‘Coal marketing to define CIL’s future performance’

Asserting that marketing of coal will be a decisive factor in defining Coal India’s performance in future, its CMD S Bhattacharya has asked its employees to switch over to competitive marketing with alacrity.

“Firstly, we should shrug off the years of inertia of monopolistic marketing and switch over to competitive marketing with alacrity,” Bhattacharya said in a letter to Coal India (CIL) employees.

Highlighting the immediate business challenges that the company needs to tackle, the Chairman and Managing Director further said the cost reduction in CIL’s operations is of crucial importance which will have a telling mark on sustaining and increasing the bottomline. He further said the quantity of coal supply has to be increased with full quality assurance. “Quality has to be instilled and imbibed in our organisation as a fundamental component in our business operations,” the letter said. With a staggering production of 536.50 million tonnes and coal offtake of 532.32 million tonnes, both the performance parameters registered growth in excess of 42 million tonnes in absolute terms over last year.

“Coal India is standing on a high ground but the challenge is to stay there and go higher,” the CMD said. “We need to prove that the successful performance during the just-ended fiscal is not a flash in the pan achievement but the result of pursuing a deliberately planned sustained effort with commitment of every Coal Indian,” he added.