On Wednesday, state-owned BHEL said that it has received an order to build a 2,400 MW supercritical thermal power plant (STPP) from coal PSU NLC India Ltd.

BHEL said that this is the company’s biggest power sector deal acquired via competitive bidding.

BHEL secures an order to build a 2,400 MW Supercritical Thermal Power Project. BHEL has received the coveted order under International Competitive Bidding (ICB) for the greenfield project on an Engineering, Procurement, and Construction (EPC) basis in Jharsuguda, Odisha,” the firm said.

The EPC contract covers the engineering, production, delivery, construction, and commissioning of critical equipment such as boilers, turbines, generators, and other auxiliary systems for the 3×800 MW thermal power plant.

The scope also includes boilers with biomass co-firing capacity and cutting-edge pollution control technology. The project will be completed within 64 months. After commissioning, this facility will help to satisfy the country’s future baseload energy requirements.

The key equipment will be constructed at BHEL’s factories in Trichy, Haridwar, Hyderabad, Jhansi, Bengaluru, Ranipet, Bhopal, Rudrapur, and Varanasi, while the company’s power sector southern region will be in charge of civil works, construction, and commissioning of the equipment.

BHEL has a long-standing collaboration with NLCIL, having erected a major 77% of the utility’s coal/lignite-based power units, totaling 3,590 MW.

It is the country’s leading producer of power production equipment and has been a key partner in achieving energy self-sufficiency.

The acronym BHEL stands for Bharat Heavy Electricals Limited. It is a government-owned firm that produces and develops power equipment. BHEL is India’s biggest power plant producer and a worldwide leader in power equipment manufacturing. 

BHEL was founded in 1964 and is headquartered in New Delhi. The company’s segments include power and industry. The Power section covers thermal, gas, hydroelectric, and nuclear power plant operations. 

BHEL is a Maharatna PSU, which implies it is responsible for the design, engineering, manufacturing, building, testing, commissioning, and service of a broad variety of power equipment. 

BHEL has outperformed expectations throughout the years. BHEL’s marketing mix includes a variety of media for increasing brand recognition. BHEL has received several honors, including the CBIP award for Best Power Equipment Manufacturing Organization and the Best Overall Performance Award at the Governance Now PSU Honors 2015.

BHEL does not perform any direct advertising, although it does place print advertisements and engage in events and social activities. It has a press releases section on its website that publishes all of the current BHEL news. It releases an e-newsletter called ‘Disha’ to raise knowledge about pertinent policies, norms, and procedures, as well as to disseminate information and discuss best practices and case studies.

BHEL also held a ‘Vigilance Awareness Week’ to promote its topic for the year, “Preventive Vigilance as a Tool of Good Governance”. It also organizes free camps for the needy. It has adopted and developed several communities and schools. It does some CSR programs. Hence, the following describes BHEL’s marketing mix.