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Retail Services

Direct Post

1. What is Direct Post?
With the increasing commercial activity in India, the need for Direct Advertising of their products and services by the business organizations 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 pre dominant portion of mail traffic handled by Postal administrations. Direct mail can be both addressed as well as un-addressed. Direct Post is the un-addressed component of Direct Mail, and would comprise of un-addressed postal articles like letters, cards, brochures, questionnaires, pamphlets, samples, promotional items like CDs/floppies and Cassettes etc., coupons, 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.

2. Are there any other conditions for availing Direct Post?
Only un-addressed postal articles like letters, cards, brochures, questionnaires, pamphlets, samples, promotional items like CDs/floppies and Cassettes etc., coupons, 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 do not exceed the length and width of an A3 size paper.
Articles posted as 'Direct Post' will bear no address or name on the communication. These will be accepted in bulk in 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.

3. 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.

4. Can the Direct Post articles be sent out of India?
No. The Direct post articles can be sent only within India.

5. Whom 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 a 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, only one DPC would be identified in a city.
Prospective users of Direct Post can contact Chief Postmaster Generals of their States for any inquiry in the matter. Alternatively, they can write in at business@indiapost.gov.in for any assistance that they may require.

6. Any other relevant facts about Direct Post?
The senders of Direct Post can specify the numbers and areas, in which the sender wishes the Direct Post articles 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 the articles to be printed, or requires any other pre-mailing activity, this could also be provided on payment under the business post, separately. Though these activities can be combined with Direct Post, they do not form part of the product 'Direct Post'.

7. What is the price per article for Direct Post?
The price for Direct Post articles is as follows:

Per Article for 1^st 20 gms
Per article (for every additional 20 gms or part thereof)
Local
Inter City
Price of 1 Direct Post article
INR 1.50
INR 2.00
INR 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 commission to the concerned advertising agency, of 5% would be admissible.

8. Who can avail of Direct Post?

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

Likely Users of Direct Post

Sl. No.	Direct Post User Group	Target audience of Direct Post User Group	Purpose of using Direct Post
1.	Manufacturing Sector Office Equipment suppliers	Selected Institutional buyers	New Products Infomercials Promotion campaigns
2.	Services Telecom Financial, Banks, credit cards, insurance Books Food	Selected audiences tailored to each sector’s requirements	New Products Service updates Promotion campaigns
3.	Coaching Institutes	Local mass coverage	Promotion campaign
4.	Local Services	Local – Mass Services	Promotion campaign
5.	Consumer Goods companies	Mass markets – Regional/National	Coupon campaigns
6.	Government Departments – e.g. Health, Social Welfare, Environment, Revenue and taxation Departments etc. Municipalities	Citizens Institutions Regional/national	Awareness
7.	Public Utility Departments, e.g. Electricity, water utilities	Users of the utilities Local	Awareness Information
8.	NGOs – specially in the areas of community health, social awareness etc.	Citizens Local/Regional	Awareness Community action
9.	Departmental Stores	Citizens Local	Promotion, Information
10.	Religious Institutions	Devotees Regional/National	Promotion, Information
11.	Political parties	Citizens Local/Regional/National	Information, mass contact, campaigning

9. 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:
Traffic Projection for Direct Mail in India in (crores of Pieces)
Year
Direct Mail Market in India
Total Direct Mail
Un-Addressed Mail
2005
41.02
25.50
2006
49.22
30.60
2007
59.06
36.70
2008
70.87
44.00
2009
85.04
52.80

Last Updated:31 Oct 2023

Year	Direct Mail Market in India
Year	Total Direct Mail	Un-Addressed Mail
2005	41.02	25.50
2006	49.22	30.60
2007	59.06	36.70
2008	70.87	44.00
2009	85.04	52.80

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