The Hindu Business Line : ‘Rakhi’ bonds courier cos with consumers

Mumbai, Aug. 8 When physical distances keep loved ones apart, festivals become occasions to express emotions. And courier companies are doing their bit, designing innovative gift packs to bridge distances and to be part of the festive season.

Celebrations get underway, starting with Rakshabandhan next week, and Blue Dart with its ‘Rakhi Express’, Gati’s ‘Rishton ki Dor’ and XPS’ ‘Anmol Rakhi’, look to make the festival special for siblings separated by distances.

These gift packs contain sandalwood or designer rakhis, and ornate boxes of ‘roli and chawal’. In fact, there are even special envelopes to beat any weather condition and keep your rakhi safe!

Depending on whether you are sending your gift to domestic or international locations, the gift packs are priced between Rs 100 and Rs 3,000.

Though courier companies say that these special offerings during festivals cannot be viewed as an outright business opportunity, they do enable companies to create brand awareness and target new customers.

Speaking to Business Line, Mr Ketan Kulkarni, Blue Dart’s Head of Marketing, Communications and Sustainability says, “Products like our ‘Rakhi Express’ become innovation platforms for us to reach the young future consumers. It gives customers a chance to experience the brand and enables us to tap newer segments.”

Echoing his thoughts is Mr Anil Atri, Gati’s Chief of Sales and Marketing. “Festivals become special occasions to bond with the customers. One can establish the brand value by creating linkages between consumers and the company,” he said.

Gati has seen an annual growth of 10 to 15 per cent in its Rakhi product, and Blue Dart’s ‘Rakhi Express’ expects to grow by 40 per cent every year.

In the past too, companies have distributed cakes on Christmas and Haleem during Ramzan, says Mr Atri.

Blue Dart’s Mr Kulkarni adds, these products have an emotional side to them and go beyond “pure commercial gains”.

More Stories on : Lifestyle | Promotions & Offers | Supply Chain Management

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page