HOLE ALUR

North Central Railway

Headquarter

Public Relations

Prayagraj

No. 11PR/11/2019/Press ReleaseDate: 28.11.2019

General Manager North Central Railway Invited ideas from advertisers and representatives from industries to increase Non Fare Revenue

Share of non-fare earning in most of the railways in developed countries like Germany, Japan, Russia, France etc.range from 10 to 30% of their total revenues. Indian Railways is also working hard towards increasing its revenue share from non-fare sources from present level of less than 5%. Thrust o­n tapping full potential of these non-conventional earning sources is aimed towards increasing earning of National transporter without passing the burden of fare increase o­n its passenger segment which is subsidized by more than 50% for socio-economic reasons.

In this connection a meeting with advertisers and representatives from industry ranging from cement, container train operators, real estate, solid waste management etc. were organized at North Central Railway Headquarters Subedarganj. This interactive session to increase earning from non-fare sources chaired by General manager North Central Railway was attended from railway side by PCCM Shri M.N. Ojha, PCOM Shri Ravi Velluri, PFA Shri Ajay Mathur ,other principal head of departments of North Central Railway, DRM Allahabad Shri Amitabha, branch officers of commercial and finance wing from Agra, Allahabad and Jhansi divisions besides officers of commercial branch from NER, WCR & ECR. At the outset Dy.CCM NCR Smt. Krishna Tiwari welcome General Manager and all participants in the meeting. Power Point presentation covering various schemes of railways to increase earning in non-fare sector was made by CCMPS Shri S.P. Verma. Besides popular non-fare revenue sources like commercial publicity, parking, catering/vending, STD/PCO etc. following new schemes for NFR are launched by Indian Railways in recent times.

1.Out of home : Non-fare revenue source which allows monetization of railway assets outside station area for advertising or other commercial uses.

2.RDN : Use of digital media platform for running commercials besides sharing important information related to railways as well as other those of public interest.

3.New innovative NFR idea scheme : This concept allows divisions to award work to the party coming with unique and innovative idea to encourage development of new concepts.

4.Unsolicited proposal : Any non-fare revenue concept which is not covered under existing guidelines can be examined and considered under this concept.

This detailed presentation was aimed to tap full potential of NFR which is tapped at Rs. 18000 crores for entire Indian Railways. Post presentation open discussion was held with representatives of various firms wherein many new ideas and futures prospects came up while it was also decided that practical difficulties being faced by advertisers etc. shall be resolved o­n priority basis. PCCM Shri M.N. Ojha assured that commercial branch at divisional and headquarter level is single touch point for our partners from advertising & industry to resolve all issues o­n real time basis. During the discussion, advertisers also requested for provision of platform o­n NCR website where industries can lodge their request for product or service advertisingwith railways, GM Shri Chaudhry assured that it will be done o­n priority basis.

In his address to the gathering GM NCR Shri Rajiv Chaudhry said that everyone in this country travels by train at some point of time and railways has huge potential for earning revenue through non-fare sources which is mutually beneficial for advertisers/firms as well as to the railways. He called upon all stake holders to come up with new ideas for non-fare revenue and assured that all requisite steps from railway side shall be taken. He also stressed that we need to develop long term agreement with advertisers so as they are able to get good clients. Shri Chaudhry also suggested that we should provide requisite facility o­n NCR website to have pool of new ideas o­n non-fare revenue from advertisers, people from industry as well as public at large.

GM Shri Chaudhry said that next round of meeting shall be held in January 2020 and requested for larger participation from industry to achieve full potential of earning through nonconventional sources which are mutually beneficial.

Ms Ittyerah belongs to the 1988 batch of the Indian Railway Traffic Service

She served as the Divisional Railway Manager of Madurai Division from 2017 to 2019. Prior to that, she has worked in the areas of Infrastructure Planning, Freight Operations & Marketing and Ticketing systems. She has also served as the Chairman of the Railway Recruitment Board in Thiruvananthapuram.

Ms Ittyerah received the Hubert H. Humphrey Fellowship which is Fulbright Program.

She is the first woman to hold the post of PCOM o­n Southern Railway.

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