The Mumbai Division of Central Railway has achieved a significant boost in its non-fare revenue through a series of strategic e-auctions conducted in June 2024. These initiatives reflect a robust approach towards utilising railway assets and generating substantial additional income, while simultaneously enhancing passenger services.
A notable development includes the successful e-auction of advertising rights on 17 Electric Multiple Unit (EMU) rakes. This innovative advertising approach is projected to yield an annual revenue of INR 56.57 lakh over the next three years. By leveraging high-visibility EMU rakes, the Central Railway aims to maximise revenue while keeping operational costs in check. Further diversifying its revenue streams, the division has introduced advertising on the backs of food trays in prominent trains such as the Deccan Queen, Deccan Express, Janshatabdi Express, and Indrayani Express.
The e-auction held on June 19, 2024, is anticipated to contribute INR 2.50 lakh annually, continuing for three years. This strategy not only opens a new revenue channel but also enhances the visibility of advertisements among passengers. Additionally, the auction of 40 non-digital Rail Display Network (RDN) assets has been completed, expected to generate INR 1.24 crore per annum over three years. These assets are instrumental in improving the information dissemination system within the railway network.
The Central Railway has also expanded its Out of Home (OOH) advertising by successfully auctioning 21 advertising sites, which is projected to bring in INR 65.24 lakh annually. This initiative underscores the division’s commitment to optimising non-fare revenue through diverse advertising opportunities. The division’s strategy extends to battery-operated carts at major stations, including Chhatrapati Shivaji Maharaj Terminus (CSMT), Lokmanya Tilak Terminus (LTT), Dadar, and Panvel. The e-auction for these carts, which also includes advertisement rights, is expected to generate INR 52.99 lakh annually over five years. This move enhances operational efficiency while offering additional revenue opportunities.
Moreover, the e-auction for parcel packing services at key stations such as CSMT, Dadar, LTT, Kalyan, and Panvel is set to yield INR 50.99 lakh annually for three years. This service upgrade will streamline parcel handling and boost revenue. The Mumbai Division’s proactive e-auction initiatives represent a strategic shift towards enhancing non-fare revenue, demonstrating an innovative approach to asset utilisation and passenger service enhancement. These measures not only optimise revenue but also improve the overall passenger experience, reinforcing the Central Railway’s commitment to efficient and modernised railway operations.
