Jindal Steel and Power Limited (JSPL), one of India's primary and integrated steel producers, is one of the most respected brands in the B2B steel market in India. As housing in the country grows exponentially in the recent years, the company has envisioned the opportunity to foray the retail market with the launch of Jindal PantherTM TMT Rebars. The brand inspired by the strength and agility of the black powerful felines. This unusual brand name aims at breaking the mould of its category, typically named with acronyms, and thus engage with its end customers in a memorable way. Panther has a strong and confident personality and a single clear objective: provide emerging Indians with state-of-the-art TMT Rebars for their housing development needs, which will no doubt have a positive impact in the general growth of the country.