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Postal department into collecting and selling database

09-March-2001
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Postal department into collecting and selling database

In its new, market savvy avtaar, Department of Post (DoP), is now into an innovating venture—collecting and selling database. A pilot project sponsored by Nestle and Hindustan Lever Limited, has already been kicked off in Bangalore and Hyderabad with plans to soon extend it to other cities. DoP has roped in O&M’s direct marketing arm, Ogilvy 1, for its test pilot in the south.

The price tag for this data will depend on the type of information required and the amount of data being sourced. Currently, the price is around Rs 2 for requirement of above one-lakh addresses and Rs 4.50 per address for a number below that.

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Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.