final mumbai dabbawalas(MIRAGE)

8/7/2019 final mumbai dabbawalas(MIRAGE)

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BY:

DR. DEBANJANA GHOSH

DR. PRABHPREET KAUR

DR. PRASHANTH KULALA

DR. SANDIP KR NEOGISHWETNISHA BOSE


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MUMBAI


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SYMBOL OF A CITY

|MUMBAI DABBAWALAS}


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INTRODUCTION

Dabbawallas, is a group of people in Mumbai,whose job is to carry and deliver home madefood in lunch boxes to office workers.

Dabbawalas are sometimes called tiffin-wallas.

Though the work sounds simple, it is actually ahighly specialized trade that is over a century

old and which has become integral toMumbai's culture.


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NMTBSA

NUTAN

MUMBAI

TIFFIN

BOX

SUPPLIERS

ASSOCIATION


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HISTORY

It originated when India was under British rule.

Mahadeo Havaji Bacche (Mahadeo), a migrant from NorthMaharashtra, started the lunch delivery service, who discoveredthat people migrating to Mumbai were finding it hard to gethome made food.

Service started with about 100 dabbawalas.

Mahadeo recruited youth from the villages neighboring Mumbai,

who were involved in agricultural work.

Nowadays, Indian businessmen are the main customers for thedabbawalas, and the service includes cooking as well as delivery.


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ABOUT NMTBSA

HISTORY started in 1890

CHARITABLETRUST registered in 1956

AVERAGELITERACY RATE 8th grade

schooling

TOTALAREACOVERAGE 60 kms. to 70 kms.

EMPLOYEESTRENGTH 5000

NUMBER OF DABBAS 2,00,000 dabbasi.e. 4,00,000 transactions everyday

TIMETAKEN 3 hours


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WORKING OF NMTBSA

ERROR RATE: 1 in 16 million transactions

SIXSIGMA PERFORMANCE: 99.99999

COST OF SERVICE:Rs. 250 300/month

Standard price for all ( weight, distance and space)

ANNUALTURNOVER:Rs 30crores approximately

EARNINGS :Rs. 4000 5000/month

DIWALIBONUS: 1 Months salary by customers

No strike record as each one a shareholder


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APPROACH

DISCIPLINE :DURINGBUSINESSHOURS

No alcohol drinking

Wearing white cap

Carrying identity cards

LATEST MARKETINGSTRATEGY :

Marketing pamphlets in the Dabba


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The entire system depends on teamwork and meticulous timing.

Tiffins are collected from homes or dabba makers between7:00 am

and 9:00 am by a collecting dabbawala, usually on a bicycle.

The dabbas are then taken to a designated sorting place.

The grouped boxes are put into coaches of trains, with marking to

identify the destination of the box.

The markings include the rail station where the box is to be

unloaded and the building address where the box has to be

delivered.

THESUPPLYCHAINMANAGEMENT SYSTEM


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At each station, the boxes are unloaded onto the platform and

sorted out for area wise distribution.

The boxes are handed over to a local dabbawalas for delivery

to the respective addresses.

At Mumbais downtown stations\, the last link, a final relay ofdabbawalas fan out to the tiffins destined bellies.

After the lunch hour is over the whole process moves into

reverse and the tiffins are returned back to their suburban homes

by 6:00 pm evening.


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1. Boxes collected 2.Sorting going on 3.Markings done & loaded

4. Unloaded at respective

stations

5.Handed to local

dabbawalas

6.Delicious home made food

delivered at lunch time


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An example on the supply chain management of

dabbawalas

At Vile Parle :- four groups of dabbawalas, each with 20

members and each supplying 40 customers.

These 3200 tiffin boxes are collected.

Then sorting is completed according to their destinations.

Sorting areas and special compartments on trains travelling southbetween 10:00 am and 11:30 am are provided.

80 dabbawalas regrouped depending on number of deliveries.


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MAJOR FEATURES OF SUPPLYCHAIN

Zero % fuel

Zero % investment

Zero % modern technology

Zero % disputes

100 % customer satisfaction


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CASE STUDY- A DAYS JOURNEY IN

DABBAWALAS LIFE


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.

9.30 am - 10.30 am:

Lunch boxes are collected from various places and taken to

the andheri railway station.

10:34-11:20 am:

The journey time: The dabbawalas load the wooden crates

filled with tiffin boxes onto 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

But no excuses, Duty first


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11:20 12:30 pm

The unloading takes place at Church Gate Station the

station

Re-arrangement of tiffins takes place as per the destination

and destination building

Each crate carries 150 tiffins and is driven by 3-4

dabbawalas.


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12.30-1.15 pm

Dabbawallas have their lunch.

1:15 2:00 pm

Here on begins the collection process from the offices where they

had delivered almost an hour ago.

2:00 2:30 pm

The dabbawallas meet for the segregation as per the destination.


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2:48 3:30 pm

The return journey by train:

Its a pleasant journey compared to the earlier part of the day.

3:30 4:00 pm

This is the stage where the final sorting and dispatch takes place.

The lunch boxes will be returned to their respective places.


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SWOT ANALYSIS OFSWOT ANALYSIS OF

DABBAWALASDABBAWALAS


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STRENGTHS WEAKNESSES

y Commitment, sincerity, punctuality

and coordination among team

members.

y High level of logistics management.

y No proper use of technology and

more dependent on man power

y Lack of sufficient funds.

y Education standards of the

employees.

OPPORTUNITIES THREATS

y Well structured railway facility

helping in cost cutting.

y Great demand for them as Mumbai

is metropolitan city and financial

capital of the country

y Great competition from the outlets

like pizza hut, sub way, KFC etc.,

y Change in preferences of people

from home food to outside food

y . Mumbai is prone to floods which

disturb the delivery of boxes.


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TECHNIQUES USED:

THESTORY BEHIND THESUCCESS

Training the employees in different kinds of activities like

loading, unloading of dabbas and sorting.

Transportation through railways, carts and bicycles for cost

cutting.


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Colour coding system.


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Symbols of originating station, destination station on

dabbas.

Dividing the city into different geographical locations like

central ,western and harbor lanes


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Highly Decentralized system, members of20-25 are made

into one group

Ensuring high degree of coordination among the members for

timely delivery.

Members are divided into primary and secondary.

Primary members include the business units which actually

perform operations and/or managerial activities in the business.

Supporting members are business units which simply provide

resources, knowledge, utilities or assets for the primary

members of the supply chain.


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MUMBAI DABBAWALAS

THELESSONSWECANLEARN

Utmost dependence on Human Capital:

The most vital link in this chain of food delivery is human capital.

Honesty and Integrity:The threads of integrity and honesty hold the dabbas together.

Discipline and Time Management:

Extremely particular about time and realise the value of every

second in the value chain.

Pride towards the work:

The dabbawalas take their role as 'Annadatas'very seriously


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Recruitment policies and manpower management

Each person in the value chain is selected very carefully and with

due recommendation only.

Complete Contentment

'Be contented in what you have' is the principle that governs their

life.

Musical Meditation:

Their daily bhajans sessions seem to play an important role in

relieving the day's stress.

Sustained success will lead to fame

Continue to do their work without thinking about any gain.


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ACHIEVEMENTSACHIEVEMENTS


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AWARDSAND FELICITATION

Documentaries made by

BBC, UTV, MTV, ZEETV,AAJTAK,STARTV, CNBC TV

18, CNN, NDTV, DD Metro,Doordarshan.

Case studies by

Richard Ivey School of Business Ontarion

IFIM Business School Banglore

IIMAhmedabadICFAIPress Hyderabad

Agrawal Institute of Management, Mumbai


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Invitation for conference from IIMA, CII Cochin, CII Delhi,

Dr. Reddys Lab Foundation Hyderabad, SCMHRD Pune,

SCMHRD Nasik, MITPune, MET Mumbai, IIT & IIM,Harward U.S.A., Cambridge Oxford .

Radio

German Radio NetworkRadio Mirchi

Radio Mid-day FM Gold

BBC Radio Radio City

Also, Included in a subject in Graduate School of

Journalism University ofCalifornia, Berkeley


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SIX SIGMACERTIFICATION BY FORBES GROUP

ISO 9001 :2000 CERTIFICATION

OUTSTANDING SERVICE ORGANISATIONAWARD BY

NIQR(NATIONALINSTITUTIONFORQUALITY &

RELIABILTY)

Name in GUINESS BOOKOFWORLD RECORDS Registered with Ripley's believeit or not.

Participated in Deal Ya No Deal Contest by Sony

Entertainment Television

Invited for marriage ofHon. Prince Charles ofEngland on

9thApril, 2005


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THE FRUIT OF YEARS OF

HARDWORK

DABBAWALAS WITH

DIGNITIES


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WITH PRINCE CHARLES


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SIR RICHARD BRANSON, CHAIRMAN

OF VIRGIN AIRWAYS


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RECOMMENDATIONS


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As dabbawala face problems in local trains during peak hours, there should be a

separate luggage compartment for them during morning peak hours from 8:30 am to

11:30am .

To overcome the difficulty of carrying heavy weight on their head while climbing over

bridge, dabbawala can use trolleys with the help of railway authorities.

To overcome the problems of road transport of bicycle and hand cart, the RTO

authorities should allow them an exclusive entry in some areas during particular time asthey allow such entry for BEST buses or light vehicles.

There should be a provision for special parking places for their bicycles and hand carts

near station areas to avoid damage or theft of these vehicles.

To increase turnover of dabbawala, they can use marketing strategy to make the people

aware that how home cooked food is good for health.


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Low cost or no cost marketing strategy can be used by dabbawala to popularize their

services.

Some strategies as follows:

Distribution of handbills nearby customers residence, offices and station areas

during their free time or in the evenings.

They can organize road shows for awareness of how home cooked food is good

for health.

They can organize human chain to convey the message of importance of home

cooked food.

They can organize rally with message banners like Gharacha Aahar, Sakas

Aahar (Home food, nutritious food)

They can paint the same message on their hand carts using attractive colours.

Organization can take leading part in providing education to dabbawalas after their

working hours with the help ofNGOs and government organizations.


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The use of modern technology by dabbawalas in the following fields :-

Maintenance of computerized records centrally.

Receiving orders through e-mail or SMS services in organizations office.

Receiving complaints or follow-up through e-mail or SMS services in

organizations office.

As some other people are competing with the business of dabbawalas, to face this

competition, the we suggests following :

To prepare food for those customers who cannot get home cooked food.

Dabbawalas can involve ladies for cooking food.

Preparing food by dabbawalas themselves can be utilized for those customerswhose family is not available for a particular period, like during summer vacation,

etc.


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