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Ammonia and urea process are highly energy intensive and require a huge quantum of fossil fuel for their production. Even minute savings has a lot of impact on the profitability of these plants. In the era of globalization and cost competitiveness energy saving is no longer a luxury but essential for survival in the urea business. In Tata Chemicals Babrala energy conservation has been given top most prriority in plant operation and has become a way of life. The plant is run with best possible upstream days and minimum number of shut downs. Ahead of that, new ideas are implemented after proper evaluation, HAZOP study and engineering. The article presents a case study on new initiatives for energy conservation implemented in the year 2004-05.