Dabbawalas to market Reliance Power IPO
MUMBAI: Reliance Money, the financial services and products distribution company of Reliance Anil Dhirubhai Ambani Group, has latched on to a marketing innovation. The firm has roped in the Six Sigma perfected dabbawalas to get an edge in their run-up to the Reliance Power IPO, among a host of other tradeable financial services. The dabba which arrives on the dot at most office desks with home-cooked food, will have other steaming offers in a bulging paper envelope. Apart from the full bouquet of mutual funds, insurance products and money transfer services, Reliance Money expects to push demat accounts, and IPO application forms through this channel, beginning with the Reliance Power application forms. The dabbawalas will not only carry Reliance Money’s messages across the city, they will even pick up requests and completed forms from customers back to the company.
“Its a dedicated two-way communications channel,” says Sudip Bandyopadhyay, director of Reliance Money. “The idea is to reach out to a maximum number of retail investors.” According to recent estimates, the dabbawalas move around 1.6 lakh lunch boxes everyday across the length and breath of Mumbai, with a workforce of around 5,000.
The alliance ensures that Reliance Money gets access to the most sought after segment of 24-60 year old professionals in the city, “each of who is individualistic enough to insist on fresh, hot home food every day. Reaching out directly to this segment makes more marketing sense than acquiring impersonal mailing lists,” says the director.
Given that some parts of this segment may not qualify as traditional equity investors, putting across a customised value proposition for each individual is an added bonus. According to reports, though the average dabbawala has no formal education beyond class eight on an average, their work practices draw upon a 120-year old logistics system. That means the familiar workforce on Mumbai streets – for whom even the unruly Mumbai traffic stops to let pass – misses no more than one delivery in every 10 million.
Though the deal with the dabbawalas is to be an event-based deal, Reliance Money is also looking at alternate channels to sell its services. It has also tied up with coffee chain Barista, where each outlet has a trading kiosk. Many travel agencies (like Kuoni) as well as courier offices (like DTDC) too will distribute the company’s financial products.
Reliance Money is the electronic transaction platform associated with Reliance Capital, a private sector financial services companies.