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Arc Expert Press Release

Press Release Title: TATA Agrico launches its webinar series ExpertShala with first session dedicated to Welding:Arc Experts

Kolkata, 13th July 2021:

Tata Agrico, the oldest brand of Tata Steel, is a pioneer in superior quality agricultural implements. Since 1925, it has been the leading manufacturer of handheld implements like hoes, shovels, sickles, crowbars, pickaxes and hammers. These implements cater to the needs of the agriculture, infrastructure as well as mining sectors.In the recent years, in keeping with the evolving needs of the consumers, the brand has ventured into other categories like Hand Tools, Welding Electrodes, Abrasives etc.

Reaching the brand’s end-consumers and building a two-way communication with them has always been the prime focus for Tata Agrico. After successfully conducting 450+ on-ground Fabricator activation meets across the country in the pre-Covid era, the brand was now ready to reach its consumers through Digital in the New Normal.

The increasing penetration of Facebook in the rural & semi-urban areas of the country has provided the brand the a strong channel through which it has reached its audienceseffectively in the past. The brand thus decided to use the ‘Go Live’ feature on Facebook to connect with its audiences. Hence, a webinar was organized, attended by product experts, with the objective of ensuring that Welders & Fabricators across the country would be able to reach Product Experts.

The event started with the keynote of Tata Agrico Chief, Mr S Karthik Narayanan who addressed the audience and shared his vision for ExpertShala and its future endeavours.

Mr S Karthik Narayanan during his address to the audience with the host of the event, Ms Parusha Mittal


Three industry experts from the Tata Steel team attended the webinar to meet the fabricators and welders from location in remote Haryana. This was made possible by the Distributor Partners who ensured the last mile on-ground connectivity keeping in mind all Covid protocols. The key speakers of the event were –

  • Mr Vijay Kumar, Head (New Business Development), Tata Agrico
  • Mr Somnath Mukherjee, Senior Manager (New Business Development), Tata Agrico
  • Mr Neeraj Thakur, Product Champion (Welding Segment), Tata Agrico

The main target area for this webinar was Haryana. Though an audience from all over the country was invited to attend the Facebook Live session, the team made sure all of them were attended and their queries were answered through the live comments on the Facebook event.

The Arc Experts – Mr Vijay Kumar, Mr Somnath Mukherjee & Mr Neeraj Thakur during the webinar


The dealer partners of Tata Agrico joined in as the aggregator between the brand and their end-consumers. For this, 5 locations from Haryana were chosen where each of the dealer partners acted as a bridge , to ask their questions and get satisfactory answers. These five locations and the respective dealer partners included –

  1. Mr Rajiv & team from Fatehabad in two slots – Shiva Steel & Sadhu Agro Industries
  2. Mr Ajay & team from Tosham
  3. Mr Vikesh & team from Hisar – Deepak Motor Parts
  4. Mr Harjinder & team from Kaithal


Mr Rajiv Goel, Distributor for Haryana speaking on Expertshala and its benefits

With everyone present from different regions of the country, ExpertShala’s first webinar Arc Expertturned out to be a highly successful Live event debut by the branda reach of 1,400+ people organically through Facebook and other social media handles.

The event was drawn to an end with the playing of the Tata Agrico Anthem, the song that fills each Indian heart with pride.

A scene from the anthem of Tata Agrico

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