IR had long been just eyeing the non fare revenue through advertisements since about 2 decades, but has continuously been failing on this front. IR has very good technical prowess but it lacks the Marketing skills.
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* Earlier during the era of strict licenses and monopolies, customers have to queue before the seller to purchase a product (eg. very long waiting period for Bajaj scooters, Ambassador/Fiat cars etc). But today is the buyer's market with consumer having many options to choose from. It is more a duty of seller to reach...
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out to buyers than other way round.
* Almost all the monopolies of licence era have been broken, with monopoly of railway operation with IR being a rare exception. Hence IR still work with policies reminiscent of old monopolistic era.
* IR have monopoly over Rly operation only, other modes road and air are liberalised and open to private sector. Taking advantage of poor policy making and inefficient work practices of IR, other modes of transport like road & air, which were insignificant at the time of independence grew in stature by eating up two thirds of Market share held by IR at the time of independence.
* The main reason for failure of IR in marketing is, its style of Marketing. Rly ministry shall open its cards by declaring a new policy and give press release, give advertisement in media and upload in its website.
* On the other hand, Private sector is a marketing wizard who cleverly identify the potential customers and proactively reach out to them through all possible means like verbal communication, email, SMS, written correspondence/ leaflets, personal contact etc.
* Last but not the least, above steps are swiftly taken by the private players on war footing as compared to casual ans slow approach followed by IR