Balurghat Air Transport faced numerous challenges in breaking into the competitive air transport market in the 1950s. As a young company, it lacked the resources and influence of its established competitors, who formed an informal lobby to make it difficult for new entrants to gain a foothold in the market. Moreover, the region's geography presented a challenge, as the land had few complete on-ground routes for transportation. The Partners realized that to succeed in this market, it needed to provide a unique and valuable service that would set it apart from its competitors.
They identified the Indian Postal Service as an opportunity to differentiate itself and contribute to community building. However, to win the postal tender, Balurghat Air Transport had to overcome the challenge of quoting a rate that would be competitive and attractive to the Indian Postal Service while still being sustainable for the young company. The solution was to quote a negative rate, essentially providing the service for free, but in doing so, Balurghat Air Transport was able to gain permits for transport in eight districts in Bengal.
This bold move paid off in the long run, as it helped the company establish itself as a trusted service provider and build a strong reputation for providing high-quality service. This, in turn, helped Balurghat Air Transport grow its brand and business, eventually overtaking competitors that had been in business for over 20 years. The company's successful entry into the market ultimately led to its expansion into passenger transport as well.