Ashok Ley­land part­ners with HPCL to cre­ate co-branded fuel card

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Ashok Ley­land has launched the ‘eN-Dhan’ fuel card, in part­ner­ship with Hin­dus­tan Petroleum cor­po­ra­tion (HPCL)’s ‘Drive Track Plus’ pro­gramme. This card is in­tended to pro­vide best-in­class sav­ings in fuel to cus­tomers. This ini­tia­tive with HPCL and the cus­tomer so­lu­tions busi­ness of Ashok Ley­land is said to be the first ini­tia­tive in In­dia where an orig­i­nal equip­ment man­u­fac­turer (OEM) and an oil mar­ket­ing com­pany (OMC) have col­lab­o­rated to cre­ate a co-branded card.

Ashok Ley­land claims that it would re­sult in an­nual sav­ings in the range of Rs 50,000 per truck, es­pe­cially for cus­tomers in the medium and heavy com­mer­cial ve­hi­cle (M&HCV) seg­ment.

The eN-Dhan cards are free of charge and will be avail­able in all Ashok Ley­land deal­er­ships across the coun­try and can be used in all HPCL fuel sta­tions. The loy­alty pro­gramme runs on point ba­sis where they ba­si­cally re­deem points when­ever it is used to pay for fuel. The com­pany has con­firmed that the pre­paid eNDhan fuel cards can be recharged with up to Rs 100,000 per month ei­ther through net bank­ing or mo­bile bank­ing.

Vinod K Dasari, Manag­ing Di­rec­tor, Ashok Ley­land said, “Our anal­y­sis shows that the cur­rent fuel spends on a com­mer­cial ve­hi­cle in In­dia is be­tween 35% and 60% of its life­cy­cle cost. Since fuel cost is the ma­jor ex­pense, we came up with this fuel card pro­gramme to help ve­hi­cle own­ers save on this ex­pense and op­ti­mise to­tal cost of op­er­a­tions (TCO). Be­sides sav­ings in fuel cost, the card will pro­mote dig­i­tal pay­ments and of­fer en­hanced in­sur­ance ben­e­fits to driv­ers.” es­sen­tial for serv­ing the com­mon cus­tomer - the trucker, who buys chas­sis from Ashok Ley­land and buys fuel from HPCL. This is first of its kind part­ner­ship wherein an en­ergy ma­jor is part­ner­ing with an au­to­mo­bile ma­jor for fu­elling the ve­hi­cles from the time it is rolled out of the fac­tory.”

“HPCL believes in im­prov­ing the lo­gis­tics ef­fi­ciency of the ve­hi­cles by pro­vid­ing su­pe­rior qual­ity fuels and lu­bri­cants to the cus­tomers/fleet own­ers. The co-branded card ‘eN-Dhan’ will be ac­cepted at all HPCL out­lets and we would also like to take the en­tire busi­ness on to a card­less plat­form which is in sync with the ‘Dig­i­tal In­dia’ ini­tia­tive of the Gov­ern­ment of In­dia. HPCL is also em­bark­ing on a plan to au­to­mate all its 15,100 re­tail out­lets in In­dia by De­cem­ber 2018 which will also be in­te­grated with dig­i­tal trans­ac­tions,” he said.

In or­der to en­hance the ben­e­fit of the card, HPCL is also look­ing for­ward to in­cor­po­rate toll pay­ments un­der this pro­gramme. “At the very ini­tial stage, as a closed user-group pro­gramme, we are dis­cussing with RBI for giv­ing us ap­proval for ex­tend­ing this card fa­cil­ity to the toll plazas which is a ma­jor outgo of a truck owner. Once RBI ap­proval comes in and links this, then any cus­tomer who uses the DriveTag plus card or eNDhan will be able to pass through any toll plaza. This way, the same money that the truck driver is pay­ing with the card for fuel can be used for pay­ment of toll too,” Prasad said.

G S V Prasad, Ex­ec­u­tive Di­rec­tor, re­tail HPCL said, “HPCL-Ashok Ley­land part­ner­ship is

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