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Chotukool is a small cooling device that almost works like a refrigerator. It has been developed by Godrej & Boyce Ltd. Evolved from the idea of Disruptive Innovation. Launched on 14th oct, 2010 in Goa and Maharashtra.
80% of the rural families in India do not own a refrigerator. Problem of electricity shedding & low income hinders rural families to own a refrigerator.
Features
2 variants: 43 litres, 30 litres Works on electronic chip, no compressor or refrigirant. Can work on invertor or battery. High-end insulation to keep stuff cool for 2-3 hours during power cuts. Plastic body (rust free) Weighs around 7.8kg(30 ltr) 8.9kg(43 ltr)
Simple design Almost service free Perfect overnight cooler Opens from top Preserves vegetables and eatables, cools 28 degrees below room temperature Price - 3970/-
Applications
Chotukool 43 litres Income generation Household usage
Travel
Trigger To Go RURAL
Disruptive Innovation
External Barriers
Low earning power of consumers Cultural & Language barriers Value for money Rural consumers having less knowledge Threat of substitutes Product Marketing
Internal Barriers
How to reach consumers? Building the distribution network & infrastructure Training intermediaries and educating end users Cost cutting and maintaining profit Product pricing Long gestation period Upfront investment
YASH KA PART
Current Scenario
New Variant Increase in Price Market Expansion-rural Launch Of New Chotu Products Expansion to urban market Winner Of Edison award
Sales Estimates
Sales
450000 400000 350000 300000 250000 200000 150000 100000 50000 0 Sales
Year 1
year 2
year 3
year 4
Conclusion
Innovative solutions to store food in a country where a third of all food is lost to spoilage and where refrigerator penetration is less than 18% Company plans further additions to the Chotu Family Unique business model to suit rural markets
Conclusion
Chotukool used to grow several businesses Rural consumer durables market to grow at 40% in 2013 Home appliance market in India is pegged at 30,000 crore