Bharat Petroleum Corporation Ltd (BPCL) will launch its first redesigned new-look retail outlet, one that is more "international" in its appearance and working, in Mumbai on Wednesday.
BPCL has spent close to Rs 15 lakh on redesigning the outlet. By March, more than 200 outlets will be revamped across India, according to Mr R.K. Mehra, General Manager (Retail), Western Region.
"We hope that the new design will better customer perception and motivate our dealers," Mr Mehra said.
He agreed, however, that the idea behind redoing the look of outlets was also to prepare for the growing competition from private sector companies. While Reliance Industries has already set up outlets twice the size of most petrol pumps run by public sector oil companies, even Essar has created a splash with its bold colours.
But the biggest competitors are expected to be Shell and ONGC. While Shell has already started retailing petrol and diesel in Bangalore, ONGC has hired the National Institute of Design to design its outlets, expected to be launched before the end of this financial year.
BPCL's new design was decided upon after two years of work, in consultation with the Indian Institute of Technology, Mumbai, Mr Mehra said.
The company has used modern materials in redoing the outlets. The columns and canopy have been made of aluminium composite, a light alloy that will reflect light and help us save 30 per cent energy. It has also used polycrete, a mixture of polymer and cement, instead of plain cement.
It has also opted for softer shades of its company colours - blue and yellow. And has invested in new multi-point fuel dispensers.
To begin with, BPCL will redesign close to 50 retail outlets in Gujarat and Mahrashtra. The company hopes to cover most of its major petrol pumps in the next couple of years.