In an effort to increase income, the Delhi Metro Rail Corporation (DMRC) has revealed its intention to grant co-branding rights to 165 stations along nine different Delhi Metro lines. This strategic step was made after successful participation in the stakeholder’s session to explore innovative approaches to collect money.
The chosen licensee’s trademark will be incorporated into the metro station’s name under this program, either as a prefix or suffix and station walls may also be painted in the brand’s distinctive colors. Famous stations that are open to co-branding include those in New Delhi, Nehru Place, Kashmere Gate, Ashram, Khan Market, Vasant Vihar, Hauz Khas, Janpath, Greater Kailash, Dilli Haat, and RK Puram.
Notably, DMRC has recently given more than 40 stations its network branding rights. Up to 4,000 square feet of branding area, including the station’s exterior face, will be made available to the licensee. Depending on the categorization of the station, this area may include canopies, shop kiosks, and other branding components. Taking into consideration input from stakeholders, DMRC is also evaluating the potential of using the co-branded station names in announcements made inside trains.
Managing Director of DMRC, Mr. Vikas Kumar added that “This initiative provides a platform for brands to align themselves with Delhi’s lifeline and engage with passengers, who collectively make nearly half a million journeys each day.”
The licensing of co-branding rights is in accordance with international best practices, as seen in stadiums, bus terminals, trams, cable cars, and metro networks in the Middle East, Southeast Asia, Europe, and America, according to Auctus-StudioPOD, consultants to DMRC. This strategy allows for the exploitation of commercial potential while maintaining reasonable passenger rates.
The DMRC network serves as a crucial for the city, carrying 4.6 million passenger journeys daily across its 10 operational lines, including the Airport Express Line. A total of 46 new stations are being built as part of the network’s Phase IV development, which will further expand its coverage throughout the national capital and offer more options for branding.
The DMRC’s co-branding project not only offers businesses a singular opportunity to engage with a large audience, but it also gives the DMRC a sustainable way to increase income so it can improve its services and infrastructure.