The dabbawalas of Mumbai are not just delivering lunches but have become a means of direct marketing for many companies from mutual funds to soft drinks.
The best part is the company can reach over a lakh of customers directly. The ISO certifies dabbawalas are also getting the benefit by earning a couple of hundreds more.
The means of advertising is sure to reach the people as the dabbawalas never lose the delivery. this means can also be used by the India Inc. to communicate effectively about the promotional activities as the people catered by the dabbawalas are mostly the middle income class.
The dabba has now transformed to a marketing communication tool.
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