On Tuesday, JSW Steel announced that its subsidiary, JSW Steel Coated Products, had reached an agreement to buy a 31% ownership in the startup Ayena Innovation, which operates in the home furnishings and décor industry, for a cash payment of 59.9 million. The proposed investment, according to the announcement made public on Tuesday, is consistent with JSW Steel Coated Products Limited's efforts to find innovative ways to boost the demand for coated steel products.

The investment, according to the company's announcement, will allow JSWSCPL to further broaden its customer portfolio mix and strengthen its position in the retail industry.

The company plans to purchase a 31% ownership stake in Ayena through its wholly owned subsidiary, JSWSCPL, according to SW Steel. In a statement provided to stock markets on Tuesday, the business stated that the indicative time frame for the conclusion of the transaction was 45 days from the date the agreements were executed.

The flagship business of the JSW Group is the Mumbai-based, multinational steel maker JSW Steel. JSW Steel became India's second-largest steel firm after ISPAT Steel and Jindal Vijayanagar Steel Limited merged.

JSWSCPL, a wholly owned subsidiary of JSW Steel that was established in 2013, asserts to be the largest producer and exporter of color-coated steel products in the nation.

The statement further stated that Avena is a startup that has been authorised by the Department for the Promotion of Industry and Internal Trade to conduct business, and that it will specialise in the creation, production, and marketing of quick-to-install modular solutions, such as modular kitchens.