THEBUSINESSBYTES BUREAU
ROURKELA, AUGUST 23, 2026
SAIL-run Rourkela Steel Plant (RSP) is sharpening its sales
and distribution strategy by prioritising direct order fulfilment, a move aimed
at accelerating sales realisation, improving working capital efficiency and
strengthening cash flows amid a greater focus on financially sustainable
operations.
During July 2026, RSP despatched 3,64,649 tonnes of saleable
steel, of which 3,00,911 tonnes were supplied directly against customer orders,
accounting for around 82.5 per cent of the total despatches. The remaining
63,738 tonnes were routed through stockyards.
The sustained emphasis on direct order fulfilment is designed
to ensure that finished steel moves against confirmed customer requirements,
enabling faster sales realisation while reducing dependence on stockyard
movement. The approach is expected to support tighter inventory management,
improve cash flows and provide greater financial flexibility to the
organisation.
The trend was even more pronounced during the April-July 2026
period, when RSP despatched 13,28,999 tonnes of saleable steel. Of this, 11,28,691
tonnes, or approximately 84.9 per cent, were fulfilled directly against
customer orders, while 2,00,308 tonnes were dispatched through the stockyard
route.
RSP's niche products, including Cold Rolled Non-Oriented (CRNO) steel and Pipes, continued to register a particularly high level of direct order fulfilment at 90.4 per cent. For non-PET products, the corresponding figure stood at 81.4 per cent, reflecting the plant's efforts to align production and despatches more closely with customer requirements and prevailing market demand.
The sustained thrust on direct order fulfilment underscores RSP's focus on customer-centric operations while seeking to make more efficient use of working capital and strengthen overall financial performance.
