India, Sept. 12 -- An Aston Martin is not built to carry the most people. It is built to sell a smaller number of high-value machines where performance matters more than price. Usha Martin is trying to do something similar with steel.

Instead of chasing every tonne it can sell, the company is increasingly focused on difficult, specialised ropes where customers pay more for engineering, safety and reliability.

This is not an ordinary cable business. Usha Martin describes itself as India's No. 1 specialty steel wire rope solutions provider. It also makes wires, low relaxation prestressed concrete steel strand, or LRPC, along with end fittings, accessories and related services.

Usha Martin Is Not Selling Ordinary Ropes Usha Martin's mai...