The project was a one-of-a-kind initiative to take branded steel to customers in semi-urban and rural areas with a nationwide network of 800 stores, soon to be followed by 400 more. After in-depth brainstorming sessions, AGX had 5 concepts ready for JSW. After the final approval, the selected concept was brought to life in the form of an engaging retail environment where potential customers could directly view displayed products, purchase products, understand applications, and avail related services, including financing.