This Bus Operator from Assam Turned the Worst Seats into the Hottest Tickets

Asish Kumar Borgohain, owner of Asish Luxuria, turned the least desirable last-row seats into a luxurious VIP lounge, transforming passenger perception and boosting demand.

Every bus operator knows the pain – those last few seats at the back just won’t move. No matter how steep the discount, passengers avoid them due to discomfort, rear jerks, or just an overall bad reputation.

They’ve always been the toughest part of your inventory to sell, and they quietly chip away at your revenue.

But one young operator from Assam decided he wouldn’t settle for that.

Meet Asish Kumar Borgohain, a young operator who started small in 2019 with just two second-hand buses in Assam.

Like every other operator, he soon ran into the age-old headache of the last-row curse. He tried everything – better cushioning, more sedate driving, and even tempting discounts.

But nothing worked. The last row remained hard to sell. And he finally understood why – it wasn’t the ride, the pricing, or the comfort. It was perception.

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“I understood that to change the perception, I needed something passengers could actually see and feel, something visually appealing and different,” says Asish. “And that’s when the idea hit me – Why not turn the least desirable part of the bus into its most luxurious?”

Instead of trying to push the last seats with offers, he redesigned the entire rear section into a separate VIP lounge – a 1×1 layout with luxurious recliner sofas, extra legroom, and plush, lounge-like comfort.

Gone was the traditional back row. In its place stood a premium section that redefined what bus passengers thought was possible.

Passengers weren’t just okay with the back – they wanted it. Even though a few seats were sacrificed for space, the added value, the buzz, and the bookings more than made up for it.

Asish created something every operator dreams of – differentiation that drives demand.

His innovation didn’t just solve a problem. It flipped an industry truth on its head.