Maharashtra’s state-run transport network, popularly known as the ‘Lal Pari’ (red buses), is set to unlock a major non-fare revenue stream through an ambitious advertising strategy. Transport Minister and Chairman of the Maharashtra State Road Transport Corporation (MSRTC), Pratap Sarnaik, announced that the corporation is expected to generate more than Rs 250 crore through advertisements over the next five years.
The announcement was made during the 310th Board of Directors meeting held at the MSRTC headquarters in Mumbai. Senior officials, including Transport Commissioner Rajesh Narvekar, MSRTC Vice Chairman and Managing Director Dr. Madhav Kusekar, Assistant Labour Commissioner Pallavi Sahare, and other departmental heads, were present.
Extensive Network Offers Strong Advertising Potential
Highlighting the scale of MSRTC operations, Sarnaik noted that the corporation manages 251 depots and operates over 610 large and small bus stations across Maharashtra. With a fleet of approximately 12,000 buses, MSRTC currently serves around 50 to 55 lakh passengers daily.
He added that the daily ridership is expected to touch 1 crore in the coming years as the fleet expands, further strengthening its appeal as a powerful advertising platform. “With such a vast and deeply connected network, MSRTC offers a unique opportunity for brands to reach audiences across both rural and urban regions,” Sarnaik said.
Advertisements Across Buses and Stations
The corporation has devised a comprehensive plan to monetise its physical and transit assets. Advertisements will be displayed at bus stations, within station premises, and across both the interiors and exteriors of buses. This multi-pronged approach aims to ensure maximum visibility and utilisation of available spaces.
From remote regions like Chandrapur to coastal areas like Banda, MSRTC’s reach spans the length and breadth of Maharashtra, making it one of the most effective mediums for widespread brand communication.
Rs 250 Crore Tender Finalised
To implement this initiative, MSRTC conducted a competitive bidding process. A tender projecting revenue of over Rs 250 crore for a five-year period has been finalised and accepted. According to Sarnaik, the transition to new advertising contractors will take place once the tenure of the current license holders concludes.
Revenue Expected to More Than Double
At present, MSRTC generates nearly Rs 22 crore annually through advertisements. With the new tender in place, this figure is expected to more than double, significantly strengthening the corporation’s financial position.
Focus on Financial Sustainability
Emphasising the importance of diversifying income sources, Sarnaik stated that increasing revenue from advertisements and other non-ticket avenues will help MSRTC reduce its financial burden. “Exploring alternative revenue streams is crucial for ensuring long-term sustainability and preventing future losses,” he said.
The initiative marks a strategic shift for MSRTC as it looks to modernise operations and enhance financial resilience while continuing to serve millions of passengers across Maharashtra.
