New Delhi: Indian Railways has appointed Ernst & Young as consultant to undertake the job if initiating a large-scale exercise to identify and leverage pan-India advertising opportunities at railway stations and trains. The railway public sector undertaking RITES, the consulting wing for Indian Railways, has awarded the mandate to E&Y following a multi-party bid
Initial estimates have indicated an advertising potential on railways in excess of Rs. 5,000 crore over the next few years. E&Y has been assigned the job for tapping the advertising potential of Indian Railways assets including the fleet of trains spread over a wide network of about 7000 railway stations across India.
Railway board chairman A K Mital said: “This current move by the Indian Railways will allow for revenue enhancement for the enterprise without putting any burden on its passengers.”
Railway Minister Suresh Prabhu has been emphasizing on increasing revenues through the non-fare box route especially through advertising. An important aspect of this exercise will be the creation of packages that meet specific demographic and geographic needs.