The Hindu Business Line : `Brand building key to market share'

Mr P. Raghavendran, President (Refinery Business), Reliance Industries Ltd, with Dr Parag Diwan (left), CEO, Indian School of Petroleum, and Mr S. Behuria, CMD, Bharat Petroleum Corporation Ltd, at the 2nd Downstream Petroleum Retailing Conference in the Capital on Thursday.

NEW DELHI, April 24

WITH the demand for petro-products growing at a robust 7 per cent per annum, petro-retailing companies will require to focus on brand-building exercise, according to the Bharat Petroleum Corporation Ltd (BPCL) Chairman and Managing Director, Mr S. Behuria.

``The current rate of growth of domestic demand for petro-products is more than three times the existing global demand,'' Mr Behuria said.

Forecasting a fierce battle for market share in the near future in the petro-retailing segment, Mr Behuria argued that only those companies that focus on quality and customer satisfaction would survive in the business.

Inaugurating the second annual conference of the Indian School of Petroleum here on Thursday, the BPCL chief said, ``companies have to orient themselves to vigorous brand exercise for their range of products in order to be able to generate an instant confidence on customers' minds."

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