MUMBAI GRAHAK PANCHAYAT’S
UNIQUE DISTRIBUTION SYSTEM
A ROLE - MODEL FOR SUSTAINABLE LIFESTYLE
Mumbai Grahak Panchayat (MGP), the Mumbai based largest registered voluntary
consumer organization in India, has developed an innovative & unique model of
distribution of grocery, based on Collective Buying
and door-step delivery
through Buying Groups. This model operating for last 35 years has stood the test
of time and can be emulated as a role model for sustainable lifestyle of consumers.
In fact, the Norwegian Environment Ministry, presented this model in their
documentary “Mission Possible” before Commission on Sustainable Development
(CSD) in New York in 1999.
Interestingly, this model is being operated by
volunteers of MGP on “No Loss, No Profit” basis and majority of volunteers being
housewives from middle class families.
REDUCED FUEL CONSUMPTION, REDUCED CARBON EMISSION & REDUCED
ENVIRONMENTAL POLLUTION: MGP’s unique distribution system, by its very
nature, has been saving fuel every day, every month and every year. Let us look at
the following figures:
In Mumbai alone, MGP caters to 1450 buying groups comprising of 16,700 families.
For this purpose the tempos travel 8750 kilo meters per month. If this Distribution
System was not available, then these 16,700 families would be required to go to
market place to buy their grocery needs at least twice a month. The distance that
they would be required to travel would be at least 2 kilo meters per return trip,
making it at least 4 kilo meters per family per month. Thus it would entail
transportation of 66,800 kms ( 16,700 families X 4 kms). However, MGP’s unique
distribution system incurs only 8750 kilo meters transportation. It means a direct
elimination of 58,050 kms transportation (66,800 kms – 8750 kms) and saving of
10, 000 litres of fuel (diesel) per month. Imagine the saving of fuel and consequent
saving of carbon emission and reduction in environmental pollution every
day, every month, and month after month and year after year! This is perhaps
the single largest contributory factor of this model towards the sustainable lifestyle
of consumers
ELIMINATION OF PLASTIC: MGP has been using cloth bags for packing wheat, rice
and sugar which is being supplied to its more than 26,000 families every month.
These cloth bags are being re-used over and over again. If these 3 commonly
consumed commodities were to be packed in plastic bags it would have generated a
demand of 55,000 plastic bags per month or 5,40,000 plastic bags per year.
Considering that 35 plastic bags use 1 kg of plastic, 55,000 plastic bags would have
used 1571 kgs of plastic per month or 18,857 kgs of plastic per year. Use of cloth
bags for supplying wheat, rice and sugar in MGP’s unique distribution system
thus effectively eliminates 1571 kgs of plastic every month or 18,857 kgs of
plastic per year. The cloth bags used in the system are re-used normally for 18
months. This contribution of MGP of re-using cloth bags is also quite significant in
developing s sustainable life style of consumers.
Usage of cloth bags has now become a life style for MGP’s more than 26,000 families.
No wonder, these families will often be found in market place not only carrying
cloth bags for their other purchases but be also seen telling other co-purchasers to
desist from using plastic bags and explaining benefits of using cloth bags.
MGP’s mission to reduce plastic does not end here. MGP has been organizing annual
Consumer Plaza for the benefit of not only its members but also the general public in
the society. This Plaza brings producers / wholesalers and consumers face to face.
This annual consumer plaza has become very popular event in Mumbai. MGP’s
Consumer Plaza provides platform for small entrepreneurs and producers. Even
social organizations doing noble work for cancer patients or leprosy patients are
also given opportunities to sell their products at this Plaza. Goods for these plazas
are selected meticulously and the prices are negotiated by the committee to give
better value for money. Naturally thousands of consumers throng to these MGP’s
Consumer Plazas held at four important locations for their annual purchases. MGP
has totally banished Plastic from these Consumer Plazas and make available
special non-woven fabric shoppy bags at reasonable rates. These specially
made bags
also prominently display eloquent messages for Sustainable
Lifestyle and Environment Protection. No wonder, the response of consumers
to these Shoppy Bags is spontaneous and overwhelming.
MGP firmly believes in sustainable consumption and hence promotes sustainable
lifestyle of consumers through its distribution system. The entire system is based on
the philosophy of:

Growth in production

Equity in distribution

Restrain in consumption
It deserves a special mention that MGP has been propagating the philosophy of
“Restrain on Consumption” since 1975 when there was not even a murmur about
the Sustainable Consumption at Global level. The concept of “Sustainable
Consumption” is a modified version of “Restrain on Consumption”. MGP thus
rightly deserves to be recognized as one of the pioneers promoting the
concept of Sustainable Consumption since 1975.
MGP did not stop at preaching and propagating the philosophy of “Restrain on
Consumption”, but in fact, practiced it through its distribution system by taking
several small but concrete steps which contributed to sustainable consumption and
sustainable lifestyle. Let us take a look at a couple of example:
CHEMICAL-FREE JAGGERY: Even while selecting the products in this distribution
system, care is taken to avoid chemically hazardous products and ensure more
environment-friendly
products. Consumers, usually prefer jaggery with bright
golden yellow color, which is chemically treated. However MGP has been supplying
not-so-attractive dark brown coloured jaggery without any chemicals. Although
there was initial resistance for such jaggery, MGP succeeded in educating and
convincing its large membership about the use of such non-chemically treated
jiggery. Thus, by reducing the demand of chemically treated jaggery
substantially, MGP has also, in a small way, adversely impacted chemically
treated jaggery production and production process
and successfully
promoted chemical-free jaggery.
ENCOURAGEMENT FOR ENVIRONMENT-FRIENDLY PRODUCTION: Tungi - The
producer of pickles and jams - provides another interesting and environmentfriendly example. The producer of these products observed that the tribals living in
forest areas indulge in tree felling and wood cutting to earn their livelihood and
thereby damage or destroy the environment. He therefore motivated them to pluck
the fruits from these forest trees and started making jams, jellies and pickles which
offered them handsome earnings. MGP, conscious of the environmental aspect
and sustainable consumption, offered its large membership Tungi products
made by these tribals and thus substantially promoted Tungi products in its
distribution system and helped sustain a producer who was trying to sustain
the environment.
DISCOURAGES WASTEFUL PACKAGING: Because of large-scale purchase, MGP has
been able to influence even the packing of the products. In the case of number of
products, MGP has prevailed upon the producers to do away with fancy packing.
Girnar Tea is an example to quote. Similarly shampoo bottles, which are commonly
found in fancy, attractive shapes and sizes have been done away with. Shampoos
are provided in simple bottles for MGP members. As a result, MGP could offer a 500
ml bottle to its members for Rs. 25 as against a 100 ml fancy commercial shampoo
costing Rs. 18. MGP also prevailed upon elimination of plastic bags
handkerchiefs.
Thus, to sum up, we can only say that:
LET US ACCEPT IT
THE GLOBAL WARMING MAY BE
“THE INCONVENIENT TRUTH”
BUT THE CONVENIENT WAY OUT IS
MGP’S UNIQUE DISTRIBUTION SYSTEM
WE HAVE DONE IT.
WE ARE DOING IT FOR LAST 35 YEARS
YOU CAN ALSO DO IT.
LET’S DO IT TOGETHER
NOT ONLY FOR THE BENEFIT OF CONSUMERS,
BUT ALSO FOR THE BENEFIT OF THE SOCIETY
FOR THE BENEFIT OF THE PLANET EARTH
&
for
FOR THE BENEFIT OF OUR FUTURE GENERATIONS.
LET US MAKE SUSTAINABLE CONSUMPTION
OUR LIFESTYLE
Contact: Shirish Deshpande,
Chairman, Mumbai Grahak Panchayat (MGP)
Grahak Bhavan, Sant Dnyaneshwar Marg,
JVPD Scheme, Vile Parle (West), Mumbai 400 056
India. Tel : 91 22 2628 1832/ 1839 email: mgpanchayat@yahoo.com