No Frills Approach !!

Looking at the successful completion of almost half a decade now by our first no frill player Air Deccan in India, I always used to ponder if this same concept will work correspondingly for all service industries. All consumers want the topmost levels of service at the least cost. The only way to reduce cost is to automate and reduce on manpower. But if there is no delivery of a particular service via human means, then how can you define it as a service? But then when I really gave it time and researched, I realized the concept of no-frills has always existed, especially in India since quite a long time now. The only hitch was, that it was never termed as No-Frills per se.

May it be modern private banks that emphasize on the use of ATMs, Internet Banking or Cheque Drop boxes vis a vis the traditional methods of retail banking; or may it be the Indian Railways that have now started the Garib Rath (Rajdhani level comfort at Paschim level cost) as well as introducing of e-tickets or kiosks; or may it be the traditionally existing Guest Houses or Youth Hostels that provide the bare minimum comforts of a shelter minus of a porter/room service/travel desk/etc; or may it be the booking of online tickets for an early morning show which does not have any attendants or food counter – just a plain simple movie; or may it be the booking of hotels online. The Indian airline sector has maybe just adapted to the No Frills phenomenon, but the concept is seen to be trying to creep into the Indian service sector since a long time now. One may call it automation or modernization, but the fast is it is a more convenient service offered to the cost conscious Indian consumer on a decorated platter.

As I am a graduate in Hospitality, I would like to comment on this topic from the Hotels Point of view. Come travel time and India's middle class faces a problem that's as typical as it is common: finding hotel accommodation that's safe, clean, comfortable, and most importantly, affordable. More often than not, they have to compromise on one parameter or the other. We have all heard of the Indian Hotels Company (Taj Group) have launched their FIRST No Frills Hotel – IndiOne. IndiOne is positioned to meet the need for what it terms 'smart basics' accommodation. Targeted at budget travellers and tourists, indiOne offers an innovative hospitality model where the emphasis is on delivering quality hotel rooms at low cost.

I think this concept will just rock in India, imagine middle income group professionals like us, low budget travelers, pilgrims, backpackers, all asking for affordability, hygiene and safety on the one hand, and informality, stylishness, warmth and modern amenities on the other. I mean just book a room on the net, go to the hotel lobby and swipe the same card in a vending machine that prints out your gate pass and electronic-key, just go the room carrying your own luggage, no porters, no reception, no room service, just plain simple ROOM’s. Where security issues like entry registers and identity is concerned, that can always be traced from the credit card details (name/address/age/gender). I do not know how many of you fancy this idea, but I think it will surely be a new way of automation of your SERVICE EXPECTATIONS taking the Indian service industry to new echelons of success at the same time providing consumers like you and me a completely satisfying product.

ANY INPUTS ON THE SAME OR ANY OTHER INDUSTRY?