An integrated modelling approach which combines microstructure models with Finite Element Models to predict the microstructure and texture evolution during rolling and extrusion are presented. It involves physically based models for the evolution in substructure and texture during plastic deformation which in combination with Finite Element (FE) codes are able to account for the complex strain paths and their spatial variations (through thickness variations) experienced during industrial processing conditions. The model concept and examples of predictions are demonstrated and discussed in relation to industrial scale experiments of hot rolling and extrusion.