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Our Bureau

The new offering from the DoP would allow advertisers to use the nationwide postal network to send their marketing mailers and advertising materials at very low rates.

New Delhi , June 9

IN a bid to increase revenues, the Department of Post (DoP) has decided to foray into the direct mail service for distributing advertising material from corporate houses.

The new offering from the DoP would allow advertisers to use the nationwide postal network to send their marketing mailers and advertising materials at very low rates.

According to a press statement, these materials can be sent at Rs 1.50 each for local destinations and Rs 2 each for any part of the country.

The senders would have to tender a minimum of 100 articles and a 5 per cent discount would be available for mailing of over 50,000 articles.

The advertising agencies will also be entitled to a 5 per cent commission on mailing of over 50,000 articles.

DoP has branded the service as Direct Post, which will comprise un-addressed postal articles such as letters, cards, brochures, questionnaires, pamphlets, samples, promotional items such as CDs/floppies and cassettes, coupons, posters, mailers or any other form of printed communication that is not prohibited by the Indian Post Office Act 1898 or Indian Post Office Rules 1933.

The Direct Post articles can be sent only within India.

"The Indian economy is poised to maintain the GDP growth rate at over 6 per cent, and of services sector at over 9 per cent. This increased economic activity requires existence of a cost-effective and efficient delivery mechanism for direct advertising.

"It is in this backdrop and to make use of this business opportunity for the benefit of DoP, as also to make the extensive network of post offices available for the growing direct mail advertising industry of India, Mr Dayanidhi Maran, Minister of Communications & Information Technology, has brought in the Direct Post with immediate effect."

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