Reference no: EM132957628
Mirakle Couriers: Driving Social Change
The story of Mirakle Couriers is extremely awe inspiring. Keen to explore and make a mark in the social sphere, Dhruv Lakra, a management graduate from Oxford University, returned to his native country, India. He established a courier company that is unique in itself. His company is run by people with hearing impairment! Dhruv realized that there are hardly any employment opportunities for deaf and mute people. One day, when he was taking a courier delivery, he realized that he did not even exchange a single word with the delivery boy. It was then that he decided to set up a courier company employing only the hearing impaired since employees do not really need to communicate much with customers. This was the birth of Mirakle Couriers. It is important to understand Dhruv Lakra's venture against the sociocultural background of India. Dhruv has set out to challenge the very mindset that disabled people cannot be integrated into the mainstream of the economy. People with disabilities face many challenges in less developed countries. Lack of education and their own inhibitions prevent them from getting jobs. Further, the negative perceptions about disabled people make things worse for them. For deaf people in particular, circumstances have always been very harsh. Being deaf is an invisible disability as there are no obvious physical attributes. Mirakle's initial challenge was to gain a foothold in a fast-expanding industry. There are big players in the courier industry in India with extensive distribution networks that comprise branches, warehouses, IT infrastructure, and human resources across various cities. For Mirakle, the challenge to stand up against this kind of competition was indeed tough. However, Dhruv was determined to set up a profitable company. The intention was to provide opportunities to the deaf and mute, but not be dependent on anyone for resources. The company website clearly states: We are not a charity but a social business. Our business model is based on creating a service-driven profitable enterprise that employs the deaf.
Staffing Challenges
Initially, the key challenge was to staff the organization. It was difficult hiring people. He realized that people with disabilities often have low self-expectations and self-esteem about their own potential to work. In India, disabled people have been over-dependant on their families for even small tasks. As a result, many of them are not even trained in basic life skills such as personal hygiene, dressing and grooming, using public transport, travelling, and observing personal safety. After some research, Dhruv discovered that there were certain voluntary groups for deaf and mute people in the city of Mumbai, where he was planning to set up his enterprise. Through their help, he managed to get a few boys on board. He then got in touch with a few societies and NGOs working with the hearing-impaired and recruited a few people who were willing to work. He also approached schools for the hearing impaired to recruit staff. As business expanded, the need for hiring and training naturally increased. However, as Mirakle's reputation grew, potential candidates started landing up at its office looking for a job. The company hires young deaf men and women from the underprivileged sections and then trains them. Onboarding the hired staff was the next challenge. The deaf and mute face peculiar communication problems that make it extremely difficult to train them. Due to lack of education, many of them could not read or understand even simple sentences. Dhruv himself learnt the Indian Sign Language (ISL) to communicate and train his team. Initially, he accompanied the delivery boys to deliver letters so as to train them and acquaint them with the places and localities in Mumbai. They had to be shown their way around the town. They had to be taught some essential do's and don'ts such as using simple sign language that general people could understand. They were trained in basic etiquette of delivering courier packages and 'interacting' with the customers, most of whom may not realize that they are actually deaf and mute. To overcome many of these problems, the company designed distinct orange colour T-shirts with the words Mirakle Courier written on it. The purpose was to make them visible. Delivery boys were asked to carry identity cards. After joining Mirakle, employees are placed and assigned roles based on their capabilities. Most of the boys are in delivery and field jobs while girls are mainly in back office operations. Dhruv is CEO but he himself delivered letters initially. He is a leader, manager, mentor, and guide. Likewise, others too are ready to take on multiple responsibilities when needed. Everyone works together like a great team. The company conducts reading and writing workshops on a regular basis. The back office girls, who had never used a computer before, were trained to proficiently scan and process delivery reports using computers. Of late, technology is also being used for communication and operational efficiency. Most communication is done via mobile text messaging, emails, and messaging apps such as WhatsApp which are easy to use for the hearing impaired. To help boys locate places, Google maps are also being used now. All the employees have now been provided with access to ATMs by the State Bank of India without telephonic confirmation. The initial months were challenging due to the training required and the need to overcome mindsets and scepticism. It was not easy convincing clients to give business to his firm. People were reluctant as they were scared that the company did not have adequate capabilities to handle courier and that their documents or parcels would get lost. However, as clients noticed the dedication and sincerity, the business started to grow and the company broke even in the first year of operations. Mirakle has won several awards, including the Hellen Keller Award in 2009 for being the 'Role model supporter of employment opportunities for disabled people'. In 2010, they were bestowed with the National Award for the Empowerment of Persons with Disabilities by the Government of India. It has been a difficult ride for Mirakle. The employees of Mirakle Couriers feel that they have 'come a long way'. They state that earlier they were either jobless or were employed in low-paying jobs. Working at Mirakle has made them self-sufficient, given them a sense of respect, fulfilment, and dignity. Mirakle is a small company but with big dreams.
Question
- What are the challenges that Mirakle is likely to face in the future, keeping in mind the sociocultural fabric of the country? Suggest some innovative ways to keep the operations viable and scalable.