenance costs.

Ritwik Mukherjee