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.