AS FIRST reported by ‘The Hitavada’, Madhya Pradesh Metro Rail Corporation Limited (MPMRCL) has now floated tenders to co-brand 8 stations on the Orange Line and monetise 700-plus pillars to boost nonfare income. With ridership on its priority corridor below expectations, Bhopal Metro is switching from tickets to commercial branding to stay financially viable. As per the fresh notification issued by the MPMRCL, tenders have been floated for semi-naming and co-branding rights of eight stations on the Orange Line. The rights will be given for three years, with bidding open from October 22 to October 29. The eight stations are AIIMS, Alkapuri, DRM Office, Rani Kamalapati Railway Station, MP Nagar, Board Office Chauraha, Kendriya Vidyalaya and Subhash Nagar, the 6.22-km stretch from AIIMS to Subhash Nagar that forms Bhopal Metro’s first operational corridor. Under this model, companies can add their brand name to the station name, on signage, metro maps, announcements and inside premises. Firms can bid for one or multiple stations.

 

This model is already successful in Delhi, Mumbai and Hyderabad metros. Beyond station names,MPMRCL has launched two more revenue streams: 1. Commercial space leasing: About 620 sq. metres at Board Office Chauraha station and 2,470 sq. metres at Subhash Nagar station are being licensed for retail and commercial use. 2. Pillar advertising: More than 700 elevated pillars along the viaduct are being leased for outdoor advertisements. This monetisation drive began even before full commercial operations, following national best practices. Once both Orange and Blue lines are fully operational, pillar ads alone are expected to generate revenue worth crores every month. This follows MPMRCL’s ‘Celebration on Wheels’ initiative launched in May, which allows renting of coaches and stations for birthdays, pre-wedding shoots and film shoots to boost nonfare income. Globally, 30-40% of a sustainable Metro’s income comes from non-fare sources. For Bhopal Metro, reducing dependence on fare-box revenue is now critical. The final list of brand-partnered stations will be announced in early November.