LIME 8 case Study Daily Dump

CASE STUDY

NITIE - MUMBAI • DAILY DUMP

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/UCTpFpwTJJPiMJJqgN1ZLlUA. 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: 1. We are physically available in 12 cities/areas - Bangalore, Delhi-NCR, Chennai, Mumbai, Pune, Goa, Mangalore, Coimbatore, Hyderabad, Bhopal, Agra, Kolkata and Jharkhand 2. 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 3. Our website supplies the accessories all over India but composters are only available in select cities 4. 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 5. 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 6. 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

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: 1. The apathy to taking personal action to reduce the waste issue in their homes and communities.

2. 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: 3. 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.

4. Should we introduce a low cost plastic product to thwart competition? If so, then how should we position this plastic range of products?

5. 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@gmail.com

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