Author(s): Priya Krishnan, Nisha Ashokan, Arya Muyayill and Arepaka Bangaru Venkatarama Naga Sainath
A tremendous growth of 17 crore new LPG connections, in the period of nine years from 2014 to 2023, has increased customer usage to 31.4 crore active LPG consumers which is a significant stride in bringing in clean fuel to millions in India. Fuel retailers like IOCL have introduced 5-kg cylinders for consumers of lower incomes or who have less demand which has increased accessibility to all segments of the population. In this background, the study aims to understand the distribution and retailing of LPG in the Indian state of Kerala and measure the effectiveness of marketing strategies of commercial cylinders by the distributors of Indian Oil Corporation. As many studies suggest, marketing strategies help an organization to make optimum utilization of its resources to provide a message to its target market. The study utilized a descriptive research approach, which involved gathering primary data through structured interviews with distributors, as well as obtaining secondary data from publications, articles, and government records. A convenience sampling strategy was employed to poll 50 distributors. The study highlights significant patterns in Kerala's LPG industry. This study investigates the present extent to which technology is being incorporated into the distribution network. It explores several aspects such as the use of GPS-enabled delivery systems and online platforms that directly interact with customers. The report suggests potential areas for future innovation, such as the utilization of predictive analytics to optimize supply chain operations and the possibility of employing smart cylinder technology to improve safety and efficiency. This study enhances our comprehension of LPG as a crucial environmentally friendly energy alternative in India, emphasizing the technological and infrastructural aspects that will determine its future.