India

摘要

Coca-Cola India has joined hands with Mumbai dabbawallas to encourage customers to sample its orange juice drink, Minute Maid Pulpy Orange. Dabbawallas, or lunch box boys, are a fixture in Mumbai (Bombay). With uncanny precision they deliver hundreds of thousand of lunches each day. Each lunch is cooked at an office worker's home and then correctly carried to the proper desk at their office at their precise lunch time. It is a logistical achievement beyond FedEx. The system is very low tech: aluminium containers, each with a simple code on the lid; racks to hold the containers; and barefoot boys with good memories. Reputedly the error rate for wrong delivery is only I in 6 million.