Brand building in a box: decoding Safexpress’s dorm-to-doorstep delivery for graduating students
Helping students move their belongings back home from the campuses has turned out to be a great branding strategy for Safexpress. Gati, which had started a similar service around 2007-08, lost focus midway and is now trying to reinvent the product.
Back in 2004, Rubal Jain, now the managing director of Safexpress, India’s largest express-logistics player in the retail segment, went to study at IIM Ahmedabad. While he dropped out in a couple of months and went to the US for his MBA, a call from one of his dorm mates went on to form the bedrock of a business idea in the years to come. “Rubal, can you help me get my stuff back to my hometown?” the dorm mate nearing his graduation had asked.
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