The City of 7 Islands …The City of Boom …

The City of Technicolor Dreams & Bollywood Aspirations …The City that never Sleeps …

Mumbai !!!

Retail Environment in Mumbai

Presented by: Kanika Gupta

PGDVM&SD 09-10

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Even though India has well over 5 million retail outlets of all sizes and styles (non-styles) the country surely lacks anything that can resemble a retailing industry in the modern sense of the term. This presents local as well as international retailing specialists with a great opportunity.

• As much as 96 per cent of the 5 million-plus outlets are smaller than 500 square feet in area. This means that India per capita retailing space is about 2 square feet (compared to 16 square feet in the United States). India's per capita retailing space is thus the lowest in the world (source: KSA Technopak (I) Pvt Ltd, the India operation of the US-based Kurt Salmon Associates).

• Just over 8 per cent of India's population is engaged in retailing (compared to 20 per cent in the United States). There is no data on this sector's contribution to the GDP.

Retail environment in India

Traditionally the retail industry in India was largely unorganized. Since centuries ago this format has established in villages & cities and have created a stronghold on the Indian mindset.

This format comprises of:• Drug stores• ‘Kirana’ Stores• Pan Wala’s• Mandi’s & Flea Markets• Fruit & Vegetable Vendors• Medium and small grocery stores

• In order to survive in the growing reorganized retail market, the ‘kirana’ stores business should either cooperate or combat with the organized Indian retail.

• Of the total retail sales, the food & grocery segment constitutes the major chunk here.

Constraints:• Comparatively weak financial state• Physical space constraints• Expansion Problems

Un-Organized market

Un-Organized market

Organized retailing in India have started recently and is concentrating mainly in metropolitan cities such as Delhi & Mumbai.Indian organized retail market is growing at a fast pace due to the boom in the India retail industry. In 2005, the retail industry in India amounted to Rs 10,000 billion accounting for about 10% to the country's GDP. This growing change can be seen from the fact that 1500 supermarkets, 325 departmental stores, and 300 new malls are being built.

Constraints:

• But players in the organized sector have big expenses to meet, and yet have to keep prices low enough to be able to compete with the traditional sector.

• High costs for the organized sector arises from: higher labor costs, social security to employees, high quality real estate, much bigger premises, comfort facilities such as air-conditioning, back-up power supply, taxes etc.

• Organized retailing also has to cope with the middle class psychology that the bigger and brighter a sales outlet is, the more expensive it will be.

Organized market

• Mumbai is an established retail hub of the Indian Sub Continent. It leads in every trend to hit the indian Markets.

• India's first true shopping mall – complete with food courts, recreation facilities and large car parking space – was inaugurated as lately as in 1999 in Mumbai. (this mall is called "Crossroads"). The prospects are very encouraging. The first steps towards sophisticated retailing are being taken, and "Crossroads" is the best example of this awakening. More such malls have been planned in the other big cities of India.

The Pioneer - Crossroads Mall

Crossroads is the first ever full fledged shopping mall in Mumbai, and perhaps in India.

Opened in 1999 by Piramal Holdings Ltd., a subsidiary of a major pharmaceutical group, it is India's first mall management company. The mall covers an area of 150,000 square feet (14,000 m²), spread over four buildings in the heart of the city.

Its ideal location in the upmarket South Mumbai precinct of Tardeo, along with the novelty factor of a shopping mall, turned out be the cause of its instant success. Today the mall is just one amongst the dozens of new malls mushroomed in ever nook and corner of the city.

Retail environment in Mumbai

The growth in the Indian organized retail market is mainly due to the change in the consumers behavior.

The changing consumer behavior is due to the preferences of the Indian buyer along with the gender driven increase of purchasing power which has taken a different hue among the marketers which are now forced to look at them as an important purchase group and drawing marketing promotions budgets accordingly.

This change has come in the consumer due to increased income, changing lifestyles, and patterns of demography which are favorable.

Now the consumer wants to shop at a place where he can get food, entertainment, and shopping all under one roof. This has given Indian organized retail market a major boost.

Consumer Behavior

RETAILFORMATS

ShoppingMall

ChainStore

Independent / BoutiqueStore

High Street

Flea Mkt.

Luxury Retail

ServiceConcept

Retail

Entertainment / F&B

Kiosk

Convenience Store

ShoppingComplex

Retail Formats -

Retail Formats –

Shopping Malls – Inorbit Malad, Inorbit Vashi, Palladium, Shopping Complex – Akbarally, Metro Plaza, Haji Ali High Street Mall – Phoenix Mill Mall Boutique/Independent Stores – Bombay Electric, Bungalow 8, AL Habib. Bombay

Paperie Chain Stores – Good Earth F&B / Service – Shiro, Hard Rock, Leopold, Zenzi, Dhuan, Tony Ka Dhabba Luxury Retail – Taj Shopping Arcade, Galleria @ Trident Flea Mkt. – Fashion Street, Chor Bazaar, Crawford Market, Fishing Market Convenience Stores – Kirana Stores, Chemist, Muchhad Pan Wala Concept Reatil – The Dabbewala, Shoe Laundry, Car Spa Kiosks – Airport Retail, Juice Corner, Chado Tea, Tezz Nachos, Chuski, Popcorn,

CornStalls

Retail hubs –Colaba, Lokhandwala, Bandra, Malad, Parel among others.

Shopping Mall

What is shopping mall?A group of retail outlets designed and built with ways for pedestrians on one or more levels to form a unified whole under one roof.

Shopping malls in Mumbai are known as the paradise of style and fashion.

From dress materials, accessories, swim suits to branded apparels and life style equipments, these shopping malls cater to the multi-pronged needs of the customers

The shopping malls covered in Mumbai : Inorbit, Hypercity, Phoenix Mill Mall Palladium Crossroads Atria

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Inorbit Mall - Malad

Located in the country's commercial capital, Mumbai, Inorbit, Malad .Committed to setting benchmarks in the Indian Retail Industry, its success is attributed to our unique positioning as a true one-stop lifestyle destination.In its core, lies the understanding that shopping is a multifaceted experience.

Conceptualized by the world renowned UK based Chapman Taylor Partners, the mall, of universal class and appeal, seeks to provide a one-stop destination for fashion, lifestyle, food, and entertainment leading to an international shopping experience for families.

They have to there credit 15 awards, which include ‘Mall of the Year’ Award for 2 years in a row, 2005 and 2006, 'Best managed Mall at the 2007 CNBC Real Estate Awards and the coveted International Maxi Award.

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Phoenix Mill MallIt houses over 150 retail brands, variety of F&B, entertainment, commercial and residential complexes. Pioneered by The Phoenix Mills Co. Ltd. it’s the first consumption centre developed in India, It Covers 3.3 million square feet of space developed with the motto – ‘Something for Everyone’ & ‘A Day Well Spent’

Its been demarcated into zones, with each zone specifically designed and put together in keeping with international experience and an answer to emerging urban agglomerations typically defined as ‘mixed used developments’.

Skyzone - Caters to women and the young urban shopper. Grand Galleria – Caters to impulse and aspirational merchandise. Palladium - the first of its kind super premium/luxury destination High Street- Multiplex - 2000 seating capacity with 7 digital screens. Courtyard – heart of the centre , acts host to all the fun and action

taking place Food Court – The F&B segment aesthetically designed in the shape of

ribbons is a gastronomical delight offering both local, national, international treats. Located near it is the dining and seated area giving shoppers’ time to repose and rejuvenate .

Entertainment - HSP also plays home to India’s first blowing company and South Asia’s largest 20 lane blowing concourse. 

Fun zone - for children, Orama that hosts the tallest 70 foot drop tower, and other games adding to the delight and mirth of the centre.

Parking - 1300 car park area making it one of the largest in the city.

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Phoenix Mill Mall

Formats – Shopping Mall, High Street Format, Destination Format

Customer profile –

The typical shopper at High Street Phoenix falls in the Socio Economic Class A & B (SEC A and B) who has a pocket and a mind of his own. He knows what he wants and he knows High Street High Street Phoenix is the best place to get it!

The shopper falls in the age bracket of 18 to 35. A getaway for the whole family with a huge following in students and new wage earners with well-paying jobs. They are the free-spirited souls, mostly unmarried, who frequent the place whenever they find the time or need a break or just want to hang out.

The average individual spending at High Street Phoenix ranges anywhere between Rs.500 and Rs. 2,000 notching a much higher figure for family spending.

At High Street Phoenix however, male shoppers outnumber female shoppers, what with the food and entertainment zones tingling their tastes and taste buds.

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Shopping ComplexWhat is shopping complex?A shopping complex are a grouping of retail outlets under one roof but without added amenities to the consumer. It may or may not have related service retail, f&b outlets & entertainment zones.

The shopping complexes covered in Mumbai :Akbarallys – Electronics, Leather Goods etc.Metro Walk Plaza –Accessories, Electronics etc.D MartHeera nandani complex

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Akbarallys

Situated near Vashi Gaon, it’s a small shopping complex. It caters to the needs of Navi Mumbai Population. Owned & run by a family setup, the interiors has been divided into stores given to retailers on lease basis.

Product:• Electronics• Leather Goods etc.

Format: • Shopping Complex• Independent Store Format

Consumer Profile:• Middle Segment• Sourcing & Production

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High street Market

What is high street?High Street, is a metonym or the generic name (and frequently the official name) of the primary business street of towns or cities . It is usually a focal point for shops and retailers in city centers, and is most often used in reference to retailing.

The main street of a town where most of the shops and businesses are.

The high streets in Mumbai :Colaba CausewayLokhandwala Andheri

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Colaba Causeway

The Causeway –• Built in 1838, The Commercial street linking Colaba to the city of

Mumbai.• The shopping & entertainment hub for natives & tourists from all

over the world. It is termed as the 'Culture Square' of Mumbai.

• The architecture of the area is reminiscent of the old Bombay.

• Apart from up market retail showrooms, and small shops dealing in electronic goods, cosmetics, and music, its has pavement book stalls , besides having numerous small shops and footpath outlets selling everything from artifacts to shawls, carpets and minor antiques to slippers of all kind, which make tourists, backpackers and local from South Mumbai, throng the area through the year.

• Among the restaurants, cafes and roadside eateries that make the street popular with tourists and locals alike are, Piccadilly restaurant, Cafe Churchill, Mings Palace, Kailash Parbat and Gokul. Cafe Mondegar, and the Cafe Leopold were founded by Iranians in 1871

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Concept Stores

A boutique, from the French word for "shop," is a small shopping outlet, especially one that specializes in elite and fashionable items such as clothing and jewellery.

The Concept Stores in Mumbai : Bungalow 8 Bombay Electric Bombay Paperie Ittar House Good Earth Bombay Dyeing

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Bungalow 8 "Modern home accessories, Designs inspired from tradition & Global origin".

Bungalow 8 is a concept store where you'll find an eclectic, traditional & rare mix of furniture & fashion hand picked from India and from all over the world.

The store was set up by Maithili Ahluwalia in 2003 in an unconventional location of a bylane in a residential area and started the minimilist trend. Today she has won many accolades both in India as well as internationally.

The store's philosophy of juxtaposing contemporary block printed linens in Art Deco cupboards, sleek Jaisalmer bathroom accessories on vintage basins is extremely interesting.

It has furniture collected painstakingly over the years, 1920s to 1950s; provides the backdrop for modern-day accessories. While Bungalow 8 continues to focus on unusual home accessories for every conceivable corner of the design-conscious consumer’s home, this store will extend its product range to ‘rare’ finds in the world of furniture and fashion.

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Interiors of Bungalow 8

Bungalow Eight uses a variety of materials: Wood items Ceramic Paper Natural Fibers etc

Dealing with all kinds of Gifts and other Items , Special in Wedding Sets, Home Collections & others.

Gift Sets Crockery Photo Frames Key chains Bar Accessories Lights & Beamers Stationary - Paper Clips & Paper Weights , Diaries & Calenders Clocks & Watches Terracotta Items Jewelry Antique Products Bags & related Accessories Gifts Materials

Ultimately Bungalow 8 is, as it has always been, about being eclectic and global, of mixing and matching and carefree expression of your individuality in an increasingly homogenous world.

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Bombay Electric is a distinctly Indian platform for fashion and design. Located in the bustling heart of Mumbai, the heritage space mirrors the electric energy of the city and represents the most promising talent of India's creative explosion. Since being "the first CONCEPT store to hit India", and named as "the city's most cutting edge designer boutique", Bombay Electric has grown into a beacon of experience and a landmark for progressive design in India.

Bombay Electric features the best of established Indian designers such as Manish Arora and Rajesh Pratap Singh, and is known as the first to spot and nurture rising Indian talent. The cherry picked fashion collection shares the space with a curated selection of international design brands, such as Comme des Garcons and United Nude, rare gems, antique tribal jewelry, hand woven scarves, cashmere, limited edition & vintage pieces

Opposite the five star Taj Mahal Palace and Towers and Gateway of India on "the Bond Street of Mumbai", and yet a stone throw away from a busy vegetable market and street food stalls, Bombay Electric is housed in a historic heritage building. A restoration and redesign project exposed 'antique futuristic' interiors

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Established in 1996, with it’s first store in Mumbai, Good earth is the creation of Anita Lal, a designer and potter It is a lifestyle store that celebrates fine living and object d’ art

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Combining exotica with glamour, the boutique specialises in décor accessories, designer furniture collections, home spa products, lamps, cushions, chandeliers, mirrors, vases, textiles and object d’ art

It has its flagship store at Raghuvanshi Mills in Mumbai

Intro – Concept store for handmade paper art by expert craftsmen, in a

remodeled heritage building on Samachar Marg, Fort, Mumbai. Reviving the dying art of handmade paper that evolved in Kashmir,

India in the mid 15th century. There raw material is waste cotton sourced from the industries of

Maharashtra; processed, dyed & printed by the local craftsmen. They use recycled material, are recyclable, require no cutting of

trees & are environment friendly. The products showcased are –

Paper Stationary – Sheets, Notepads, Diaries Jewelry Gift Bags & Boxes Gift/ Greeting Cards Lamps & Lampshades Blinds Paper Flowers Paper Wall Hangings Paper figurines & sculptures Format – Concept Store Independent Store Format Customer Profile – Middle Segment Upper Segment

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Entertainment Hubs

What are Entertainment Hubs

The pleasure afforded by being entertained.

The Entertainment Hubs in Mumbai : Shiro Hard Rock Café Dhuan Zenzei Mochas Café Mondegar Leopold Café Masala Mantra Tony Ka Dhabba - Lonavala

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SHIRO – Mumbai’s ‘Veda’

Intro – It’s a lounge & RestoBar for the rich & famous and tourists alike

in the phoniex mill compund in Parel, Mumbai. The name is derived from the Thai word ‘Shhirroh’ meaning the

Castle of the Goddess & it serves specialty cuisine of the exotic lands of Indonesia, Thailand, Japan & Korea.

The ambience is Buddhist inspired, with vast tranquil spaces having exotic overtones. The ceilings are vast & one is greeted by the Goddess herself at the entry. The sound of flowing water on the pebbles creates a relaxed vibe along with the lounge music.

It has 2 floors, one for general dining, pub & dance floor and another for lounge & private dining niches.

Format – Independent Store Format Service & EntertainmentCustomer Profile – Upper Middle Segment Upper Segment Celebrities

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HARD ROCK CAFEIntro – The place you come to when you want the real Rock. The rock

fans - youth & older generation alike swear by it.Situated inside the Phoenix mill compound in Parel, Mumbai; adjacent to the High Street Phoenix Mall.

One huge space dedicated to rock memorabilia collected over the century, divided by a mezzanine floor in one corner. The Ground floor has dining space, bar & the dance floor. The mezzanine is solely a lounge space for the more dedicated fan & the stage setup for the touring rock bands.

The ambience is unconventional & Rock inspired. The huge ceiling is of exposed concrete, with an unfinished look and revealed ducting. Oversized fixtures derived from musical instruments provide a rock touch.

The walls were dedicated to rock memorabilia displayed in lit niches, Guitars, LP Discs, CD’s, Posters, Costumes etc.

Glass cases displayed the instruments played & costumes worn by famous rockstars in world renown concerts. E.g.: Elton John’s purple suit from the 1984 concert.

The food is Continental Western American. The Rock Shop inside sells Apparel, Accessories & Rock

Memorabilia. Format – Chain Store Format Service & Entertainment

Customer Profile – Middle Segment Upper Segment Rock Lovers

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Flea Markets

What are Flea Markets?

A flea market or swap meet is a type of bazaar where inexpensive or secondhand goods are sold or bartered. It may be indoors, such as in a warehouse or school gymnasium; or it may be outdoors, such as in a field or under a tent.

The Flea Markets in Mumbai :Linking Road – Fashion Apparel & AccessoriesChor Bazar – Furniture & ElectronicsCrawford Market – Exotic Food , Fruits & VegetablesFish Market – Local Seafood Market

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FASHION STREET – Mumbai’s JanpathIntro – The Flea market, for surplus export stock & leftovers of readymade apparel &

accessories, in Mahatma Gandhi Road, Fort, Mumbai. Has over 150 stalls, catering to Women, Men, Children; the complete family. The stock everything from apparel to accessories like bags, caps, belts, shoes,

sandals, Junk Jewelry Brands like – Puma, Tommy Hilfiger, Ralph Lauren, Harley Davidson, Adidas,

Reebok etc. Bargaining brings down the prices to 1/4th there original price.

Format – Flea Market Independent Store Format Unorganized Retail Format Single Price Denomination Format

Customer Profile – Lower Segment Middle Segment

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CHOR BAZAAR – Mumbai’s Chawri BazaarIntro – A unique Flea Mkt. in South Mumbai. Simply put the name means – ‘ The

Thief Market’. Its origins are unclear but as the story goes Queen Victoria’s Violin got lost

on her trip to India & then turned up eventually on Mutton street now called the Chor Bazzar.

Rare to find originals & requires great bargaining skills.Products-

Antique Furniture Temple Carvings Ivory Idols Crockery Car spare parts Vintage phones & cameras Mobiles & watches Old Currency Electronics & Home Appliances

Most of the T.V. & the Film industry’s sourcing happens here e.g.: Mughal-E-Azam, Devdas

Format – Flea Market Format Independent store formatCustomer Profile – Lower Segment Middle Segment

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CRAWFORD MARKET – Mumbai’s INA Mkt.Intro – Before liberalization in the 1990’s it was the only reliable market for

imported FMCG products like fruits, vegetables, chocolates, oils & garnishing products..

A tourist hub & local’s favorite, it’s a 150 years old market, named after Sir Arthur Crawford the 1st Municipal Commissioner of Mumbai under British Colonization.

The market is an interesting amalgamation of British Heritage Architecture & Indian Motifs. Frescoes of Indian farmers in wheat fields lie in harmony over the British buildings.

Products - Exotic Fruits & Vegetables Oils & Garnishing Products Chocolates & Confectionary Items

Adjacent to it lies the Mangal Mkt. famous for Textiles & Plastic ware.

Format – Flea Market Format Independent store format

Customer Profile – Lower Segment Middle Segment Upper Segment

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FISH MARKET – Mumbai’s INA Mkt.

Intro – The original occupation of the locals before Mumbai was Bombay, when it

was known as Mumbadevi. Before it was one city, when it was 7 islands connected by creeks.

The Khar Bandra Fishing Village - A 100 yrs old market it still reatins the old world coastal lifestyle, with simple living, relaxed lifestyle and not many modern amenities.

The work division is pretty clear. Men go fishing overnight and the women handle the cleaning & selling of the catch the next morning. Women are the driving force behind this retail format.

The Service & the F&B industry sources all it’s seafood requirements here in bulk orders.

Products- Fish Oysters Lobsters & Crabs

Format – ‘Mandi’ Wholesale Format

Customer Profile – Lower Segment Middle Segment

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A Comparison of a Retail Brand

Delhi v/s Mumbai

Bombay Dyeing

Brand Comparison – Bombay Dyeing

Intro-

Bombay Dyeing is one of India's largest producers of textiles. Bombay Dyeing (full name: The Bombay Dyeing & Mfg. Co. Ltd., established 1879) is the flagship company of the Wadia Group, engaged mainly into the business of Textiles. Its current chairman is Nusli Wadia. The daily production at Bombay Dyeing exceeds 300,000 meters of fabrics and it has a distribution chain consisting of 600 plus exclusive shops spread all over the country.

Bombay Dyeing, exports to advanced countries such as USA, countries in European Union, Australia and New Zealand, and its sales turnover is more or less equally divided between National and International markets. Apart from the textiles, Bombay Dyeing also deals in the chemicals.

Bombay Dyeing is part of the Wadia Group, which is more than 250 years old. , Bombay Dyeing was founded in a humble redbrick shed. Since then, Bombay Dyeing has grown into one of India's largest producer of textiles. The company also diversified and pioneered the manufacturing of various chemicals. The company sponsors many events, including Bombay Dyeing Gladrags Mrs. India contest.

Brand Comparison – Bombay Dyeing

Mumbai(Bombay Mill

Compound, Lower Parel)

Delhi(South Ex Part 2)

Mumbai Delhi

Brand Comparison – Bombay Dyeing

Parameters Mumbai Delhi

Store Type Flagship storeStand Alone

Chain StoreStand Alone

Location Bombay Mill Compound, Lower Parel South Ex Part 2

No. of Storeys 3 1

Collection / Stock

Full collections & Extensive Stock Limited Collection & Stock

Facade Full glazed façade on every floor with window displays

Limited façade on single floor with one window display

Ambience Luxury with an old world charm Modern Practicality

Signage Huge signage atop the building to announce there presence to the city

Signage only above the store

V.M Practices The collections throughout the store are displayed as mini home setups on the lines of living spaces, bedroom theme, bathroom themes etc.

The window is displayed on a bedroom theme but rest of the display is along the side walls on shelving & gondolas.

Consumer Behavior

Loyal clientele coming here for generationsBelieve in quality & are discerning

Believe in brands & are more status concious

A Retail format exclusive to Mumbai‘The Dabbawalas’

5000 Dabbawalas200,000 Dabbas

Six Sigma CertifiedISO Certified

Mostly IlliterateLecture MBAs

‘The Dabbawalas’

~ Introduction ~

A ‘Dabbawala’ (one who carries the box), sometimes spelled ‘Dabbawalla’ or ‘Dabbewallah’, is a person in the Indian city of Mumbai whose job is to carry and deliver freshly made food from home in lunch boxes to office workers.

The ‘Dabbawala’ originated when India was under British rule: many Indian people who worked in British companies disliked the British food served by the companies, so a service was set up to bring lunch to them in their workplace straight from their home. Nowadays, Indian businessmen are the main customers for the dabbawalas, and the service often includes cooking as well as delivery.

‘The Dabbewalas’~ History ~Started in : 1880Registered in : 1956, as a charitable trust

~ Statistics ~Employee Strength : 5000Number of Tiffin's : 2,00,000 Tiffin Boxes i.e. 4,00,000 transactions every day!!!Time taken : 3 hrsTotal area coverage : 60 Km.Cost of service : Rs. 200 p.m. ($ 4.00)Earnings : Rs. 5000 - 6000 p.m.Turnover approx. : 200,000*200=400,000,00 p.m. i.e. 48 crore p.a.Avg. Literacy Rate : 8th Grade SchoolingPerformance : Six Sigma (99.999999)Technological Backup : Nil.Pricing :Standard for all (Weight, Distance, Space) “No strike” record as each one a share holder !!!

Approach

LOW OPERATIONAL COSTS BARE MINIMUM CAPITAL INVESTMENTS SERVE THE CUSTOMER – ‘THE MAHARAJA’ COMPLEXITY OPPOSES COMPLIANCE NEVER DEVIATE FROM CORE COMPETENCY NO DEPENDENCE ON TECHNOLOGY SIMPLE HEIRARCHY & FLAT ORGANIZATION CO-OPERATION INSIDE, COMPETITION OUTSIDE EXTRAS FOR FAULT TOLERANCE

The Coding System

Initial coding system used coloured threads, utilizing refuse cotton, to mark the 7 islands of Mumbai.

These days coloured markers with a system of Alphabet & Numeral coding is used.

E.g.:VLP : Vile Parle (Suburb in Mumbai)

9E12 : Code for Dabbawallas at Destination E : Express Towers (Bldg. Name)

12 : Floor No.

E : Code for Dabbawallas At Residential station.

3 : Code for Destination station (E.g.. Nariman Point)

Some Examples

Modus Operandi

Follow a tight schedule, with clockwork precision.

10:30-11:00 am : The Collection @ Homes The Sorting @ Stations

11:00-11:30 am : The Journey @ Local Trains

11:30-12:30 am : The Unloading & Sorting @ Stations The Delivery @ Offices

12:30-1:30 am : ~ ~ Lunch ~ ~

1:30-2:00 am : The Collection Process

2:00-2:30 am : The Segregation @ Station compound

2:45-3:30 am : The Return Journey @ Local trains

3:30-4:00 am : The Final Sorting & Dispatch

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Thank you