If you live and work in Mumbai, you have heard of Vichare couriers, and most likely, used them. You may have sent couriers, received them, whatever. You just can’t remain in Mumbai and untouched by them. They are like cockroaches - everywhere - but in a nice way.
I had always thought of Vichare couriers in a certain way. I had this mental image - middle class Maharashtrian. The surname for one, the tendency to have tiny, dingy offices in literally any place possible to put a table and a chair or two, unsophisticated, vernacular staff, an overall image of lack of polish. It is true. They are like that.
However, like many Maharashtrian “greats” these humble impressions hide a greatness many of us can’t begin to imagine.
Now that I am thinking of their greatness angle, I think of the famous dabbawallas of Mumbai - illiterate, low paid bunch of people making a living delivering lunches. But together, they may not provide style, but a blinding efficiency management colleges study.
Vichare couriers are like that in some ways. Their service is the cheapest around. Their offices are outnumbered perhaps only by local paan walas. Literally every area has an office, and no matter where you are, picking up a package is something they will happily hop across to do.
Their offices may be dingy, but you rarely need to go to them - their people come and make pickups easily. Their people may not speak English well, they may not wear really smart uniforms, and look westernized, but really, do they need to, as long as the courier reaches on time? And it does. They deliver. They are incredibly efficient for people who seem so “dumb”.
I came across their website today, and discovered a new side to Vichare couriers. Their website is “posh” - “polished” and as always, efficient. The typical middle class humility shines through all that even then. Service first - and you have an array of services, idiot-proof and really easy “nearest office locator” and also a way to simply book a pick up online.
After “service first” comes “responsibilities first” - there is a lovely section - totally unprofessionally personal - if we speak of polished images, but touching none the less. We have activities of employees, their sports teams, investment improvements, swelling numbers, praise, pictures from felicitations….. The feeling of involvement is so strong, that I felt tempted to be one of them.
And guess what? There was a section on”investment opportunities” if you have some space to spare - enough for a table and couple of chairs for a “point of contact” to be developed. It would be a tiny investment, and I’m willing to bet that it would be one of the most secure places to put your money. These guys aren’t ever planning to sink.
Uh, after that comes…….? I know as a matter of fact that these guys have won some major awards, achieved phenomenal growth over a very short time, and so on. If there is any very justified bragging, I couldn’t find it easily. That “middle-class Maharashtrian” humility to the point of invisibility is also present.
So there, folks, here is a lesson in presentation - do your job, and the impression follows. Another lesson in being inclusive - roam around on the site, and I bet you want to go back for its utility, information and sheer inclusive “feeling of belonging”. And another huge lesson in being yourself - your staff is mainly vernacular, so what. You can do your job, and you do it so well, you beat all competition hands down.
Way to go folks!
