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Despite being used by millions of people, the bus travel industry in India is highly fragmented as well as unorganized and it took a while to witness some innovations in the bus ticketing industry in India. This paper attempts to explore as well as evaluate the extent of the transformation and its impact by focusing on 'redbus' which is the largest bus ticketing company operating in India. The first section of this paper discusses the nature of bus travel industry alongside the challenges faced by the Indian bus travel industry. The second section of this paper enumerates the challenges encountered by 'redbus' which presently covers geographically 80% of the overall market. Subsequently, this paper examines a growth model in existence for 'redbus' which would provide a sustainable growth in the long term.

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