Industry Overview
Years ago a metal was invented which changed the way people live today. It was a metal that silvery, shining, stylish, glamorous and tempting on one hand strong, sturdy, durable, did not corrode or stain on the other. With its widening consumer base across social-economic stratum of the society the flashing metal was popularly accepted in thousands of households around the world. Thus it was that stainless steel came to be recognized as the metal of the century. It was not very much later that this magical metal entered the kitchen as a fashion statement and also a very best option for the safety and hygiene of the family.

Advantages of Stainless Steel Kitchenware and Houseware items

• Corrosion Resistance : It gives protection against rust.
• Strength : Stainless Steel has high tensile strength, excellent fatigue properties and good from ability.
• Toughness and impact resistance : Stainless Steel of certain grades has high toughness from elevated temperatures to sub zero temperatures.
• Formability : It is possible to bend and form different shapes.
• Heat resistance : Special high Chromium and Nickel alloyed grades resist high temperature and retain strength.
• Better aesthetic look : This is one single characteristic that scores over other materials.
• Low on maintenance : Stainless Steel normally requires only a periodic wash with soap and water to maintain its original finish.
• Long term value : When the total life cycle costs are considered, stainless steel is often the least expensive material option available.

1. Raw materials
The basic raw materials required for the industry are metals. Basically, the major metal used in production of these items is stainless steel, which is an alloy comprising two basic metals as under –

• Steel – Stainless steel is the major raw material, which is an alloy of iron and carbon. In India there are abundant iron –ore mine available for foreseeable future and carbon supplies are generally met by coal reserves, which are also available the industry historically has never faced any concerns of shortage apart from some temporary phases in case of exceptional demand (e.g. from Chinese growth story in 2005). Pointless to mention that in case of any short -term price surge, the industry has soon experienced oversupply to moderate the prices.
• Nickel – Nickel also cases minor share in composition of stainless steel alloy. It is introduced to provide strength and durability to the product. It also serves as thin differentiating line between different manufacturers.

2. Processing
Manufacturing process in this industry is characterized by meticulous labour efforts rather than capital and technical rigor. However, as is the case with most of the consumer industry, establishing consumer presence and brand image is a demanding task. Also to set –up distribution and marketing network also requires some hard work.

3. Consumption
These Products are generally consumed in households, restaurants. Majority of demand of superior quality and brand conscious products comes from urban households. The major factors determining the consumption of these items are urbanization, number of households and disposable income levels of the households.