The world’s largest kiwi fruit marketer, Zespri International has tied up with Mumbai’s Dabbawalas for sampling and selling a new variant of the fruit in the Indian market – The Zespri SunGold Kiwifruit, the company said.
The New Zealand based company said the dabbawalas would deliver the fruit to about 5,000 households between Bandra to Andheri areas in Mumbai. A complimentary Zespri SunGold Kiwifruit along with a spife, a simple device combining a spoon and a knife in order to cut, scoop and enjoy the kiwifruit will be delivered to all these households.
“Dabbawalas interact with the consumers on a daily basis and are known for their phenomenal organisational skills. Thus we are excited to launch this pilot project to deliver the best kiwifruit in the market to the doorsteps of the consumers in Mumbai. We look forward to working very closely with the Mumbai dabbawalas,” Ritesh Bhimani, country head, Zespri International said in a release.
Dabbawallas have been delivering lunch boxes of hot food to workers in Mumbai for 120 years. The delivery men bring hundreds of thousands of homemade meals to office workers without the aid of technology, is estimated to have an error rate of one in six million.
Zespri International has decided to foray into this venture to induce trials and consequently add another channel for consumers to purchase the product directly via the Mumbai dabbawalas, the company added.
Before Zespri, two Indian e-commerce platforms — Flipkart and food aggregator Swiggy — had taken help fromthe iconic Dabbawalas of Mumbai to improve their last mile delivery capabilities.
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