DNA EXCLUSIVE: Armed with 'attractive' tariff plans, Adani moves to woo power users

After being panned by consumers for inflated power bills, Adani Electricity is on an outreach overdrive in suburban Mumbai. The aim is to win over consumers with monthly usage from 301 to 500 units, and 500 units and above. A large number of consumers in this category had flocked to Tata Power between 2010 and 2016 attracted by competitive and reduced tariffs.

Adani Electricity with a consumer base of 27 lakh, mostly in Western suburbs, said its tariff recently approved by the Maharashtra Electricity Regulatory Commission for the 301-500 bracket is Rs 9.29 per unit compared to Rs 11.48 per unit charged by Tata Power. For over 500 units, its tariff is Rs 11.14 per unit against Tata Power's Rs 14.10 per unit.

The company took over Reliance Infrastructure's Mumbai distribution business in August. Insiders called the current drive ''ghar wapsi'' with a difference as consumers with an annual consumption of 3,600 million units – who had opted for Tata Power – are willing to return.

An Adani spokesperson told DNA, ''After the MERC order, the tariff charged by us is competitive for most of the consumer categories. We are delighted to receive a huge number of applications from the consumers who had shifted to Tata Power in the past but now want to come back to us as it will benefit them with substantial savings in their electricity bills.''

Tata Power declined to comment about the development.

As part of their efforts, Adani executives are approaching housing societies with their revised tariff and requesting them to switch over. Besides, company sources said it was receiving requests through emails and on phone from Tata Power consumers.

Also, the power company has launched an extensive programme to educate consumers on the recent tariff revision. It has set up a dedicated channel to provide prioritised response on billing and energy consumption.

‘Switch’ Drive

• Adani’s tariff for 301-500 block is Rs 9.29/unit against Tata Power’s Rs 11.48 a unit
• For over 500 units, the tariff is Rs 11.14 a unit; Tata charges Rs 14.10 per unit
• 27 lakh Adani Electricity’s consumer base (mostly in western suburbs)