21 Jun Brand building in a box: decoding Safexpress’s dorm-to-doorstep delivery for graduating students
Synopsis
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.
- FONT SIZE
AbcSmall
AbcMedium
AbcLarge
Uh-oh! This is an exclusive story available for selected readers only.
Worry not. You’re just a step away.
Congratulations! This story is unlocked for you.
We’ve rewarded you with ET Prime access for 30 days!
Clean ad-free reading experience on The Economic Times
Unlimited access to exclusive stories & insights across 20+ sectors
In-depth reports on 4000+ Stocks, updated daily
Complete access to ET Print Edition, the digital newspaper
Activate your Access
No card details required
Why ?
Exclusive Economic Times Stories, Editorials & Expert opinion across 20+ sectors
Stock analysis. Market Research. Industry Trends on 4000+ Stocks
Clean experience with
Minimal Ads
Comment & Engage with ET Prime community 
Exclusive invites to Virtual Events with Industry Leaders 
A trusted team of Journalists & Analysts who can best filter signal from noise