West Australian company Kleenheat Gas has entered the state's natural gas market, providing a first-time retail alternative.
Kleenheat Gas, a subsidiary of Wesfarmers, will now compete with Alinta in the domestic gas market, potentially servicing up to 630,000 customers.
The company says it can supply residential, small business, commercial and industrial customers from Geraldton to Busselton, through the mid-west/southwest main distribution system that takes gas from the Dampier to Bunbury pipeline.
The market could be expanded further south to Albany if the state government implements its plan for a gas pipeline from Bunbury to Albany.
Alinta has had control of the market since it was established as part of privatisation efforts in the 90's.
But Kleenheat Gas is promising a discount of 10 per cent on standard prices linked to streamlining online account management.
However, Kleenheat's vision depend on its ability to attract consumers away from Alinta and also relies on the government further lifting gas tariffs.
Comment is being sought from Alinta.