Team BizDom MICA

Samir Prakash Anjali Jain Abhishek Singh Mandloi Kunwarbir Singh

Need gap Analysis

80% of the Indian population does not possess a

refrigerator. Thou the requirement has existed from a very long time. For refrigeration of water and vegetables. Purchasing power is not very high in the rural population. For urban poors, the expenditure on TV is same, but refrigerator hasnt made to a must buy for Indian households.

The innovation
Chotukool is a very new

innovation in case of refrigeration. it solves the problem of cold storage by providing simplest way to keep temperature cold around 5-15c Chotukool works on solid state electronic chip. It operates in 230 V AC(invertor and USP). It is a rust free body, simple design, and light weight(8.9kg).

Features
Storage 5-15 Cooling rate- 120 mins

Temperature control-

automatic power regulation. Weight- 9 kg Size- 43 lts Power- 15- 65 w

Innovation in SCM
The target audience of Chotukool is the 80% of India that doesnt possess a refrigerator for n number of reasons.

To reach the bottom of the pyramid, godrej has innovated the entire supply chain including selling, distribution and promotion.
Distribution- it happens through 2 chains.
The India Post- there are 1.55 million post offices in India and the tie up is extremely beneficial

to Chotukool, as no courier service reaches the remote villages as India Post. The NGOs and Self help groups- tie up with NGOs helps in educating the rural people for the use of Refrigerator.

Selling- A post of district coordinator. Under him/her the women from the self help groups called the entrepreneurs sell chotukool in villages. Promotion- all the people selling and distributing the product cannot promote the

product. For promotion they use

Flipcharts Posters Females of self help group who sell. 550 Post offices have Chotukool at there display.

Benefits of India Post

Strong back end process
Delivery system is efficient and fast. The Post offices have demonstration of the chotukool.

They are one point stop for Making order Supply Distribution Teaching

SWOT Analysis
Strengths One of its kind Low cost Low maintenance Less electricity consumption and can work on inverter and UPS reaches bottom of the pyramid Simple design and layout, specific for the purpose. Is not compressor based and hence is environmental friendly Weakness It takes much time to cool. Does not have service center every where. Cannot break even in next 2 years. Huge taxes are paid. Opportunities Huge scope in urban areas. Many remote villages are still untouched by electricity and hence have no idea of refrigeration Association with government, to get subsidies and sell at lower price point to the rural areas. Branding as car cooler. Threats Duplication of technology Unawareness to the remote villages and tribes Non advertising nature of the product.

Socio economic and cultural impact

It can help run small scale businesses, retail shops, which

can have cold storage items which can bring footfall to shop in rural areas Domestic usage is a given, basic things like food and water can be kept cool and can avoid spoilage by not keeping in the open The very fact that this device can be more accessible to the indian population shall increase their aspirational value to purchase a fridge and act as a motivator This is more of an inclusive growth story, where there is a feeling of pride and self respect associated with possessing such a appliance

Impact on stake holders

Post office
Godrej NGOs

Social entrepreneurs
Self help groups People

Can this be the next practice

It is sustainable It is scalable It is environmental

friendly It has an existing demand in the market It has a sense of pride associated with its ownership It can fuel small scale businesses

Thank you