NEW DELHI: In an image makeover that befits the corporate sector, the government-owned India Post unveiled a new brand identity on Tuesday.

The organisation launched its new logo in red and yellow, designed by Oglivy amp; Mather, to give the postal service a corporate look.

A Raja, Union minister of communications and information technology, said the logo reflects the departments new approach towards business. He said India Post was not given enough attention in the past. He said more attention was needed to revamp the department and a mere change in logo was not enough. "Transformation in content and quality of service was the need of the hour," he said.

Raja also said the Post Office Act Amendment Bill was likely to be introduced in the forthcoming Parliament session. The controversial bill, which triggered a national debate on private couriers versus India Post, is about barring the private courier service providers from carrying packets that weigh below 150 grams. The bill, if passed, would bring the private courier companies under the ambit of government regulation.

According to Raja, the inputs from various stakeholders have been circulated among various ministries.

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 akin to the Telecom Regulatory Authority of India.

"Such a move would aid in the postal departments growth," he said.

He said a Universal Service Obligation (USO) Fund was also being planned for the postal sector.

Theres 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 this fund.

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.

Global consultant McKinsey also made a presentation on the roadmap to be opted by the postal department for its transformation.
Source : DNA