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Tuesday, May 12, 2015

11 steps for CashLess Tirumula


          On an average 2.5 crore pilgrims every year visit Lord Venkateswara @ Tirumula.

          The Tirumala Hill is 853m above sea level. It comprises seven peaks, representing the seven heads of Adisesha, thus earning the name Seshachalam.

          Click on this link for up to data on pilgrim flow to Tirumula.

          Tirumula economy is a closed economy as most of the services are offered to the pilgrims through TTD Trust.

          The overall revenue of the temple during 2013-14 was INR 2,263 crore. This is likely to be INR 2,401 crore during the current financial year.

          The following are 11 steps for CashLess Tirumula

01)  Software partner TCS to be given mandate to develop a CashLess ecosystem too.

02) Pilgrims at entry points to Tirumula be offered Prepaid cards

03) The Biometric Band can be converted into a Prepaid wallet

04) 3-4 service providers can be chosen to implement the CashLess ecosystem. This is to encourage competition.

05) Balance in Tirumula Prepaid Cards  at the end of Tirumula Darshan, be converted as Donation to Lord Venkateswara.

06) Option to order Tirumula Prepaid Cards online while booking Sevas/Accommodation etc

07) Open priority counters to pilgrims holding Tirumula Prepaid Cards

08) Provide wide publicity through social media

09) Maximum balance in TPc to be capped at INR5000/-

10)  All TTTD employees and associated employees to be provided with Tirumula Prepaid Cards

11)  Insurance coverage @ Tirumula be bundled with Tirumula Prepaid Cards


11 motivational factors for CashLess Transactions @ Tirumula

01)  Closed economy

02) Large number of floating population

03) Average stay of pilgrim ranges from 4 hours to 48 hours

04) Pilgrims already familiar with biometric bands/eSeva/eDonation

05) Less persuasion required for Pilgrims to invest in Prepaid cards

06) Many  vendors can offer CashLess options, as the target audience is enormous

07) High retention power of the pilgrims

08) Ease in translating the vision of Digital India

09) Minimal  persuasion required for ePayment service providers to invest in CashLess Tirumula as  readymade customer pool is available

10)  Reduce  risk associated with handling physical cash


11)  Easy to replicate in other Pilgrim Towns

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