Chotukool • 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 14 th oct, 2010 in Goa and Maharashtra.
Nov 29, 2015
Chotukool
• 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.
• Portable and handy chotukool targets these people.
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/-
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
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
Year 1 year 2 year 3 year 40
50000
100000
150000
200000
250000
300000
350000
400000
450000
Sales
Sales
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