LIME 8 case Study Daily Dump

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CASE STUDY
NITIE - MUMBAI DAILY DUMP
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DAILY DUMP CASE STUDY

• About Daily Dump
• You want a clean India. We want a clean India.
  At Daily Dump, we believe that for this to
  happen, Indians must change their perception and
  behaviours - around waste.
• Daily Dump began in 2006 when it was unthinkable
  to do composting at home. Ours is a design led
  company where we use design to help imagine
  alternative scenarios that can help change
  behaviour related to waste management.
• We are a pioneer in designing and building
  products and services for decentralised waste
  management in homes, communities, offices and
  public spaces. Our range of segregation products,
  composters, books, services and more reflect our
  mission to enable everyone to participate in
  cleaning up India. Our customers come to us for
  our thought leadership and innovative designs.
  Lime case study competition have doubled our
  revenues 9 years out of 10 and now we cater to
  30,000 and more families all over India.
• How it Works
• Once the waste is generated at home the first
  step is to segregate. We educate people on how to
  segregate waste at their homes and also to find
  ways of recycling them either at home or through
  local kabadiwalas, agencies etc.
• Once the waste is segregated, it has been
  observed that 60 of the waste generated in a
  normal household is organic. Daily Dump's unique
  Composter is the ideal solution for such organic
  waste and can be handled at an individual level
  which reduces the burden from the government as
  the waste is kept out of landfills.
• This wet waste (mainly from kitchens) when put
  into our product gives you the end result of
  nutrient rich compost which nourishes your soil
  and saves 60 of household waste from going to
  the landfills. We have a number of products to
  manage the wet waste and you can find the link
  of the videos explaining it at
  https//www.youtube.com/channel/UCTpFpwTJJPiMJJqgN
  1ZLlUA.
• This also helps to recycle Dry Waste in a better
  manner, since it gets separated from our kitchen
  waste.
• Most of the products developed by Daily Dump is
  made out of terracota. The fact that terracotta
  is organic in its very nature also plays an
  important role since we do not generate any waste
  even in its making and after it is replaced.
• Daily Dump has helped open the market in this
  area and has brought a professional yet fun
  approach to getting people to think about waste
  as a resource. Our axiom of making waste visible,
  beautiful and doable has established us as a
  design leader. Our commitment to great customer
  service helps us retain and grow our customer
  base. Our range of terracotta home composters is
  made by potter communities and is a way to give
  impetus to this languishing craft and showcase
  the uniqueness of hand-made products.
• Our Current Presence
• We are physically available in 12 cities/areas -
  Bangalore, Delhi-NCR, Chennai, Mumbai, Pune, Goa,
  Mangalore, Coimbatore, Hyderabad, Bhopal, Agra,
  Kolkata and Jharkhand
• We have 73 partners who sell our products and
  spread the word at events, demonstrations and
  other networking platforms. Outlets are
  individuals or organizations who want to partner
  with us and who believe that sustainable choices
  are important. We give incentives based on the
  city market scenario and also support in terms of
  marketing material and social media visibility
• Our website supplies the accessories all over
  India but composters are only available in select
  cities
• We are working on our own website so we are able
  to sell online in cities in which we are
  available. We are also working on selling our
  accessories on Amazon, Flipkart and other
  ecommerce site
• We do events in our premise in Bangaluru to
  promote gardening, craft, healthy food lifestyle
  and other topics, which have a synergy with the
  work we do
• We have 4 Potter Villages who make our composter
  at their village. The transportation of the
  products are done in trucks to particular cities
  where the outlets are present

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DAILY DUMP CASE STUDY

• Marketing and Sales Strategies So Far
• Since composting is about behaviour change, we
  did not have any marketing budget for the first
  10 years and relied solely on word of mouth,
  Facebook and the press coverage that came to use
  because of our pioneering work. The GOI in the
  Swacch Bharat twitter page has promoted our work.
  We have not paid for any press coverage so far.
• This year we did 2 radio ads in Bangalore and did
  not find any positive sales being generated
  through it.
• Problems We Have Faced So Far
• The apathy to taking personal action to reduce
  the waste issue in their homes and communities.
• The negative connotations of waste hold people
  back from taking action.
• The Objective
• Our objective is to make the Daily Dump way
  (which is about fun, beauty, cleanliness,
  mindfulness) the default choice when dealing
  with the idea of waste.
• Specific Deliverables
• What marketing tools can be used to promote our
  philosophy rather than engaging in a cost fight
  with our competition? It should be aligned to
  the company's values.
• Should we introduce a low cost plastic product to
  thwart competition? If so, then how should we
  position this plastic range of products?
• How do we ensure we retain our consumers/outlets
  so that they become ambassadors and eventual
  evangelists of our philosophy? Are there
  alternative/additional paths to growth?
• Mentor Details
• Raj Shankar
• ichiban.raj_at_gmail.com

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