Dabbawala Service Mktg

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Dabbawala of MumbaiDabbawala of Mumbai

Service MarketingService Marketing


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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


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INTRODUCTIONINTRODUCTION

HOW THE DABBAWALA SYSTEMHOW THE DABBAWALA SYSTEM

STARTED?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.


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INTRODUCTIONINTRODUCTION

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


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FOUNDER OFFOUNDER OF

DABBAWALA SYSTEMDABBAWALA SYSTEM

Hon. Mahadu Havaji BaccheHon. Mahadu Havaji Bacche

Educated only up to Class 2Educated only up to Class 2

Started the Dabbawala SystemStarted the Dabbawala Systemwith a handful of 35 Dabbawalawith a handful of 35 Dabbawala

in 1890in 1890

Hon. Dhondiba MedgeHon. Dhondiba Medge

Educated only up to class 4Educated only up to class 4

Framed the Rules andFramed the Rules andRegulations of DabbawalaRegulations of Dabbawala


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THEY BELIEVE IN.THEY BELIEVE IN.

Work is Worship.Work is Worship. Serving People isServing People is

serving god.serving god. Annadan isAnnadan is

Mahadaan.Mahadaan. The Decedents of theThe Decedents of the

Dabbawalas were theDabbawalas were the

warriors in army ofwarriors in army ofChatrapati ShivajiChatrapati ShivajiMahraj.Mahraj.

Time is money.Time is money.

Unity is Power.Unity is Power.


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WHAT IS NUTAN MUMBAI TIFFINWHAT IS NUTAN MUMBAI TIFFIN

BOX SUPPLIERS ASSOCIATION?BOX SUPPLIERS ASSOCIATION?

History- Started in 1890History- Started in 1890

Charitable Trust- Registered in 1956Charitable Trust- Registered in 1956

Education:- 85% IlliterateEducation:- 85% Illiterate

Total area Coverage:- 60Kms/ 70 KmsTotal area Coverage:- 60Kms/ 70 Kms

Employee Strength:- 5000Employee Strength:- 5000

Mukhadhams:- 635Mukhadhams:- 635

No. of Dabbas:- 2,00,000 Dabbas i.e.No. of Dabbas:- 2,00,000 Dabbas i.e.

4,00,000 transactions every day.4,00,000 transactions every day.

Time Taken:- 3 Hrs.Time Taken:- 3 Hrs.


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Q FACTOR OF DABBAWALAQ FACTOR OF DABBAWALA

Error Rate:- 1 in 16 million transactionError Rate:- 1 in 16 million transaction

Six sigma Performance (99.9999)Six sigma Performance (99.9999)

Technological Backup:- NilTechnological Backup:- Nil

Cost Of service:- Rs. 350- 400 per MonthCost Of service:- Rs. 350- 400 per Month

Standard price for all (Weight; Distance;Standard price for all (Weight; Distance;

Space)Space)

Rs. 30 Crore approximately AnnualRs. 30 Crore approximately AnnualTurnover.Turnover.

No Strike records as reach one a shareNo Strike records as reach one a share

holderholder

Earnings:- 5000 To 6000 pmEarnings:- 5000 To 6000 pm


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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


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MAJOR FEATURES OF SUPPLYMAJOR FEATURES OF SUPPLY

CHAINCHAIN

0% Fuel0% Fuel

0% Modern Technology0% Modern Technology 0% Investment0% Investment

0% Disputes0% Disputes

99.9999 Performance99.9999 Performance

100% Customer satisfaction100% Customer satisfaction

Food is taken from home orFood is taken from home or

mess & is delivered at officemess & is delivered at office


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DISCIPLINEDISCIPLINE

Wearing White Cap DuringWearing White Cap During

business Hrs.business Hrs.

Reporting To Duty on timeReporting To Duty on time

Behave Properly & respect theBehave Properly & respect thecustomerscustomers

Carry Identity cards.Carry Identity cards.


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PresidentPresident

Vice presidentVice president

General SecretaryGeneral Secretary

TreasureTreasure

Director (9)Director (9)

MukadaamMukadaam

Member (500)Member (500)

1313

MembersMembers

Organizational Flowchart OfOrganizational Flowchart Of

DabbawalaDabbawala


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CODING SYSTEMCODING SYSTEM

Initial Coding System used colored threadsInitial Coding System used colored threadsto mark 7 Islandsto mark 7 Islands

Then Utilized thrown away cotton wasteThen Utilized thrown away cotton wastefrom tailors.from tailors.

Now using colour markers.Now using colour markers.

E:: Code for Dabbawala Street at residentialE:: Code for Dabbawala Street at residentialstationstation

VLP:: Residential Station Ville ParleVLP:: Residential Station Ville Parle

3:: Code for Destination station.3:: Code for Destination station.

E.G :- Church gateE.G :- Church gate

9:: Code for Dabbawala at Destination.9:: Code for Dabbawala at Destination.

Ex: Express towers ( Building name)Ex: Express towers ( Building name)

12:: Floor no. in the building.12:: Floor no. in the building.


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SOME EXAMPLES OF CODINGSOME EXAMPLES OF CODING

SYSTEMSYSTEM


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SIX SIGMA CERTIFICATION BYSIX SIGMA CERTIFICATION BY

FORBES GROUPFORBES GROUP

Dabbawalas got six sigmaDabbawalas got six sigma

Dabbawalas were invited to collect the sixDabbawalas were invited to collect the six

sigma certificate they did not know what it issigma certificate they did not know what it is

made of Gold or Bronze.made of Gold or Bronze.

Dabbawalas got ISO 9001- 2000 for ExcellenceDabbawalas got ISO 9001- 2000 for Excellence

in servicein service

The only think that a Error is HorrorThe only think that a Error is Horror

Dabbawalas work with Great efficiencyDabbawalas work with Great efficiency

without caring for any certificates.without caring for any certificates.


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JOURNEY OF DABBAWALAJOURNEY OF DABBAWALA


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PICK UP DABBA FROM RESIDENCEPICK UP DABBA FROM RESIDENCE

& BRING IT TO ANDHERI STATION.& BRING IT TO ANDHERI STATION.

9:30 A.M- 10:30 A.M9:30 A.M- 10:30 A.M

Dabbas are collected from differentDabbas are collected from different

resources such as homes, hotels,resources such as homes, hotels,messes etc. by Dabbawalas & broughtmesses etc. by Dabbawalas & brought

to Andheri Station.to Andheri Station.

Sorting of dabbas according toSorting of dabbas according to

Destination.Destination.

Wherever there is Dabba- There isWherever there is Dabba- There isDabbawala.Dabbawala.


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JOURNEY IN THE LOCAL TRAINJOURNEY IN THE LOCAL TRAIN

10:34- 11:20 A.M ( Andheri Station)10:34- 11:20 A.M ( Andheri Station)

This time period is actually the journeyThis time period is actually the journey

time. The Dabbawalas load the woodentime. The Dabbawalas load the wooden

Crates filled with Tiffin on t the luggage orCrates filled with Tiffin on t the luggage or

goods compartment in the train.goods compartment in the train.

Generally, they Choose to Occupy the lastGenerally, they Choose to Occupy the last

compartment of the train.compartment of the train.

12 coach Train12 coach Train

4,000 Commuters4,000 Commuters

8,000 Disputes8,000 Disputes

But no excuses Duty First.But no excuses Duty First.


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UNLOADING & SORTING ATUNLOADING & SORTING AT

DESTINATION STATIONDESTINATION STATION

11:20- 12:30 P:M ( Church gate11:20- 12:30 P:M ( Church gate

Station)Station)

At this stage; the unloading takes placeAt this stage; the unloading takes place

at the destination stationat the destination station Re- arrangement at Tiffin's takes placeRe- arrangement at Tiffin's takes place

as per the Destination Areas &as per the Destination Areas &

destination buildingsdestination buildings

Dabbas are Delivered by cycle; handDabbas are Delivered by cycle; hand

card or even walk.card or even walk.


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RETURN JOURNEYRETURN JOURNEY

2:48- 3:30P:M2:48- 3:30P:M

Usually since it is more of a pleasantUsually since it is more of a pleasant

journey compared to the earlier partjourney compared to the earlier part

of the day; the Dabbawalas lightenof the day; the Dabbawalas lighten

up the moment with merry making;up the moment with merry making;

joking around singing.joking around singing.

There is no cause of tension or worryThere is no cause of tension or worry

as customer has eaten the lunch.as customer has eaten the lunch.

Even if the Return journey isEven if the Return journey isdelayed little bit there is no problem.delayed little bit there is no problem.


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SORTING & DELIVERY OFSORTING & DELIVERY OF

EMPTY DABBAEMPTY DABBA

3:30- 4:40 P.M ( At all Origin Stations.)3:30- 4:40 P.M ( At all Origin Stations.)

This is the stage where the final sorting &This is the stage where the final sorting &

dispatch takes place. The group meets updispatch takes place. The group meets up

at original station &at original station & sorting out the Tiffin's as per the originsorting out the Tiffin's as per the origin

area & the empty Dabba is delivered atarea & the empty Dabba is delivered at

the Respected Residence.the Respected Residence.

The actual address of the residence is notThe actual address of the residence is not

mentioned on the Dabba. It is rememberedmentioned on the Dabba. It is rememberedby the Dabbawalas.by the Dabbawalas.


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PRODUCT a service they provide to the office goers bydelivering their Tiffin box commonly called asDabba

A Parsi Banker employed a person to bringhome made food to site of work

His Colleagues too liked this idea and

Started availing this service.

Slowly this evolved into the present 5000strong Dabbawala System

There are other ancillary physical productssuch as Gandhi

Cap, Video CD on Dabbawala, DabbawalaMug, Dabbawala T-shirt. These

products are sold by the trust to earn moremoney and to work for the welfare of theirmembers.


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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.


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PROMOTION

Present since last 125 years

Orders through SMS and online-

mydabbawala.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.


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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/-


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PHYSICAL EVIDENCE

Mumbai is the financial hub of the country.Mumbai is the financial hub of the country.

Most populous city in India and the secondMost populous city in India and the second

most populous in the world.most populous in the world.

Have to travel 60-70 kms.Have to travel 60-70 kms.

Have to travel by walking, cycle, carts andHave to travel by walking, cycle, carts and

even by Local trains.even by Local trains.

Have to travel from one place to another inHave to travel from one place to another in

hot summers and even in heavy rains.hot summers and even in heavy rains.

Have to face the lot of crowd for theHave to face the lot of crowd for the

fulfilment of service.fulfilment of service.


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PEOPLE

Dabbawalas are serving from lastDabbawalas are serving from last

125 years125 years

5000 dabbawalas are working and5000 dabbawalas are working and

all are shareholder of the systemall are shareholder of the system

635 are senior employee635 are senior employee

All dabbawalas are marathiAll dabbawalas are marathi


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PROCESS

VLP : Vile Parle (suburb in

Mumbai)

9EX12 : Code forDabbawalas at

Destination

EX : Express Towers(building name)

12 : Floor no.

E : Code forDabbawala

at residential station

3 : Code for

Dsouza


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PROCESSPROCESS

Baton relay systemBaton relay system

Hub and spoke arrangementHub and spoke arrangement

No historical, theoretical legacy in the designNo historical, theoretical legacy in the design

No use of computer technologyNo use of computer technology

Coding systemCoding system Decentralized at the group levelDecentralized at the group level

Workday scheduleWorkday schedule

30-35 deliveries (manageable)30-35 deliveries (manageable)

Sorting, loading and unloading at peak rush hoursSorting, loading and unloading at peak rush hours

4 handlings of a dabba in a day- coding essential4 handlings of a dabba in a day- coding essential


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SWOT ANALYSIS


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SWOT ANALYSIS

STRENGTHSSTRENGTHS Team work, discipline and honestyTeam work, discipline and honesty

Time managementTime management

Customer satisfactionCustomer satisfaction

Low operational cost and processLow operational cost and processconsistencyconsistency

Service delivery of six sigmaService delivery of six sigmastandardstandard

Just in time approachJust in time approach

Service commitmentService commitment

0 % dependence on fuel,0 % dependence on fuel,documentation technology anddocumentation technology andinvestmentinvestment

WeaknessesWeaknesses

Dependence on local trainsDependence on local trains

Limited fund flow for theLimited fund flow for the

associationassociation

Limited access to educationLimited access to education


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SWOT ANALYSIS

OPPORTUNITYOPPORTUNITY

Tie up with caterers toTie up with caterers to

serve variety of mealsserve variety of meals

Expansion of services onExpansion of services on

routes of Mumbai metroroutes of Mumbai metro

and BRTSand BRTS

Diversification by offeringDiversification by offering

other services like courierother services like courier

Expanding network inExpanding network in

other citiesother cities

THREATSTHREATS

Threat from fast foodThreat from fast food

joints and small restaurantjoints and small restaurant

Work from home cultureWork from home culture

Food court at mallsFood court at malls

Paper food vouchers andPaper food vouchers and

smart cardsmart card


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AWARD AND FELICITATION

Documentation made by BBC , UTV, MTV, ZEE

TV, AAJ TAK, TV TODAY, SAHARA SONY TV,

TV TOKYO

Case study- ICFAI press HyderabadRichard 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


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SOME ACHIVEMENTS

World record in Best Time Management

Name in GUINESS BOOK OF WORLD

RECORDS

Registered with Ripley's believe it or not


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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


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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


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WHERE THERE IS AWHERE THERE IS A

DABBA,DABBA,

THEIR WILL BE ATHEIR WILL BE A

DABBAWALLAHDABBAWALLAH

Dabbawala Service Mktg

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