7Ps of Service Marketing on

DABBAWALA

Presented by:
Kunal 30
Shraddha 41
Chirag 19
Mohit 35
Vikrant 43
Tejas - 34

Who are DABBAWALAS

Their belief: Five fingers are unequal but together they perform
wonders

- Carry tiffin (Lunch box) from the home of customer and carry it to their
work place of work.
- Started in 1890 & Registered as Charitable Trust in 1956
- Mostly illiterate
- Total area coverage: 60 Kms to 70 Kms
- Employee Strength: 5000
- Number of Tiffin's: 2,00,000 Tiffin Boxes i.e 4,00,000 transactions every
day, Time
taken: 3 hrs
- Record: No strike and no police case since 1890. No attrition in 121 years

7Ps of Service Marketing

Mix

Produc
t

Product
Product is their very own Service.
They carry tiffin (Lunch box) from the
home of customer, deliver it to their work
place of work and return to home.
Ancillary physical products:

Gandhi Cap
Video CD on dabbawala
Dabbawala Mug
Dabbawala Tshirt

Price

Price
Cost of service - Rs. 300/month
Standard price for all (Weight, Distance, Space)
Earnings -5000 to 6000 p.m.
Rs. 36 Cr. Turnover approx.
[6000*12*5000=360,000,000 i.e Rs. 36 crore
p.a.]
No strike record as each one a share holder
Diwali bonus: one month's from customers
Gandhi Cap - Rs. 50/ Video CD on dabbawala - Rs. 200/ Dabbawala Mug - Rs. 250/ Dabbawala Tshirt - Rs. 350/-

Place

Place

The Dabbawala System: On-Time Delivery, Every

Time

Promoti
on

Promotion
Brand loyalty: Three generation of families
are members and three generation of
families are customers.

Realizing the potential and reach of these dabbawalas, several

brands have tied up with them to reach out to consumers.
Reliance had used the network to promote the Reliance Power
IPO.
Airtel also used the network to deliver and promote handsets,
new connections, and prepaid user cards.
Advertising on these dabbas could cost anywhere between Rs
5-10 per dabba

Mumbai Dabbawala Education Centre at

Vikhroli

Physical
Evidence

Physical Evidence
Error Rate: 1 in 16 million transactions
Six Sigma performance (99.999999)
Technological Backup: Nil.
Teamwork & Time Management
Standard price for all (Weight, Distance, Space)

Zero % fuel
Zero % modern
technology
99.9999%
performance

Zero %
investment
100 % Customer
Satisfaction
Zero % Disputes

People

People & Management

No Alcohol Drinking & wearing white cap during business
hours
Carry Identity Cards during work hours
Meetings are held in the office on the 15th of every month
with emphasis on customer service.
Problems resolved by association officials whose ruling is
binding.
If a tiffin box is lost or stolen, an investigation is promptly
instituted.
If a customer complains of poor service, the association
can shift the customer's account to another dabbawala. No

Proces
s

How they work- Process

Service Blueprint

Coding System

Achievements

We dont understand Six Sigma. We

are a bunch of illiterates. But we do
know our prime responsibility
Customer Satisfaction.
Satisfaction And to achieve
that, we can put in hard work like no
one else
- President NMTBSA
Raghunath Megde

People study business books and then

practice. We practiced first and have
now become case studies.- One of the

Thank
You!!!