BEST Launches Retention Drive In Worli Amid Fears Of Losing 1 Lakh Power Users
The Brihanmumbai Electric Supply and Transport undertaking is launching an aggressive consumer retention drive and dedicated marketing strategy amid concerns over losing more than one lakh electricity consumers to private power companies during major redevelopment projects in Worli and across the island city. The matter was raised at the latest BEST committee meeting, where panel members warned that rapid real estate churn could erode the civic utility's traditional monopoly unless prompt counter-measures are enforced.
BEST panel member Sunil Ahir from the Shiv Sena (UBT) pointed out that the undertaking currently serves 10.8 lakh power consumers, emphasizing that retaining them during the ongoing redevelopment wave is critical. Ahir warned that there is a serious fear of over a lakh consumers migrating to private power utilities as projects gather pace across south and central Mumbai. He stated that the power supply division must act firmly to prevent consumers from switching, adding that the undertaking's target must be to push its consumer base well past the 11-lakh mark.
Citing massive redevelopments underway at Worli, N M Joshi Marg, and the Dharavi Redevelopment Project in the island city, Ahir stressed the necessity of proactive engagement. He noted that the utility must ensure existing consumers stay with BEST post-rehabilitation, while also making certain that BEST supply reaches the lucrative saleable high-rise components of upcoming projects.
Deputy General Manager (Electric Supply) S P Makwana stated that BEST supplies power to all consumer categories, ranging from large industrial and commercial users to small households and slum pockets. Makwana explained that large consumers provide the cross-subsidy that supports affordable power for other sections, warning that their migration to other suppliers impacts the undertaking's revenue base. To address the risk, Makwana confirmed the creation of a dedicated marketing team tasked with a clear strategy to retain existing consumers, attract new ones, and increase BEST's consumer base across Mumbai.
Other committee members also urged direct intervention with real estate developers. Committee member Ajay Singh stated that the marketing team from the power supply wing must directly liaise with builders to secure dedicated space for BEST substations inside every upcoming high-rise and cluster redevelopment project from day one. Committee chairperson Trushna Vishwasrao shared that a private player was supplying power where she resides, prompting her to formally recommend that BEST use an adjacent vacant plot to set up a substation to power residences in her building.
Responding to the panel's concerns, a senior BEST official maintained that proactive measures are already underway, noting that a specialised team is actively tracking every high-rise and redevelopment site across the island city.
