Abstract

Despite being used by millions of people, the bus travel industry in India is highly fragmented as well asunorganized and it took a while to witness some innovations in the bus ticketing industry in India. This paperattempts to explore as well as evaluate the extent of the transformation and its impact by focusing on ‘redbus’which is the largest bus ticketing company operating in India. The first section of this paper discusses the natureof bus travel industry alongside the challenges faced by the Indian bus travel industry. The second section of thispaper enumerates the challenges encountered by ‘redbus’ which presently covers geographically 80% of theoverall market. Subsequently, this paper examines a growth model in existence for ‘redbus’ which wouldprovide a sustainable growth in the long term.

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