Brand Building in a Box: Decoding Safeexpress Dorm-to-Door Delivery for Graduate Students

For Safeexpress, moving student belongings is not a big deal, but a brand-building exercise.


Helping students bring their stuff home from campus has proven to be a great branding strategy for Safeexpress. Gati, who launched a similar service around 2007-08, lost focus halfway through and is now trying to reinvent the product.

In 2004, Rubal Jain, now Managing Director of Safeexpress, India’s largest express logistics player in the retail segment, went to study at IIM Ahmedabad. As he dropped out a few months later and went to the United States for his MBA, a call from one of his dorm mates provided the basis for a business idea in the years to come. . “Rubal, can you help me get my things back to my hometown?” asked the dorm mate who was nearing his graduation.


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