Abstract

The caselet highlights the problems faced by Department of Posts (India Post) due to which its performance deteriorated during the early 1990s. India Post decided to restructure its services on two fronts - revamp business operations, and offer a wider range of services. This caselet discusses these initiatives in detail and also describes the efforts made by India Post to increase process efficiency. The caselet also elaborates various new services launched by India Post catering to changing needs of the customers. Finally, the caselet outlines India Post’s new retailing strategy aimed at utilizing its vast branch network spread across the country and making these branches one-stop shops to address the different needs of the customers.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Use of technology in postal services
• Importance of place in services
• Need for diversification by Post Office
• and Marketing of financial services in India.

Keywords

Department of Posts (India Post), Mail Services, Financial Services, Premium Services, Postal Savings Bank, Restructuring, Business Operations, Very Small Aperture Terminal (VSAT), Work Conditions, Ergonomics, 'E-Post', Internet Technologies, E-Bill Facility, Datapost, Locational Advantages, UTI, Prudential ICICI, IDBI Principal, SBI Mutual, Western Union Financial Services Ltd, Reliable Service Provider