The introduction of e-auction of coal required a big-bang approach. It would have to meet the twin objectives of internalizing the inherent price premium by denying the same to a set of powerful erstwhile beneficiaries and allowing transparent access for all, including traders and consumers, to the coal sold through the e-auctions. Educating coal consumers across a dozen important locations through road shows was a major activity. In Dhanbad, the day before the first e-auction, BCCL felt it was necessary to convey an important message through the media. The purpose of the e-auction was articulated through a press statement as a new process that would put a stop to the age-old practice of coal traders enjoying the benefits while the producer is unable to pay wages on time. All-out efforts were made to swing public opinion in favour of the e-auction.