DIRECT POST

What is Direct Post?

With the increasing commercial activity in India, the need for Direct Advertising of their products and services, the business organisations is growing. Direct Mail, which can be defined as'printed matter usually carrying a sales message or announcement designed to elicit a response from a carefully selected consumer or business market' is the most potent medium for Direct Advertising. In the advanced countries, Direct Mail now constitutes a predominant portion of mail traffic handled by postal adminstrations.Direct mail can be both addressed as well as un-addressed. Direct Post is the un-addressed component Direct Mail and would comprise of un-addressed postal articles like letters, cards, brochures, questionaries,pamphlets,samples,promotional items like CDs/floppies and casettes etc, coupons, posterrs,mailers or any other form of printed communication that is not prohibited by the Indian Post Office Rules 1933.

What is the price per article for direct Post?

Post Office NamePer Article for 1st 20gmsPer article(for every additional 20 gms or part thereof)
Local Inter City
Price Of 1 Direct Post articleINR 1.50INR 2.00INR 1.00 For both local and inter-city articles

Where Direct Post articles are tendered in quantities of over 50,000, a discount to the sender , or commision to the concerned advertizing agency, of 5% would be admissible.

Are there any other conditions for availing Direct Post?

Only un-addressed postal article like letters, cards, brochures, questionarries, pamphlets, samples, promotional items like CDs/ floppies and casettes etc., posters, mailers or any other form of printed communication that is not prohibited by the Indian Post Office Act 1898 or Indian Post Office Rules 1933.

A minimum quantity of 1000 pieces can be accepted under the 'Direct Post'. Articles to be accepted have to be such that they dont exceed the length and width of an A3 size paper. Article posted as 'Direct Post' will bear no address or name on he communication. These will be accepted in bulk designated offices and will not be posted in a letter box. In case of articles meant for delivery in other towns, Direct Post articles would be accepted in PIN Code wise bundles.

Since when has Direct Post been introduced?

The Direct Post has been introduced by Department of Posts vide its OM no 39-01/2001-BDD dated 2nd June 2005.

Can the Direct Post artcles be sent out of India?

No. The Direct Post articles can be sent only within India.

Whome to contact for availing of Direct Post?

Direct Post articles will be accepted in designated postal offices for acceptance of Direct Post. Postal Circles will identify these offices, and designate them as 'Direct Post Centres'. These offices could be Direct mail centre, Mass mailing Centre, Business Post Centre, GPO/HPO, or any other suitable office. These offices may be designated ' Direct Post Centres' (DPCs) for the purpose of Direct Post. Usually one DPS would be identified in prospective users of Direct Post can contact Chief Postmaster Generals of their states for any inquary in the matter. Alternatively, they can write in at business@indiapost.gov.in for any assistance that they may require.

Who can avail of Direct Post:

Any person or organisation can avail of Direct Post. However, some of the organisations and the beneficial uses of direct post by them, have been tabulated below.

SlDirect Post User GroupDirect audience of Direct Post User GroupPurpose of using Direct Post
1Manufacturing sector office Equipment suppliers;selected Institutional buyers New Products Informercials Promotions campaigns.
2Services, Telecom Financial, Banks, credit cards, insurance Books, FoodSelected audience tailored to each sector's requirementsNew products service updates promotion campaighns
3 Coaching InstitutesLocal mass coveragePromotion campaighn
4Local servicesLocal mass ServicesPromotion campaighn
5 Consumer Goods companiesMass markets-Regional/NationalCoupon compaighns
Government Departments-e.g. Health, social Welfare, Environment, Revenue and Taxation Departments etc. MuncipalitiesCitizens,Institutions, Regional/nationalAwareness
Public Utility Departments, e.g. Electricity, water utilitiesUsers of the utilities LocalAwareness Information
NGOs-specially in the areas of community health, social awareness etc.Citizens Local/RegionalAwareness Community action
9Departmental StoresCitizens LocalPromotion, Information
10 Religeous InstitutionsDevotees Regional/NationalPromotion, Iinformation
11Political PartiesCitizens Local/Regional/NationalInformation, mass contact, compaigning

Any Other relevant facts about Direct Post:

The sender of Direct Post can specify the numbers and areas, in which the sender wishes the Direct Post article to be distributed.However, no commitment would be given for delivery of the article to any particular address or a person. The sender would be informed that the articles handed over by him had been delivered according to his instructions. In case the sender desires teh articles to be printed, or requires any other premailing activity, this could also be provided on payment under the business post, separately. though these activities can be combined with Direct Post, they dont form part of the product 'Direct Post'.

Are any estimates of Direct Mail and un-addressed mail in India available:

India Post got an independent study done. Based on the study, the traffic projections are given below:-

YEARDirect Mail Market In India
Total Direct MailUn-Addressed Mail
2005 41.02 25.50
200649.2230.60
200759.0636.70
2008 70.87 44.00
2009 85.0452.80