Dutch-Italian confectioner Perfetti Van Melle has developed an innovative way of distributing 200,000 samples of its Mangofillz confectionery in Mumbai: hiring traditional lunch deliverers – the famous ‘Dabbawalas’ – to hand them out.
Nikhil Sharma, Perfetti India’s senior controller, marketing, said: “Dabbawalas pretty much play the role of the shopkeepers. We made a tie-up with their association, and have the samples of our new product distributed through their network against a particular fee.”
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The Dabbawalas collect ‘tiffin’ (lunch) boxes (called Dabbas) from the residences of Mumbai commuters and deliver them to their offices during the lunchtime. Under the deal with Perfetti, they will also open these boxes and place confectionery samples inside.
Sharma told just-food: “The people whom we reach though this sampling exercise are not easily reachable and this is cost effective as well.”
The company has been advertising Mangofillz on children’s television channels but commuters do not watch these slots. Sharma said office-goers are also taking the samples home for family and friends.
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By GlobalData
