Perfetti Van Melle India, a confectionery company has tied-up with the ‘Dabbawalas’ of Mumbai to distribute its newly launched‘Mangofillz’ candy with each tiffin in Mumbai. Perfetti will distribute 2 lakhs of‘Mangofillz’ thus reaching a massive consumer base.
The Dabbawalas collect tiffin boxes (called Dabbas) from the residence of the working people and deliver it to their officer during the lunch timings. Although this job seems simple but what is amazing is that most of Dabbawalas are illiterate and yet they are able to deliver food to people at the right time and to the right person using a simple colour coding system without using any modern technology or computer systems.
Aashish Kapoor, group product manager, Perfetti Van Melle said, “The amazing network of Dabbawalas appealed us as it gelled well with our plan of reaching to the customers and making them experience the tantalizing flavour of Mangofillz.”
Image Credit: gadling.com
