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  • Case Analysis on Godrej's ChotuKool Mini Fridge

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    Amit Pathak
    97 views18 pages
    Godrej and Boyce introduced Chotukool, the world's cheapest refrigerator designed for rural India. It is a 43 liter refrigerator that runs on batteries without a compressor. This disruptive innovation addresses the lack of refrigerators in rural India where 80% of families do not own one due to issues with electricity, space and affordability. The business model focuses on rural distribution through NGOs, self-help groups, and microfinancing to make the portable, low-cost refrigerator accessible to low-income consumers. The product fills an important need as an electricity-free alternative that fits small living spaces at an affordable price.

    Original Description:

    ChhotuKool Case

    Original Title

    Chhotukool Case

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    Godrej and Boyce introduced Chotukool, the world's cheapest refrigerator designed for rural India. It is a 43 liter refrigerator that runs on batteries without a compressor. This disruptive innovation addresses the lack of refrigerators in rural India where 80% of families do not own one due to issues with electricity, space and affordability. The business model focuses on rural distribution through NGOs, self-help groups, and microfinancing to make the portable, low-cost refrigerator accessible to low-income consumers. The product fills an important need as an electricity-free alternative that fits small living spaces at an affordable price.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    97 views18 pages

    Case Analysis on Godrej's ChotuKool Mini Fridge

    Uploaded by

    Amit Pathak
    Godrej and Boyce introduced Chotukool, the world's cheapest refrigerator designed for rural India. It is a 43 liter refrigerator that runs on batteries without a compressor. This disruptive innovation addresses the lack of refrigerators in rural India where 80% of families do not own one due to issues with electricity, space and affordability. The business model focuses on rural distribution through NGOs, self-help groups, and microfinancing to make the portable, low-cost refrigerator accessible to low-income consumers. The product fills an important need as an electricity-free alternative that fits small living spaces at an affordable price.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 18

    Case Analysis on

    Presented by,
    Sambriddhi Ghimire
    Sushil Neupane
    Amit Pathak
    Jay Poudel

    Overview

    Background
    Facts
    Issue
    Analysis
    Conclusion
    Recommendation

    Current Scenario of Refrigerator Industry


    in India
    Market Value Rs. 40 billion in 2011
    Unsaturated Market
    18% in Urban
    2% in Rural

    Market Growth
    Urban : 7-10%
    Rural : 25%

    Background
    Chotukool is a disruptive innovation by Godrej
    and Boyce.
    Worlds Cheapest Fridge.
    Designed for people of rural areas in India.
    Operates on 12V DC, works on battery, inverter or
    even solar power.
    43 Litres with no compressor, Only Cooling Chip
    and Fan runs on batteries.
    20 parts

    Insight
    Situation

    Insight

    80% of rural families in India do


    not own a refrigerator

    Market Growth

    Problem of Electricity or load


    shedding

    Electricity free

    Less Space need to store less


    quantity of items like Milk.

    Less Spacious

    Rural Family lives in small Space

    Small and Portable

    Market
    Growth

    Electri
    city
    Free

    Less
    Spacio
    us

    Small &
    Portabl
    e

    Business Model

    Facts
    Indian refrigerator market is values at IRS 40
    billion.
    80% of Indians do not own a refrigerator.
    Disruptive innovation to produce chotukool.
    Community led distribution model.
    Focus on rural market.

    Analysis

    Segmentation & Positioning


    Segmentation
    Demographic Segmentation
    Rural Area (Nasik, Latur)
    Low Level Income

    Psychographic Segmentation
    Those who cant afford to have a fridge.
    Those who dont find the need of fridge

    Positioning
    Low Cost Innovative Fridge for low level Income Market

    Target

    4Ps
    Product

    Price
    Low Cost
    50% less than any other
    refrigerator
    Rs

    Mini Fridge
    Portable
    DC Supply
    Place
    Rural Part of India
    Villages of Maharashtra and
    Goa

    Promotion
    NGO
    Self Help Organization
    Festival
    Micro Financing Institution

    Strategy
    Product
    Differentiation
    Brand Building
    Blue Ocean

    The Logic and USP


    Logic

    USP

    To increase the convenience of the


    customer

    Alternate Power option

    To fulfill the consumer need in terms of


    Space accommodation.

    Portable, Less Spacious

    To provide the affordable product.

    Affordable enough for rural people.

    To provide the product easily to every place Distribution channel focused on Rural part.
    To provide the product user friendly

    Fit for rural consumer.

    To avoid the servicing and maintaining the


    product

    Minimal

    Innovation Matrix
    2nd
    Degree
    Novelty

    Product

    Market

    Business
    Model

    Same
    Technolog
    y used.

    Substitut
    e Market

    Business
    Model
    focused
    more on
    Entrepreneu
    rship

    Distribution Channel
    NGO
    Pratham

    Self Help Organization


    Swayam Shikshan Prayog, Sarva Sikhsha abhiyan

    Indian Post
    Micro Financing Institutions
    Dhanax

    Conclusion
    A heavily anticipated product.
    Disruptive innovation works in emerging
    market

    Recommendations

    Standardized product design.


    Focus on urban areas as well.
    Brand image as MNC in emerging markets.
    Tapping foreign market and Investment.

    Few Glimpse of ChotuKool

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