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BPCL spices up fuel retailing with its ‘Tadka’ branded highway dhaba

11-December-2004
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BPCL spices up fuel retailing with its ‘Tadka’ branded highway dhaba

This takes the cake when it comes to branding. In an unusual marketing initiative, Bharat Petroleum Corporation Ltd (BPCL) has inaugurated ‘Tadka’, the first of a string of branded highway dhabas that it would open in the coming months. The first model outlet is situated at Gajraula on National Highway 24, approximately 125 km from Delhi on Delhi-Lucknow Highway.

Tadka can accommodate 70 people at a time with indoors and outdoors sitting areas. It is being operated by Bhajan Dhaba and serves multi-cuisine menu prepared to suit all tastes from mild to spicy. It claims to be clean and green and serves food that everyone can savour and afford.

S.Krishnamurti, Executive Director-Retail, said, “Over the years, Bharat Petroleum has continued to meet the challenges posed by the rapidly changing environment. Now with the Golden Quadrilateral project in full swing and extensive development of the country’s road transport, highway travel is one of the most important growth areas in the industry. We want to transform the way India travels on highways, and this is the key motivator behind our decision to provide all essential facilities on the highways and certainly hygienic and reasonably priced eating outlets are critical part of it”.

BPCL aims to launch several eating joints at the fuel outlets along the main National Highways. The company will very shortly open open three more joints, namely, Bilaspur on NH 8, Doraha on NH 1 and Malwan on NH 2, and add 60-70 more in the next financial year. All outlets will be standardized to the maximum extent possible, and will provide cuisine depending on the targeting segment it would be catering. While some of these outlets would be catering to the general travelers, others would be specifically customized for the truckers.

Speaking on the importance of branding, Krishnamurti, said, “The brand should be top of mind; like with Speed which has become a generic name in branded fuel in just a short period of time. The brand promise must be delivered, once that is done the brand gets reinforced”.

Speaking further on Tadka, Krishnamurti said, “Our focus in this project remains on providing convenience for the customer and it is BPCL’s endeavour to make sure that you have the best food, service and ambience possible so that this occasion is one that you will want to repeat”.

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