Prof. Ravi Poovaiah from IDC IIT Bombay played a significant role in shaping the retail vision for Bharat Petroleum Corporation Limited (BPCL) through design and innovation. This project focused on transforming the retail experience at BPCL's fuel stations and establishing a strong brand identity, aligning with modern customer expectations and the corporation’s goals for expansion and modernization. The core objective of the Retail Vision project was to make BPCL's fuel stations more accessible and user-friendly for customers. Prof. Poovaiah and his team focused on improving the overall customer experience through design, making fuel stations more visually appealing and functional. This included rethinking station layouts, signage, and wayfinding to create a seamless and efficient experience. Prof. Poovaiah helped refining BPCL’s visual identity, including the development of consistent signage, logos, and brand colours across all retail outlets. The design emphasised clarity, ease of navigation, and the corporation’s commitment to providing quality services. The visual system created a strong brand recall for BPCL, allowing the corporation to stand out in the competitive market. One of the goals was to ensure that all BPCL stations had a uniform look and feel. This included the design of service counters, lighting, canopy structures, and the arrangement of pumps to ensure a cohesive and appealing appearance that aligned with BPCL's new vision. The Retail Vision project under Prof. Ravi Poovaiah’s guidance significantly contributed to BPCL’s transformation into a modern, customer-centric corporation. The new design language and infrastructure reflected a strong, unified identity while also setting the groundwork for future growth and innovation in services.