IOC launches Bikers Cafe for biker expeditions to Himalayas

IOC has turned one of its most popular petrol pumps at Shogi just outside Shimla into a Bikers Cafe that offers services from resting area along with parking for motorcycles to utility items such as lip guard, sunscreen lotion, gloves, raincoats and tarpaulin as well as WiFi.

As competition in fuel retailing grows, state-owned Indian Oil Corporation (IOC) has launched a unique Bikers Cafe to cater to the needs of biker expeditions to the Himalayas as it looks to retain its market leadership with differentiated offerings tailored for various consumer sets.

Officials said the first such offering has been started near Shimla and more such facilities will be set up along the Chandigarh-Manali route as well as the Chandigarh-Kaza sector.

IOC has turned one of its most popular petrol pumps at Shogi just outside Shimla into a Bikers Cafe that offers services from resting area along with parking for motorcycles to utility items such as lip guard, sunscreen lotion, gloves, raincoats and tarpaulin as well as WiFi.

"We are not just selling fuel but also offering a host of services that bikers on a whirlwind tour would need," a senior company official said.

Petrol pumps in hilly areas typically have a smaller area, with services limited to a couple of dispensing stations for petrol and diesel.

But the four-decade old Bharti Filling Station at Shogi has an extra area which has been used to offer a private sitting space, toilets, parking and cafeteria.

"We realise that IOC has to be nimble footed in a market where we not just face competition from PSUs but an increasing number of private operators," the official said.

Adventure sports is a key segment. The commissioning of the Atal Tunnel at Rohtang in Himachal Pradesh has fuelled a rush to the Himalayas. Biker expeditions generally commence in the first week of June each year and continue till the first fortnight of October.

The most popular routes for various tour organisers are Delhi-Chandigarh-Manali-Leh-Srinagar-Pathankot-Delhi, Delhi-Shimla-Kaza-Leh-Manali-Chandigarh-Delhi, Spiti Valley tour and the Ladakh Valley leg.

Shimla is a major wayside halt for refuelling. And that's where the company set up the Bikers Cafe ahead of the biking season.

"Bikers Cafe is a unique concept where we are offering services to meet all needs of a biker," the official said.