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Essar retail outlet plan sees interest from franchisees
The Economic Times - November 24, 2001 Sunil Raghu
Essar Oil (EOL) may not yet have received the centre's green signal to set up retail outlets, but it's invitation seeking expression of interest has found favour with the prospective franchisees. "We have received more than 4,500 applications in three weeks and hope to receive another 2,000 by the end of this month," EOL Chief Executive (marketing) Raj K Varma told ET.

According to Mr Varma, the important thing for Essar was that they had received applications mainly from the markets where EOL wanted to set up its base in the initial phase, the north and the west. Most of the applications, Mr Varma said , have come in from Uttar Pradesh. They have received over 1,000 applications from the state. Next in the queue, are Maharashtra and Gujarat, from where they have received around 800 applications each. The company had drawn up a two-pronged strategy to enter into retail marketing of Petroleum products. "We want to make an entry into retail marketing either through acquisition of IBP or if it does not materialise, we will set up our own network," Mr Varma said.

The EOL has already submitted its bid for acquiring about 33.58 percent stake in teh state -owned IBP, through which it aims to gain access over 1,550 retail outlets and 19 storage and handling facilities of IBP spread across the country. As an alternate plan, Essar has announced its intent to set up 1,700 retail stations at a cost of around Rs 1700 crore. EOL hopes to sell around 6.7mt of gasoline and 6mt of HSD by the year '06-07.

However, in the first year, Essar aims to set up 400 retail outlets, which they estimate would cost them Rs 80-90 crore. "The 20 percent would come in as margin money by Essar, while the other 80 percent will be by the way of lease finance from financial institutions and banks," Mr Varma said. The retail outlets, besides selling petrol and diesel, would also offer various other services including ATMs, cyber cafe, video parlour , entertainment and supermarket, depending on the space available, he said. With the aim to corner 9-10 percent of market share by year '06-07, EOL wants complete control over its retail network. Applicants wanting dealership of Essar retail outlets would have to lease out their land to Essar. EOL will also be completely responsible for all investments and infrastructure to be set up at these outlets. It is also learnt to be holding talks with other PSU oil majors for sharing the surplus capacity at their tankages.

As for the beleaguered Rs 8,000 crore Vadinar refinery project, Essar hopes to complete its refinery project by December ' 03. Until its own refinery is commissioned, the company aims to tie up with the state owned refineries or other private refineries to source petroleum products and market them under its brand name.
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