Home / Brand Post / Anubhav Gupta: Catapulting APL Apollo to strategic heights

APL Apollo Tubes Limited (APL Apollo) is known for breaking out of the mould to manufacture square and rectangular pipes with the potential to replace conventional steel construction products like angles and channels and several other building materials like wood, RCC, aluminium, and PEB. Focusing on strengthening its value-added portfolio as well as working on capacity expansion, the company has achieved a total production capacity of 2.6 million tonnes (MnT) per annum, growing at around 27% CAGR under the visionary leadership of Mr. Gupta.

Over the years, Mr. Gupta has been instrumental in expanding APL Apollo’s value-added product portfolio which currently comprises 60% of its total production. Says Mr. Gupta, “Going forward, our target is to take up our value-added product portfolio to 75% by producing more branded and speciality products like door frames, designer pipes, fencing tubes, high diameter and thickness tubes, among others and these would all be replacement for wood and RCC."

He gives credit to Mr. Sanjay Gupta, Chairman and MD, APL Apollo Tubes Limited for his strategic vision of concentrating on square and rectangular tubes being used as building material products for providing load bearing support to many structures. It made the company emerge as a frontrunner in this particular segment while APL Apollo has already been a pioneer in bringing advanced global technologies to India.

Mr. Gupta takes pride in the fact that APL Apollo Tubes has replaced five conventional construction products including wood, aluminum profiles, concrete columns, steel angles, channels and above all pre-engineered building structures made of built-up sections. The lowest cost producer for branded steel tubes, APL Apollo buys India’s 2% of steel and it also has USPs of serving 1500 SKUs, besides a wide range of cutting-edge technologies that it has brought to India, especially in the steel tubes segment.

It is due to the innovative vision of Mr. Gupta that APL Apollo has soared to record heights in terms of production and extensive distributor network. Today, the multi-product offerings of APL Apollo are being sold pan-India through more than 800 distributers who serve 50,000 retailers engaged in fulfilling the requirements of 200,000 fabricators. Most of these distributers are handpicked and exclusive for APL Apollo and the company is constantly expanding their network under the strong leadership of Mr. Gupta.

Bullish over APL Apollo’s growth and expansion plans, Mr. Gupta says, “We aim to increase 2.6 MnT capacity year on year in line with our focus on growing our value-added products basket. We are already in the process of setting up our 11th plant that will be located in Raipur in Chattisgarh. We are also coming up with new products and applications to tap the growing demand for our branded products. Concurrently, we have emerged even stronger in our global-ranking in top-five players."

He has also contributed immensely in facilitating and driving key strategic initiatives as per organizational priorities of APL Apollo. Partnering with the company’s leadership, he has always ensured that his plans reflect his organisational priorities. Through his exceptional abilities of monitoring the execution of all the action plans, he has been able to effectively guide the teams managing APL Apollo’s vast production network of 10 manufacturing facilities spanning across Delhi-NCR, Bengaluru, Raipur and Murbad, near Mumbai.

Highlighting the big infra push in the country, Mr. Gupta says, “Beneficial for both businesses and households, the government’s initiatives towards infrastructure development will also increase demand for housing and commercial developments which comprise our 50% and 20% sales respectively. Infrastructure alone comprises about 20% of our business. Hence, it’s an evolving and promising scenario for our business growth and expansion."

However, as an astute planner with excellence in developing strategies, he opines that inflation is the big challenge for the Indian economy currently and the management of fiscal deficit should be the key trigger for the government to increase its spending. He concludes by saying that at annualised level, APL Apollo produces 2MnT of steel, which is almost 2% of India’s steel production and this should increase going forward as we are engaged in expanding our capacity faster than the country’s steel sector. APL Apollo sources all its steel from top domestic producers and enjoys long-term contracts with Indian producers.

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