Tata BlueScope, a joint venture between Tata Steel and BlueScope Steel, has entered the retail market with its range of colour coated steel building products. 

The company said the products, to be sold under the brand name `Durashine', will have aesthetic appeal, greater durability and superior corrosion resistance. 

The firm has already garnered a fair share in building products arena and was now entering the retail market, Hakimuddin Ali, Vice-President, Building Products Division, Tata BlueScope, said on Tuesday.

"There has been a need to provide aesthetics and durability in colour coated steel products to the retail customers and Durashine products would fulfil the need," he said.