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Best Case Study

Best Case Study

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Published by Suyashh Gupta

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Published by: Suyashh Gupta on Sep 05, 2012
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09/05/2012

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COVERING LETTER
Our company was the first to pioneer the concept of manufacturing ISO-containers for our own fleet, therebyfundamentally transforming the whole trucking operationsin India post the economic liberalization in 1991.It is to inform the readers of this case study about thepeculiarity of the circumstances that prevailed in the early1990s in the road freight industry in general and BestRoadways in particular.Prior to 1991, no transport company in India would bepositioned to provide a written guarantee to their clientsof no threats arising from pilferage, leakage or damage of their goods in-transit.None ever thought of building fixed body containers ontheir fleet.It’s a classic example of how one thing leads to another,and ultimately what started out as a strong belief in ourfounder’s thought turned out to be a breakthrough in thetransport industry.It completely revolutionized how trucks look, feel andfunction in our country, which would later go on to bereplicated by fellow transporters riding piggyback on oursuccessful belief.Punjab body or Andhra body truck in today’s world is allpassé.Even a single truck owner today would have a fixed steelcontainer body attached to his truck’s chassis.
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But back then, this was not a common practice… Read onfor more.We just thought that the credit ought to be given where ithad been long overdue. This forms the purpose of draftingthis case study.
CASE STUDY #77 – PIONEERING CONTAINERISEDFLEET OPERATIONS IN INDIA (1991)
Challenges and problems faced in traditionalfleet operations (1990s) –
A majority of the clients that are served by BestRoadways, is a representation of the EXIM tradecommunity, including the customs house agents andexporters / importers. The major products we transport for such clients compriseof handicrafts, textiles, and other durable goods, whichare of a very high value.Often during the monsoon season, the entire
FTL
consignment that would be loaded and sheltered by atarpaulin cover on a standard Punjab body truck, wouldget rejected at the time of the delivery at the port becauseof moist and sometimes decomposition.Often in many other cases, theft or hijacking was acommon practice – a part number of cartons loaded in thesame Punjab body truck would end up missing at the timeof the delivery.With a growing number of such concerns and complaintscoming from our EXIM clients, we were deeply worriedabout our reputation in the market.
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To mitigate these threats, we came up with an idea-a unique selling proposition at that time, abreakthrough in the Indian road freight context thatwould later go on to revolutionize the entireindustry in the country for years to come.
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