Written by Intern Rency Gomes || Team Allycaral
ArcelorMittal Nippon Steel India (AM/NS India) has announced the expansion of its value-added steel portfolio with the launch of two premium branded offerings — AM/NS Vibrance and AM/NS Optima — designed to meet the evolving, design-led requirements of Original Equipment Manufacturers (OEMs) across appliance and industrial manufacturing sectors.
The move comes amid rising demand for steel solutions that deliver superior surface precision, consistent quality, tight tolerances, and reliable performance at scale. By introducing globally benchmarked products manufactured domestically, AM/NS India aims to reduce reliance on imports while supporting India’s Aatmanirbhar Bharat and Make in India initiatives.
Speaking on the development, Ranjan Dhar, Director and Vice President – Sales & Marketing at AM/NS India, highlighted that material choice directly impacts productivity, cost efficiency, and long-term performance for OEMs. He noted that the introduction of Vibrance and Optima strengthens the company’s position as a solution provider aligned with its brand promise, “Smarter Steels, Brighter Futures.”
AM/NS Vibrance – Premium Colour-Coated Steel
AM/NS Vibrance is engineered as a high-end colour-coated steel solution tailored for appliance manufacturers. As home appliances increasingly become visible design elements, manufacturers require materials that offer consistent colour, controlled gloss, refined finishes, and durability.
Built using advanced coating technology over precision-engineered substrates, Vibrance ensures dependable performance from fabrication to end use. It is particularly suited for applications such as refrigerators, washing machines, microwave ovens, and water dispensers — combining aesthetics with structural strength.
AM/NS Optima – True Zero-Spangle Galvanised Steel
AM/NS Optima is positioned among India’s most premium True Zero-Spangle Galvanised Steel offerings. It provides enhanced surface uniformity compared to conventional galvanised steel, enabling manufacturers to achieve cleaner, more consistent finishes.
Manufactured on precision-engineered substrates with tightly controlled thickness and surface quality, Optima offers predictable bending, visual harmony, and consistent production performance. It is well-suited for applications including AC outdoor units, panels, and cleanroom installations.
Growing Market Opportunity
India’s consumer durables market is projected to become the world’s fourth largest by FY27, with rapid premiumisation driving demand for flawless finishes and design-forward products. Annual coated steel demand in India currently stands at 11.1 million tonnes and is expected to grow at an 8–10% CAGR in the coming years. Within the appliance segment, coated steel consumption is expanding at approximately 10% annually, supported by urbanisation, rising aspirations, and policy initiatives such as the Production-Linked Incentive (PLI) scheme.
Demand from industrial applications is also projected to grow at an 8–12% CAGR through 2030, driven by self-reliance initiatives and the expansion of automotive, electronics, and engineering sectors.
With the launch of Vibrance and Optima, AM/NS India reinforces the strategic role of high-quality value-added steel in powering India’s manufacturing growth while enabling OEMs to build differentiated, globally competitive products.
