Integrating the Indian Knowledge System into Ethical and Quality Centric Service to Ujjwala Customers

The Oil Marketing Companies (OMCs) are having 32.83 Crores of domestic Liquefied Petroleum Gas(LPG) customers, pan India. This huge customer base includes 10.33 Crores of Pradhan Mantri UjjwalaYojana (PMUY) customers, the scheme which was launched in the year 2016. A total 25517 number ofLPG distributors provide services to these customers. Against a total per capita, number of LPGcylinders (LPG Refill) consumed per annum, of 5.69 LPG refills; the PMUY customers are having a percapita consumption of only 4.34 LPG refills. There is a huge LPG consumption gap amongst the PMUYand non-PMUY customers. In spite of the initial release of security free LPG connection to these PMUYcustomers and subsequent direct benefit transfer of LPG targeted subsidy against each LPG refill,currently at Rupees 300/- per 14.2 Kg LPG refill, the LPG consumptions of these Ujjwala beneficiariesis picking up at a snail’s pace. This study aims for a comprehensive analysis of service qualityparameters and LPG consumption patterns under PMUY. Key aspects such as Tangibility, Reliability,Responsiveness, Assurance, and Empathy are measured along with annual consumption of LPG.Furthermore, this research also evaluates the impact of Indian Knowledge System (IKS) perspective onservice quality emphasizing a holistic approach, drawing from ancient Indian philosophies thatprioritize customer well-being, ethical conduct, and a deep understanding of individual needs, oftenincorporating concepts like "Atithi Devo Bhava" (guest is God) to ensure exceptional service delivery,going beyond just transactional interactions and focusing on building long-term relationships withcustomers; essentially, placing high value on respect, empathy, and personalized attention as keyaspects of quality service. (Data source: 1) LPG Profile Report H1 FY 2024-25, Petroleum Planning andAnalysis Cell, 2) PIB Delhi posted on 2nd December 2024 by Ministry of Petroleum and Natural Gas).