Eastern Railway launches free 'Vande Express' magazine for Vande Bharat passengers
Synopsis
Eastern Railway has quietly set a new benchmark for onboard passenger engagement — a free 'Phygital' magazine for Vande Bharat travellers that costs the Railways nothing. Developed by private firm ANOTHER INDIA under a non-fare revenue model, 'Vande Express' blends print and QR-linked digital content, and could become the template for passenger-service innovation across India's expanding Vande Bharat network.
Key Takeaways
Eastern Railway's Howrah Division launched the free magazine 'Vande Express' on 15 July for passengers on the Howrah–New Jalpaiguri Vande Bharat Express .
The publication uses a 'Phygital' format — combining direct-read print content with QR-code -accessible digital material.
Content covers travel, tourism, heritage, lifestyle, children's activities, and key Indian Railways services including the RailOne App and Rail Madad .
Developed by private firm ANOTHER INDIA under a non-fare revenue model — no financial liability on the Railways.
The magazine was formally launched by Uday Shankar Jha , Principal Chief Commercial Manager, ER, and Vishal Kapoor , Divisional Railway Manager, Howrah Division.
The Howrah Division of Eastern Railway (ER) on Tuesday, 15 July launched a free family magazine titled 'Vande Express' for passengers aboard the Howrah–New Jalpaiguri Vande Bharat Express, marking a new push to enrich onboard travel experience without adding any cost to the Railways. The publication, developed by private firm ANOTHER INDIA, blends conventional print with QR-code-enabled digital content — a format the division has described as 'Phygital'.
What the Magazine Offers
Passengers can read select content directly from the printed pages, while additional material — spanning travel guides, tourism highlights, heritage features, lifestyle content, and children's interactive activities — is accessible by scanning embedded QR codes. The magazine also carries information on key Indian Railways passenger services, including the RailOne App, Rail Madad, the Amrit Bharat Station Scheme, and Vande Bharat Sleeper, alongside cultural and tourism content focused on eastern India.
How It Was Launched
Uday Shankar Jha, Principal Chief Commercial Manager of Eastern Railway, and Vishal Kapoor, Divisional Railway Manager of the Howrah Division, formally launched the publication alongside other senior railway officials. According to an ER official, the magazine is 'designed to enhance the onboard travel experience' by integrating print and digital engagement in a single publication.
The Non-Fare Revenue Model
Crucially, the free distribution carries no financial liability for the Railways. The initiative operates under a non-fare revenue model, with private participation from ANOTHER INDIA ensuring commercial sustainability. This means passengers receive a value-added service at zero cost to the Railway Administration — a model that could serve as a template for similar passenger-engagement initiatives on other premium train routes.
Why It Matters
The launch comes as Indian Railways continues to scale up its flagship Vande Bharat Express network across the country. Enhancing the onboard experience beyond speed and punctuality is increasingly central to the Railways' strategy to position Vande Bharat as a premium travel product. Notably, the Howrah–New Jalpaiguri corridor serves a high-traffic tourist and business route connecting Kolkata to the foothills of the eastern Himalayas, making passenger engagement particularly relevant. The 'Vande Express' magazine represents one of the first dedicated onboard publications for any Indian Railways train service in recent years, and its success could influence rollout on other Vande Bharat routes.
Point of View
A framework worth watching as Vande Bharat scales to hundreds of routes. The question is whether the content quality and QR engagement will actually hold a passenger's attention, or whether this becomes another well-intentioned launch that quietly disappears. If it works on the Howrah–New Jalpaiguri corridor, replication on high-footfall routes like Mumbai–Pune or Delhi–Varanasi Vande Bharat services could follow.
NationPress
15 Jul 2026
Frequently Asked Questions
What is the 'Vande Express' magazine launched by Eastern Railway?
'Vande Express' is a free family magazine launched by the Howrah Division of Eastern Railway on 15 July for passengers travelling on the Howrah–New Jalpaiguri Vande Bharat Express. It uses a 'Phygital' format, combining printed content with additional material accessible via QR codes.
Who developed the Vande Express magazine and who bears the cost?
The magazine was developed by private firm ANOTHER INDIA under a non-fare revenue model, meaning the free distribution results in no financial liability for the Railways. Private participation funds the publication's commercial sustainability.
What topics does the Vande Express magazine cover?
The magazine covers travel, tourism, heritage, lifestyle, and children's interactive activities, along with information on Indian Railways services such as the RailOne App, Rail Madad, the Amrit Bharat Station Scheme, and Vande Bharat Sleeper.
Which train route will receive the Vande Express magazine?
The magazine will initially be distributed free of cost to passengers on the Howrah–New Jalpaiguri Vande Bharat Express, a key corridor connecting Kolkata to the foothills of the eastern Himalayas.
What is the significance of the 'Phygital' format used in the magazine?
The Phygital format allows passengers to read some content directly from the printed pages while accessing additional digital content — such as interactive features and extended articles — by scanning QR codes embedded in the magazine, bridging print and digital media in a single publication.
