Why is this work relevant for Direct?

The 130-year-old world-renowned Mumbai Dabbawala community that had been serving on-time lunch to Mumbaikars for decades was facing an existential crisis during the second Covid wave as they had been out of business for the second time in less than a year. ITC Estore stepped forward to support the community with its BASKET OF CARE initiative and delivered 3000+ baskets of ration (with one month of supplies) to the Dabbawala families right at their doorsteps. A film depicting the deplorable situation of Dabbawalas urged their daily customers to extend support to make the initiative even bigger.

Background

Mumbai Dabbawalas are globally known for their operational efficiency and are a case study at the Harvard Business School. A “dabba” means lunch box, and the Dabbawala is one who delivers the lunch box from home to office. However, Covid19 and prolonged lockdowns wreaked havoc to their business and they were struggling to provide meals to their own families. They needed immediate help. ITC always wanted to create an initiative where consumers can also be a part of a unique community support initiative. So it stepped forward to support the community with its BASKET OF CARE initiative and delivered 3000+ baskets of ration (with one month of supplies) to the Dabbawala families right at their doorsteps. It was not just monthly supplies but hope to them. The basket included staples, toiletries, sanitary napkins, and other household items. ITC brought in the daily customers of Dabbawalas to make the initiative bigger.

Describe the creative idea (30% of vote)

ITC decided to support the struggling Mumbai Dabbawalas community during the second Covid wave. It partnered with Akshay Patra Foundation and provided them with a month’s supply of daily essentials. The teams identified the community’s residential clusters in Mumbai and delivered the goodies to each family. ITC teams created BASKET OF CARE, which included grocery items for a month that would provide a nutritious meal to a family of 5. The basket included staples, beverages, personal care, noodles, biscuits, and matches from brands like Aashirvaad, Sunfeast, B-Natural, Savalon, Yipee. ITC e-store also created a docu-film that narrated the ordeal of the Dabbawala community to urge their daily customers to help them. Each Dabbawala wrote a personalised message to its customers and circulated the film via WhatsApp to make the initiative even bigger. Total support of 3082 baskets was delivered that valued at Rs 4.4 million.

Describe the strategy (20% of vote)

ITC undertook quick research of the communities that were affected during the pandemic and decided to support Mumbai Dabbawalas because they had been playing a vital role in feeding Mumbaikars for decades. It identified the residential clusters of the community with support from Mumbai Dabbawala Association and mapped 3000+ families that needed help. ITC teams crafted the BASKET OF CARE that included grocery items such as staples, beverages, personal care, noodles, biscuits and matches. The basket included products from brands like Aashirvaad, Sunfeast, B-Natural, Savalon, Yipee. ITC Estore had ready logistics and delivery mechanisms that were leveraged to deliver the goods to the families within a span of a few weeks. A docu-fiction video narrating the plight of Dabbawalas targeted their customers. Each Dabbawala further wrote a personalised letter to their customers requesting for help. The CTA worked as help started pouring in large numbers.

Describe the execution (20% of vote)

ITC e-store associated with Akshay Patra Foundation and identified Dabbawala community that needed help. They created a BASKET OF CARE that included grocery items for a month such as staples, beverages, personal care, noodles, biscuits and matches. The basket included products from brands like Aashirvaad, Sunfeast, B-Natural, Savalon, Yipee. It then associated with Mumbai Dabbawala Association to identify the residential clusters of this community - Dadar, Mulund, Ulhasnagar & Ghatkopar. Over 3000+ families were helped. Each basket valued Rs 1400 and total support of Rs 4.4 million was extended. ITC also created a docu-film that narrated the ordeal of Dabbawala community. Each Dabbawala shared the film to his customers (approx 2 lakh people) on WhatsApp inviting contributions and help started pouring in. 50% of the overall donations came from the routine customers of Dabbawalas. A dedicated webpage was created for Conscious citizens who wished to contribute to the community.

List the results (30% of vote)

- 0.2 million Dabbawala customers were engaged - 0.9 million views for the film on YouTube - INR 4.4 million donation raised - Wide Press Coverage with PR Value of 77,37,596 gained - 3000+ Dabbawala families received the Care Basket - Overall a Massive uplift ITC brand imagery - Hope restored in Dabbawala community. - 50%+ Dabbawala customers extended help to the community

Please tell us how the brand purpose inspired the work

The pandemic period, spanning over a year, has seen many gallant and empathetic instances of communities coming ahead to support each other during one of the most challenging phases of human history. ITC has a lot of initiatives but it wanted to create an initiative where consumers can also be a part of a unique community support initiative. It aimed to do service to the Dabbawala community and was finally able to help their families by delivering hope to their doorsteps. Over 3000+ families were supported by ITC teams during one of the worst crises of history.