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Dabbawala Case Study

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9-610-059
REV: APRIL 4, 2011

STEFAN THOMKE MONA SINHA

The Dabbawala Sy ystem: On-Time Delivery, Every Time
Our ancestors fought in Shivaji’s ar rmy. Today we fight against time. — Raghunath Medge, President, Dabbawala O Organization Each day throughout the city o Mumbai, India, 5000 individuals called dabbawal delivered of las some 130,000 dabbas (lunchboxes fill with home-cooked food) to offices throughout the metropolis.1 led In the nearly 120 years of this servic Mumbai had changed enormously, becoming, by 2009, India’s ce, financial and commercial capital, h housing some 10.5 million people. Yet the dabbawala approach as’ had remained consistent: a semi-lite erate work force (the dabbawalas) picked up the filled dabbas from d the …show more content…

On January 15, 2010, the monthly management committee meeting attended by the heads of the two governing committees of the dabbawalas, Raghunath Medge and Sopan Mare, along with advisor Anil Joshi, began by discussing an array of typical organizational and operational issues. But then, after a break, the team would be taking up Joshi’s presentation of “future ideas.” He wanted to upgrade the dabbawalas’ website, which he had set up in 2005 using his own funds, to include a payment gateway for online order booking and to start a cell phone texting service for order inquiries, among other possibilities for confronting the challenges the dabbawalas and their “system” were facing. The English-language website had successfully garnered media, corporate and academic interest, leading to speaking assignments and attracting small donations. But the site had not substantially increased the delivery service’s customer base because the inquiries received were passed on informally by word-of-mouth and there was no system in place to monitor whether an inquiry reached the appropriate dabbawalas and whether conversion to sales materialized. Joshi felt that the “technology aversion” among most dabbawalas compounded their challenges. He believed that a more cutting-edge approach to technology could help overcome the

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