ALLIED METALLURGICAL PRODUCTS PVT. LTD. (AMPPL)

ALLIED METALLURGICAL PRODUCTS PVT. LTD. (AMPPL)

A 2002 Founded Entity Offering Unique Molten Metal Solutions Through Innovative Products

The Indian steel industry especially in the southern and western part of India was poised for rapid growth, driven by the government’s initiatives in accelerating infrastructure growth to boost the economy. It may be pertinent to mention that India’s per capita steel consumption is about 70-75 kg as against the world average of more than 220kg. A country with almost similar population like China produces about 900 Million tons of steel per annum as compared to India’s 100 million tons. Consequently the potential for growth and opportunities in the metal industry for metallurgical consumables are enormous.

Allied Metallurgical Products Pvt Ltd ( AMPPL ) was set up in 2002 by a group of first-generation techno- preneurs :Mr V.V.Sivaram ( B Tech. NIT Warangal ), Indrajit Bose ( B.E. Jadavpur University, Kolkata) and Mr Ashish Gadre ( BE,M.Tech. VNIT Nagpur ).All the founding directors possess Metallurgical and Materials Engineering degree along with vast technical and management experience in conceptualising, manufacturing and marketing of high-temperature metallurgical fluxes, consumables, refractories and customised formulations for Steel and Allied Industries.

Messrs Sivaram, Indrajit and Ashish had more than 15-20 years of senior management experience ( combined experience of more than 60 years )in reputed MNCs before they embarked on this entrepreneurial journey. Starting with a small makeshift manufacturing unit in Bangalore, the nimble-footed AMPPL team quickly established themselves at JSW Steel Ltd and other mini-mills with a range of products.

The strategic intention was to develop value-added customised products, adopt new generation technologies and create an entity to penetrate the growing markets in this area driven by a substantial demand-supply gap for these products.

Almost concurrently, AMPPL successfully penetrated the Middle Eastern Market with a range of special-purpose coatings and fluxes for the Aluminium Industry. Incidentally Middle Eastern region is home to some of the most sophisticated and biggest Aluminum giants of the world and gaining entry before establishing an entity as a regular vendor in these companies underscores the company’s impeccable credentials. Presently AMPPL exports regularly to various countries like Turkey, Iran, Kingdom of Saudi Arabia and Oman. Intermittent orders have been executed for Columbia, Vietnam, Bulgaria and Sri Lanka. And the AMPPL team never looked back.

ALLIED METALLURGICAL – THE MILESTONES
The passion for technological excellence and innovation led to the development of a series of high-performance products which paved the way for AMPPL to consolidate their position in the market. The timeline as listed below for successive milestones underscore the company’s philosophy:

2004-2005 One of the first manufacturers of granulated Tundish Covering Compound (INSULEX GR) using agricultural waste and relying on a completely indigenous technology.

2008-2010 AMPPL spearheaded the development of granulated Active Tundish fluxes (Insulex Gr BASI-I) which helps removal of alumina oxides from molten steel – the first Indian company to achieve this milestone.

2012-2013 AMPPL launched a revolutionary concept of an anti-sticking slag pot coating trademarked as SLAGKOTE which dramatically changed the way the Indian Steel industry viewed slag pot management. Allied Metallurgical was granted the first patent for SLAGKOTE in 2019 by the Indian Patent Office.

The need for superior BOF (Basic Oxygen Furnace ) Slag Control Systems at JSW Steel for producing cleaner steel prompted AMPPL to successfully forge a partnership with an overseas company in 2013– a relationship which led the company to secure the supply and apply contract for the BOF convertors at JSW Steel, Karnataka for the first time in the country. The contract includes supply of high-performance pre and post tap slag control products, corresponding application machines and round the clock manpower for product application and supervision.

More customers like SAIL Bokaro Steel Plant, SAIL Bhilai Steel Plant and Tata Steel came into the fold in the years to come as our partnership strengthened and prospered. Today we are recognised as one of the most reliable and technically competent suppliers of this system in India. Plans are afoot to bring more advanced technologies in this area to further expand this business and enhance our value proposition to our esteemed customers.

Further, In 2013 Sterlite Industries conferred “The Best Achiever” award for “Consistent Supply of Quality Products” to AMPPL for development and supply of a high-performance water-based Zircon coating for their Anode Casting process.

2014 -2015 saw the setting up AMPPL’s ambitious granulated Continuous Casting Mould Flux  ( QMAX –GR ) manufacturing facility at Tumkur, Karnataka using once more,a completely indigenous technology without any foreign collaboration – a feature common to all their competitors . This is the largest plant of its kind in South India.QMAX GR is a product whose formulation, expertise, testing and Manufacturing technology requires substantial technical prowess and knowledge and its acceptance by customers in India and abroad is a testimony to AMPPLs technical credentials. The plant had received the prestigious ISO9001-2015 certification from TUV SUD South Asia Pvt Ltd.

AMPPL also received the ISO 9001-2015 TUV SUD certification for manufacture and supply of FILLEX – Range of Steel ladle Nozzle Filling Compounds.

2021: AMPPL was granted another product patent titled “Chemical Composition and Method For Processing of Hard and Viscous Slag formed during the Desulphurisation of Hot Metal for its Liquefaction and Easy Removal”

The company was started with a meagre equity capital from the personal savings of the promoters.As the business grew ,so were the challenges, as common to all companies in the MSME segment ,especially those belonging to the traditional manufacturing sector. Funds were limited and so were the other resources. Financial policies of the banks invariably dependant on pledging fixed asset collaterals became a limiting factor for growth as more business growth resulted in a need for more working capital and investment for land and machinery.

SMOOTH INFUSION OF TECHNOLOGY AT AMPPL
Compact Strip Production (CSP) is the world’s leading thin slab steel technology presenting enormous benefits to the modern steelmaker relating to cost efficiency and steel quality. Thin Slab Steel Continuous Casting forms the crucial part of this technology and the development of granulated Continuous Casting Mould Flux (QMAX – GR) presents formidable technical challenges. AMPPL can proudly claim to have successfully developed this product for some leading Indian steelmakers for high speed casting.

AMPPL is poised to introduce cutting-edge technology to develop a more accurate and predictable slag stopping mechanism for BOF (Basic Oxygen Furnace/LD Converter). This is expected to revolutionise the prevailing slag control practices in India.

In view of growing safety requirement in Steel plants, AMPPL plans to incorporate automation to improve the spraying mechanisms of their patented product SLAGKOTE.

CLIENTELE & CORPORATE ETHOS
All the clients of AMPPL are manufacturers of molten Steel and Non-Ferrous metals including the most reputed business houses of India covering both the public and private sector namely JSW STEEL group (JSW Bellary, JSW Dolvi, JSW Jharsugda), TATA STEEL group ( TSL, TSM, TSK ), RINL ( Visakhapatnam Steel Plant ), SAIL ( Steel Authority Of India Ltd ), ARCELOR MITTAL STEEL, Hazira ( erstwhile ESSAR STEEL LTD ),HINDALCO Industries, NALCO ( National Aluminium Company ) and the likes. The overseas customers are: Pyrotek FZE (UAE), Petrofer Turkey, Al Tuwarqi group -Kingdom of Saudi Arabia, African countries,  Modern Steels Oman & KSC Iran.

Faith, trust, and overall credibility have been earned over years of diligence by the company focusing on quality consistency, timely delivery, and pioneering new products introduction.

RESEARCH AND DEVELOPMENT
R&D with a clear focus on “customer needs“ has been the underlying philosophy of AMPPL. The company has a modern laboratory located at QMAX GR plant in Tumkur, Karnataka housing sophisticated testing equipments and manned by skilled and experienced Chemists/Refractory specialists. The product management team works closely with the R&D team to ensure that product features and benefits are well aligned to the needs of the market and also keeping in mind the factors that influence the manufacturing feasibility. The top management of AMPPL is also actively involved in the R&D activities providing their valuable inputs.

HAVING AN EDGE OVER COMPETITORS

• AMPPL has the ability to identify & understand customer requirement and quickly develop solutions – Innovate and thinking out of the box.
• There are multiple factories across geographies to cater cost effective and timely.
• It is technically competent to develop products and service. Possesses a competent and committed application service team.
• The team is nimble-footed and professionally managed for quicker response.
• It has a strong market focus and customer orientation.

THE FORMATION OF THE AMPPL TEAM AND ITS KEY TO MOTIVATION
The focus has always been to inculcate a culture of being close to the customer, comprehend their problems, and offer customised and unique solutions. This is an equally challenging task as the company grew in size and operations became complex. The initial focus was to identify, train and develop workers and supervisors locally to manage the factory operations while the Directors reached out to customers, erstwhile colleagues, and industry contacts for orders.

As the product range of the company expanded, requiring a different set of skills, they began recruiting qualified and experienced QC chemists and Managers. The sales and marketing team was also strengthened by recruiting qualified engineers (Bachelor of Engg), providing them continuous theoretical and on-the-job training covering various technical aspects of the products and their applications.

As AMPPL started making rapid strides in the BOF Slag Control market from 2012, (The present market share is around 70 %) with Refractory Darts, Pretap Plugs, and corresponding application machines, it became incumbent to supply skilled and trained manpower to operate the machines and apply the products.

While the initial training was provided by our overseas partners, we developed a core team of trained manpower to share their knowledge and train other operators. Today, AMPPL has 10 Installation spread across JSW STEEL, SAIL BHILAI, and SAIL BOKARO with 40-45 manpower fully trained to operate and maintain these machines. And one more installation at Tata Steel is expected to be commissioned shortly.

MOTIVATIONAL APPROACHES INCLUDE:

• Engaging them in challenging tasks/specific projects in their own functional areas.
• Transparent communication channels to encourage new ideas and innovative practices.
• Periodic rewards related to performance.
• Continuous training and knowledge sharing by the technical team and top management
• Recreational annual family get-togethers and birthday celebrations are held to keep the employees bonding.

FUTURE ENDEAVOURS OF THE COMPANY

• Future endeavours will broadly focus on further modernisation of QMAX GR plant at Tumkur with automated material handling and storage systems, and more sophisticated laboratory testing equipments.
• Modernisation and expansion of FILLEX manufacturing capacity.
• Expansion of production capacity of “SLAG CONTROL SYSTEM“ products and strenghten marketing efforts to further penetrate the overseas markets with our products.
• In general focus on product development efforts, improvement in quality consistency, cost optimisation and investment on continuous training of people.

BETTER OUTCOMES IN THE TIME OF COVID-19 CRISIS

A couple of important strategies were implemented-

• All the customers i.e., Steel Plants were declared as essential commodities by the Govt of India and hence were insulated from the strict lockdown protocols imposed during the first Covid 19 wave. Consequently, as vendors to the Steel Industry, AMPPL’s supplies were exempted from the Covid rules and regulations.
• Ensure that factory workmen have a residential facility near the factory so that they are always engaged in work and occupied and do not need to use transport to come to the respective factories.
• Ensure that their salaries and financial dues are always paid on time. (AMPPL has not delayed or stopped salaries of any employee during COVID 19 even during the strictest lockdown period). This was possible by ensuring continuous supplies leading to regular incoming cash flows.
• Maintain all COVID protocols at workplaces and monitor them regularly. During the second COVID wave, the company helped all employees to get vaccinated at either govt health centres or at private hospitals.

DYNAMIC LEADERSHIP

V.V. SIVARAM, Director and Co-Founder
VV Sivaram started his career from Ispat profiles before joining Foseco India Limited (A leading British MNC and pioneer in this business domain since the ’50s) as a Senior Product Engineer. Worked successfully across various key product areas of the company especially on formulation, development, and marketing of Continuous Casting Mould Flux before leaving Foseco as a Group Product Manager – Mould Fluxes. Mr Sivaram presently drives the product development and marketing efforts of the company. In academics, he did B.Tech (Metallurgical Engg) from NIT Warangal.

INDRAJIT BOSE, Director and Co-Founder
He kick-started his career at Mukand Iron and Steel Works Mumbai before joining Foseco India Limited as a Senior Product Engineer. Indrajit worked on Ingot casting and Tundish products area in the product development and marketing function before leaving Foseco as a Group Product Manager – Tundish Products. Mr Indrajit presently drives the company’s international business and development of key vendors across the globe and he has done B.E (Metallurgical and Material Engg) from the Jadavpur University, Kolkata.

ASHISH M GADRE, Director and Co-Founder
B.E (Metallurgical and Material Engg) and M.Tech graduate from VNIT Nagpur, Ashish M Gadre began his career in 1990s at Sunflag Iron and Steel, Bhandara before joining Foseco India Ltd in 1998 as an Area Sales Manager. He subsequently played a key role in introducing a range of products at JSW and establishing a firm hold on this account. After the stint at Foseco Mr Ashish played pivotal sales roles in key business areas of reputed refractory MNCs like Vesuvius India and RHI India Ltd. Mr Ashish presently drives the company’s pan India sales and business development initiatives in key strategic accounts

WORDS OF WISDOM

• Keep the focus on your domain knowledge.
• Build long term relationships with customers, vendors and bankers
• Develop a culture of innovation.
• Have trust and belief in yourself and your team

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