Listening to the deaf
August 2009
I was clear I definitely wanted to work with the disabled,” says Dhruv Lakra, who flagged off Mirakle Couriers with its tagline ‘Delivering Possibilities’ with a single employee in November 2008. In just five months, he has a team of 19 employees –four women and 15 men – all of them hearing impaired.
The deaf alphabet A general interest in philanthropy and an introduction to social entrepreneurship while studying, he says, were the key to his new thinking. Dhruv came up with the idea of starting a courier agency with deaf persons, the most invisible and hence, ignored group, according to him. Mirakle Couriers is run like any professional outfit – there is no scope or space for mediocrity out of pity or sympathy. Dhruv is very particular about whom he hires. Once they are in, they have to follow the rules of the company, from being punctual, wearing the right walking shoes, and clean uniforms and reporting in the office with their delivery receipts. Dhruv pays them well and is also big on incentives. Further, for every task done well, there is a bonus. The objective is clear: if you work hard and perform well, you will be rewarded; if not, you quit. Currently two big business houses are his clients. Mirakle delivers only in Mumbai for now. Interestingly, the courier company sends a copy of some common greetings (Hello, Thank you, Sorry etc) in sign language along with each of their deliveries.
Women employees are not sent out as delivery agents but sort the mail according to pin codes. Training the delivery men, Dhruv says, was challenging. They had to be shown their way around town, and most importantly had to be taught the skills of interpersonal communication, like the right body language, presentation and some dos and don’ts. For example, they must make sure that when they exit a lift, they close the door properly because they cannot hear the chime that alerts one to an open door. Dhruv says that training one delivery agent takes him roughly 15 days. Dhruv is now looking to increase his clientele, and then perhaps spread to other cities. Considering his track record, that day does not seem too far away.
Contact: +91 98209 75600, dhruv.lakra@miraklecouriers.com / dhruv.lakra@oxfordbusinessalumni.org
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