What can be seen as evolution and coming of age of the Indian business scenario in the new age ‘Digital India’ initiative of Narendra Modi’s grand vision for the country, a business deal between Amul and Indian Railway over digital media space ‘Twitter’ is a classic case to study.
The usage of the social media space by Indian Railway is a commonly known but it went on to a much higher level when recently the Dairy giant ‘Amul’ wrote of the Indian Railway’s twitter handle, propositioning a business proposal to use railways extensive network including its refrigerated parcel vans to transport it’s much famed and liked ‘Amul Butter’ across India.
The railways were prompt to respond by accepting the proposal by responding as, “IR will be utterly butterly delighted to get the taste of India to every Indian.”
Though the Indian Railways is regularly seen to be using Twitter to help out passengers who reach out to it through the social media platform, this could be probably the first time that a business proposal was responded to by the state-owned transporter on the micro-blogging website.
The refrigerated van service facilitates the movement of perishable goods such as fruits, vegetables, frozen meats/poultry and chocolates. Though of great importance the infrastructure is not being used to its optimum and railways can certainly gain by capturing this additional traffic on routes where the service exists.
The meeting between the parties is believed to be held soon to iron out the details and feasibility of the proposal.