Objectives of the Research

To understand the reasons for launch of ChotuKool To analyze the USP and Benefits of ChotuKool To understand the Target Group for ChotuKool To perform SWOT analysis w.r.t ChotuKool To know about the further opportunities for ChotuKool

Chotu Kool Fridge The Frugal Innovation

Launched in March 2010 A product development of Godrej & Boyce Another example of disruptive innovation Cheapest environment-friendly refrigeration system Useful to an uneducated, zero-advanced villager to a highlysophisticated urbanite

Thought processing
Market penetration is less than 18% Low purchasing power No competition from the market players Not an icebox but a serviceable domestic refrigerator. Catering to the masses Consumption rate is high

Technicalities of ChotuKool
Parameters Price Capacity Weight Measures Rs 3250 43 Liters 7.8 kg

Power
Number of parts

12 volt DC supply
20

Two variants
30 litres -3490 Specification Internal capacity : 30 litres Weight : 7.2 kgs Dimension : 59.2 cm x 41.8 cm x 37.2 cm Power source : 230V 50 Hz AC / 12V DC Current : 5 amperes Wattage : 55 watts 43 litres-3790 Specification Internal capacity : 43 litres Weight : 8.9 kgs Dimension : 59.8 cm x 41.8 cm x 55.9 cm Power source : 230V 50 Hz AC Current : 0.3 amperes Wattage : 62 watts

USP
Affordability Only 20 components instead of 200 Low maintenance cost Economical and effective cooling solution No frills refrigerator Serves the purpose of storing food Works on invertors during power cuts Electricity bills Rs 60-70 per month

Target Rural consumers

Market Size : 71.7 million Households. Earnings : $5 a day Marketers : Villagers Commission : $3 per fridge sold] Test Marketed in areas of Maharashtra, Goa ,Karnataka and Tamil Nadu

Distribution
Through post offices and monthly bazaars The postman will source business, book orders, collect payment and deliver the product in rural and semi-urban areas NGOS Express Parcel Post Service Micro finance institutions

Competition
MittiCool Mansukhani Parajpati No electricity required Price between 2500-3000 Two compartments Made out of clay

Problem
Consumer behavior pattern Price conscious people People have less knowledge People looking value for money product Indulge in less pre-purchase analysis

Solution
Bring about awareness by door to door conversations Involve the Sarpanch of the village Put up a play to show its advantage Involve Women of the house for distribution

Opportunities in the Future

Achieve sales of one million units in next 3 to 4 years Potential in several developing nations like Africa etc Promote ChotuKool in geographies having concerns similar to those as India