Beximco LPG Unit 1 Ltd. is a private LPG marketer owned by
Beximco Group, the largest private sector Group in Bangladesh
generating annual revenue of more than USD 1 billion. Beximco LPG
was invested with the task of creating a fully integrated
operations infrastructure to fulfill the growing demand of LPG in
the country. In 2016, their endeavor resulted in them becoming the
first company to introduce composite LPG cylinders for household
and commercial applications in Bangladesh. Beximco branded the new
cylinders as Smart Cylinders™.
In a highly competitive environment with more than 25 operators,
Beximco LPG has established its presence with a network of 300
distributors ensuring a retail coverage of more than 30,000
outlets reaching approximately 500,000 households every month.
Beximco LPG is a 100% composite cylinder marketer and the only one
to market this type of cylinders in Bangladesh.
The demand for the cylinders has been high and steady since
their introduction. The success is
REFERENCE CASE
BRINGING INNOVATIVE LPG SOLUTIONS TO BANGLADESH
BEXIMCO LPG
HIGHLIGHTS• Private LPG Marketer• Smart Cylinders™
launched in December 2016
• 26,2 liters cylinders
partly due to tailored advertisement campaigns in print and
digital media as well as TV, that accompanied the launch and have
maintained the interest of cylinder users.
Other programs that the company has developed to ensure a
successful introduction include dealer promotions and exclusive
authorized dealer conventions, which have helped increase
understanding of the cylinder’s user-focused characteristics, such
as enhanced safety and lightweight, but most importantly, increased
their technical understanding of the cylinders, to help them
properly handle the products throughout the logistics chain and
provide excellent customer service to end-users. Furthermore, prior
to the Coronavirus pandemic, Beximco LPG hosted regular community
events to educate and train local LPG users regarding the benefits
and usage guidelines of the Smart Cylinder. This will continue to
take place once the pandemic restrictions are lifted.
Strategic distribution of the cylinders is carried out via a
dedicated Beximco LPG Unit 1 Ltd. dealer network and all the way
down to the end users, by bicycles with special mounts, rikshaws
and tuck tucks. Home delivery is a convenient service given that
the cylinders are mainly used in domestic applications, namely
cooking. The company’s statement focuses on innovation and safety:
“The Beximco Smart Cylinder™ is our commitment to innovation and is
the latest
technology in this industry, making every consumer’s life safer
and easier. It is a 3-layer composite cylinder comprising
glass-fibres and resin, to give it unmatched strength and
durability. These cylinders offer a number of unique advantages
over traditional steel cylinders. Being lightweight, rust-free,
translucent and non-explosive, they bring immense cost and health
benefits to the distribution company as well as the consumer and
end user”.
Mrinal Roy, CEO, Beximco LPG, says: “Hexagon Ragasco, the
pioneer in LPG composite cylinder technology, has been our main
strategic supplier since the inception. They have enabled us to
rapidly and safely bring a paradigm shift in cook-ing to the
Bangladeshi population at large. Hexagon Ragasco has become our
trusted partner thanks to their professionalism, service oriented
culture and superior product quality“.
Beximco LPG’s mission in Bangladesh is much more than simply
becoming the premiere LPG provider in the country. Their focus is
on enriching the lives of every LPG user in Bangladesh by ensuring
they enjoy the safest, smartest, and most convenient LPG solution
always. They also focus on protecting the environment by promoting
LPG as a cleaner energy source for cleaner air and households, and
saving valuable natural resources of the nation, such as forests,
that would otherwise continue to decrease due to wood collection
for a growing population.
MARKET INFORMATION BANGLADESH
• Local LPG Consumption: 1.0 million tonnes by 2020
• Main applications: Domestic cooking and Restaurants
