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IOC to build Xtra Care, Swagat outlets

Our Bureau  |  Kolkata 

(IOC) has embarked upon a massive rebranding exercise of its retail outlets by replacing two of its existing retail formats in a bid to stave off competition from private and other public sector oil marketers.
The company is phasing out two of its retail formats - Q&Q and Jubilee "" and introducing Xtra Care and Swagat.
The 'Xtra Care' format has been identified for the urban and semi urban areas.
Swagat would be for highways.
The company is planning to introduce 1,080 Xtra Care ROs by this fiscal while about 111 Swagat ROs would come up on highways.
In the second phase another 1,800 ROs will be awarded Xrta Care status. IOC has close to 10,000 ROs in the country.
Investments of Rs 17-18 lakh will be needed for Xtra Care outlets and about Rs 1 crore for Swagat pumps.
"Q&Q had focused only quality and quantity assurance. In Xtra Care, we have moved ahead and added features like branded fuel dispenser, convenience stores, fast food centre, medicine counter, bank ATM, BSNL counter for phone cards among others. We have changed the colour scheme as well indicating that customers are assured higher standards when they drive in an Xtra Care outlet," an IOC official said.
Swagat pumps will come up every 200km on the highway.
The emphasis would be on facilities for truckers like a food outlet, bathing complex and medical centre.
IOC has tied up with the Gates Foundation to spread awareness on AIDS.
It is working in parallel with BSNL for providing online tracking of goods vehicles.
The Jubilee format had 4.5-5 acre of land as parking space, but Swagats will be smaller in size.
The strategy behind the new initiative is to create mindspace among customers and translate that into higher sales.
IOC expects the new format outlets to outperform the market by at least 3-4 per cent in terms of volume. On average, IOC pumps sell 128 kilolitres against the industry norm of 118KL.
IOC and its subsidiary IBP control almost half of retail fuel sales in the country.

First Published: Sat, December 18 2004. 00:00 IST