Revolutionising India\'s petroleum retail business

Producing fuels conforming to the highest international quality standards, Reliance is the first private sector company from India to feature in the Fortune Global 500 list of the world''s largest corporations. To set new standards for Petroleum Retailing in India, Reliance has set up a network of 400 retail outlets which are owned, built, operated and managed by the company besides 500 outlets run by dealers. An eventful year for the Reliance''s Petroleum Retail Business, as, in addition to surpassing its business targets, Reliance Industries Limited (RIL) won the ‘Franchisor of the Year 2005 Award’. Behind this spectacular achievement the concerted efforts of thousands of its employees and associates, powered by the dream of its visionary Founder, Chairman, Late Shri Dhirubhai Ambani.

The story of a calling The Petroleum Business at Reliance Industries Limited is an inspiring story of a calling. In his early years, while working as a petrol pump attendant at Aden, Dhirubhai Ambani nurtured the idea of owning his own petroleum company. The entry of Reliance into the petroleum refining business in India in the late 1990s marked the entry of the private sector into this industry and initiated a new era of growth. Post dismantling of the Administered Price Mechanism (APM) in April 2002, Reliance was granted licence to commence retail marketing of transportation fuels. With its characteristic business style, Reliance ushered in a revolution of sorts in the field of petroleum retailing in India. The leverages available with Reliance were world class fuels produced by its refinery at Jamnagar which is one of the largest in the world and caters to the growing need among Indian customers for Right Quantity & Quality as well as caring/ courteous service. RIL crossed a momentous milestone in 2004 when it became the first and the only private sector company from India to feature in the Fortune Global 500 list of the world''s largest corporations.

Reliance Retail Business strategy Reliance has been reinventing and aligning with rapidly evolving customers and markets needs by deploying people, processes and technology that are comparable with the best in the world, in this type of business. The bedrock of Reliance''s fuel retailing lies in its Quality and Quantity (Q&Q) Assurance. The relationships with entrepreneurs who become

Reliance''s dealers or franchisees are structured as under: Company owned Dealer Operated outlets: The company shoulders the bulk of the capital investment, the dealer provides the land and manages operations. Dealer Owned, Dealer Operated Retail Outlets: Apart from owning the land, the dealer makes bulk of the capital investment. To become a part of Reliance''s fuel and non-fuel business, the prospective dealers or franchisees need to be successful businessmen with a good local reputation and an excellent track record of good business practices. The company applies a rigorous, multi-stage process of identifying, short listing, evaluating and selecting the right channel partner. These partners are continuously trained, mentored and evaluated to ensure that Reliance delivers the brand

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