dabbawala service mktg
TRANSCRIPT
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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