IML has developed a new super heat-resistant label. This label withstands temperatures up to 1000 degrees, thus allowing the customer to identify products as soon as possible, giving them total traceability of quality and production movement within the steel industry. That's what IML Labels and Systems (www.iml-labels.co.uk) in Sheffield have developed and are now successfully supplying into steel mills around the world.

The company based in Chapeltown began manufacturing metal labels back in 1935, enabling local steel producers to identify their products for traceability. Since then IML has developed this market and diversified into supplying a range of high performance labels with applications as varied as building and construction, chemicals, and the horticultural industry.

IML Labels was already exporting in Europe but when it came to cracking the market in India, currently one of the largest steel producing countries in the world, the company decided on a strategic approach with UK Trade & Investment.

Says Gordon Dunn, International Sales Director:

"India now produces a massive amount of the worlds' steel but it's not an easy market to penetrate. The UK Trade & Investment adviser based at South Yorkshire International Trade Centre (SYITC) suggested we commission an Overseas Market Introduction Service (OMIS) report, to give us a clear perspective of the steel industry in India. The report was compiled by UKTI staff at the consulate in Calcutta and when we got it back we were surprised at the amount of in-depth information it contained on the Indian steel companies and their operations."

In fact the OMIS report was so thorough that IML decided to conduct a market visit to India on the strength of it. Here, once again, UK Trade & Investment were able to help the company with funding towards their first visit to India.

Adds Gordon:

"During our visit to India the support we got from the UKTI staff based in Calcutta was invaluable. They arranged everything from cross-country travel to steel mill visits and meetings with the potential distributors and agents that are so vital if we want to develop business there. Not having to worry about the logistics of our visit enabled us to focus on the industry in India on the ground"

Back in England, IML were able to review the business contacts they had met in India and narrow them down. This led to plans for another visit to India to firm up relations with their chosen distributor.

Jo Kelly is based at SYITC and is an international trade adviser for UK Trade & Investment. Says Jo:

"This time we were able to identify Yorkshire Forward funding towards the visit. IML applied for Targeted Export Support Scheme (TESS) funding which helps companies penetrate new markets or launch new products overseas. The visit was a great success. Following this, their Indian distributor has now visited IML in the UK to cement the agreement."

IML Labels has now applied for further funding under the TESS programme to join their distributor in November in exhibiting at an international trade fair in Mumbai. Their presence at the trade fair will help develop potential business with some of India's leading steel producers.

IML Labels and Systems Ltd, contact: Sue Elwis, 0114 2404 325 or selwis@iml-labels.co.uk