We arrived at Chennai on a hot, summer, weekday morning. My friend and I hired a taxi to take us to M/s.Mind studio -Brand Building Consultancy where we had to
attend a 'Business Convention' at 10-15 a.m. sharp. We were in a hurry... to know more about ACKNOWLEDGE...surf brandthinkmarketingdo.com
Human actions, attitudes, achievements and failures are all the products of our ability to think. Unfortunately the process of thinking is taken for granted by most of us, who either admire or condemn the products of thinking... to know more about Tools For Thinking...surf brandthinkmarketingdo.com
T20 brought IPL (or) ICL brought IPL either way it is going to bomb after its first episode. India is a cricket frenzied country, we breathe, eat, drink cricket. All of us talk about cricket,... to know more about IPL - CIRCUS...surf brandthinkmarketingdo.com
"I have three visions for India" - Kalam's famous speech"
I have three visions for India. In 3000 years of our history, people from all over the world have come and invaded us, captured our lands, conquered our minds. From Alexander onwards, The Greeks, the Turks, the Moguls, the Portuguese, the British, the French, the Dutch, all of them came and looted us, took over what was ours. Yet we have not done this to any other nation. We have not conquered anyone... to know more about WORDS OF WISDOM...surf brandthinkmarketingdo.com
Mumbai is a big city extended up to 74 kilometers. The employees reside at one corner and offices are at another corner. They reach office only if they start before Sun- rise. What about their mid day meal? Some of them might not be having financial capability to go to hotels. The food in hotels may not be as per their taste and requirement. For such employees Dabawalas are the ray of hope. They are supplying homely food to Lakhs of Mumbai citizens. The dabbawala originated when a person named Mahadeo Havaji Bachche started the lunch delivery service with about hundred men. Nowadays, Indian businessmen are the main customers for the dabbawalas, and the service often includes cooking as well as delivery.
Here is a clutch of statistics that reveals the task that the dabbawallas are up to.
* History: Started in 1880
* Avg. Literacy Rate: 8th Grade Schooling
* Avg. area coverage: 60 Km per Tiffin Box
* Employee Strength: 5000
* Number of Tiffin’s: 200000 Tiffin Boxes i.e. 400000 transactions every day.
* Time taken: 3 hrs (9 am – 12 pm delivery of carriers, 2 pm – 5 pm collection of empty carriers)
* Cost of service: Rs.200/month
* Turnover: Rs.50 crore per month approx.
The dabbawalas have received recognition worldwide, especially after Prince Charles visited the Mumbai Church gate Station to interact with them after they got the Six Sigma certification. However, certifications matter little to the dabbwala. What is more important to him is that the dabba should reach the customer and he or she should feel satisfied. The New York Times reported in 2007 that the 125 year old dabbawala industry continues to grow at a rate of 5-10% per year. They have been ranked by Forbes magazine at par with Motorola and general electric company for quality assurance. All those employed with dabbawalas are simple men who wear white shirts and pants and Gandhi caps stun the corporate with their commitment in spite of not having great marketing budget. This simple but complex business model was adopted by big MNCs only to withdraw their services. It is not just the leader of our nation Gandhi but also the men who wear his cap and work passionately seems to be INVINCIBLE.
The world today is racing against time and every marketer is striving so hard to seek the attention of the customers. From local brands to Big Brands, the one aim is to capture the attention of the customer... to know more about BRANDS BATTLING FOR EVENTS...surf brandthinkmarketingdo.com
Branding came into existence to create an identity about the product and the craftsmen who made it, in the minds of a consumer. But today in order to attract consumers instantly register the brand in their minds, celebrities like Tiger Woods, Britney Spears and Sachin Tendulkar are roped in... to know more about CELEBRITY BRANDING...surf brandthinkmarketingdo.com
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