Tembo Steels (U) Ltd is an US ISO 9001 : 2015 Certified Company is the Most Diversified and Integrated Steel plant in Africa with the largest product portfolio through integrated route covering all four verticals of steel. The company products are strengthened by the resilience of innovation. TrueGolferPlus had an interview with Mr. Manish Kalla, the company’s General Manager on Markets, History, Products, Achievements, Band Values, Promotion and here we bring our conversation verbatim.

Tembo Steels has the highest production capacity for its products. With our DRI capacity being 300,000 tons, liquid steel being 550,000 tons, TMT 260,000 tons, Section 160,000 tons, Wire rod 260,000tons, HRC for Tube / Open Profile 100,000 tons.

What are the main products under the brand? Who are they targeted at?

Our products include TMX, Hollow Sections, Angles, Nails, Round Bars, Square Bars, Binding Wire, Wire Rod, BRCs, etc. They are targeted at construction and engineering companies, hardware dealers and outlets, and individuals at both local and international

markets

We target all kinds of markets because both top –end and bottom end equally because our products are made with international quality at affordable prices for both markets. This is because we make our steel right from raw material – locally sources iron ore from Kabale and with the help of our DRI Plant, it is a continuous process until finished product.

How big is the market share of the brand for the various items it produces?

Tembo Steels has the highest production capacity for its products. With our DRI capacity being 300,000 tons, liquid steel being 550,000 tons, TMT 260,000 tons, Section 160,000 tons, Wire rod 260,000tons, HRC for Tube / Open Profile 100,000 tons. We have the biggest market share.

Where applicable, what has been the impact of modern retailing trends on the brand in terms of turnover, demand for the product, delivery?

Modern retailing trends have boosted our brand even future because we have able to advertise, raise awareness, market and close sells in a much easier manner.

How does the brand see its future in the medium term, say 5-10 years, in terms of turnover growth and market share?

Tembo Steels is growing continuously year in and year out, the next 5 years will definitely be bigger in everything – market share and growth as we intend to conquer even more markets on an international level.

ACHIEVEMENTS

Has the brand achieved ISO 9001 recognition or anything similar? Please give us some information about what you had to do to achieve the recognition. Why did you seek it in the first place?

Yes, we are fully ISO 9001:2015 certified, we sought this because this is internationally recognized and for our local and international markets, it is a kind of re – assurance on quality regarding the brand. Team conducted research and interviews

Tembo Steels (U) Ltd is also Uganda National Bureau of Standards (UNBS) certified, KBS- Kenya Bureau of Standards (KBS) certified and Tanzania Bureau of Standards (TBS) Certified. We do this because we save markets around East Africa and the world the at large, these certifications help us build trust with our clients hence building affirm and lasting relationship.

Was your brand the “first” to do something?

Tembo Steels has many firsts namely;

• We have the largest Product portfolio in Africa through integrated Route.
• Highest capacity of crude steel in East Africa.
• Uganda’s only Primary Steel Producer.
• 1ST company in the world to produce 0.7mm hot rolled sheets through continuous configuration.
• 1st company in the world to convert cast iron into liquid low carbon steel.
• 1st Bullet Castor in Africa.
• 1st 10 Stand Wire Rod Block Mill in East Africa.
• 1st 18 stand HV Section Mill in Africa – Lightest Section in the world.
• Highest Hot Rolling capacity in East Africa.
• Highest Production of Oxygen and Nitrogen Gas in East Africa.

HISTORY

Please tell us about how the brand started – who was involved, how many people, where the premises were, what products were made?                                       

Tembo Steels (U) Ltd incorporated in 2000. It was started by two directors namely Mr. Sanjay Awasthi and Mrs. Seenu Awasthi who were driven by their passion drive to be game changers in the African steel industry. It is safe to say that this has been achieved successfully.

We have two plants one located at Lugazi District and the other at Iganga District in Uganda. We are still these premises till date.

• In 2002 we started manufacturing rebars through liquid steel.
• In 2004, we reached another milestone by being the first company in Uganda that started manufacturing light sections through structural mill from liquid steel.
• In 2005, we launched the first ever convertor to convert cast iron to liquid low carbon steel in the world. First Company to use cast iron as a raw material input for steel in Africa. There have been only 15 copies so far with the first copy in Nigeria and was commissioned in 2009. Out of 15 only 8 are operational in Africa to date.
• In 2006, we commissioned the first ever hot rolled strip mill in East Africa.
• In 2008, Tembo is the first company in Uganda to launch thermos mechanically treated bars (TMT).
• In 2012, Continuous rolling with direct casting – billet is received and sent directly through the castor to the rolling mill, eliminating carbon emission by 100% – green steel making.
• In 2014, we commissioned the 10 stand first ever block mill in East Africa to product 5.5mm wire rod.
• In 2015, we are the first company in East Africa to complete the entire value chain of wire products through liquid steel/ 100% value addition and zero importation of wire rod.
• In 2016, first and only strip mill in the world to produce 0.8mm hot rolled strips through continuous configuration till date.
• In 2017, Completed the entire value chain of hollow sections through liquid steel. First company in Africa to do so.
• In 2018, Fully continuous 18 stand horizontal vertical section mill for light sections through direct rolling. The first one in the continent.
• In 2020, Commissioning of state of the art fully continuous TMT mill through tungsten carbide rolling – first in the region for enhanced physical properties of TMT rebars. 100% Integrated process.
• Mid 2020, we commissioned and operation of East Africa’s Largest DRI Plant till date. Fulfilling 100% forward to backward integration of steel. The Presidents Dream Project.
• In 2021, Commissioning and operating of Africa’s first and only bullet castor till date.
• In 2023, we started making the TMX TMT through the carbon neutral process – green steel making.

I could go on and on but let me leave it at that, Tembo Steels has kept on growing and reaching new heights till date.

THE PRODUCT

Please state comprehensively what the product(s) are designed to achieve.

Our Products are designed to build strong last structures that can be used for many generations and withstand all kinds of weather.

RECENT DEVELOPMENTS

Are there any new products, introduced recently, that you would particularly like to see mentioned in this section?

Yes, we have recently launched a new product the Tembo TMX, this a game changer in the steel manufacturing industry in Uganda and it is made with the help of German technology.

PROMOTION

How does your brand promote itself – print media, broadcast media – which stations, what programs? Does it pay for stand-alone TV ads)?

Tembo Steels is currently using print media, billboards, wall branding. Ddgital media like digital screens and social media. We are also soon starting a couple of contracts with major radio stations and T.V stations in the country in regards to advertising and brand awareness.

Has the brand produced special promotional posters or banners that were particularly successful? Has the brand produced special slogans that were particularly successful?

We have very many banners in different regions of the country and these have proved to be indeed successful.

Does the brand have any other kind of promotional activity, like telemarketing, direct mailing, proactive marketing via the Internet (please note by this we do not mean the website if it basically only contains information about products and availability?

We have proactive marketing where by our sales team goes into the market to help strengthen ties with our old customers but to also establish new markets and clients.

BRAND VALUES

What are the essential qualities that the brand likes to be associated with its product range?

The name Tembo Steels is synonymous with strength, high quality, affordability, accessibility and timely delivery. Our Brand promises our customers loyalty, affordability, and premium quality. True to our name “Tembo” (Swahili word for elephant). We are strong, sensitive wise and have long life.

What promise does the brand make to its consumers?

Our Brand promises our customers to always deliver high quality products at an affordable cost. We promise to get bigger and better each time.

What is the brand committed to?

Our brand is committed to integrity, synergy, quality, innovation, commitment and ethics.

How does the brand ensure the consistency of its products? What quality control procedures are in place for both the raw materials used in production and for the final, finished product?

We have a quality assurance department and labs to test our products at every level of production right from raw materials to finished product, this helps us to monitor the quality throughout the process of production to the finished product.

Is there anything we didn’t know about Tembo Steel – the unusual facts/anecdotes?

• We have the largest Product portfolio in Africa through integrated Route.
• Highest capacity of crude steel in East Africa.
• Uganda’s only Primary Steel Producer.
• 1ST company in the world to produce 0.7mm hot rolled sheets through continuous configuration.
• 1st company in the world to convert cast iron into liquid low carbon steel.
• 1st Bullet Castor in Africa.
• 1st 10 Stand Wire Rod Block Mill in East Africa.
• 1st 18 stand HV Section Mill in Africa – Lightest Section in the world.
• Highest Hot Rolling capacity in East Africa.
• Highest Production of Oxygen and Nitrogen Gas in East Africa.