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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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Reliable services