Book LPG cylinder, buy grocery: BPCL's new marketing mantra

 While buying domestic gas, consumers can now buy household items a discounted price with home delivery free of cost.

 This service represents the new face customer relationship management, as fuel distribution companies vie to stay ahead of the competition and protect market share in days ahead.

 The companies are increasingly looking at options to induce brand loyalty among consumers through such steps.

 Bharat Petroleum Corporation Ltd (BPCL), for instance, has already started such a service with Sangam Direct in Mumbai.