Star Plus commemorates the spirit of Mumbai dabbawalas

By afaqs! news bureau , afaqs!, Mumbai | In Media Publishing | February 05, 2015
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As a promotional initiative for its show 'MasterChef India', the channel, along with celebrity chef Sanjeev Kapoor, served a "delicious" treat to the dabbawalas on January 26.

Star Plus organised an elaborate lunch for Mumbai dabbawalas on January 26, in order to celebrate their spirit. The idea was to give them recognition for their services in delivering with precision, freshly made food to customers across the maximum city. This initiative was a testimony to the efforts put in by these dabbawalas to ensure that the food cooked in the kitchen reaches the hands of the people of this metropolitan city on time, served warm.

The channel recently launched the fourth edition of its competitive cooking show 'MasterChef India', based on the original British 'MasterChef'. Chef Sanjeev Kapoor and Team MasterChef India served a "delicious" treat to Mumbai's dabbawalas as a token of their appreciation. The same has been captured and shared with fans through a short video.

Sanjeev Kapoor with Dabbawalas of Mumbai on the day of MasterChef India 4 launch

This is not the first time that a brand has taken an initiative to honour Mumbai dabbawalas. Last year, Nestlé India, a brand that believes 'Good Food' equals 'Good Life', had launched a campaign to reach out to people with the message 'Share Your Goodness'. The brand showed its appreciation for these professionals who deliver hot, home-made food to Mumbaikars every day, on time. Each of the 5,000 dabbawallas was given a 'Goodness Box' filled with Nestlé products.

At the same time, there have been brands that have leveraged the popularity of dabbawalas to promote their products. It may be recalled that, in 2010, Perfetti Van Melle India distributed its liquid-filled, mango-flavoured candy, Mangofillz with each dabba sent out. In 2013, Reckitt Benckiser's Dettol partnered with Mumbai dabbawalas to reach out to more than 10,000 homes in the city, spreading awareness on kitchen hygiene. The brand had put a small packet of Dettol kitchen gel in each box (dabba) while it was delivered back to the housewives, who found the packet once they opened the box, drawing their attention to cleanliness.

Kapoor, who is also the judge of 'MasterChef India-4', conferred the title of 'Pyaar Ke Postmen' upon the Mumbai dabbawalas and redefined the role played by them in the food industry.

Admiring the dabbawalas, he said, "Star Plus is the pioneer in bringing food on the forefront of Indian television, and I am extremely happy with the initiative that Star Plus took in acknowledging the dabbawalas for rendering a valuable service to the society. I only make food, but the other part of my job is done by these dabbawalas who make our food reach the mouths of the people. Dabbawalas are not just the carriers of food, but also do the task of spreading joy and smiles. They are the ones who add true value to the food we cook. These dabbawalas are the backbone of the population of Mumbai and may they continue to be for a lifetime. Star Plus and the MasterChef India team salute their undying spirit and hard work".

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