State-owned Bharat Petroleum Corporation (BPCL's) Allied Retail Business (ARB) grew by 52.1 per cent, making it the largest non-fuel revenue generator in the oil industry.
MUMBAI: State-owned Bharat Petroleum Corporation (BPCL's) Allied Retail Business (ARB) grew by 52.1 per cent, making it the largest non-fuel revenue generator in the oil industry, a top company official said.
BPCL also ranks amongst the leading retail networks inthe country, offering a basket of services ranging from quick service restaurants to financial and travel-related services during FY 2007, he said.
The network of 383 In & Out stores saw the turnover grow by 28 per cent to Rs 77.4 crore. During FY 2007, 8 In & Out convenience stores made up the 'millionaire club' by clocking average sales of Rs 1 million per month.
With a view to increasing its non-fuel revenue-stream, BPCL has tied up with Cinemata, a film distribution unit of Sony Entertainment Television, to set up cinema halls at its 300 fuel outlets on highways across the country by FY 2010.
"Cinema halls will help us boost our non-fuel revenues. We are undertaking two pilot projects at our retail outlets in Gujarat. If successful, the same will be replicated in other outlets across the country," BPCL Chairman Ashok Sinha said here.
The movies will be shown to neighbouring villages and highway travellers via satellites. The company has transponders and ready infrastructure in place, Sinha said.
Each cinema hall will have seating capacity of 150 to 200 and the films in digital format would be beamed at the fuel stations.
"Bharat Petroleum is consciously working towards providing added value to its customers, both in fuel and non-fuel areas," Sinha said.
During FY 2007, 480 retail outlets were commissioned by BPCL out of a total of 2,500 retail outlets commissioned by the public sector marketing companies.
The initial feedback to 'Ghar Dhaba' has been encouraging, with both the trucker and motorist dining areas witnessing good foot falls. 'Ghar Dhaba' represents BPCL's foray into food.
The convenience stores as well as a stand-alone proposition, is an area where there are plans to grow aggressively through the alliance route, in keeping with international trends, Sinha said.
The food & beverages brand while bringing in their customer base to the retail outlets, also increases the overall level of customer engagement at the sites. The 40 ARB restaurants achieved a turnover of Rs 18 crore in FY 2007, a growth of 49 per cent over the last year, he said.
During FY 2007, BPCL achieved a major breakthrough by getting into agreements with both joint venture partners of McDonalds operating in India - Hardcastle Restaurants and Connaught Plaza Restaurants.
Subsequent to the pact, three retail outlet sites were signed up in Bangalore for setting up McDonalds restaurants.
In FY2007, BPCL also signed pacts with Nirulas Corner House for setting up Nirulas restaurants in the network.
These QSR alliances, while enhancing the image of the retail network, will serve as a differentiating customer value proposition, Sinha added.
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