``How this service works is that the customer calls us like he or she would call a restaurant and place the order. Then, depending on the tyre requirements and vehicle used, we fix a time the following day for delivery. The trial runs for this service have generated a good response from the customers,'' claims Neeraj Bhatia, chief manager, marketing, J K Industries Limited.

But the tyres are not delivered the same day.

``It is because of logistics. It is difficult to deliver the tyre the same day since we have a permit to operate the van between only 11 am and 5.30 pm. Also some traffic restrictions imply that we can't enter certain areas like Karol Bagh and Nehru Place. So, if a person is calling from these areas it is difficult to deliver it there,'' explains Bhatia.

TheDial-a-tyre service does not have any service charges. A vehicle fitted with the latest gadgets - a tyre changer, wheel balancing, alignment, air compressor has been specially designed by the company. A genset is also fitted for the operation of all the machines. Servicing personnel have been given the requisite training to professionally manage the entire service process.

A communication channel in the form of a Motorola two-way radio to help keep in touch with the customer service cell, enables the dial-a-tyre van to be directed to various city locations. New software has been installed to keep a database of all the customers availing of the service. A customer can now, without bothering to visit the tyre market or hunt for parking space in congested commercial complexes, ask for this service by calling on hot-line 3312136. The tyres sold through the service would be the Maximum Retail Price for the product -- the buyer does not pay for the value added services of tyre change, alignment, balancing. ``Theperson making the order will leave instructions for the place within the selected area of the city at which he would like to get his tyres changed. A booking number is allotted to him and within 24 hours the tyres are changed at the agreed location,'' says Bhatia.

And it seems that this marketing innovation has paid off. ``We are already getting nearly 30 enquiries a day and delivering around 10 sets daily, which is a very good strike rate,'' concludes the marketing man.