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Ahmedabad BRTS has best marketing strategy

The people of Ahmedabad get to see the bus operations and provide feedback well before the launch of the Bus Rapid Transit System (BRTS).

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The speciality of the Ahmedabad Janmarg is that the best marketing strategy has been chosen, that of introducing free trials. The people of Ahmedabad get to see the bus operations and provide feedback well before the launch of the Bus Rapid Transit System (BRTS).

The best awareness campaign should have three elements — the abilities to enable, educate and enforce. And this should not be the other way round. The convention method of raising awareness, by raising hoardings in order to educate people about something, may not work as it may not explain the infrastructure of the system. The best way to make people understand something like this is by making them part of the infrastructure.

There is a need to improve the Ahmedabad BRTS on some points. Among these are the waiting space at intersections, safety of pedestrians while crossing the road, traffic engineering etc. But I believe the Ahmedabad Janmarg Ltd (AJL) has already been working on these. I hope these matters will be remedied soon.

Unlike the experiences in Delhi and Pune, the drivers in Ahmedabad have been properly trained. During my visit, I saw them docking the BRTS buses at the platforms and stopping at the stations properly and there was no jerk when they started the buses — which means they are trained properly.

Globally, the BRTS has a distinct image of having better buses than other bus services. The buses that are currently used to travel in are built on truck chassis and their standard is not up to the mark. We need to change the image of public transport, through the BRTS, which has been funded by the central government under the Jawaharlal Nehru National Urban Renewal Mission (JNNURM).

And there is no controversy regarding the BRTS buses bearing the JNNURM logo as they were not purchased using JNNURM funds. We had provided funds to buy 580 buses and 100 others, but these are yet to arrive. When they do arrive, the officials will place the JNNURM logo on the buses and BRTS stations.

I would give the Ahmedabad BRTS  seven or eight on a scale of 10 points, as observed the operations while the work was till on.
 

The author is OSD, ministry of urban planning
(As told to Niyati Rana)
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