Since its inception in 2009, Project Arrow has been a flagship initiative of India Post, focusing on modernizing and standardizing the design, branding, and operations across post offices. While this initiative has been successfully implemented in departmental buildings, many post offices still operate from rented buildings, posing unique challenges in maintaining consistency. This article outlines the guidelines for upgrading 1,000 rented post offices under a pilot project, ensuring they align with Project Arrow standards.
Background of Project Arrow and Rented Post Offices
Project Arrow was launched with the vision of transforming India Post into a more modern and customer-friendly organization. The project brought uniformity to the post office infrastructure by setting clear standards for the look and feel, technology, and operations. However, a significant portion of India Post’s network operates from rented buildings, which introduces challenges like space constraints, aesthetic limitations, and difficulty in branding.
Upgrading these rented post offices will allow India Post to extend the same level of service and experience to all customers, regardless of location. By applying Project Arrow standards in rented spaces, India Post will address common operational difficulties and ensure a consistent experience nationwide. This effort not only enhances the visual identity of the brand but also improves functionality and service delivery.
Common Challenges in Implementing Branding in Rented Post Offices
Implementing Project Arrow standards in rented buildings is essential but comes with several challenges. These include:
- Location of the Building: Rented post offices are often located in less visible or shared spaces, making branding and customer access more difficult.
- Space Limitations: Limited space inside rented buildings restricts the scope of upgrades, especially in densely populated urban areas where post offices often share premises with other businesses or residential units.
- Signage Restrictions: Certain rented buildings may have restrictions on installing large or illuminated signboards, making it difficult to maintain uniform branding.
- Aesthetic Compatibility: The architectural style or condition of the rented building may not align with the modern look of Project Arrow offices, requiring significant modifications to bring it up to standard.
- Branding Limitations: Shared buildings or spaces may limit the use of India Post’s red-and-white branding on exteriors, and specific guidelines for installing India Post’s signage might be hard to implement.
Conditions Necessitating Relocation of Post Offices
Certain rented buildings may not meet the required standards or pose significant operational issues, necessitating relocation. The following conditions can justify relocating a post office:
- Structural Safety Issues: Buildings that are old or poorly maintained pose a risk to employees and customers.
- Accessibility Challenges: If the location does not have easy access for customers, especially the elderly or differently-abled individuals, relocation becomes necessary.
- Space Constraints: If the rented building cannot accommodate the minimum space requirements for Project Arrow standards, it may need to be relocated.
- Poor Visibility and Location: If the building is in an area with low foot traffic or hidden from view, it diminishes the accessibility and branding impact of the post office.
Guidelines for Upgrading Rented Post Offices Under Project Arrow
To ensure the effective upgradation of rented post offices, several detailed guidelines must be followed. These guidelines cover the physical layout, branding elements, and operational improvements to ensure that rented buildings meet the high standards set by Project Arrow.
1. Color Wash Standards
The color scheme is one of the most recognizable features of India Post under Project Arrow. Maintaining a uniform look is crucial for brand identity. The guidelines specify:
- Interior Walls: Post offices should have white interior walls. Before applying paint, remove all posters, notices, or papers stuck to the walls, and apply putty where necessary. This ensures a clean, polished look.
- Exterior Walls: The exterior walls must follow India Post’s iconic red-and-white color scheme. Care must be taken to ensure the combination is aesthetically pleasing and consistent across all locations.
- Quality Materials: Use high-quality acrylic distemper and white cement-based putty to maintain the color and appearance for extended periods.
2. Tile Installation for Flooring
Upgrading the flooring in rented post offices is an important part of improving the overall customer experience:
- Public Hall Floor: Vitrified tiles in white should be installed to give the public areas a clean, modern appearance. These tiles are not only visually appealing but also durable and easy to maintain, ensuring a better environment for both staff and customers.
3. Signage Requirements and Visibility
Signage plays a critical role in the visibility and identity of India Post. The guidelines for signboards in rented buildings are as follows:
- Main Signboard: The main signboard at the front of the post office should maintain a ratio between 3:1 and 5:1, depending on the building’s shape and size. It must be backlit to ensure visibility at night and painted in postal red. The signboard should be placed at a height of at least 10 feet for maximum visibility from a distance.
- Corner/Vertical Signboard: A new addition to improve visibility, vertical signboards should be installed at by-lanes or building corners. These signboards, measuring 600mm x 1000mm, should be backlit and placed prominently to enhance recognition of the post office.
4. Wall-Mounted Standee
In rented post offices, there are space constraints that make it difficult to place free-standing standees. As a solution:
- Wall-Mounted Standees: Wall-mounted standees should be used inside or outside the public hall, depending on space and security considerations. These standees should come in three sizes—2’x4’, 2.5’x5’, and 3’x6’—and feature key postal services. They do not need to be backlit but can be, depending on the location and visibility needs.
5. Counters for Customer Service
Counters in rented post offices must align with the Blue Book of Project Arrow specifications:
- Design: The counter layout should allow for smooth customer interaction. Parcel and Aadhaar counters must have sufficient space for conversation and biometric/photo capture.
- Color Scheme: Counters should maintain the same red-and-white color scheme to ensure uniformity across all post offices.
6. Hall and Counter Lighting
Lighting plays an essential role in the functionality and ambiance of the post office:
- Lighting Upgrades: Conventional lights should be replaced with ceiling-mounted LED tube lights. These lights not only provide better illumination but also enhance the working environment for staff and customers while reducing energy consumption.
7. Shutter Painting and Branding
Rented post offices with shutters require special attention to branding:
- Shutter Design: The shutters should be painted in postal red, and the India Post logo should be prominently displayed. This ensures that even when the office is closed, it maintains its brand presence.
8. Chairs for Customers
Providing proper seating is essential to improving customer comfort:
- Customer Seating: The guidelines recommend providing aluminum or steel chairs in grey or steel color, similar to those used in departmental post offices under Project Arrow. Based on the available space, choose two-seater or three-seater chairs to accommodate waiting customers.
9. Minimizing Storage in Public Spaces
With the introduction of full-scale computerization, there is less need for storage in public areas:
- Storage Reduction: Public halls should be kept uncluttered, with only essential items stored as per Project Arrow’s Blue Book standards. Reducing storage enhances the post office’s clean, modern look and improves the overall customer experience.
10. Execution and Project Management
- Responsibility: The Circle Head will be responsible for overseeing the execution of these upgrades, with assistance from the Civil Wing as necessary. The upgrades must adhere to the General Financial Rules (2017).
- Customization: Some flexibility is allowed based on building shape and size, with specific decisions on signage and dimensions made by the Senior Superintendent of Posts.
- Funding: Each post office has an allocated budget of Rs. 2 lakhs, with Rs. 50,000 for civil and electrical work, and Rs. 1.5 lakhs for counters, signage, and removable items. Funds saved from one post office can be reallocated to others, but the total spend must remain within the allocated budget.
- Timeline: The project must be completed by 28 February 2025, with completion certificates submitted by the first week of March 2025.
Case Studies: Real-Life Examples of Rented Post Office Upgrades
To illustrate how these guidelines work in practice, several case studies provide detailed examples of upgrades in rented post offices.
Case Study A: Wall and Signage Placement
- Observation: The wall was poorly maintained, with posters and a misaligned signboard creating a cluttered look.
- Recommendations: Clear the wall of all unnecessary items, repaint, and reposition the signboard to a more visible location. The letterbox should also be placed to avoid obstructing the main entrance.
Case Study B: Gate and Signboard Alignment
- Observation: The entrance gate and signboard were both poorly maintained and misplaced.
- Recommendations: Repaint the gate and reposition the signboard for better visibility, ensuring it adheres to the specified size and color guidelines.
Case Study C: Multi-Storey Building
- Observation: The post office was on the first floor of a multi-storey building, with mismatched signboards and colors.
- Recommendations: Repaint the walls and shutters in the standard red and white colors and reposition the India Post signboards for better visibility from the street.
Case Study D: Shared Entrance
- Observation: The post office shared its entrance with other offices, causing confusion.
- Recommendations: Improve the visibility of the post office sign by adding vertical signage and following the recommended dimensions for signboards.
Case Study E: Cluttered Public Hall
- Observation: The public hall was cluttered with old counters and excessive storage, giving it a disorganized feel.
- Recommendations: Reorganize the counters to streamline customer flow, and remove unnecessary items to create a more spacious, clean environment.
Case Study F: Outdated Counters
- Observation: The counters were old and did not adhere to modern design standards.
- Recommendations: Install Project Arrow-compliant counters with clear signage for customer convenience and better interaction.
- As per the communication from the Estates Division dated 30.08.2024, 1,000 rented post offices have been selected for upgradation to Project Arrow standards in FY 2024-25, with a fund allocation of Rs. 2 lakhs per office under the Building Maintenance (Non-Scheme) budget