Platform for going “Beyond LPG”
Bharatgas of Bharat Petroleum Corporation Limited (BPCL) is a pioneer
in identifying market trends early and has been a market leader
in offering innovative value added products and services. Tamil
Nadu & Pondicherry Bharatgas Distributors have actively contributed
to BPCL in its marketing activities.
Bharatgas in an effort to nurturing a bond beyond LPG needs introduced
the ‘Beyond LPG’ initiative, aimed at using the distributor
network of the petroleum corporation The scheme 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)
Mr. Kurian P. Chandy, in an article to The Hindu (dt. 17/12/2007),
stated 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 distribution, Bharatgas was
growing at the rate of 10 per cent in the southern region consolidating
its market position.
The initiative is only to make use of the emotional link that Bharatgas
has with its consumers in reaching out to their kitchens. Through
this initiative, mutually benefiting the distributors and consumers,
Bharatgas is able to train its dealers/distributors in retail business
entrepreneurship and in reaching branded quality products from a
reliable source. The consumer is 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.
This is 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 has 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 is marketing close
to 70 items right that include consumer durables such as wet grinders,
mixer grinders to FMCG products such as tea, oil and rice. The number
of items offered from the shelf is being increased constantly. It
may be noted that purchase of these items is voluntary and not owing
to compulsion from the distributors in lieu of an LPG refill.
TNBDA in this website offers a link to the e-shopping experience
on ebharatgas.com, allowing users to select and buy products and
services from the member distributors, thus enhancing the “Bharatgas”
Moreover, the idea, in the future, is to offer such a service in
the regional language (Tamil) for better reach.