One of India’s leading stainless steel conglomerates, Jindal Stainless Limited (JSL) specialized in manufacturing flat sheets and coils, specific sections, pipes, and tubes. Abhyudaya Jindal, the managing director of JSL, was recently informed about the growing number of counterfeit products on the market that were adversely impacting JSL’s brand reputation and sales, as well as goodwill towards the company.This case explores the challenges faced by Abhyudaya Jindal as he tried to address the issue of counterfeiting in the stainless steel pipes and tubes market. The case discusses various ways a company can battle counterfeit goods and how co-branding can be used as a market strategy. The case also examines how strengthening relationships with channel members can help a brand fight counterfeiting.
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