•Product Element• A Dabbawala (one who carries the Box), is aperson in the Indian city of Mumbai whose jobis to carry and deliver freshly made food fromhome in lunch boxes to office workers. Tiffin isan old-fashioned English word for a lightlunch, and sometimes for the box it is carriedin. The product Element here is basically aservice they provide to the office going peopleby delivering their Tiffin box or morecommonly called as ‘Dabba’ in the city ofMumbai.
Place And Time
• Place (Example)• The Mumbai dabbawallas journey start from Andheri station. At thisplace they put all the dabbas collected from different places of houses.They load the wooden crates filled with tiffins onto the luggage orgoods compartment in the train.• Generally they choose to occupy the last compartment of the train.After that they unloading all the dabbas on the Church Gate Stationwhich is there destination place. They re-arrange the tiffins as per thedestination area and destination building. In particular areas with highdensity of customers such as Nariman point, Fort, Cst a special crate isdedicated to the area. This crate carries 150 tiffins and is driven by 3-4dabbawallas. After that return journey start at all destination stations.Here begins the collection process where they have to collect tiffinsfrom different offices where they have delivered an hour ago. Thenthey segregate the dabbas at destination stations. Finally they againreach to there origin place (Andheri station) where the final sortingand dispatching takes places according to their origin area.
• Time• The journey of Mumbai dabbawallas start in morning at 9:00am-10:00am. They collect the dabbas from different places between10:05am to 11:00am. They travel in the local train and choose the lastcompartment. After that between 11:10 to 12:30 they unload all thedabbas and re- arrange according to their destination area anddestination building and delivering.• Then the collection process starts between 2:00pm to 3:00pm. Theypick up all the dabbas where they had delivered 2 hour ago. Now thegroup members start segregating the dabbas according to destinationbetween 3:05 to 3:30. Between 3:30pm to 4.00pm the return journeyby train takes place after routine of dispatching and collecting. Since itis more of pleasant journey compared to earlier part of the day, theyligheten up their moment with merry making, joking around andsinging. Finally the stage between this time where the final sorting anddispatch of dabbas takes place as per their origin area.
• Promotion and Education• · Dabbawala’s are in Tiffin distribution field since last 125 years hencethey don’t need any promotional tool for their business. Though theyare used by other business units as promotional tool for theirbusiness units · Orders through SMS and online is accepted by theorganisation and they have come up with a site namedmydabbawala.com·• As reliance power is making best use of them. If you receive dabba itis very possible that you will get IPO application along with it.·• Maharashtra government has roped them in to spread of AIDSawareness.• · Film industry is using them to promote their films. Example at timeof movie tashan release they were used and the response to it wasvery good.• · World record in best time management with Six Sigma rating.• · Name in “GUINESS BOOK of World Records”.• · Registered with Ripleys “believe it or not”.• · World record in best time management.• · Participated in “Deal Ya No Deal Contest” by Sony Entertainment• Television
Price and Other User Outlays
•Price• The Cost of Service per person is Rs250/month it isStandard price for all (Weight, Distance and Space).• The Dabbawalas Turnover is Approx Rs 50cr. Earningper person varies from Rs5000 to 6000/month.
• Other physical products• · Dabba ( Tiffin box) is Rs.200/-• · Gandhi cap is Rs 50/-• · Video CD is Rs.200/-• · Dabbawala Mug is Rs.300/-• · Dabbawala T-shirt Rs 400/-
• PHYSICAL ENVIRONMENT• Mumbai is the financial hub of the country. It is the most popular city inIndia, with approximately 20 million inhabitants. It generates a big part ofincome generated in India.• The climate of Mumbai is humid between March and October, and rainslash the Mumbai from June to September. Mumbai is facing high problemduring the rainy season.• They are mainly facing the problem of floods from last three to four years.But still Dabbawala are working their work continuously. So we can saythat they have to do hard work to survive in the Physical Environment:· Providing service in highly populated city.· Have to travel 60-70 kms in a route.· Have to travel by walking, cycle, carts and even by Local trains.· Have to travel from one place to another in hot summers.· Have to face the lot of crowd for the fulfilment of service.· Even they have to provide service in high rains.The person who serves Tiffin to the customer is well known about thephysical environment of that area and because of that Dabbawalas are able toserve in every season so this helps a lot to Dabbawalas in achieving Six Sigma.
• Process• This is the process that is being followed by the dabbawalas tocarry on their job efficiently and with precision 9 am to 10 am• This time period is actually the journey time. The dabbawalasload the wooden crates filled with tiffins onto the luggage orgoods compartment in the train. Generally, they choose tooccupy the last compartment of the train.• In particular areas with high density of customers, a specialdabbawalas are dedicated to the area. This dabbawalas carries150 tiffins.• 3pm – 4:00 pm Here on begins the collection process where thedabbawalas have to pick up the tiffins from the offices wherethey had delivered almost an 2-3 hour ago.
• Dabbawala’s are serving people from last 125 years and theindividuals who are associated with dabbawala’s in servingpeople are 8th grade pass, so we can say that dabbawala’s arehelping Rich class by serving them and also the needy class bymaking them serve.• The very interesting facts which I would like to mention overhere is there are 5000 dabbawala’s and each and everydabbawala is shareholder of the system. 635 of them aresenior employees, but there is no hierarchy and president ofthe company also works as dabbawala, travels with them, andshare with them. It shows that the people associated with thiscompany are down to earth and this is the reason why there isnot even a single strike during 125 years of their work..
• About 175,000 or 200,000 lunches get moved every day by anestimated 5,000 dabbawalas.• According to a recent survey, their error rate is an amazing 1in 16 million transactions for which they have beenrecognized with Six Sigma performance (99.999999% error-free).