Indian Railways embarks on innovative revenue journey with Haldiram’s branding at Nagpur station

Radhika Dhawad | Jan 11, 2020 14:31

Haldiram’s branding

The Nagpur division of the Central Railways developed a unique model for revenue streaming. Within a span of 33 days, it completed the physical branding of five of its locomotives for Nagpur based confectionary brand – Haldiram’s. The non-fare revenue scheme has been conceptualised by Piyush Goyal-led Railway Ministry.

Unique branding
Unique branding

Through an open tender to M/S Haldiram’s, Nagpur division priced the contract for the popular sweets brand for reportedly Rs 52 lakhs. Union Minister for Railways Piyush Goyal in his tweet wrote, “In a novel initiative to increase revenue, Railways has permitted the physical branding of locomotives. Through this initiative, railways will ensure additional revenue for providing world class passenger services.”

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