Zee Live, Living Foodz partners with Mumbai Dabbawala Association for LF 91

Zee Live and Living Foodz today announced their partnership with the Mumbai Dabbawalla Association in an attempt to spread the word about the upcoming heritage food festival, LF 91 which will be held on 9^th and 10^th March 2019 at the Turf Club, Mumbai.

LF 91 is an endeavour to bring regional heritage food to the urban heartlands. In its first edition, LF 91 brings the South of India to Mumbai. Hundreds of authentic dishes from the deep corners of Andhra Pradesh, Kerala, Karnataka and Tamil Nadu will make their way to the maximum city of Mumbai. The festival will have food prepared by celebrity chefs like Shipra Khanna and Rakesh Raghunathan, outlets, street food specialists and generations of authentic South Indian destinations plated in 4 state zones at the Turf Club in Mumbai.

As a part of the association, the dabbawallas reached out to 50,000 potential visitors who would attend LF 91 in Mumbai. Each dabba carried a tag with brief information about the festival along with discount voucher. The activity was targeted towards corporates across South Bombay.

Talking about the association, Mr. Swaroop Banerjee (COO, Zee Live) said, “It gives us immense pleasure to be associated with the Dabbawalla Association. Dabbawallas have been an integral part of Mumbai and its working population. They are undoubtedly the best people to directly reach out to households and create awareness. We are assured to receive some great results through this association.”

Speaking on this development, Mr. Ulhas Muke, President of the Dabbawalla Association said, “This is a very exciting new chapter, and we are glad to be partnering with Zee Live. We deliver happiness of a simple home cooked meal through our dabbas every day. Associating with Zee Live for LF 91 was a natural extension as the event promotes heritage food from South India.”

Dabbawalas, a profession established 125 years ago, is an integral part of the city’s cultural fabric. Over the years, the dabbawallas have earned a reputation for their meticulous operations, integrity and honesty. There are about 5000 dabbawalas in Mumbai who travel over 60 to 70 km daily to deliver over 200,000 lunchboxes across Mumbai daily.