The document proposes 'Project Punarjanam' to revive two primary functions of Indian Postal Services - letter delivery and courier/consignment services. It aims to bring back the culture of letter writing among youth and reposition letters as a communication method. It also wants to increase market share in courier services by improving brand image, trust in customers, and accessibility compared to private competitors. The project will leverage the postal network's widespread reach across rural India and introduce innovative retail and social security applications to drive growth.

1. ‘Consumer Behavior Presentation’
Titled ‘Punarjaman’
of Indian Postal Services
By Group- Freeminds Inc.

2. Roadmap
Objectives:
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‘Project Punarjanam’ by ‘Freeminds Inc’
To Bring back the age old will Primarily cover:
culture of Letter Writing
 An Attempt to bring back the culture of letter
To Reposition Letters as a writing in a segment divided by demographics
exiting new means of i.e. Youth of Urban, Semi Urban and then
communication Rural in different Phases.
Punarjanam of  Repositioning of ‘letters’ as exiting new means
Indian Postel Attempt to cover larger pie of communication.
Services of Currier Business  Explore new possibilities in order to extend
the services that could be provided to
Bring revolutionary changes customers choosing to communicate by
by innovative services letters.
 An attempt to develop capabilities in ‘Currier
Make new customers as and Consignment Delivery Business in order
well as bring back old to attain competitive advantage over Private
customers for India Post Players.
 Bring in new dimensions in services rendered
in ‘currier and consignment delivery business.
 An attempt to increase consumer base of
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Indian Postal Services.
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3. Roadmap
Nostalgia:
Going back to the times when there used to be a charm for letter writing.
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It used to be a part of people’s routine activities. Both the letters and
their charm has been extinct today, in spite of letter-writing being taught
in schools. Letter writing has completely been abandoned lately and
Email, mobile, messaging has taken its place. Even in rural areas people
Back are using mobiles in place of letters.
to the
good Postal services were originated with the necessity of communicating
old written messages. In the past also, one could exchange messages in
writing. But, then there used to be the practice of some individuals known
times as ‘runners’ being engaged to go from place to place to deliver the
messages. Even trained pigeons were used to carry letters from one
place to another. The postal system, which we have today, became
effective with the spread of roadways and railways as means of transport.
In India, until 1837, the postal service was used solely for sending official
mail. After 1837, the postal services were made available to the public.
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4. Roadmap
The Goodness and The Joy:
When you sit down to compose a letter, you really have to think about
what you’re going to say, formulate your sentences before you start
writing. There’s no delete key. There’s no going back andMASTER STAMP
fixing
mistakes, which keeps it sincere and lovely.
Because receiving a personal letter is so rare these days, it can feel
like a gift. Handwritten letters are especially prized for the receiver.
The Joy Taking a break away from obsolete world of mechanical writing and
Of writing a letter is like a little bit of a vacation with a pen and paper.
Writing Writing makes for better thinking. Speaking makes a quick mind,
reading makes a full mind, and writing makes a precise mind. The act of
writing—narrowing your thoughts and double-checking them and getting
them to say exactly what you want—is a wonderful intellectual exercise,
and letter writing promotes that.”
According to Royal Mail research, nine out of 10 people say they love
receiving handwritten letters in the post, but most feel too overawed by
the process of sending one to start up a correspondence.
The best part of writing letters is waiting with anxiety. Also these letters
can be read by curling up in any favourite corner of the house creating a
mood for yourself, whereas emails are read on the computer screen
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5. Roadmap
The Goodness and The Joy:
Writing a letter tells the recipient that you took some precious time out of
your life to write to them, which gives them a feeling that you have
included them into your life essentially. MASTER STAMP
Letters last longer and they can be read again and again and they are
more than just words.
The A letter is a clear record of any incidents and there is no chance that it
Goodness can be accidentally deleted.
of
A letter is something in which you do not express your instantaneous
receiving a anger and make the other person feel hurt or rejected, you carefully
letter . choose what to write and so it becomes emotionally safer.
Acknowledging a letter or other invitations can strengthen the
relationships.
A letter can bring a smile and lot of energy to someone’s life.
A letter does not have to be in any specific format, you can ignore
grammatical errors, and write whatever you feel like writing to that person.
They can be written for any occasion like, birthdays, anniversaries,
condolences, for getting well soon, thanking someone, invitations,
announcements, congratulations, etc.
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6. Roadmap
Current Scenario: Founding blocks of ‘Project Punarjanam’
o Most widely and deeply penetrated distribution network.
o Unmatched Reach to even interiors of Rural India, along with Urban and Semi
Our Reach MASTER STAMP
Urban areas.
o India has the largest Postal network in the world with 1,55,669 Post Offices of
Our Network which 89% are in rural areas.
o Thus the network has registered a seven fold growth over the last five
decades, after independence.
o On an average, a post office serves an area of 21.09 sq. km. & population of
6,585.
o Through these offices it ensures daily delivery of dak at the doorstep of every
Our Services customer all over the country, collection of letters through letterboxes, and
also sale of stamps and stationery through village postmen at the doorstep of
customers in rural areas.
o Post Offices in Urban and Rural areas provide a range of basic postal services
to the customers, including banking and insurance services.
o Post office is viewed as the most dependable means of written
communication. It is also used by the common man as the most reliable
means of sending money through money orders to persons staying at far off
Our Strengths places. It is also the most commonly used means for delivery of articles of
value.
o Postal services are administered by Government of India throughout the
country and the charges for all these services are minimal, which the common
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7. Roadmap
Products/Services to be reincarnated:
‘Project Punarjanam’
The focus of The ‘Project Punarjanam’ is to reincarnate two primary functions of Indian Post:
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 As The Letters in its various forms are undoubtedly in its decline stage, It is indeed a
challenge to bring it back to the mainstream. As the targeted segment is ‘Youth of
Dak or Letters in the Nation’ who have either forgotten or not yet experienced the charm of
its various Forms. exchanging letters, bringing letters to their lifestyle is indeed a challenge to
accomplished.
 Challenges to the task are: Quick and easy substitutes to letters in context of
written communication available in I.T. enabled 21st century.
Unawareness among new generation about intricacies of letter writing and letter
delivery mechanism, which in general opinion, considered as inconvenient and time-
taking. Competitors: Email, Fax, Telephonic SMS.
 Although, Currier and Consignment delivery services of Indian Post Office
Currier and is not in decline stage, it is consistently loosing its share and popularity to
Consignment Private Players, who as believed, offers more sophisticated and promised
delivery services. service.
 Problems here as observed are Brand Image of Private Players, Lack of
Trust in Public for government bodies and Operating philosophy of Indian
Post that includes strict operating hours, working methodologies of
officers which at times seems harassing consumers, and Location of Post
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8. Roadmap
‘Project Punarjanam’ : HOW?
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9. Roadmap
‘Project Punarjanam’
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10. Roadmap
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11. Roadmap
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Thank You
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Confidential to DoP. For Internal Discussion Only. 11