Indane is well positioned to increase penetration of LPG in rural areas through and small for LPG distributors and its vast supply and distribution network, B Ashok, Chairman, Indian Oil Corporation Ltd ( IOCL) said at a function to celebrate Golden Jubilee of its LPG brand.
Speaking during the 50th anniversary of brand Indane at its launch city Kolkata, he said that the experience gained by Indian Oil in handling and delivering of Indane at the doorstep of its urban customers, has paved the way for its expansion to rural areas.
“Indane has in fact, proved to be a boon by taking the country from chullahs to LPG stoves, which has resulted in major health benefits from a clean and smoke-free kitchen, particularly for women and children,” he added.
“Today, LPG in India has reached over 18 crore households, out of which 9.2 crore households are served by Indane. Brand Indane is now available across the country in about 3,300 markets, through over 8000 distributorships,carving a niche for itself even in kitchens in the remotest corners of the country. Leveraging technology, Indane has traversed the digital platform to provide numerous initiatives for greater customer convenience viz. mobile apps for refill booking, on-line booking of new connections etc,” Ashok said.
Indian Oil began Indane marketing from the by-lanes of Kolkata in October 1965, which in retrospect proved to be a historic event revolutionizing Indian kitchens by ushering in an era of clean cooking fuels in India.
The Chairman said that brand Indane along with retaining its dominance as a domestic fuel has also navigated to new marketing boundaries including commercial usage and industrial applications. He also outlined the indigenous efforts by Indian Oil which has recently launched Indane Nanocut, a high-therm gas for industrial application in the metal-cutting segment.
He said that the vast experience in distribution helped in the smooth implementation of the Pahal initiative of the Government of India for direct transfer of subsidy into customers back accounts and ensured that 89 per cent of the LPG consumers joined the scheme in less than four months.
AN Jha, Executive Director (LPG) emphasised on the glorious journey of 50 years and the challenges that officers and channel partners had to overcome to make Indane a super brand today. The programme started with a film depicting the happiness that Indane has brought to its customers. A special edition of IndianOil News, highlighting the important milestones of the 50-year journey of brand Indane was also launched on the occasion. Representatives from nine oldest distributorships from across the country were also felicitated on the occasion.