Emotionally yours

MARKETING: Courier companies lap up the "rakhi" opportunity to connect with customers.

Festivals are a great time to connect with consumers. And Raksha Bandhan, signifying the sibling bond, is the best time for courier companies. After all, these days, rakhis are more often than not, posted or couriered.

AFL Wiz was probably the first to associate with the festival in a big way, when it launched the Rakhi Special last year. Besides free pick-ups, and a concessional rate of Rs 60, it also promised prizes like jewellery, mobile handsets and shopping vouchers to users.

This year, a slew of companies have jumped into the fray. Blue Dart has launched Rakhi Express, where the rakhi and tika will be sent in a hand-crafted box, with an envelope designed for the occasion. The cost "" Rs 185.

XPS has its Anmol Rakhi scheme, which promises to delivery a designer rakhi anywhere in India or abroad in 48 hours in an "intricately handcrafted wooden box". DHL's Rakhi Express goes one up "" the rakhi here comes with a silver-coated thali with small containers for the tilak, rice grains, holy water and a diya.

DTDC too has special discounts for the rakhi season, besides a tie-up with Fabmall, through which sisters can choose a rakhi hamper which can have traditional kaju katlis and pedas to chocolates and cakes, and even chips and cookies.

The good old Department of Posts has also come up with a weather-proof, and tear-proof cover, with a special rakhi design, in alliance with Dupont.

While all these promotions are for the retail consumers, Gati had a 30-40 per cent discount scheme for wholesalers. This ensured "booming business" in the months preceding Rakhi, says Patram Choudhary, head business and operation (east).

The retail business, however, offers far higher margins, which is why this year, AFL Wiz is using its rakhi promotional activity to roll out its new retail initiative.

"Last year's Rakhi Special," says Manoh Chandra, head, market development and brand communications, "did not achieve desired volumes. Accessibility to the service was an issue."

Based on that experience, AFL Wiz has simplified its retail product and is now offering it through neighbourhood grocery stores.

Around 550 stores have been signed on in Mumbai, Delhi and Kolkata, says Chandra, and the target is to reach 5,000 stores this year, when the company will also seek to tap the market during Diwali, New Year and other festivals.

Moral of the story: Connect with the consumers as they connect with their loved ones.