With Indian Postal Service enjoying the status of the most widely distributing postal systems in the world and in order to give it more competitive edge from its private counterparts, a new brand image was unveiled on Tuesday when ‘India Post’ endorsed its new identity.

To give postal service a new facelift, the organization launched its new, Oglivy & Mather designed logo.The previous logo was comprised of straight lines, and was designed in 1995 with the help of the Indian Institute of Technology, Bombay. The effect of the wings on the logo has remained unchanged so as to ensure some continuity, the new logo has more fluid feel. “We worked in collaboration with Ogilvy and Mather, and a number of staff- officers and others and designed it,” said M S Bali, Chief Postmaster General, Maharashtra Circle. Global consultants ‘McKinsey’ also made a presentation on the roadmap to be opted by the postal department for its transformation.

The department says that the need for a change was felt because of the rapid transformation in the Indian economy and the need to create a newer and more energetic feel for India Post.

“Transformation in content and quality of service was the need of the hour,” said A Raja, Union minister of communications and information technology. He was of the opinion that the logo reflects the department’s new approach towards business and more attention was needed to revamp the department and a mere change in logo was not enough. Minister of state for communications Jyotiraditya Scindia, who was also present at the launch of the new logo for India Post, said the new branding means a new destiny for the organisation.  

While the logo was unveiled in New Delhi, it was simultaneously unveiled by chief postmasters generals in the state capitals and will be on letter-boxes and other post office insignia in the coming months.  

Raja also revealed that the proposed Post Office Act Amendment Bill was likely to be introduced in the forthcoming Parliament session. The controversial bill, which bars the private courier service providers from carrying packets that weigh below 150 grams, if passed, would bring the private courier companies under the ambit of the government regulations. The courier industry has been up in arms against the proposed regulation as its major source of revenue is from letters and packets.  

Raja said the communications ministry is also planning to have a regulator for India Post — Mail Regulatory and Development Authority—whose function will be similar to the Telecom Regulatory Authority of India. He said “Such a move would aid in the postal department’s growth”.

A Universal Service Obligation (USO) Fund also was also being planned for the postal sector. There’s a similar fund for the telecom sector, which is used to promote rural telephony. If the USO Fund is set up for the postal department, private service providers, who have a minimum annual turnover of Rs 25 lakh, would have to contribute 10% of their total turnover towards the fund.  

These new initiatives are likely to prove as a breather for Indian Postal Industry and initiate a ‘Postal Boom’ in the country.