### **Overview** Incredible Industries Limited (formerly Adhunik Industries Limited), established in 1979 and headquartered in Kolkata, is a prominent rolled steel manufacturer in India with a strong regional presence and growing national ambitions. The company operates a modern manufacturing facility in Raturia, Durgapur (West Bengal), strategically located within a major industrial corridor, enabling cost-effective sourcing of raw materials and efficient logistics distribution. Operating under the brand name *Adhunik*, the company has built a reputation for quality, reliability, and innovation in the production of TMT bars, wire rods, HB wires, billets, annealed wires ('torkari'), and wire nails. With over four decades of experience, it serves key sectors including infrastructure, real estate, construction, industrial projects, and rural development. --- ### **Production Capacity & Product Portfolio** As of FY 2024–25: - **Installed Capacity**: 170,000 MTPA at the Durgapur rolling mill. - **Capacity Utilization**: 85–90%, reflecting strong operational efficiency and demand absorption. **Key Products & Applications**: - **TMT Bars (8 mm – 32 mm)**: - Grades: Fe 500 DS (high tensile strength) - Used in bridges, flyovers, dams, high-rise buildings, industrial structures, and residential projects. - **Wire Rods (5.5 mm – 10 mm)**: - Applications: Tie wires, fencing, nails, hangers, shelving, welding electrodes. - **Specialty Steel (8 mm – 14 mm)**: - For binding wire, handicrafts, and specialty construction needs. - **HB Wire & Wire Nails**: - Support packaging, fencing, and general industrial applications. The company emphasizes product differentiation through branding, quality certification, and tailored marketing to position its offerings as premium non-commodity steel products. --- ### **Strategic Transformation: Backward Integration & Expansion** **Steel Melting Shop (SMS) Project – Key Strategic Initiative (Expected Completion: October 2026)**: In pursuit of becoming an **integrated steel producer**, Incredible Industries is constructing a new **Steel Melting Shop (SMS)** with a capacity of **256,000 MTPA**, marking a pivotal shift from being a steel processor to a vertically integrated manufacturer. #### Key Features & Benefits: - **Backward Integration**: Enables in-house billet production, reducing dependency on external suppliers and enhancing control over quality and supply chain logistics. - **Direct Charging of Hot Billets**: The SMS will feed hot billets directly into the upgraded rolling mill, eliminating the need for reheating and thereby: - Reducing fuel costs significantly. - Cutting energy consumption and environmental impact. - Improving yield and product consistency. - **Elimination of CBM Gas Use**: Transition to more sustainable and cost-efficient energy practices. - **Automation & Process Synchronization**: Rolling mill upgrades include advanced automation systems to synchronize with SMS operations, boosting overall operational efficiency. #### Financial & Strategic Impact: - Capital expenditure for the project is reflected in **Construction Work-in-Progress (CWIP)** and **non-current assets**. - Expected to enhance **EBITDA margins** through lower input costs, reduced logistics, and improved process efficiency. - Supported by government **Production Linked Incentive (PLI) schemes** for advanced domestic steel manufacturing. --- ### **Operational Excellence & Sustainability** - **Technology & Digitalization**: - Utilizes an **in-house developed ERP system** and **data analytics** for customer insights, demand forecasting, sales optimization, and operational decision-making. - Focus on data-driven strategy enhances resource allocation, compliance, and responsiveness to market trends. - **Sustainability Initiatives**: - Owns a **1.50 MW wind mill in Dhule, Maharashtra**, supplementing power requirements and promoting green energy usage. - Committed to minimizing environmental impact through waste reduction, process innovation, and energy-efficient technologies. - Certified under **ISO 9001:2015 (Quality), ISO 14001:2015 (Environment), and OHSAS 45001:2018 (Occupational Health & Safety)**. - **Workforce & Culture**: - Employs approximately **200 people**, with a focus on employee safety, productivity, and development. - On-site health center and mandatory safety gear policies reinforce commitment to worker well-being. - Maintains positive labor relations with unionized workforce. --- ### **Market Position & Distribution** - **Core Markets**: Eastern India – **West Bengal, Bihar, Jharkhand, Assam**, with emerging presence in North India (Punjab, Uttar Pradesh, Delhi). - **Distribution Network**: - 6 primary distributors and **over 150 registered dealers**. - Dedicated marketing team focused on channel engagement and brand penetration. - **Customer Segments**: B2B (contractors, builders, infrastructure developers) and B2C (retail construction customers). To strengthen brand visibility and dealer engagement, the company employs **mass marketing campaigns**: - Out-of-home (OOH) advertising (billboards, bus/tram branding, pole kiosks). - Localized initiatives like **wall paintings, cutouts, in-shop displays**. - Regular dealer meetings to align on promotions and product education.