Mumbai: Mumbai's famed dabbawalas (tiffin carrier), who once shook hands with British heir Prince Charles, are now embracing a new friend - telecom major Airtel.
The highly efficient deliverers of the city's lunch tiffins, will now also supply Airtel's pre-paid cards, new connections and bundled handsets at doorsteps of households they visit.
"This is a one-of-a-kind initiative tapped by Airtel for deeper penetration in the market," Airtel CEO Manu Talwar was quoted by PTI.
Famed for their reputation of delivering steaming hot food on time across India’s commercial Capital, the acclaimed dabbawalas were recently declared a Six Sigma organisation for their near-perfect delivery system.
"Airtel has partnered with Nutan Mumbai Tiffin Box Suppliers to sell its prepaid cards, new connections and bundled handsets", he said.
"The company is all set to leverage the large distribution network of dabbawalas to reach out to a larger consumer base," he said.
So why dabbawalas? "They are known for their honest, down-to-earth and gentlemanly nature," said Talwar.
The long-standing deliverymen have a reach of about two-lakh household and 70 local stations today.
With PTI inputs
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