Branding the 'Kabadiwala'

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The Kabadiwala

Childhood memories of the Kabadiwala who comes home every first Saturday of the month to collect various old stuff, is vague in my mind... But the orange candy he used to get me was my favourite!

Times changed, society changed and many taboos and socialising criteria developed through the years and my kabadiwala was asked not to come home anymore when children were around.. "Its for your safety", Mom said. "He is so shabby! How can you eat candies that he gets!", Said my Granny..

Kabadiwala, or Kabadi meaning "junk or scrap dealer", is a term used in various Indian languages commonly to refer to a person who deals with used household objects. They wander the streets with a bag, bicycle, or a cart shouting for "Kabad" i.e. junk. They purchase used items from households in exchange for money or some other items like used utensils and clothing. Later they categorize their collections from the day and sell them separately to corporations for refurbishing, to second hand shops, or they sell them after performing some minor modifications. This type of system has been in decline in recent years.

This was done as a classroom project. We were asked to choose any non-branded service and brand them & design an identity for them. I chose him... The Kabadiwala.