Tata Steel's E-commerce Platform Aashiyana Receiving Orders from NRIs
In its first avatar, ensured customers could buy a steel bar as conveniently as they buy phones online, with the click of a button. This has helped Aashiyana to already surpass its pre-COVID-19 performance, with orders now coming from customers not just in India, but also from NRIs in South-East Asia, Middle-East and the US. Now in Aashiyana 2.0, the platform allows customers, who are typically those who are building houses, to buy products from the stables of other Tata Group companies. "Aashiyana is about home building. Now as you build a house, you need an air conditioner, a DTH connection, insurance, and other household items. These are home making products that are made by other Tata companies, with whom we are collaborating under Aashiyana 2.0," Peeyush Gupta, Vice President, Marking & Sales, Tata Steel, told. This means that as a customer browses Aashiyana for different steel products, such as bars, wires and doors, he or she will come across Tata Basera, which houses various Tata brands under one umbrella. For loan there is Tata Capital, ACs from Voltas, electronic products from Croma, DTH connection from Tata Sky and insurance from Tata AIG. These non-steel products will be showcased offline too, in retail shops run by Tata Steel dealers.
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