MUMBAI: Reliance Money, the financial services and products distribution company of Reliance Anil Dhirubhai Ambani Group, has latched on to a marketing innovation. The firm has roped in the Six Sigma perfected dabbawalas to get an edge in their run-up to the Reliance Power IPO, among a host of other tradeable financial services. The dabba which arrives on the dot at most office desks with home-cooked food, will have other steaming offers in a bulging paper envelope. Apart from the full bouquet of mutual funds, insurance products and money transfer services, Reliance Money expects to push demat accounts, and IPO application forms through this channel, beginning with the Reliance Power application forms.
The dabbawalas will not only carry Reliance Money’s messages across the city, they will even pick up requests and completed forms from customers back to the company.
Economictimes
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