ArcelorMittal Nippon Steel India (AM/NS India) has announced the launch of two branded steel products — AM/NS Vibrance and AM/NS Optima — as part of a broader push to generate 75% of its revenue from value-added steel. The announcement was made in Mumbai in February 2026.
AM/NS Vibrance is a colour-coated steel designed for appliance manufacturers, intended for use in products such as refrigerators, washing machines, and microwave ovens. AM/NS Optima is a zero-spangle galvanised steel product aimed at industrial applications, including air-conditioning units, panels, and cleanroom installations. Both are positioned to reduce original equipment manufacturers' (OEMs) dependence on imported coated steel.
The launches come against a backdrop of rising demand. Coated steel consumption in India currently stands at 11.1 million tonnes per year and is projected to grow at 8–10% annually in the coming years. Within the appliance segment, growth is estimated at around 10% per year, supported by urbanisation, changing consumer preferences, and government schemes such as the Production Linked Incentive (PLI) programme. In industrial applications, coated steel demand is forecast to grow at 8–12% annually through 2030.
Ranjan Dhar, Director and Vice President for Sales and Marketing at AM/NS India, said the additions were intended to support manufacturers in sourcing materials domestically. "By making world-class value-added steels available domestically, we are contributing to the 'Make in India' vision, while enabling our customers to build differentiated products with confidence," he said.
The two new products join an existing portfolio that includes Optigal®, Magnelis®, Optigal® Prime, and Optigal® Pinnacle. India's consumer durables market is projected to become the world's fourth-largest by the financial year 2027, a trajectory that AM/NS India says underpins the strategic shift toward higher-margin, value-added products.
AM/NS India is a joint venture between ArcelorMittal and Nippon Steel. The company operates with a crude steel capacity of nine million tonnes per year and a pellet capacity of 20 million tonnes, producing a range of flat carbon steel products from its facilities in India.