ASSIGNMENT: MUMBAI

DABBAWALAS
SERVICE MARKETING

SIDDESH GANESH 11/19/20

1. What measures does the Annapoorna Dabbawala Company ltd. (ADC) need to take to
stem the decline in business due to largely external and cultural factors?

The dabbawalas had become a part and parcel of the hustling city of Mumbai. They
were employed to deliver lunches from home to workspaces and back. Their system
was so efficient that it earned them a six-sigma certification. But with the advent of
banking sector which did not coincide with the timings of dabbawalas, coupled with the
shutdown of textile mills and a shift of preference of the working class toward fast food
outlets which were opening near workspaces led to the decline in business for the
dabbawalas.
The measures which the dabbawalas need to adhere to protect their businesses from
further decline include:
a. Awareness initiatives by ADC
Campaigns focussed on the health hazards posed by eating outdoors frequently
could be undertaken by ADC. The target audience could be the homemakers of
every household who themselves understand the importance of eating homemade
food.
b. Campaigns promoting homemade food
The main USP of dabbawalas is their efficiency and accuracy in delivering tiffins to
every nook and corner of Mumbai. This along with the nutrients associated with the
homemade food could be used as an ad campaign promoting the same. One of the
target audiences could be the large immigrant population which arrives daily in
Mumbai in search of jobs. The ad campaign could consist of nostalgia associated
with homemade food.
c. Tie ups with food delivery chains
Food delivery chains like Zomato and Swiggy could benefit ADC immensely owing
to their efficient delivery systems. The dabbawalas could offer their efficient and
accurate six sigma certified systems in exchange for ad campaigns by the
aforementioned startups. This would result in a wider reach and would regain the
popularity of dabbawalas.
d. Provide customised cultural preferences
Mumbai’s populace consists of people from all over India. Providing customised
homemade food by targeting those households could result in increase in
popularity. For example, a Tamilian working in Mumbai would crave for
homemade food which is rice, sambar etc.

2. Do the dabbawalas have the organisational capacity to transplant their business models
in other cities across India?
No. The dabbawalas have been accustomed to Mumbai’s operations. Moreover, the
dabbawalas have a cultural connect with Mumbai and are predominantly
Maharashtrian. A system with strong cultural ethos suited to the hustle of Mumbai
results in like mindedness.
Also, the dabbawalas major mode of transport is through local trains which is an
extensive network covering every nook and corner of Mumbai. None of the other cities
possess such an extensive mode of transport at such as cheap price. Delhi consists of
the metro which reaches far flung areas but is quite expensive. Dabbawalas shifting to
other city might have a difficult time getting used to culture of the city.