Indo-Burmah Petroleum (IBP), the Indian public sector
oil-marketing company, is reworking its marketing initiatives
to emerge as a major player in the petroleum-retailing
sector following its takeover by Indian Oil Corporation
(IOC). IBP has set up a retail merchandising division
to scout for partners to set up convenience stores at
its retail outlets.
retail-merchandising division will look into opportunities
for converting the existing retail outlets into one-stop
convenience stores where consumer goods and services will
be available. We are already holding talks with leading
brands like Amul and McDonalds for setting up their franchisee
outlets within the fuel pump compound, says an IBP
the other petro companies, we have also introduced our
own branded petrol and diesel variants called Josh and
Shakti. But we are not making much noise about it unlike
some of our competitors and we promote them only at those
outlets where they are available. Branded fuels are currently
available at select outlets in Mumbai, Hyderabad and Noida.
We will reach out to other locations only when we are
confident of maintaining the consistency of the additive-based
fuels, he adds.
only standalone petroleum marketing company in the country
is also looking beyond the traditional retail market and
is now eyeing institutional sales. IBP has already tied
up with Sahara Airlines and Jet Airways.
the current financial year, IBP will set up over 300 retail
outlets. The company currently boasts of having 1,809
retail outlets under its umbrella. While IOC, Hindustan
Petroleum Corporation (HPCL) and Bharat Petroleum Corporation
(BPCL) are known for their high-profile campaigns, IBP
does not aggressively promote any of its products and
company has also tied up with Kerala and Andhra Pradesh
travel and tourism departments to set up motels and retail
outlets. It also has an agreement with Cummins Auto Services
to establish 49 truck service centres and support services
at an investment of Rs 120 crore.