According to recent media reports, Steel Authority of India (SAIL) will now target rural India more. According to reports, company is looking to grow its business in rural India. For this company has plans of launching at least two dealers in all districts across India. Like a veteran retailer, company is planning small and customized lots.

Company has aggressive plans in increasing product knowledge among people. To kick off steel consumption in local market, company is now holding meeting of dealers with perspective buyers. Company has launched scheme of "exclusive dealer" which helped company to deepen its roots in rural India. SAIL also has plans of launching company-owned retail stores which will serve as model for other company’s retailers in product information and services. Company currently has a dealer network of 2500 across 635 districts in India. Company has its retail presence in every state of the India. Its retail business has achieved a growth rate of 8.7 percent in first nine months of running financial year. Company managed to make sales of 5.04 lakh tonnes.

Business of SAIL is highly successful in northern and eastern India with a double digit growth rate. As per current business model adopted by company, its retailers directly market products like SAIL-TMT, SAIL-Jyoti and other products to end customers.