Online edition of India's National Newspaper
Monday, Dec 17, 2007
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Online edition of India's National Newspaper Monday, Dec 17, 2007 ePaper |
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Tamil Nadu
Coimbatore: Bharatgas of Bharat Petroleum Corporation Limited (BPCL) ‘Beyond LPG’ initiative, aimed at using the distributor network of the petroleum corporation, has been put into effective use for marketing and delivering around 70 different kinds of kitchen and home needs at the doorsteps of customers along with the LPG refills. Bharatgas regional LPG manager (in charge of four southern states) Kurian P. Chandy told The Hindu that it was not a profit-driven business but still the initiative was netting a turnover of Rs 170 crore all over the country. Despite all problems relating to LPG, Bharatgas was growing at the rate of 10 per cent in the southern region consolidating its market position. The initiative was only to make use of the emotional link that Bharatgas had with its consumers in reaching out to their kitchens. Through this initiative, mutually benefiting the distributors and consumers, Bharatgas was able to train its dealers/distributors in retail business entrepreneurship and in reaching branded quality products from a reliable source. The consumer was spared of the ordeal of visiting a store and checking for the purity and quality of the product since products came with the name of BPCL, Mr. Chandy said. This was only a value addition in the service rendered by its distributors. Even in a liberalised LPG market scenario, Bharatgas customers would continue to have a strong bond with the distributors. BPCL had entered into an agreement with the manufacturers of the branded quality products thus eliminating middlemen and bringing products at a rate cheaper than the market prices. At present, it was marketing close to 70 items right from wet grinder, mixer grinder to tea, oil and rice. The number of items offered from the shelf was being increased constantly. Utmost care was being taken to ensure that purchase of these items was voluntary and not owing to compulsion from the distributors in lieu of an LPG refill, he said.
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