1. What Happened — Historic E‑Auction Completed
The Jammu Division of Northern Railway successfully conducted its first‑ever electronic auction (e‑auction) for the advertising rights on the inter‑coach sliding doors of all Vande Bharat Express trains operating in the division. (Rising Kashmir)
- The e‑auction was held on 24 December 2025. (Rising Kashmir)
- It covered interior sliding doors between coaches — a high‑visibility space inside the premium Vande Bharat trainsets. (Rising Kashmir)
- Advertising rights were allocated for a period of three years. (Rising Kashmir)
This marks a significant step in monetising interior spaces on India’s semi‑high‑speed trains beyond conventional LED screens or exterior panels. (Rising Kashmir)
2. Revenue Expected — Non‑Fare Earnings
The e‑auction is projected to generate substantial non‑fare revenue for the Northern Railway:
| Train No. | Expected Revenue (3‑year period) |
|---|---|
| 26401/26402 Vande Bharat Express | ~₹12.74 lakh |
| 26403/26404 Vande Bharat Express | ~₹13.73 lakh |
| 22478/22477 Vande Bharat Express | ~₹17.70 lakh |
| ** Total Revenue | ~₹44.18 lakh over 3 years |
This revenue is in addition to amounts already being realised from other advertising assets such as LED screens on the same trains (which were previously leased for five years at roughly ₹1.3 crore). (Rising Kashmir)
Comment: This represents a new recurring income stream for the railways by utilising high‑footfall interior spaces in premium services.
3. Why It Matters — Context & Strategic Value
Why Vande Bharat is Valuable for Advertising
- High Visibility: Vande Bharat trains are premium, high‑speed services with strong passenger traffic and dwell times, making sliding door ads highly visible. (Rising Kashmir)
- Brand Exposure: Advertisers get repeated views from boarding to alighting passengers — making interior ads potentially more impactful than exterior ads. (Rising Kashmir)
- Revenue Diversification: Indian Railways has been increasingly focused on non‑fare revenue sources — such as sponsored content, ads on digital screens, food tray backs, and now sliding door ads — to supplement traditional ticket income. (Free Press Journal)
Officials emphasize that this initiative fits within the broader railway monetisation policy, which seeks to exploit unused or under‑leveraged assets for revenue beyond ticket sales. (Rising Kashmir)
4. Reactions & Comments
Railways Management
Senior Divisional Commercial Manager Uchit Singhal highlighted that:
“This unique initiative demonstrates that the railways are exploring innovative ways to generate revenue.” (Rising Kashmir)
He noted that the premium nature of Vande Bharat services provides exclusive advertising opportunities that weren’t previously monetised at scale on interior coach surfaces. (Rising Kashmir)
Passenger & Public Views
While official reports focus on revenue, online discussions indicate mixed passenger reactions towards in‑train advertising on Vande Bharat services:
- Some passengers feel advertising inside premium trains may detract from aesthetic interior quality, especially when ads are applied in prominent spaces like doors or tray tables. (Reddit)
- Others see advertising as a way for the railways to generate more revenue without raising fares. (Reddit)
Public comments often reflect how different passengers perceive commercialisation of what is otherwise seen as a high‑end travel experience.
5. Broader Trend — Monetising Railway Assets
This e‑auction is part of a wider trend in Indian Railways to:
- Auction advertising rights on digital inventory, interiors, exteriors, and food trays. (Free Press Journal)
- Convert assets into revenue streams — including apps and online platforms. (IRCTC)
- Expand advertising beyond traditional spaces like stations and billboards. (Free Press Journal)
This fits into Indian Railways’ strategic shift to maximise commercial yields from existing infrastructure.
Summary — Key Takeaways
| Aspect | Details |
|---|---|
| What | First‑ever e‑auction for advertising rights on inter‑coach sliding doors of Vande Bharat trains. (Rising Kashmir) |
| Where | Northern Railway, Jammu Division. (Rising Kashmir) |
| When | Auction conducted on 24 Dec 2025. (Rising Kashmir) |
| Duration | Rights allocated for three years. (Rising Kashmir) |
| Revenue | ~₹44.18 lakh total expected across three Vande Bharat services over three years. (Rising Kashmir) |
| Objective | Boost non‑fare revenue and monetise interior surfaces in premium trains. (Rising Kashmir) |
| Reaction | Positive official response; mixed public opinions on interior ads. (Reddit) |
Here’s a case‑study–style overview of the recent e‑auction for advertising rights on the inter‑coach sliding doors of Vande Bharat trains in India — covering the results, commercial impact, official comments, and public reaction.
Case Study 1 — Historic E‑Auction Held by Northern Railway (Jammu Division)
What happened
On 24 December 2025, the Jammu Division of Northern Railway held its first‑ever electronic auction (e‑auction) to sell advertising rights on the interior inter‑coach sliding doors of all Vande Bharat Express trains under its jurisdiction. This was part of a broader initiative to expand non‑fare revenue streams and make use of high‑visibility spaces inside premium trains. (Rising Kashmir)
Outcome of the e‑auction
The auction successfully allocated advertising rights for a 3‑year period and is expected to generate:
- Vande Bharat Train No. 26401/26402: ~₹12.74 lakh
- Vande Bharat Train No. 26403/26404: ~₹13.73 lakh
- Vande Bharat Train No. 22478/22477: ~₹17.70 lakh
Total expected revenue: ~₹44.18 lakh over three years from these inter‑coach door placements alone. (Rising Kashmir)
Official Comment
Senior Divisional Commercial Manager Uchit Singhal described the initiative as “a unique step” toward monetising assets and exploring innovative ways to generate revenue for the railways. He also highlighted that such premium advertising space is attractive because Vande Bharat trains are high‑visibility, premium services with substantial passenger attention. (Rising Kashmir)
Why it matters
- Non‑fare revenue: This initiative adds a new revenue source beyond tickets, food, and conventional station ads, aligning with Indian Railways’ broader push to monetise under‑utilised spaces. (Rising Kashmir)
- Premium exposure: Interior sliding doors are seen as high‑frequency touch points for passengers, especially on longer runs — offering advertisers repeated views.
- Business opportunity: Local and national brands can leverage this premium carriage space as a targeted advertising venue.
Case Study 2 — Broader Passenger and Public Reaction
While the official narrative focuses on revenue, passenger reaction to interior advertising on Vande Bharat trains has been mixed on public forums:
Public commentary (User reactions on Reddit)
- Some passengers feel that heavy advertising inside premium trains detracts from the aesthetic experience — especially in spaces that passengers view closely (e.g., behind seats, on transparent doors). They argue that premium pricing should prioritise ambience over ads. (Reddit)
- Others have expressed frustration at finding extensive advertising (sometimes featuring political campaigns or government promotions like Ayushman Bharat) inside trains, questioning whether such ads truly benefit passengers. (Reddit)
- A few forum posts (from earlier segments of public commentary) show passengers complaining about the visual clutter of ads, especially on transparent areas where they feel it interferes with the experience of a premium service. (Reddit)
These reactions illustrate that while railways see commercial opportunity, passengers often prioritize experience and comfort over monetisation.
Comments & Interpretation
Railway Administration’s Perspective
- Officials view the e‑auction as part of a revenue diversification strategy, where existing physical assets (like large interior surfaces) are monetised via digital platforms.
- Such auctions align with efforts to boost ancillary income — a key focus for Indian Railways in recent years, as seen in other regions with external media spaces and digital assets sold through e‑auctions. (Free Press Journal)
Passenger & Public Commentary
- The public reaction is nuanced: while some accept advertising as a necessary revenue stream, others feel commercial messages may not always suit the premium nature of services like Vande Bharat. The aesthetics and cleanliness of interiors are commonly mentioned concerns. (Reddit)
Marketing & Advertising Sector Angle
- From an advertising industry perspective, high‑footfall, captive environments like train interiors represent compelling opportunities for brand exposure — and the structured e‑auction shows railways moving toward more formal, competitive pricing models for such inventory.
Summary: What This Means
| Aspect | Key Takeaway |
|---|---|
| Revenue generation | Estimated ~₹44 lakh over 3 years from interior ads (sliding doors) in Vande Bharat trains. (Rising Kashmir) |
| Railway strategy | Part of a systematic push to monetise assets via e‑auctions and diversify non‑fare revenue sources. (Rising Kashmir) |
| Passenger sentiment | Mixed — some view ads as intrusive on premium services. (Reddit) |
| Commercial outlook | Provides an additional platform for advertisers to reach thousands of passengers daily. |