World’s biggest steel company will be desi-owned

London-based billionaire Lakshmi Mittal and his son Aditya are planning a $17.8B acquisition of an Ohio company which will make Mittal Steel the world’s biggest:

Last week, in a complicated $17.8 billion deal, Indian entrepreneur Lakshmi Mittal said he would merge his existing steel assets — the privately-held LNM Holdings and the publicly-traded Ispat International — with the U.S.-based International Steel Group (ISG). The deal, which must still gain regulatory approval, would create the world’s biggest steel company, Mittal Steel, to be based in Rotterdam in the Netherlands, and help Mittal pursue his modest goal of making Mittal as synonymous with steel as Ford is with the motor car. The new company could produce up to 10% of the world’s steel…

Mittal made his $6.8B fortune in steel mills all over the world, including Calcutta, Romania, Mexico and Kazakhstan. Ironically, Mittal no longer owns any steel mills in India itself.

He has been able to generate profits by using his scale to buy lower-cost raw materials and by importing modern management techniques into previously inefficient state-run mills.

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Star-rupees

Following the lead of Hooters, Starbucks says it will expand into India soon, trying to reverse hundreds of years of tea plantation history dating back to the East India Company (thanks, Super Jagjit!):

“China traditionally has been a tea-drinking country[,] but we turned them into coffee drinkers,” Schultz told a gathering of analysts earlier this month…

But their Asia marketing director, speaking not to Wall Street but to Indian consumers, is singing a gentler hymn:

“India is a tea-based culture. We””””re not saying coffee is a substitute. We””””re saying Starbucks is a place to hang out, to eat and drink, to see and be seen.”

In other words, a place to flirt. And, in fact, gourmet coffee cafes serve exactly that function in Indian cities today:

“With the liberalization of the economy, there are a large number of young Indians with good jobs and attractive incomes,” said Banerjee. “Many still live with their parents. So their income is largely disposable and they need to spend it on something.

Methinks the key part of that quote is ‘many still live with their parents.’ Cafes function as extended living rooms in space-impaired Manhattan and as libidinous hotspots in privacy-impaired India. They’re just the place for your silken mocha pick-me-up.

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The rise of subtle markets

Wired has a piece on how online businesses roll up niche markets into a larger, virtual whole. Here’s my take:

Netflix claims that, unlike Blockbuster, 99% of its extensive catalog is rented out every single year… people are wired differently from birth and then actively fragment their interests. This comes as no surprise to anyone who’s skimmed the morass of offbeat personal Web sites… [or] readers of Sepia Mutiny or one of its spiritual ancestors, the Usenet group alt.culture.us.asian-indian in its heyday.

But what does surprise new Netflix members is the service’s extensive selection of Bollywood films, which it apparently rents out profitably… Outside Netflix… the situation is grim:

An even more striking example is the plight of Bollywood in America. Each year, India’s film industry puts out more than 800 feature films. There are an estimated 1.7 million Indians in the US. Yet the top-rated (according to Amazon’s Internet Movie Database) Hindi-language film, Lagaan: Once Upon a Time in India, opened on just two screens, and it was one of only a handful of Indian films to get any US distribution at all. In the tyranny of physical space, an audience too thinly spread is the same as no audience at all.

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