FORGING PURPOSE, PRIDE, PROGRESS

Emotion and purpose aren't limited to traditional consumer brands and are intrinsic even to a product as foundational as steel, believes Tarun Jha, Head - Marketing, JSW Steel.

- By SOUMYA BHUTANI

“While steel may not be an obvious consumer-facing product, what you cannot deny is its ubiquitous presence in our daily lives,” he says. “From humble pins and pens to mighty buildings and bridges, there is hardly any aspect of life that is not touched by steel. This automatically translates to a purpose that goes beyond mere fulfilment of needs—it makes our lives