INNOVATIVE MARKETING - INDIA POST-GODREJ TIE UP

Now, postman will ring twice — for letters and consumer durables

The humble postman will henceforth deliver not just letters, telegrams, parcels and money-orders at your doorstep; he will also hawk consumer durables.

Godrej and Boyce Mfg. Co, one of the leading manufacturers of consumer durables, has entered into a marketing tie-up with the India Post (Maharashtra Circle) to leverage the vast reach of the latter in terms of number of offices and manpower to push sales of ‘ChotuKool' ( a low-cost cooling appliance).

Under the tie-up, the postman will source business, book orders, collect payment and deliver the product in rural and semi-urban areas.

Marketing chotukool

ChotuKool is a new low-cost solution developed by Godrej for storing milk, vegetables, fruits and potable water. Weighing 8-9 kg, the cooling appliance is priced between Rs 3,490 and Rs 3,790.

Initially, the tie-up will be rolled-out in four divisions — Navi Mumbai, Raigad, Thane (West) and Thane (Central) — of India Post. Depending on customer response, the tie-up will be expanded to rest of Maharashtra and Goa and later on to the entire country, said Mr Faiz-Ur-Rehman, Chief Postmaster General (Maharashtra & Goa), India Post.

“The India Post team will not only generate sales leads, but will also book orders and collect payment from customers….For physical delivery of ChotuKools at customer's doorsteps, Godrej will use our Express Parcel Post Service,” said Mr Rehman. India Post will earn Rs 275 as commission (inclusive of service tax) on sale of every ChotuKool. The tie-up is non-exclusive and it will be operational for three years.

Social purpose

“We have entered into this marketing tie-up not just for revenues. There is a larger social purpose to it. Just 20 per cent of our population uses refrigerators. The lives of the balance 80 per cent will improve significantly if a cooling device for storing perishables is within their reach,” said Mr K. C. Mishra, Postmaster-General.