Jindal (India) Limited Enrols 1,500 Retailers in New Digital Loyalty Platform

New Delhi: Jindal (India) Limited, part of the BC Jindal Group, has onboarded approximately 1,500 retailers to its recently launched digital partner ecosystem, JLP-Shakti. The loyalty platform, introduced

last month, aims to deepen engagement with retailers, fabricators and trade partners while driving consistent sales performance across India.

The initiative is designed to strengthen long-term brand association through structured rewards, recognition and proactive engagement. By building a digitally connected ecosystem, the company seeks to align its partner network with its broader growth and customer engagement strategy, leveraging technology-driven tools to enhance transparency and performance tracking.

“It is encouraging to note that within a very short span of just two months since the launch of our innovative Jindal India Loyalty Program, 1500 retailers have already joined our initiative. As a leading player in India’s downstream steel products manufacturing space, it remains our constant endeavor to consistently enhance the experience of our customers through such offerings. We will continue to create India-focused, technology-led innovations to further augment stakeholder engagement at Jindal (India) Limited,” said a Jindal (India) Limited spokesperson.

Since its rollout, the company has introduced the loyalty programme across multiple cities, including Kolkata, Kanpur, Siliguri, Kochi, Mumbai, Ranchi, Bengaluru, Dehradun, Patna, Guwahati and Visakhapatnam through curated on-ground events. These launch events witnessed participation from dealers and retailers, reflecting what the company described as strong initial interest in the programme.

“The company has planned to roll out the Jindal India Loyalty Program with an aim to engage with 10,000 leading retailers and dealers of coated steel products from key markets across India through various on-ground events, which will be supported by digital engagement and communication activities,” the spokesperson added.

JLP-Shakti operates on a multi-layer hierarchy to engage both dealers and retailers. The platform incorporates advanced analytics and MIS-driven insights to provide visibility into sales performance and partner engagement. Real-time leaderboards allow participants to track performance rankings, while a reward catalogue offers redemption options supported by streamlined fulfilment mechanisms.

The app-based system also enables simplified purchase registration, allowing partners to record sales and claim validations efficiently. Regular updates and contests are built into the ecosystem to sustain engagement and incentivise participation. Through these features, the company aims to foster loyalty while encouraging sustained sales growth in coated steel products.

Founded in 1952, Jindal (India) Limited is a downstream steel products manufacturer operating under the BC Jindal Group umbrella. The group, led by Shyam Sunder Jindal, reports a turnover exceeding Rs 18,000 crore and maintains interests across packaging films, energy and steel products.

Jindal (India) Limited currently operates two manufacturing facilities in West Bengal, equipped with colour coating, galvanizing and galvalume technologies. Its product portfolio spans sheets, pipes and aluminium foil, with coated flat steel products accounting for nearly 70% of total production — a segment identified as a key driver of future growth.

The company also continues to engage partners through initiatives such as its flagship retailer meet, ‘Milaap,’ conducted across regions to showcase product offerings and gather feedback. With established brands including Jindal Sabrang, Jindal NeuColour+ and Jindal Rangeen, the company maintains a strong presence in the colour-coated sheets market, particularly in Eastern India, while expanding its national footprint through structured partner engagement programmes like JLP-Shakti.