Flipkart, often referred to as the “Indian Amazon” has joined forces with Mumbai’s 5,000 lunchbox deliverymen in their distribution chain.
Dabbawalas are famous for collecting hot lunches from customer’s homes and delivering them to 130,000 offices and schools throughout the city every day on trademark overloaded bicycles. A complex system of coding the products mean the Dabbawalas are renowned for only making one error in every six million deliveries.
"The dabbawalas of Mumbai are one of the most reliable and trusted brands in the city. Their unique delivery system has been smooth, reliable and has survived the test of time - even under extreme conditions," said Neeraj Aggarwal, Flipkart's senior director for last mile delivery.
Launched in 2007, Flipkart now has 30 million registered users and has attracted billions of dollars of investment.
Online retail has boomed in India and is predicted to be worth £10bn by 2018. Amazon itself has invested approximately $2 billion into its Indian operations in recent times to capitalize on this growth.
