A Study on Market Potential of Reliance Infra

7/30/2019 A Study on Market Potential of Reliance Infra

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A

SUMMER INTERNSHIP PROJECT REPORT

ON

(A STUDY REPORT ON MARKET POTENTIAL OF RELIANCE

INFRASTRUCTURE IN POWER SECTOR MUMBAI)

FOR

(RELIANCE INFRASTRUCTURE LTD.)

IN PARTIAL FULFILMENT OF UNIVERSITY OF MUMBAI

GUIDELINES

FOR AWARD OF

DEGREE OF MASTER OF MANAGEMENT STUDIES (MMS)

OF

UNIVERSITY OF MUMBAI

SUBMITTED TO

RAJIV GANDHI COLLEGE OF MANAGEMENT STUDIES

(PLOT NO.1, SECTOR 8, GHANSOLI, NAVI MUMBAI)

UNDER THE GUIDANCE OF

(MR. DEBASISH BANERJEE)

SUBMITTED BY

(VIKAS N TIRMALE)

(2013-2014 AND ROLL NO:-74)

(SPECIALISATION:- MARKETING)


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CERTIFICATE

This is to certify that VIKAS N TIRMALE

Has successfully completed the SUMMER INTERNSHIP PROJECT work as

part of academic fulfillment of Master Of Management Studies in Sem III

________________________________ ____________

Name and signature of the project guide Signature of Director

Date: (with Rubber Stamp)


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DECLARATION

I, (VIKAS N TIRMALE) of Master Of Management Studies (Semester III) of

Rajiv Gandhi College Of Management Studies (RGCMS), hereby declare that

I have successfully completed this project on (A STUDY REPORT ON

MARKET POTENTIAL OF RELIANCE INFRASTRUCTURE IN POWER

SECTOR MUMBAI) in the Academic Year (2013-14). The information

incorporated in this report is true and original to the best of my knowledge.

Date: -------------------------------------

Name and Signature of The

Student with Roll No.


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ACKNOWLEDGEMENT

I have been able to prepare my report successfully and I acknowledge special thanks to all those

people without whose support it was impossible for me to make the project report. It has been an

enriching experience for my summer training at Reliance Infrastructure Ltd. which would

have not been possible without the goodwill and support of the people around. I would hereby

take this opportunity to show my gratitude towards all my mentors for what I have learnt during

my training. A good response, feedback and co-operation given by whole staff helped me in

gaining knowledge and solving my queries. I convey my sincere thanks to all the officials of

Reliance Infrastructure Ltd.

I would like to thank to Mr. Debasish Banerjee (Business Head), I am also thankful to Mr.

Aniket Prabhudesai (Key Account Manager) for guiding me and supporting me in giving

complete and comprehensive data required for my project work. Finally I am thankful to all

Reliance Infrastructure Family.

I am also extremely thankful to our M.M.S Program Management for giving me this opportunity

which will be helpful for me in my career ahead. I express my sincere thanks to ourDirector Dr.

Sachin Deshmukh and faculty guide Mrs.Kadu Mam who had guide to me throughout my

training.


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TABLE OF CONTENTS

Sr.No Contents Page No

1. About the company

Introduction

2. About the Industry.

History

Mission

Vision

3. Reliance Energy- reach in Mumbai

4. Market Potential

Demand Forecasting

Market Forecasting

Potential Analysis

5. Analysis

SWOT Analysis

PEST Analysis

Bibliography


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CHAPTER: - 1

ABOUT THECOMPANY :-

INTRODUCTION

Reliance Infrastructure, formerly known as Reliance Energy and prior to that as Bombay

Suburban Electric Supply (BSES), Its India's largest private sector enterprise in power utility and

its a company under the Reliance Anil Dhirubhai Ambani Group banner, one of India's largest

conglomerates. The company is headed by Anil Ambani. The company's corporate headquarters

is situated in Mumbai. The company is the sole distributor of electricity to consumers in the

suburbs of Mumbai. It also runs power generation, transmission and distribution businesses in

other parts of Maharashtra, Goa and Andhra Pradesh. Reliance Energy plans to increase its

power generation capacity by adding 16,000 MW with investments of $13 billion.

Reliance Energy Limited, incorporated in 1929, is a fully integrated utility engaged in the

generation, transmission and distribution of electricity. It ranks among Indias top listed private

companies on all major financial parameters, including assets, sales, profits and market


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capitalization. It is Indias foremost private sector utility with aggregate estimated revenues of Rs

9,500 crore (US$ 2.1 billion) and total assets of Rs 10,700 crore (US$ 2.4 billion). Reliance

Energy Limited distributes more than 21 billion units of electricity to over 25 million consumers

in Mumbai, Delhi, Orissa and Goa, across an area that spans 1,24,300 sq. kms. It generates 941

MW of electricity, through its power stations located in Maharashtra, Andhra Pradesh, Kerala,

Karnataka and Goa. The company is currently pursuing several gas, coal, wind and hydro-based

power generation projects in Maharashtra, Uttar Pradesh, Arunachal Pradesh and Uttaranchal

with aggregate capacity of over 12,500 MW. These projects are at various stages of

development. Reliance Energy Limited is vigorously participating in emerging opportunities in

the areas of trading and transmission of power. It is also engaged in a portfolio of services in the

power sector in Engineering, Procurement and Construction (EPC) through a network of regional

offices in India.


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RELIANCE INFRASTRUCTURE:-

Reliance Infrastructure Ltd is a part of the Reliance-Anil

Dhirubhai Ambani Group (ADAG). It is not only Indias largest private sector

enterprise in power utility but also the largest private sector player in many other

infrastructure sectors of India. The companys current EPC order book stands at

Rs.190bn. And it is in a good liquidity position, with cash & cash equivalent of

more than Rs.78bn.

The company continues to bag further projects in the infrastructure spacewith road (9 projects) and metro (3 projects) being the leading sectors. The

company is also the lead bidder for the Mumbai sea link project.

Reliance Infra led consortium has signed a concession agreement with the

govt of Maharashtra for the second line of Mumbai Metro Rail Project on BOT)

basis.

The top line and bottom line of the company are expected to grow at a CAGR of

21.25% and 10.79% FY08 to FY11E.

Reliance Infrastructure Ltd is not only Indias largest private sector

enterprise in power utility but also the largest private sector player in many other

infrastructure sectors of India. In the power sector we are involved in generation,

transmission, distribution and trading of electricity and constructing power plants

as EPC partners. In the infrastructure space the company is focused on roads,

Urban infrastructure which includes MRTS, Sealink and Airports, Specialty Real

Estate which includes business districts, trade towers, convention centre and SEZ

which includes IT & ITES SEZ and non IT SEZ as well as free trade zones.

Indias second largest business house. The Company generates over 940

MW of electricity through its power stations located in Maharashtra, Andhra


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Pradesh, Kerala, Karnataka and Goa. Its companies distribute more than 25 billion

units of electricity to over 25 million consumers across an area that spans over

1,24,300 sq kms and includes Indias two premier cities, Mumbai and Delhi.

Global Markets Direct, the leading business information provider, presents an in-

depth business, strategic and financial analysis of Reliance Infrastructure Limited.

The report provides a comprehensive insight into the company, including business

structure and operations, executive biographies and key competitors. The hallmark

of the report is the detailed strategic analysis and Global Markets Directs views on

the company.


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CHAPTER: - 2ABOUT THEINDUSRTY .

2.1 HISTORY

Reliance Energy came into existence when it took over BSES in 2002. In April 2008, Reliance

Energy changed its name to Reliance Infrastructure.

2002 BSES Ltd has informed that Shri R V Shahi Chairman & ManagingDirector of the

Company has relinquished the Office of Chairman &Managing Director.The Board of Directors

has appointed Shri S S Duaas acting Chairman & Managing Director.BSES appointed J P

Chalsani as chief executive officer of theouthwest Delhi electricity distribution company and the

central-eastelhi electricity distribution company, in which BSES has aontrolling stake.RelianceIndustries Ltd. increases the stake in the company to31.54% Signs confidentiality agreement for

buying out Enron's stake inDabhol Power CompanyIssues Non Covertible Debentures (NCD) for

Rs 100 crore-Company's 500-mw Dahanu thermal power station achieves anavailability of 100

per cent and a plant load factor (PLF) of 98.92per cent during March.

Power Ventures increases the holding in the company to 23.88%.Acquires 51% stake in two

Delhi Vidyut Board's power distributioncompanies (Central East Delhi Electricity Distribution

Company Ltd and South West Delhi Electricity Distribution Company Ltd.) Delhi governmentsigns a share-holding agreement with Bombay Suburban Electric Supplies (BSES) and Tata

Power for power distribution in Delhi. Changed names of its two power distribution companies

in Delhi. While the South West Delhi electricity Distribution Company was renamed as BSES

Rajdhani Power Ltd, the Central East Delhi Electricity Distribution Company was christened

BSES Yamuna Power Ltd. Pulls out of 250 MW power project in Tamil Nadu Reliance group


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increases stake in the company from 38% to 40.29% through creeping acquisition route Reliance

Power Ventures acquires 28,28,545 shares of BSES Ltd, increases the stake to 28.30%

Completes US$ 120 million Foreign Currency Convertible Bond issue.

2003 Company becomes part of the Reliance Group, with Mr Anil D Ambani, Vice Chairman

and Managing Director of Reliance Industries Ltd. unanimously being appointed by the Board as

Chairman of BSES. The name of BSES Ltd changed to Reliance Energy Ltd. BSES Andhra

Power Ltd, BSES Kerala Power Ltd, BSES Rajdhani Power Ltd, BSES Yamuna Power Ltd,

North Eastern Electricity Supply Company of Orissa Ltd, Southern Electricity Supply Company

of Orissa Ltd, Tamil Nadu Industries Captive Power Company Ltd and Western Electricity

Supply Company of Orissa Ltd cease to be subsidiaries of the Company with effect from March

29, 2003 Members approve delisting of company's shares from the following

stock exchanges:

1. Ahmedabad Share & Stock Brokers Association.

2. Bangalore Stock Exchange Ltd.

3. Calcutta Stock Exchange Association Ltd

4. Delhi Stock Exchange Association Ltd

5. Inter Connected Stock Exchange of India Ltd.

-BSES Andhra Power Ltd. becomes 100-pc subsidiary of Reliance Energ. Allots equity shares to

Bank of New York on options exercised by it. Anil Ambani, vice-chairman and managing

director, Reliance Industries Ltd, and chairman, BSES Ltd, voted as the MTV Youth Icon of the

Year by young Indians across the country Maharashtra Govt. took back its nominee from the

company board Reliance Salgaocar Power becomes Wholly Owned Subsidiary of the company

BSES signs an agreement with US bank for GDR conversion.

2004 Reliance decides to revamp Hirma mega thermal power project. Easy Bill, a Hero group

company, inks pact with BSES for bill collection. Promoters' holding in BSES has dropped by


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5.67 per cent to 52.55 percent. BSES Andhra Power Ltd. & Reliance Salgaocar Power Company

Ltd (RSPCL) merged with the Company Janus acquires 4-pc stake in Reliace Energy. The name

of BSES Limited shall be changed to Reliance Energy Limited and the trading symbol of BSES

Limited be changed from BSES to REL.

March 12, 2004. Mops up 8 million (Rs 805 cr) through a five-year zero-coupon

foreign currency convertible bond (FCCB) issue. Enters into two foreign currency facility

agreements pursuant to which the Company was required to create security over certain of its

assets by certain specified times after the respective dates of the Facilities Life Insurance

Corporation of India has informed that they have acquired 55,00,000 equity shares of Reliance

Energy Limited. Reliance Power Ventures Limited acquires 91,95,622 shares representing 4.99%

of voting rights of Reliance Energy Limited via preferential allotment and the date of acquisition

is April 03, 2004. Reliance Energy, Govt of UP and Reliance sign the State Support Agreement

Reliance wins Koldam project over Essar Reliance join hands with Temasek to establish first

power VFM launches multilingual power bills on September 16, 2004

2005 Dahanu of REL's bags CII`s National Award of Excellence 2005.

2006 Reliance Energy join hands with Bajaj for CFL bulbs. The Company along with its

consortium on November 07, 2006 signed Contract with Ministry of Petroleum and Natural Gas

(MoPNG) for exploration and production of four Coal Bed Methane (CBM) blocks.

2007 Reliance Energy Ltd has appointed Shri. Lalit Jalan as Whole-time

Director on the Board. CRISIL has reaffirmed its outstanding ratings of 'AAA/Stable/P1+' on

Reliance Energy Ltd's (Reliance Energy's) debt programmes. Reliance Energy Ltd bagged an

Engineering, Procurement and Construction (EPC) contract from Damodar Valley Corporation

(DVC) to set up the 2 x 600 MW coal based power station at Raghunathpur in West Bengal.

2008 Reliance Infrastructure has bagged the contract for four-laning of the Gurgoan-Faridabad

road and along with this the upgradation of the Ballabgarh-Sohana road on a build-operate and

transfer (BOT) basis. This project involves the construction of 66 km of road on high density


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traffic zone and the project is expected to be completed in two years from the date of

commencement with a concession period of 17 years. Company name has been changed from

Reliance Energy Ltd to Reliance Infrastructure Ltd.

2009 Reliance Infra to enter into cement sector. Reliance Infra agrees to pay marketing margin to

RIL RInfra gets Kandla-Mundra road project in Gujarat ,Reliance Infrastructure Wins Rs 11,000

cr Mumbai Metro-II Project, RInfra wins Jaipur-Reengus Road Project from NHAI 2010 The

Anil Dhirubhai Ambani Group (ADAG) firm Reliance Infrastructure(R-Infra) has inked an

agreement with NHAI for developing the Rs 3,000crore Delhi-Agra highway project.


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Mission: Excellence in Infrastructure

To attain global best practices and become a world-class utility

To create world-class assets and infrastructure to provide the platform for faster,

consistent growth for India to become a major world economic power

To achieve excellence in service, quality, reliability, safety and customer care

To earn the trust and confidence of all customers and stakeholders, exceeding their

expectations and make the Company a respected household name

To work with vigour, dedication and innovation with total customer satisfaction as the

ultimate goal

To consistently achieve high growth with the highest levels of productivity

To be a technology driven, efficient and financially sound organisation

To be a responsible corporate citizen nurturing human values and concern for society,

the environment and above all people

To contribute towards community development and nation building

To promote a work culture that fosters individual growth, team spirit and creativity to

overcome challenges and attain goals

To encourage ideas, talent and value systems


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To uphold the guiding principles of trust, integrity and transparency in all aspects of

interactions and dealings


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Vision

"Growth has no limit. I keep revising my vision.Only when you dream it, you can do it."

- Dhirubhai H. Ambani

Vision statement:

To be amongst the most admired and most trusted integrated utility companies in the world,

delivering reliable and quality products and services to all customers at competitive costs,

with international standards of customer carethereby creating superior value for all

stakeholders.

To set new benchmarks in standards of corporate performance and governance through the

pursuit of operational and financial excellence, responsible citizenship and profitable growth.


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BACKGROUND:-

Company Background - Reliance Infrastructure

Industry Name Power Generation/Distribution

House Name ADA Group

Collaborative Country Name N.A.

Joint Sector Name N.A.

Year Of Incorporation 1929

Year Of Commercial Production N.A.

Regd. Office

Address Reliance Infrastructure Limited

H Block, 1st floor

Dhirubhai Ambani Knowledge City

District Mumbai

State Maharashtra

Pin Code 400 710

Tel. No 022-303 86290

Fax No 022-303 76633

Email [email protected]

Internet http://www.rinfra.com/
mailto:[email protected]://www.rinfra.com/http://www.rinfra.com/mailto:[email protected]


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CHAPTER:-3

OPERATION IN MUMBAI

Reliance Energys distribution network spreads across almost 384 sq. kms, and serves a

customer base of more than 2.8 million customers panning across Suburban Mumbai from

Bandra to Bahyander on the western side and Sion to Mankhurd on the eastern Side.

To facilitate the excellent customer service and high network efficiency, the area has been

divided into five divisions:

1. South DivisionThis covers the areas from Bandra to Vile Parle

2. South Central Division This takes care of areas that lie between Andheri and

Jogeshwari

3. Central DivisionGorgaon to Kandivali comes under this division

4. North DivisionBorivali to Bhayander are the areas that get serviced

5. East DivisionSion to Mankhurd is covered under this particular division

Load Diversity -Our Balancing Act

Mumbai, being the financial capital of India, has been at the helm of widespread and rapid

developments. Particularly, in our supply area, Mumbai Suburbs, commercial developments are

on increasing pace. Furthermore, Suburbs, being the home for most of the Mumbaikars,

residential growth is also very much a part of this development.

The dual growth of commercial and residential energy requirements has led to a significant

increase in load as well. The key, in such a situation, is to balance the power distribution to

ensure a stable power supply at all times.


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More About the Peak Demands

The power system in Mumbai experiences peak demands twice in a year- Firstly during May-

June (summer season) and second during October-November (humid climatic conditions).

Within a normal course of a day, the system experiences two peaks. The first one is usually

during morning hours due to industrial and commercial load. The second peak is due to

overlapping of residential load along with commercial and industrial loads.

Within the area of supply, the load pockets vary in their nature with diversities like commercial,

industrial and residential. Commercial & industrial pockets usually witness Morning Peak, while

predominantly Evening Peaks seem to be the norm in Residential pockets. In general, the overall

System Peak occurs during evening hours for most of the months.

Developing, operating & maintaining the optimum network to supply peak power demand of

these pockets has always been very challenging. Reliance Energy continually faces up to this

challenge and provide good quality reliable power to Mumbai.

System Details

Have a look at some of our important considerations:-

1. No. of Customers 2700230 (May-2009)

2. Population Covered 9.0 Million

3. Peak Demand Catered 1516 MW

4. MUs Catered 9150 MUs (2008)

5. Load Factor 0.7

6. Annual Load Growth 4%

7. Power Factor (Average) 0.97


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Our Power System - From Origin to Destination

The journey of electricity from the power plants where it is produced right down to your home is

quite interesting. Let us take you through this entire process along with a self-explanatory

diagram.

GENERATION

The electricity that powers your home is generated at Dahanu Thermal Power Station (DTPS)

with 2 units of 250 MW Each.

TRANSMISSION

This electricity is then transmitted at 220 kV via transmission lines terminating at 3 Bulk Supply

Receiving Stations Viz Versova, Ghodbunder & Aarey. At these 3 nos. of Bulk Supply

Receiving Stations, power at 220 kV is stepped down to 33 kV.

Reliance Energy is also connected to the western Grid via 220 kV interconnections.

PRIMARY DISTRIBUTION

Electricity is also procured from TATA Power at 22 or 33 kV from their 7 nos. of Bulk Supply

receiving stations. This electricity at 33 kV from Reliance Energy & 22 or 33 kV from TATA

Power is distributed to various 33 or 22 / 11 kV Receiving Stations via underground cable

network.

At Such 33 or 22 / 11 kV Receiving Stations, power is stepped down to 11 kV and distributed as

outgoing feeders with DT Substations forming an Open Ring System

SECONDARY DISTRIBUTION

Power then at 11 kV, at such 5101 DT Substations, is stepped down to 400 Volts (3 Phase) &

230 Volts (1 Phase) to reach your doorstep via LT Mains, LT Panels & LT Pillars.


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The following diagrams would give you an insight of how the electricity travels from power

station to your door:-

Schematic diagram of the flow of power:

Transmission:-

The Transmission Department is an intermediary between Generation & Distribution and isresponsible for transmission of power at 220 kV from DTPS to the Companys area of supply in

Mumbai Suburbs. It is operating three modern 220/33 kV receiving stations at Versova, Aarey

and Ghodbunder.


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There are two 220kV Lines also connected to Tata Borivili at Aarey R/S from where extra power

flows as and when required.

Transmission Lines Details

The Details of Reliance Energy Ltd. 220 kV Lines are as below:

Length in kms.

1. DahanuVersova Line No-1 121.99

2. DahanuVersova Line No-2 106.11

3. DahanuGhodbunder Line No-1 84.61

4. DahanuGhodbunder Line No-2 84.61

5. GhodbunderVersova Line No-1 20.65

6. GhodbunderVersova Line No-2 20.65

7. VersovaAarey Line No-1 08.98

8. VersovaAarey Line No-2 08.98

9. AareyTata Borivali Line No-1 11.95

10. AareyTata Borivali Line No-2 11.97

Total number of transmission towers805 towers

The total route length of the 220 kV Network system is 480.50 Kms.

Optical fibres (OPGW) are installed on the transmission line network for high speed data

communication.

The end section of interconnection with TPC Borivali is with 220kV UG Cables 1200 sq.mm.

with current carrying capacity 750Amps.


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M/S Reliance Energy Limited has several Multi Circuit towers and Narrow base towers in its

transmission line network to save the Right Of Way where ever needed in addition to the

conventional towers.

Receiving Station Details

Details of 220kV Receiving Stations

Aarey Receiving station:

o The Aarey Receiving station is located at Aarey Milk Colony, Dinkarrao Desai

Road, Goregaon (East).

o There are 4 No of 220/33kV, 100 MVA Transformers in the Station to distribute

the power at 33kV level. There are 27 No of 33/11kV 20MVA transformers

connected to various 33kV feeders. These 33kV feeders supplies power to the

following areas.

Santacruz

Saki

Airport

Kurla

Seepz

Vile Parle

Nirlon

Kalina

Local area near the station

Vikhroli

Hiranandani

MMRDA

Chedanagar(chembur)

Meghawadi / Mafco


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Versova Receiving station:

o The Versova Receiving station is situated on the reclaimed and developed land at

Versova creek, west of Andheri Railway Station in Shri Swami Samarth Nagar

Area.


the power at 33kV level. There are 22 No off 33/11kV 20MVA transformers


following areas.

Erangal

Ambivili

Juhu North

Andheri

Goregaon

Malad

Chinchbunder


Bandra

Dindoshi / Poisar

Juhu

Ghodbunder Receiving Station:

o The Ghodbunder Receiving station is situated on the reclaimed and developed

land at Ghodbunder village, west of Western Express Highway..


the power at 33kV level. There are 15 No of 33/11kV 20MVA transformers


following areas.


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Bhayender

Dahisar

Mira Road

Gorai / Kandivili Indl. Estate


Devidas Lane

Bhayender (W)

Distribution

Distribution is the key to efficient and reliable power supply.

Seven decades of experience and continuous investment in modernizing its distribution

infrastructure have helped the company achieve the enviable distinction of operating its network

with 99.93% reliability!

The efforts made towards achieving higher levels of efficiency have reduced distribution losses

to 12.01%The lowest in the country!

Today the company caters to 5 million satisfied customers!

Reliance Energy Limiteds Mumbai operations cover a population of 9.0 million within an area

of about 384 sq. kilometers. The Distribution network handled and sold 6881 MUs in the year

2005-2006.

Reliance Energy Limited continually upgrades its distribution network. This is accomplished

through a process of decentralized operation in supply management to maintain very high on-line

reliability


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Supply Network-incorporated in 1929 as the Bombay Suburban Electric Supply Limited,

the Companys initial task was to distribute electricity in the suburbs of Mumbai. From

about 1000 consumers in 1929, to over 2 million consumers with an annual consumption

of 6 billion units, RELs Supply network covers a population of 9.0 million and an area

of about 384 sq. kilometers within the city of Mumbai.Reliance Energy Ltd. has

established 4002 distribution sub-stations, 3114 km of high tension (HT), 3116 kms of

low tension (LT) cable and 2538 kms of streetlight cable. The company has an installed

distribution transformer capacity of about 2874 MVA. During the last five years (2001-

2006) the installed capacity of power transformers has increased from 1632 MVA to

2022 MVA. The present maximum demand for the area is around 1331 MVA. The ratio

of installed capacity to maximum demand is 1.52. The ratio of distribution transformer

capacity to the maximum demand has gone up from 1.96 to 2.16.Reliance Energy Ltds

continual efforts to achieve higher levels of efficiency have resulted in a reduction in the

distribution losses to 12.01%, which is among the lowest in the country.

Supply Area Map

Supply System Data

Supply Area 384 sq. kms.

No. of Consumers 24.95 lakhs

Population covered Above 99 lakhs

Maximum Demand 1331 MVA

Power Transformer Installed Capacity 2022 MVA

No. of Distribution sub-stations 4002

Distribution Transformer Installed Capacity 2874 MVA

Power Factor (Average) 0.97

33 kV Capacitors 192.50 MVAR

11 kV Capacitors 452 MVAR


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HT Mains 3114 kms

LT Mains 3116 kms

System Loss 12.01%

Street Light Poles 72804

Units sold in the year 2005-2006 6881 MUs

No Supply Complaint Attending Centers 37

SCADA-Reliance Energy Limited has installed a state of the art Integrated Control

system called the Supervisory Control and Data Acquisition (SCADA) for its

Transmission and Distribution network. REL has laid down 200 kms of 24 F ADSS

Optical Fiber Cable in the licensed area connecting 54, 33/22/11 KV receiving stations

and 3 No of 220 kV bulk receiving stations. These are used as communication media for

the Transmission and Distribution system. The newly commissioned integrated SCADA

contains enhanced version for better control and monitoring of Generation, Transmission

and Distribution system.

EPC Division (Engineering, Procurement and Construction Division)

The EPC division of REL was set up in 1966 and was undertaking engineering, procurement and

construction contracts on a turnkey basis and other value added services for major public and

private sector projects both in India and Abroad. The Division has 10 regional offices in major

cities of India and Overseas offices in Dubai, Nepal and Bhutan. The Division has to-date

undertaken the total engineering, supply of electrical and mechanical equipment, installation and

commissioning services and civil works for the following range of projects.

REL has significant presence in the field of execution of the Power projects on EPC basis with a

strong track record of the execution and commissioning of projects on time. REL has received

wide acclaim for the initiatives in corporate governance. These awards and recognitions greatly

motivates and encourage the REL team to set fresh benchmarks in corporate governance,

particularly in the Indian Power Sector.


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Reliance Energy with its affiliates and sister companies in the Reliance group, own and operate

over 2,000 MW of Generating capacity in the country. These comprise conventional thermal

plants, gas turbine based combined cycle power plants, Cogeneration plants and wind electric

generators. Most of its Projects have been executed by Reliance Energy through its EPC

division.

The EPC division of REL was set up in 1966 and was undertaking engineering, procurement and

construction contracts on a turnkey basis and other value added services for major public and

private sector projects both in India and Abroad. The Division has 10 regional offices in major

cities of India and Overseas offices in Dubai, Nepal and Bhutan. The Division has to-date

undertaken the total engineering, supply of electrical and mechanical equipment, installation and

commissioning services and civil works for the following range of projects:

thermal, hydro, Co-generation and gas based power generating stations;

400/132 KV transmission lines and switch yards;

overhead and underground electrical networks;

industrial electrification works for petrochemicals, fertilizers, steel, cement plants,

refineries, ports and hotels;

indoor and outdoor illumination works;

pre-moulded accessories for extra high voltage electrical cables;

Renovation and Modernization of Delhi distribution network; and

Other civil works

Experience and Achievements of EPC Division:

The Divisions EPC turnkey services were originally developed for internal purposes, and it was

instrumental in construction of the 2 x 250 MW Dahanu Thermal Power Station . Following the

completion of the project, EPC Division consolidated its internal resources and began offering

single point solution to the execution of the Power Plants such as project engineering,

procurement, construction & commissioning for external customers.

EPC division has undertaken and successfully commissioned the following major projects:


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Its first ever IPP, 2 x 250 MW Coal based Thermal Power Station at Dahanu,

Maharashtra.

Reliance Energy Limited-Samalkot Power Station: 220 MW Dual Fuel based (Natural

gas & Liquid Fuel) Combined Cycle Power Plant at Samalkot, Andhra Pradesh. The

Power Plant is already operational and supplying power to the State Grid of Andhra

Pradesh.

165 MW liquid-fuel based combined cycle power project for its subsidiary, Reliance

Energy LimitedKochi Power Station at Kochi in Kerala with an aero-derivative unit of

40 MW along GEs LM6000 module, completed on 15 June 2001. .

106 MW Combined Cycle Power Plant of Gujarat State Electricity Corporation Ltd. at

Dhuvaran, Gujarat

24 MW Bagassed based Co-generation Power Plant for Godavari Sugar Mills Limited at

Sameerwadi, Karnataka.

20 MW Diesel based D.G.Sets for Surya Chakra Power Ltd. at Islands of Andaman and

Nicobar.

2250 MW Tau Devilal Thermal Power Station for Haryana Power Generation

Corporation Haryana- Balance of Plant, Civil and Structural works12.5 MW Lignite

Based Power Project for Grasim Industries Limited at Ariyalur, Tamil Nadu

10.5 MW (5 x 2 MW + 1 x 0.5 MW) Diesel based captive power project for IT-Park for

TIDEL- Chennai.

7.5 MW Thermal Power Plant for Monnet Power Ltd. at Raipur, Madhya Pradesh.

3 x 2.5 M DG based Power Plant for National Institute of Biologicals, Noida.

5 MW Bagasse based Thermal Power Plant for Global Energy Ltd., Belgundi, Karnataka,

3 MW Captive Power Project for Alok Industries Limited at Vapi, Gujarat.

2.5 MW D.G. set based Captive Power Plant for ITC, Bangalore.

(Unit-8 of Tau Devilal thermal Power Project of HPGCL has been awarded the Best Thermal

Power Project of the Year 2004-05)
http://indianpowersector.com/power-station/http://indianpowersector.com/2010/10/electricity/http://indianpowersector.com/power-station/thermal-power-plant/http://indianpowersector.com/power-station/thermal-power-plant/http://indianpowersector.com/2010/10/electricity/http://indianpowersector.com/power-station/


30/57

Renovation and Modernization of Delhi Distribution System.

Projects under Commissioning /Execution

2600 MW Hisar Thermal Power Station for Haryana Power Generation CorporationLimited

2 x 300 MW Yamunanagar Thermal Power Station for Haryana power generatuion

Corporation.

More than 7000 Village Electrification, commissioning of new 52 GSS & Augmentation

of 82 GSS underRGGVYUPRE Project

4 x 70 MW Urthing Sobla Hydro Electric Project in Uttaranchal

2210 MW Parichha Thermal Power Station for Uttar Pradesh Rajya Vidyut Utpadan

Nigam -Civil works

2250 MW Parichha Thermal Power Station for Uttar Pradesh Rajya Vidyut Utpadan

NigamBalance of Plant , Civil and Structural works

Main Electrical System Packages for 2 x 220 MW Nuclear Power Plant at Kaiga,

Karnataka and 2 x 220 MW Nuclear Power Plant at Kota, Rajasthan forNuclear Power

Corporation of India Limited.

Changeover from overhead to underground Transmission Lines under Ranchi

beautification scheme forJharkhand State Electricity Board

110 KV Switchyard and Revamping of Electrical System in the State of Tamil Nadu for

Chennai Petroleum Corporation.

220 kV d/c transmission lines Project from Panarsa to Nalagarh for AD Hydro Power

Ltd.

The Division provides a full service project advisory capability. It can manage a power plant on

a turnkey basis or it can provide one or more industry specialist services such as fuel

management advice or fiscal advice. The Division also undertakes commercial commissioning,

operation and maintenance and environmental monitoring services.
http://indianpowersector.com/electricity-regulation/government-programmes/http://indianpowersector.com/power-station/nuclear-power-plant/http://indianpowersector.com/2010/09/npcil/http://indianpowersector.com/2010/09/npcil/http://indianpowersector.com/2010/09/jharkhand/http://indianpowersector.com/2010/09/jharkhand/http://indianpowersector.com/2010/09/npcil/http://indianpowersector.com/2010/09/npcil/http://indianpowersector.com/power-station/nuclear-power-plant/http://indianpowersector.com/electricity-regulation/government-programmes/


31/57

CHAPTER: - 4

MARKET POTENTIAL:

Decisions related to products and services - where to offer them, how to set revenue targets for

them, how much to spend in support of them - all start with a realistic, accurate and confident

understanding of Market Potential.

A Market Potential is an estimate of the maximum possible sales opportunities present in a

particular market segment and open to all sellers of a good or service during a stated future period.

A market potential indicates how much of a particular product can be sold to a particular market

segment over some future period assuming the application of appropriate marketing methods.

Market Potential data measures the likely demand for a product or service in a county, ZIP Code,

or any other defined trade area. Businesses and other organizations use Market Potential data to make

decisions about where to offer products and services.

A Market Potential is an estimate of the maximum possible sales opportunities present in a

particular market segment and open to all sellers of goods or services during a stated future period.

Thus, a market potential indicates how much of a particular product can be sold to a particular

market segment over some future period, assuming the application of appropriate marketing methods.

Sales potential:

A sales potential is an estimate of the maximum possible sales opportunities present in a

particular market segment and open to a specified company selling a good or service during a stated

future period. Thus, sales potential represents sales opportunities available to a particular manufacturer,while market potential indicates sales opportunities available to entire industry.

With Market Potential Data One Can-

Optimize organization merchandise mix

Develop successful advertising and marketing plans


32/57

Decide which expansions are most profitable

Increasing Share of Wallet/Untapped Potential

Increasing market share requires an understanding of "Untapped Potential," which is different

than simply taking the difference between Total Potential and your current market share.

Maximize Marketing Budgets & Efficiencies

With a realistic picture of Market Potential you can focus resources intelligently, maintaining a

presence where you're strong and investing heavily where opportunity is greatest i.e., investing marketing

budget more effectively.

Set Aggressive & Attainable Revenue Targets

The best way to establish revenue goals and sales quotas for products, territories or

stores/branches is to base them on the true consumer demand/market potential within the area.

Sales Forecast:-

A sales forecasting is an estimate of sales in physical units in a future period under a particular

marketing program and assumed set of economic and other factors outside the unit for an entire product

line. It may be for a manufacturers entire marketing area or for any sub -division of it. Such forecasts are

short term or operating it is important to the sales executive.

ANALYZING THE MARKET POTENTIAL

Market Identification:-

The first step in analyzing a products market potential is to identify its market. Market

identification required finding out

Who buys the product?

Who use it?

Who are the prospective buyers and users?

Some companies find answer to these questions in their internal records but most of the companies

especially those that use long marketing channels, in consumer- good marketing, Buyers, user, and

prospectus are identified and classified according to such characteristics as age, sex, income, and social


33/57

class. In Industrial goods marketing, buyers, users, and prospectus are identified and classified by size of

firm, geographical location, type of industry and the like.

Market identification studies reveal the characteristics that differentiate the market segments making

up the products market potential. market identification studies provides, as a side result, customer data on

such factors as purchase frequency, searching time expended unit of purchase, and seasonal buying

habits. When assembled and analyzed, these data help in estimating market potential.

Market Motivation:-

The second step in analyzing market potential is to detect the reasons why customers buy the

product and the reasons why potential customers might buy it. Market motivation studies answer twin

questions: why do people buy? & why dont buy?

The answer helps not only in estimating market potential but assist the sales executive to increase the

effectiveness of promotional programs.

Motivation research techniques vary, but the most widely used are the projective techniques, in

which respondents projects themselves, their attitudes interests and opinions into interpretation of special

materials presented by the researcher. Analysis of results by trained specialist lays bare what goes on in

buyers minds, including, importantly, the real reasons for buying or not buying the product. Most

motivation studies are directed towards explaining the buying behaviour of ultimate consumers rather

than industrial users.

Information from motivation studies helps not only in estimating a products market potential but

also assists in deciding

1. How best to present the product in sales talks

2. The relative effectiveness of different selling appeals

3. The relative appropriateness of various promotional methods

Analysis of Market Potential:-


34/57

Third Step is to analyze the market potential. Market potential can not be analyze directly, so

analysis make use of market factors (Market factor is a market feature or characteristics related to the

products demand) using market factor for analyzing market potential is a two step process

1. Select the market factor associated with the products demand

2. Eliminate those market segments that do not contain prospective buyers of the product

Why Use Market Potential Data

Market Potential data helps companies to understand, predict, and influence consumer behavior

by providing insight into areas with the highest growth potential. This allows you to make informed

decisions about products and services based on the latest trends and consumer demand.


35/57

Demand Forecasting

Sr. No Load Type Demand Expected/ per Square

meter buildup Area.

Diversity

factor

F.S.I

1. RESIDENTIAL 40 Watt/sq.mtr 0.25 2.71

2. INDUSTRIAL /

COMMERCIAL

120 Watt/ sq.mtr 0.66 2.71

3. HOSPITAL 100 Watt/ sq.mtr 0.66 2.71

4. MALL 150 Watt/ sq.mtr 0.66 2.71


36/57

MARKET FORCASTING

P-WARD (Plot Area more than 3000 sq.mtr)


37/57

Expected Load

Sr.

N

o.

Locatio

n

Load Type B.A = Plot

Area

*F.S.I

Buildu

p Area

Dema

nd

Exp./

per

sq.mt

r (a)

Divers

ity

Factor

(b)

Load Calculation

B.A*(a)*(b)*24

1000 Watt

Per

day

Sale

Annual

Sale

(*365)

1. Wester

n

Expres

s

Highw

ay,Malad

(East)

RESIDENTI

AL

51457.5*

2.71

13944

9.8

40

Watt

0.25 139449.8*40*0.

25*24

1000 Watt

3346

8

1221582

0

2. village

Pahadi

Gorega

on off

W.E.H.

Gorega

on

(East)

HOSPITAL 5061.2*2.

71

13715.

8

100

Watt

0.66 13715.8*100*0.

66*24

1000 Watt

2172

6

7929990

3. NagariNiwara

Parisha

d

layout

Malad

(East)

HOSPITAL 4600*2.71

12466 100Watt

0.66 12466*100*0.66*24

1000 Watt

19746.1

7207326.5

4. Laxmi

Industr

ial

Estate

Village

Pahadi,

Gorega

on

(West)

Mumb

ai-90

INDUSTRI

AL/

COMMER

CIAL

11082.9*

2.71

30035 120

Watt

0.66 30035*120*0.66

*24

1000 Watt

5709

0.5

2083803

2.5


38/57

5. Village

Pahadi

Goregao

n (East),

Mumbai

INDUSTRI

AL/

COMMER

CIAL

847760.7*

2.71

229743

1.4

12

0

Wa

tt

0.6

6

2297431.4*120*0

.66*24

1000 Watt

436695

7.6

1593939

524

6. village

Malvani

at

Malad

(West

RESIDENT

IAL

9494.1*2.

71

25729 40

Wa

tt

0.2

5

25729*40*0.25*2

4

1000 Watt

6175 2253875

7. village

Dindoshi

,

Goregao

n (East)

Mumbai

-63

INDUSTRI

AL/

COMMER

CIAL

210576.4*

2.71

570662 12

0

Wa

tt

0.6

6

570662*120*0.66

*24

______________

1000 Watt

108471

4.3

3959207

19.5

8. village

Marol

Maroshi

Goregao

n (East)

Mumbai

INDUSTRI

AL/

COMMER

CIAL

847760.7*

2.71

229743

1

12

0

Wa

tt

0.6

6

2297431*120*0.6

6*24

______________

1000 Watt -

436695

6.8

1593932

32

9. village

Marol

Maroshi

Goregao

n (East)Mumbai

INDUSTRI

AL/

COMMER

CIAL

847761.7*

2.71

229743

4.2

12

0

Wa

tt

0.6

6

2297434.2*120*0

.66*24

______________

1000 Watt

436696

3

1593941

495

1

0.

Village

Malwani

at

Malad

(West),

Mumbai

RESIDENT

IAL

42474*2.7

1

115104

.5

40

Wa

tt

0.2

5

115104.5*40*0.2

5*24

______________

_

1000 Watt

27625 1008312

5

1

1.

Chinchol

i BunderRoad,

Malad

(West)

RESIDENT

IAL

7168.3*2.

71

19426 40

Watt

0.2

5

19426*40*0.25*2

4______________

_

1000 Watt

4662.2 170170.3


39/57

1

2.

Village

Dindoshi

at upper

Govind

Nagar

Malad(E

ast)

RESIDENT

IAL

4683.8*2.

71

12693 40

Wa

tt

0.2

5

12693*40*0.25*2

4

______________

_

1000 Watt

3046.3 3046320

1

3.

village

Malvani

at

Malad

(West)

INDUSTRI

AL/

COMMER

CIAL

6432*2.71 17430.

7

12

0

Wa

tt

0.6

6

17430.7*120*0.6

6*24

______________

1000 Watt

33132.

3

1209328

9.5

1

4.

Unnat

Nagar

MHADA

Village

Pahadi,

Goregaon (West)

RESIDENT

IAL

3281.08*2

.71

8891.7 40

Wa

tt

0.2

5

8891.7*40*0.25*

24

______________

1000 Watt

2134 778913

1

5.

Western

Express

Highway

Goregao

n (East)

INDUSTRI

AL/

COMMER

CIAL

3572.84*2

.71

9682.3 12

0

Wa

tt

0.6

6

9682.3*120*0.66

*24

______________

1000 Watt

18404.

1

6717496.

5

1

6.

Village

Pahadi,

Goregao

n at

Goregaon (West)

RESIDENT

IAL

193599.9*

2.71

524655

.7

40

Wa

tt

0.2

5

524655.7*40*0.2

5*24

______________

1000 Watt

125917

.3

4595981

4.5

1

7.

Village

Malad

(East)

Mumbai

-67

RESIDENT

IAL

6536.3*2.

71

17713.

3

40

Wa

tt

0.2

5

17713.3*40*0.25

*24

______________

1000 Watt

4251.1 1551651.

5

1

8.

Village

Malad

(East)

TalukaBorivali

Mumbai

RESIDENT

IAL

12688*2.7

1

34384.

4

40

Wa

tt

0.2

5

34384.4*40*0.25

*24

______________

1000 Watt

8252.2 3012053

1

9.

N M

Metal

Industri

es @

Goregao

INDUSTRI

AL/

COMMER

CIAL

5025.5*2.

71

13619.

1

12

0

Wa

tt

0.6

6

13619.1*120*0.6

6*24

______________

1000 Watt

25887.

1

9448791.

5


40/57

n (East)

2

0

village

Erangal

atsuchak

layout

of

Malad -

madh

Road,

Malad

(W)

RESIDENT

IAL

6128.3*2.

71

16607.

6

40

Wa

tt

0.2

5

16607.6*40*0.25

*24

______________1000 Watt

3985.8 1454817

2

1.

Shree

Shivshak

ti CHSLvillage

Kurar

Malad

(East)

RESIDENT

IAL

18279.9*2

.71

49538.

5

40

Wa

tt

0.2

5

49538.5*40*0.25

*24

______________1000 Watt

11889.

2

4339572.

6

2

2.

Marvey

Road at

Malad

(West)

RESIDENT

IAL

4151.5*2.

71

11250.

5

40

Wa

tt

0.2

5

11250.5*40*0.25

*24

______________

1000 Watt

2700.1 985543.8

2

3.

Village

Dindoshi

Western

Express

Highway

Goregao

n (East)

INDUSTRI

AL/

COMMER

CIAL

210576.4*

2.71

570662 12

0

Wa

tt

0.6

6

570662*120*0.66

*24

______________

1000 Watt

108471

4.4

3959207

56


41/57

R-WARD (Plot Area more than 3000 sq.mtr)


42/57

Expected Load

Sr

.

N

o

Location LoadType

B.A = Plot

Area

*F.S.I

Buildu

p AreaDema

nd

Exp./

persq.mt

r (a)

Divers

ity

Facto

r (b)

Load

Calculation

B.A*(a)*(b)*24

1000 Watt

Per

day

Sale

Annual

Sale

(*365)

1. village

Magatha

ne Near

Western

Express

Highway

at

Borivali

(East)

RESIDENT

IAL3871.1*2

.71

10490

.6

40

Watt

0.25 10490.6*40*0.

25*24

1000 Watt

2517.

7

918960.5

2. Balika

Vidyalay

a Marg

Ramgali

at

Kandivali

(West)

RESIDENT

IAL

4744.4*2

.71

12857

.3

40

Watt

0.25 12857.3*40*0.

25*24

1000 Watt

3085.

7

3085700

3. Lokhand

wala

Townshi

p,

AkurliRo

ad,

Kandivali

(East),

Mumbai

INDUSTRI

AL/

COMMER

CIAL

852476*

2.71

23102

1

120

Watt

0.66 231021*120*0.

66*24

1000 Watt

43912

4.7

1602805

15.5

4. Lokhand

wala

Townshi

p, Sector

III ,

AkurliRo

ad,Kandivali

(East),

Mumbai

INDUSTRI

AL/

COMMER

CIAL

21409.3*

2.71

58019

.2

120

Watt

0.66 58019.2*120*0

.66*24

1000 Watt

11028

2.8

4025322

2

5. village

Poisar at

Kandivali

(West)

RESIDENT

IAL

5417.5*2

.71

14681

.4

40

Watt

0.25 14681.4*40*0.

25*24

1000 Watt

3523.

5

1286077.

5


43/57

6. Jai

Maharas

htra

Nagar

village

Magatha

ne,

Borivali

(East)

RESIDENT

IAL

38757*2.

71

10503

1.4

40

Watt

0.25 105031.4*40*0

.25*24

1000 Watt

25207

.5

9200737.

5

7. Village

Dahisar

RESIDENT

IAL

13392.7*

2.71

36294

.2

40

Watt

0.25 36294.2*40*0.

25*24

1000 Watt

8710.

6

3179369


44/57

M-WARD (Plot Area more than 3000 sq.mtr)


45/57

Expected Load

Sr

.N

o.

Locati

on

Load

Type

B.A = Plot

Area *F.S.I

Buildup

Area

Dem

andExp./

per

sq.m

tr (a)

Diver

sityFacto

r (b)

Load Calculation

B.A*(a)*(b)*241000 Watt

Per day

Sale

Annual

Sale(*365)

1. vikhra

m

sarabh

ai at

Anush

akti

nagar.

INDUSTR

IAL/

COMME

RCIAL

3827942*

2.71

103737

22.8

120

Watt0.66 10373722.8*120

*0.66*24

1000 Watt

197183

72.3

7197205

889.5

2. station

'B'

village

mahul

tromb

ay

INDUSTR

IAL/

COMME

RCIAL

566559*2.

71

153537

4.8

120

Watt0.66 1535374.8*120*

0.66*24

1000 Watt

291844

0.4

1065230

746

3. village

deona

r

taluka

kurla

MSDMumb

ai.

INDUSTR

IAL/

COMME

RCIAL

5442.1*2.

71

14749 120

Watt

0.66 14749*120*0.66

*24

1000 Watt

28034.

8

1023270

2

4. mumb

ai

retiner

y of

Hindus

tan

Petrol

eum

corp.Ltd.

INDUSTR

IAL/

COMME

RCIAL

1298466.7

*2.71

351884

4.7

120

Watt

0.66 3518844.7*120*

0.66*24

1000 Watt

668862

0

2441346

300

5. chemb

ur

Mumb

ai-71

RESIDEN

TIAL

4274*2.71 11582.

5

40

Watt

0.25 11582.5*40*0.2

5*24

1000 Watt

2779.8 1014627

6. Village

Mahul

RESIDEN

TIAL

4899*2.71 13276.

2

40

Watt

0.25 13276.2*40*0.2

5*24

3186.3 1162999.

5


46/57

. 1000 Watt

7. village

deona

r,

chemb

ur

RESIDEN

TIAL

5730.5*2.

71

15529.

6

40

Watt

0.25 15529.6*40*0.2

5*24

1000 Watt

3727.1 1360391.

5


47/57

L-WARD (Plot Area more than 3000 sq.mtr)


48/57

Expected Load

Sr.

No.

Locati

on

Load Type B.A =

Plot Area*F.S.I

Buildu

p Area

Dema

ndExp./

per

sq.mt

r (a)

Divers

ityFactor

(b)

Load Calculation

B.A*(a)*(b)*241000 Watt

Per

daySale

Annual

Sale(*365)

1. villag

e

motril

i opp.

Saki

Naka

road

Kurla(

w)

INDUSTRI

AL/

COMMER

CIAL

3857.6*

2.71

10454 120

Watt

0.66 10454*120*0.66

*24

1000 Watt

19870.

9

7252878.

5

2. marol

villag

e saki

vihar

Kurla

(w)

INDUSTRI

AL/

COMMER

CIAL

3310.5*

2.71

8971.4 120

Watt

0.66 8971.4*120*0.66

*24

1000 Watt

17052.

8

6224272

3. villag

e

Tung

wa,Taluk

a

Kurla

,Powa

i.

INDUSTRI

AL/

COMMER

CIAL

59744*2

.71

16190

6.2

120

Watt

0.66 161906.2*120*0.

66*24

1000 Watt

30775

1.3

1123292

24.5

4. Moha

li

villag

e.

INDUSTRI

AL/

COMMER

CIAL

5017*2.

71

13596 120

Watt

0.66 13596*120*0.66

*24

1000 Watt

25843.

2

9432768

5. villag

emohil

Kurla

(w)

RESIDENTI

AL

3903.8*

2.71

10579.

2

40

Watt

0.25 10579.2*40*0.25

*241000 Watt

2539 926735


49/57

T & S-WARD (Plot Area more than 3000 sq.mtr)


50/57

Expected Load

Sr.

No.

Location Load

Type

B.A = Plot

Area*F.S.I

Buildu

p Area

Dema

ndExp./

per

sq.mt

r (a)

Divers

ityFactor

(b)

Load Calculation

B.A*(a)*(b)*241000 Watt

Per

daySale

Annual

Sale(*365)

1. pant

nagar

Kirol

Ghatkopa

r (E)

RESIDE

NTIAL

7019.75*

2.71

19023.

5

40

Watt

0.25 19023.5*40*0.2

5*24

1000 Watt

4565.6 1666458

.6

2. village

powai.

RESIDE

NTIAL

173891*2

.71

47124

4.6

40

Watt

0.25 471244.6*40*0.

25*24

1000 Watt

11309

8.7

4128102

5.5

3. village

Bhandup

(E).

RESIDE

NTIAL

22858.7*

2.71

61947 40

Watt

0.25 61947*40*0.25

*24

1000 Watt

14867.

2

5426528

4. village

Bhandup.

RESIDE

NTIAL

35903*2.

71

97297.

1

40

Watt

0.25 97297.1*40*0.2

5*24

1000 Watt

23351.

3

8523224

.5

5. village

Chandivili

Powai.

RESIDE

NTIAL

3833.83*

2.71

10389.

6

40

Watt

0.25 10389.6*40*0.2

5*24

1000 Watt

2493.5 910127.

5


51/57

Potential Analysis

The project consists of a brief and in depth analysis of market potential of

reliance energy. By the virtue of this project a competitive study has been made to identify and

recognize emerging markets available as per the standards of the judiciary. Reliance energy being a

large scale organization has the required potential to explore new horizons and explore emerging

markets. The main objective of this project is to study and identify new projects and understand their

power and energy requirement, another important factor considered is to understand the requirements

of these markets and accordingly acknowledge the capacity of the company to undertake the project

with efficiency and accuracy. The projects has been undertaken with consideration to Mumbai Region

and accordingly identify the requirement of upcoming markets which are supposed to be residential

complexes , industrial /commercial , malls , hospital and other entities . This is a research based

project in order understand and focus on the estimated demand and forecast the requirements as per

the need .the projects has been created as per the wards system that prevails in Mumbai . it has been

identified that different wards have different requirements and the project consists of forecasting this

demand factor . By the means of this project attempts Have been made to assist the company to

estimate its demand potential .the data has been collected from Bombay municipal corporation

(building proposal department) and accordingly analysis have been made on this data as per the

requirement of the company. the regions that have been considered for the projects reign fromAndheri to Borivali and other nearby areas .

South DivisionThis covers the areas from Bandra to Vile Parle.

South Central Division This takes care of areas that lie between Andheri and

Jogeshwari.

Central DivisionGorgaon to Kandivali comes under this division.

North DivisionBorivali to Bhayander are the areas that get serviced.

East DivisionSion to Mankhurd is covered under this particular division .


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In-depth analysis have been made regarding some of the technical details like

FSI and area and data analysis has been done accordingly. The project have been made with

accordance with the required standards of the concerned organization.

One of the important concerns of the projects has been to understand the need

and demand pattern of the of market available to the company. This is a brief study in order

to analyse the available resources in accordance with the companys capacity and advice and

make necessary recommendation to the company to make necessary provisions for the same

and accordingly help the company / organization to gain a competitive advantage in the

market and there by undertake their operations with a better degree of efficiency and

accuracy respectively.

Another most and crucial aspect of the project is to analyze the data with

accordance of the need of the company and help them to understand the data with a greater

degree of ease and comfort. I hereby confront that the data has been collected and other

operations have been undertaken in best possible manner. The project has been created in

accordance with in the concerned regulations of MERC (MAHARASHTRA ELECTRICITY

REGULATION COMISSION).


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CHAPTER: - 5

Analysis:-

1) SWOT ANALYSIS OF RELIANCE ENERGY.Strength:-

Huge Capacity generation in pipeline

Growth in EPC division

Established and good Image

RelianceLong term Investment

Reliance powerpart of Reliance

Strategically Located Power Projects

Weakness:-

Effect on balance sheet due to funding of New project

Distribution-something new for Reliance.

Reliance dynamic approach with creating total consumer experience could complicate

the process

Financing Dadri project - a big liability


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Opportunities:-

Huge scope in power sector.

Setting up largest thermal plant in Orissa , which has huge deposits of Coal

Reserves.

Good timing with the passing of Electricity Act

Reaping returns of generating power

Abundance of intellectual capital in India

Nearly half the geographical area doesnt have electricity-Distribution Opportunities

Threats:-

Any delay in project implementation.

Increase in interest rate.

Other players in the market, like Tata

Future plans depend on government policy

Dealing with state regulators who determine tariff rates

Remote possibility opportunities back firing.


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2) PEST analysis of Reliance Energy ltd.

Political Forces:

The Government of India has a mission of Power to all by 2012. Government is having very

ambitious plans for increasing the capacity of the power sector and hence is encouraging power

sector companies like Reliance infrastructure ltd and Reliance power.

Economic Factors

India is in the rising phase of its economy curve, the economy of the country was growing at 9 %

before it is affected by recession in 2008. Even during recession also it managed to touch 7.9%


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while developed countries suffering from negative growth. The per capita consumption is

expected to increase 1000 KWH. So, this provides huge opportunity for Reliance energy ltd.

Socio cultural factors

With a population of India increasing and the scenario of the country is changing from survival

to consumption mode, the demand for electricity continue to be on increase. As a result of which

power generation sector promises increasing returns to those who have already positioned

themselves strongly in this sector

Technological factors:

The operational efficiency of a thermal power plant is only 30% that is very poor Also, the

advantages of low installation cost is disserted with the invention of nuclear power.


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BIBLIOGRAPHY

www.rinfra.com/

http://www.rel.co.in/HTML/know_CompanyProfile.html

http://en.wikipedia.org/wiki/Electricity_sector_in_India

http://economictimes.indiatimes.com/reliance-infrastructure-

ltd/infocompanyhistory/companyid-13922.cms

http://www.moneycontrol.com/company-facts/relianceinfrastructure/management/RI38
http://www.rel.co.in/HTML/know_CompanyProfile.htmlhttp://www.rel.co.in/HTML/know_CompanyProfile.htmlhttp://en.wikipedia.org/wiki/Electricity_sector_in_Indiahttp://en.wikipedia.org/wiki/Electricity_sector_in_Indiahttp://economictimes.indiatimes.com/reliance-infrastructure-ltd/infocompanyhistory/companyid-13922.cmshttp://economictimes.indiatimes.com/reliance-infrastructure-ltd/infocompanyhistory/companyid-13922.cmshttp://economictimes.indiatimes.com/reliance-infrastructure-ltd/infocompanyhistory/companyid-13922.cmshttp://economictimes.indiatimes.com/reliance-infrastructure-ltd/infocompanyhistory/companyid-13922.cmshttp://economictimes.indiatimes.com/reliance-infrastructure-ltd/infocompanyhistory/companyid-13922.cmshttp://www.moneycontrol.com/company-facts/relianceinfrastructure/management/RI38http://www.moneycontrol.com/company-facts/relianceinfrastructure/management/RI38http://www.moneycontrol.com/company-facts/relianceinfrastructure/management/RI38http://economictimes.indiatimes.com/reliance-infrastructure-ltd/infocompanyhistory/companyid-13922.cmshttp://economictimes.indiatimes.com/reliance-infrastructure-ltd/infocompanyhistory/companyid-13922.cmshttp://en.wikipedia.org/wiki/Electricity_sector_in_Indiahttp://www.rel.co.in/HTML/know_CompanyProfile.html

Documents

A Study on Market Potential of Reliance Infra