umbai is home to roughly 15 million people, and accounts for almost one third of India�s GNP. A popular saying in the city is, �If the local train is the lifeline of Mumbai, then the dabbawallahs are the foodline.�

Last month, Radio Mirchi, which is trying to do more of city-centric programming in Mumbai, joined the gang of dabbawallahs for four days to promote its breakfast show, Hello Mumbai (which is aired from Monday to Saturday from 7.00 am to 11.00 am). "To promote our city-centric show we needed a city-centric medium. The promotional activity was specifically aimed at office-goers, to create a buzz around them, which would eventually result in word of mouth publicity and subsequently an increase in the number of listeners. For this, there is no better and cost efficient way than to use the famous dabbawallah network in Mumbai," says Sameer Soni, station director, Radio Mirchi, Mumbai. ... more