Aug 22, 2006 :: Markets chase dabbawalas

They are stars now on a par with actors and cricketers. With their legendary efficiency and lovable public image, dabbawalas of Mumbai, who deliver hot, home lunches to thousands of office workers, have become India’s pride.

Now they are flexing their marketing muscle. TV channels and corporates have realised that dabba racks are premium, mobile billboards. Dabbawalas have corporatised their Trust with expert professional managers. The Trust has a huge database of customer information which it can ethically, effectively use to target advertising and sales. They are also not averse to delivering small products for a fee.

Consideration of ethics will come in not just with customer information- dabbawalas have decided they will screen advertisers for suitability. Read this delightful story here.