1.00 pm – a horde of people troupe to the ground level for their dabbas dropped of by the dabbawala..
that day was no different except that there was an addition to the menu.
all the dabbas had a sample sachet of the new flavour of ENO – the antacid powder. this was accompanied by a small pamphlet with info about the new flavour and its fast relief action.
this mode of direct marketing seemed so simple yet ingenious.
for a product like Eno, this comes across as the ideal medium for getting to the consumer at the moment of need and thus establishing its message and recall value…
with a Six Sigma Quality Certification endorsed by Forbes magazine, a fan club that includes Prince Charles and Richard Branson , the Mumbai Dabbawalas are a standard by themselves and with initiatives like this, they are fast rising up the marketing ranks as well
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