Department of Posts Establishes Dedicated New Marketing & Sales Vertical: Structure, Selection Process, Roles and Complete Details
Department of Posts Creates Dedicated Marketing & Sales Vertical to Boost Business Growth
The Department of Posts has announced the establishment of a dedicated Marketing & Sales Vertical aimed at strengthening customer outreach, improving business development, and enhancing revenue generation across its diverse range of postal services. The initiative seeks to institutionalize a structured, professional, and customer-focused marketing framework across all Postal Circles.
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A Major Step Towards Business Transformation
According to the order issued by the Department of Posts on 6 July 2026, the new Marketing & Sales Vertical has been created to provide focused attention to the promotion of core services such as:
- Mail Services
- Parcel Services
- Citizen Centric Services (CCS)
- Post Office Savings Bank (POSB)
- Postal Life Insurance (PLI)
- Rural Postal Life Insurance (RPLI)
- Philately
The Department observed that marketing and customer engagement activities were previously being carried out in a decentralized manner without dedicated manpower or a structured hierarchy. The newly established vertical aims to bridge this gap through specialized personnel and a defined organizational structure.
Key Objectives of the New Vertical
The Marketing & Sales Vertical has been introduced with several strategic objectives, including:
- Expanding customer outreach for postal products and services.
- Creating a cadre-neutral professional sales force.
- Improving revenue through target-based marketing initiatives.
- Increasing customer engagement using advertising, social media, field campaigns, and digital marketing tools.
- Building stronger relationships with institutional and corporate customers.
Three-Tier Marketing Structure
To ensure effective implementation, the Department has established a three-tier hierarchy:
Assistant Manager (Marketing & Sales)
- Source: Postal Assistants, Sorting Assistants and LSG officials.
- Posted at the Divisional level.
- Responsible for field visits, customer meetings, product demonstrations, institutional onboarding, local advertising, customer feedback collection and achieving divisional revenue targets.
Manager/Senior Manager (Marketing & Sales)
- Source: Inspectors of Posts and Assistant Superintendents of Posts.
- Can be posted at Divisional, Regional or Circle level.
- Will supervise Assistant Managers, coordinate marketing campaigns, organize training programmes, monitor targets and prepare performance reports.
Chief Manager/Assistant General Manager
- Source: Postal Service Group 'B' and Group 'A' officers.
- Posted at Circle or Regional level.
- Responsible for policy implementation, strategic planning, revenue forecasting, coordination with external agencies and monitoring overall business performance.
Directorate-Level Marketing Division
The Directorate-level Marketing Division will continue to provide centralized guidance by:
- Developing national marketing strategies.
- Designing publicity materials and digital campaigns.
- Preparing training modules.
- Monitoring performance through MIS.
- Coordinating Government-to-Government (G2G) business initiatives.
- Standardizing branding and communication across the country.
Selection Through Interviews
Appointments to the Marketing & Sales Vertical will be made through an interview-based selection process.
The Interview Board will consist of:
- A Senior Administrative Grade (SAG) officer as Chairperson.
- A JAG-level officer.
- An external marketing expert, preferably from a reputed MBA institution.
Candidates will be evaluated on communication skills, product knowledge, leadership qualities, digital literacy, performance record and marketing aptitude, depending on the level of the post.
Fixed Tenure and Career Protection
Officials selected for the Marketing & Sales Vertical will initially serve a three-year tenure, extendable by another two years based on performance and administrative requirements.
Importantly, officials will:
- Retain their seniority in their parent cadre.
- Continue to hold lien in their original cadre.
- Be eligible for reversion to their parent office if required or in case of unsatisfactory performance.
Comprehensive Training Programme
Before assuming their responsibilities, all selected officials will undergo mandatory induction training at Postal Training Centres (PTCs) or RAKNPA.
Training will cover:
- Product knowledge.
- Marketing and negotiation skills.
- Digital marketing tools.
- Social media campaigning.
- Data analytics and MIS reporting.
- Customer engagement techniques.
Performance-Linked Incentives
The Department has also proposed introducing a performance-linked incentive mechanism to reward officials who achieve revenue targets. Detailed guidelines regarding incentive eligibility and payment will be issued separately after the recommendations of the High-Power Committee are finalized.
A New Era for India Post
The creation of the Marketing & Sales Vertical marks a significant organizational reform for the Department of Posts. By establishing a dedicated marketing workforce, strengthening customer engagement and adopting modern promotional strategies, the Department aims to expand its business portfolio and improve service delivery in an increasingly competitive environment.
Postal Circles have been instructed to operationalize the new Marketing & Sales Vertical in accordance with the guidelines issued by the Directorate.
