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Dabbawala of Mumbai Service Marketing

CONTENT OF PRESENTATION
INTRODUCTION ABOUT TIFFIN SERVICES ABOUT NMTBSA Q-FACTOR OF DABBEWALAS SERVICES FEATURES OF SUPPLY CHAIN CODING SYSTEM JOURNEY OF DABBAWALAS SIX SIGMA CERTIFICATION 7PS OF MARKETING SWOT ANALYSIS AWARDS AND FELICITATION SOME ACHIVEMENTS MANAGEMENT LEARNING FROM DABBAWALAS SERVICES

INTRODUCTION HOW THE DABBAWALA SYSTEM STARTED?


It was the time when English were ruling the India New Government offices, Post Offices, Bridges etc. were being Constructed. No McDonald or Pizza Hut A Parsi Banker employed a person to bring home made food to site of work His Colleagues too liked this idea and Started availing this service. Slowly this evolved into the present 5000 strong Dabbawala System.

INTRODUCTION
5000 Dabbawala 2,00,000 Dabbas Six Sigma Certified ISO 2000 Certified Most are Illiterate Lecture MBAs No strike for 116 years Prince Charles Friend Indias Top Brand Pride Of Marathas Icon Of Hard Work A management Guru

FOUNDER OF DABBAWALA SYSTEM


Hon. Mahadu Havaji Bacche Hon. Dhondiba Medge

Educated only up to Class 2 Started the Dabbawala System with a handful of 35 Dabbawala in 1890

Educated only up to class 4 Framed the Rules and Regulations of Dabbawala

THEY BELIEVE IN.


Work is Worship. Serving People is serving god. Annadan is Mahadaan. The Decedents of the Dabbawalas were the warriors in army of Chatrapati Shivaji Mahraj. Time is money. Unity is Power.

WHAT IS NUTAN MUMBAI TIFFIN BOX SUPPLIERS ASSOCIATION?

History- Started in 1890 Charitable Trust- Registered in 1956 Education:- 85% Illiterate Total area Coverage:- 60Kms/ 70 Kms Employee Strength:- 5000 Mukhadhams:- 635 No. of Dabbas:- 2,00,000 Dabbas i.e. 4,00,000 transactions every day. Time Taken:- 3 Hrs.

Q FACTOR OF DABBAWALA
Error Rate:- 1 in 16 million transaction Six sigma Performance (99.9999) Technological Backup:- Nil Cost Of service:- Rs. 350- 400 per Month Standard price for all (Weight; Distance; Space) Rs. 30 Crore approximately Annual Turnover. No Strike records as reach one a share holder Earnings:- 5000 To 6000 pm

Facts
2003: 5000 recruits, 175, 000 clients 350,000 deliveries 75 kms of public transport Failure: once in two months, one in 16 million Rs 380 million per annum

MAJOR FEATURES OF SUPPLY CHAIN

0% Fuel 0% Modern Technology 0% Investment 0% Disputes 99.9999 Performance 100% Customer satisfaction Food is taken from home or mess & is delivered at office

DISCIPLINE

Wearing White Cap During business Hrs. Reporting To Duty on time Behave Properly & respect the customers Carry Identity cards.

Organizational Flowchart Of Dabbawala


President Vice president General Secretary Treasure Director (9) Mukadaam Member (500)

13 Members

CODING SYSTEM
Initial Coding System used colored threads to mark 7 Islands Then Utilized thrown away cotton waste from tailors. Now using colour markers. E:: Code for Dabbawala Street at residential station VLP:: Residential Station Ville Parle 3:: Code for Destination station. E.G :- Church gate 9:: Code for Dabbawala at Destination. Ex: Express towers ( Building name) 12:: Floor no. in the building.

SOME EXAMPLES OF CODING SYSTEM

SIX SIGMA CERTIFICATION BY FORBES GROUP


Dabbawalas got six sigma Dabbawalas were invited to collect the six sigma certificate they did not know what it is made of Gold or Bronze. Dabbawalas got ISO 9001- 2000 for Excellence in service The only think that a Error is Horror Dabbawalas work with Great efficiency without caring for any certificates.

JOURNEY OF DABBAWALA

PICK UP DABBA FROM RESIDENCE & BRING IT TO ANDHERI STATION.


9:30 A.M- 10:30 A.M Dabbas are collected from different resources such as homes, hotels, messes etc. by Dabbawalas & brought to Andheri Station. Sorting of dabbas according to Destination. Wherever there is Dabba- There is Dabbawala.

JOURNEY IN THE LOCAL TRAIN

10:34- 11:20 A.M ( Andheri Station) This time period is actually the journey time. The Dabbawalas load the wooden Crates filled with Tiffin on t the luggage or goods compartment in the train. Generally, they Choose to Occupy the last compartment of the train. 12 coach Train 4,000 Commuters 8,000 Disputes But no excuses Duty First.

UNLOADING & SORTING AT DESTINATION STATION


11:20- 12:30 P:M ( Church gate Station) At this stage; the unloading takes place at the destination station Re- arrangement at Tiffin's takes place as per the Destination Areas & destination buildings Dabbas are Delivered by cycle; hand card or even walk.

COLLECTION OF EMPTY DABBA & SORTING AT DESTINATIONS STATION


1:15- 2:30 P.M( At all destination stations) Collection of dabbas from the places it were delivered an hour back. The Return journey by train where the group finally meets up after the days routine of dispatching & collecting from various destination offices. The Dabbawalas meet for the segregation as per the destination suburb.

RETURN JOURNEY
2:48- 3:30P:M Usually since it is more of a pleasant journey compared to the earlier part of the day; the Dabbawalas lighten up the moment with merry making; joking around singing. There is no cause of tension or worry as customer has eaten the lunch. Even if the Return journey is delayed little bit there is no problem.

SORTING & DELIVERY OF EMPTY DABBA


3:30- 4:40 P.M ( At all Origin Stations.) This is the stage where the final sorting & dispatch takes place. The group meets up at original station & sorting out the Tiffin's as per the origin area & the empty Dabba is delivered at the Respected Residence. The actual address of the residence is not mentioned on the Dabba. It is remembered by the Dabbawalas.

PRODUCT
a service they provide to the office goers by delivering their Tiffin box commonly called as Dabba A Parsi Banker employed a person to bring home made food to site of work His Colleagues too liked this idea and Started availing this service. Slowly this evolved into the present 5000 strong Dabbawala System There are other ancillary physical products such as Gandhi Cap, Video CD on Dabbawala, Dabbawala Mug, Dabbawala T-shirt. These products are sold by the trust to earn more money and to work for the welfare of their members.

PLACE
Start of journey - Andheri station (9.30-10.30,10.30-11.20) Dabbawalas collect dabbas and meet. Destination- Churchgate station(11.20-12.30) Re-arrangement and delivery of dabbas take place Return Churchgate station All dabbawalas meet here after collection of dabbas Origin- Andheri station After collection,segregation takes place at churchgate and then they reach here Sorting and dispatching- respective stations Finaly,sorting and dispatching of dabbas to the origin place is done.

PROMOTION
Present since last 125 years Orders through SMS and onlinemydabbawala.com Maharashtra government -AIDS awareness. Film industry is using them to promote their films. World record in best time management with Six Sigma rating. Name in GUINESS BOOK of World Records. Registered with Ripley's believe it or not.

PRICE
Cost of Service per person-Rs350 to 400 month Maintenance Cost -Rs 35000 per year.

Pricing of dabbawala products Dabba ( Tiffin box) is Rs.350 to 400/Gandhi cap is Rs 50/Video CD is Rs.200/Dabbawala Mug is Rs.300/Dabbawala T-shirt Rs 400/-

PHYSICAL EVIDENCE
Mumbai is the financial hub of the country. Most populous city in India and the second most populous in the world. Have to travel 60-70 kms. Have to travel by walking, cycle, carts and even by Local trains. Have to travel from one place to another in hot summers and even in heavy rains. Have to face the lot of crowd for the fulfilment of service.

PEOPLE
Dabbawalas are serving from last 125 years 5000 dabbawalas are working and all are shareholder of the system 635 are senior employee All dabbawalas are marathi

PROCESS
VLP : Vile Parle (suburb in Mumbai) 9EX12 : Code for Dabbawalas Destination at

EX 12 E

: Express Towers (building name) : Floor no. : Code for Dabbawala at residential station : Code for Dsouza

PROCESS
Baton relay system Hub and spoke arrangement No historical, theoretical legacy in the design No use of computer technology Coding system
Decentralized at the group level

Workday schedule 30-35 deliveries (manageable) Sorting, loading and unloading at peak rush hours 4 handlings of a dabba in a day- coding essential

SWOT ANALYSIS

SWOT ANALYSIS
STRENGTHS
Team work, discipline and honesty Time management Customer satisfaction Low operational cost and process consistency Service delivery of six sigma standard Just in time approach Service commitment 0 % dependence on fuel, documentation technology and investment

Weaknesses
Dependence on local trains Limited fund flow for the association Limited access to education

SWOT ANALYSIS
OPPORTUNITY Tie up with caterers to serve variety of meals Expansion of services on routes of Mumbai metro and BRTS Diversification by offering other services like courier Expanding network in other cities THREATS Threat from fast food joints and small restaurant Work from home culture Food court at malls Paper food vouchers and smart card

AWARD AND FELICITATION


Documentation made by BBC , UTV, MTV, ZEE TV, AAJ TAK, TV TODAY, SAHARA SONY TV, TV TOKYO Case study- ICFAI press Hyderabad Richard Ivey School of Business Included in a subject in graduate school of journalism university of California, Berkeley Invitation to Italy Invited to marriage of Hon. Prince Charles of England on 9th April 2005

SOME ACHIVEMENTS
World record in Best Time Management Name in GUINESS BOOK OF WORLD RECORDS Registered with Ripley's believe it or not

Management learning from dabbawalas


Keep operational cost as low as possible Keep capital investment bare minimum Just serve your customers nothing else Customer is not RAJA but MAHARAJA Never deviate your core competency Do not be over dependent on technology

Management learning from dabbawalas


Co-operation inside competition outside Commitment matters a lot Know the implication of failure Build your services around existing infrastructure. Penalize employees for non compliance Do not transfer your employees very often

WHERE THERE IS A DABBA, THEIR WILL BE A DABBAWALLAH

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