How Nayara Energy has emerged as a prominent downstream energy player

Nayara Energy is an integrated downstream company of international scale with strong presence across the hydrocarbon value chain from refining to retail. Nayara Energy owns India’s second largest single site refinery at Vadinar, Gujarat with a capacity of 20MMTPA. It is one of the world’s most modern and complex refineries with a complexity of 11.8, which is amongst the highest globally. The company has over 6,000 operational retail outlets spread across India.

In conversation with Adgully, Madhur Taneja, Chief Marketing Officer, Nayara Energy, speaks about how the company has emerged as a prominent downstream energy player, focussing on “In India for India” philosophy, adopting a “Rural First” strategy to cater to previously underserved rural markets, and more.

How has the journey of Nayara Energy been so far? What are the major milestones achieved on its way? How many retail outlets have Nayara Energy rebranded so far?

Since our inception in 2017, Nayara Energy has emerged as a prominent downstream energy player, making substantial contributions to India’s energy security and bolstering its position as a key player in India’s energy sector.

Our noteworthy achievements include the rapid expansion of our network, encompassing the addition of approximately 3,500 outlets, leading to a substantial network of about 6,300 outlets. Nayara Energy has the largest fuel retail network and highest market share as a Private Sector Oil Marketing Company. Our contribution extends beyond retail, encompassing diverse products for industrial and institutional purpose that holds approximately 10% market share.

Through our outlets and extensive product range, we are not only fuelling India’s growth, but also strongly dedicated to the sustained development of the country. Further, to fortify supply security, we have developed strategically located rail fed fuel storage depots in Maharashtra and Rajasthan.

How many fuel stations of Nayara Energy are present in total currently? What is the rate at which Nayara Energy is expanding its fuel station network?

We operate a network of approximately 6,300 fuel stations across India. Our RO model, which offers unique benefits to both franchisees and customers, has strategically positioned us to expand across country on highways, cities, rural areas, and remote regions. We are committed to expanding our presence and adding about 500 new fuel stations each year, showcasing our rapid growth.

Our standardised and easily scalable DODO model has been instrumental in our success, fostering strong partnerships with franchisees. We are actively strengthening our presence on critical National Highways and in urban clusters, and we invite franchise partnerships to join us in this exciting growth journey.

How does Nayara Energy’s philosophy meet international standards? What are the various industry first initiatives that Nayara Energy has introduced as a relatively young brand?

Nayara Energy is dedicated to upholding international standards with an entrepreneurial mindset, promoting business growth through collaborative franchise partnerships. Our unwavering commitment is evident in pioneering initiatives such as full network automation, universal digital payment acceptance, standardised and well-lit RO layouts, and clean and hygienic amenities like restrooms and purified drinking water. Furthermore, we place a solid emphasis on sustainability and actively advocate for green fuel, leading the way in supporting increased ethanol blending to comply with the 10% EBMS requirement. Our focus revolves around innovation and global excellence, positioning us as a dynamic force in the industry.

How does Nayara Energy ensure essential fuel deliveries during those hours while still prioritising the safety of drivers and others on the road?

Nayara Energy prioritises the safe delivery of fuel while ensuring the well-being of the drivers and road users. To guarantee uninterrupted fuel supply, we have introduced innovative safety measures for road transportation. These measures include implementing ‘no night driving’ to reduce the risk of accidents during high-risk hours. We also utilise driver state monitoring through cameras to promptly alert drivers and mitigating potential incidents. Our proactive approach extends to providing defensive driver training, further strengthening safety in the transportation of fuel from terminals/ depots to retail outlets. At Nayara Energy, we are committed to a seamless and safe fuel delivery process.

What are the various social initiatives taken by Nayara Energy so far?

Nayara Energy is deeply committed to creating a meaningful impact through its comprehensive (CSR) initiatives. These include the construction of new school buildings and infrastructure, the Gram Khushhali program focusing on animal health and mineral mixture distribution, and farmer training on best practices. Our mobile health service benefits over 650 patients every month, and we provide insurance coverage to TT drivers, along with distributing school uniforms. During the challenging times of the Covid-19 pandemic, our community service efforts involved distributing grocery kits, COVID-19 prevention kits to frontline workers, and providing ventilators for COVID patients. Nayara Energy is dedicated to positively influencing society through these diverse and impactful projects.

What is the marketing strategy of Nayara Energy and marketing mix?

Nayara Energy’s marketing approach deeply focusses on “In India for India” philosophy, prioritising meeting domestic demand with our wide array of refinery products. We have adopted a “Rural First” strategy to cater to previously underserved rural markets, ensuring accessibility and affordability in these regions. As the leading downstream player, we are continuously expanding our network and market share to uphold our commitment. By leveraging technological advancements, we are at the forefront of AI initiatives that enhance safety, maintain top-notch quality, and elevate service standards. Our strategic development of depot locations and capacities supports the growth of our network and effectively meets the rising demand. Nayara Energy remains dedicated to excellence, innovation, and meeting the diverse needs of the Indian market.