Food is an intergral part of every Mumbaite’s life. The mumbai Dabbawallas represent the unique flavour of the city and are custodians of trust. The objective of caring for the Mumbaite’s heart, which beats in a concrete jungle, required a personal touch. Hence, the brand deployed this sturdy network of individuals who literally feed the frantic pace of Mumbai.

Generated word of mouth & served as an excellent PR exercise as it got reported across news channels.Dabbawalla’s were a never before used medium to convey a brand message.Its one of the initiatives that provoked 25000 people to sign the pledge & enter Limca Book of Records.