DEPARTMENT OF MANAGEMENT STUDIES @ SNGCE

What is Chotukool ?

A innovative tiny refrigerator manufactured by Godrej and Boyce The Chotukool may have more in common with computer cooling systems than other refrigerators.It eschews the traditional compressor for a computer fan.

DEPARTMENT OF MANAGEMENT STUDIES @ SNGCE

A high-tech, innovative products developed and marketed for the world’s poor.

It is designed to stay cool for hours without electricity and to use half the power of conventional refrigerators.

DEPARTMENT OF MANAGEMENT STUDIES @ SNGCE

Why Chotukool ?

In India 80% of people don’t have the capacity to buy a refrigerator.

It is designed around the stated needs of the poor, who wanted a fridge capable of cooling 5 to 6 bottles of water and 3 to 4 kilograms of vegetables.

Portability was crucial as well, since it needed to be moved when large family gatherings take place in small rooms.

DEPARTMENT OF MANAGEMENT STUDIES @ SNGCE

Features of Chotukool

Weights just 8.9 Kg.Easy to move and clean.Works on solid state electronic chip.Operates on 230V AC, But it will work on invertors also.Rust proof body.Low cost, Rs.3790

DEPARTMENT OF MANAGEMENT STUDIES @ SNGCE

Marketing strategy used

Godrej used an innovative method for marketing Chotukool.For maximum reach, Godrej decided to partner with India Post.Micro finance institutions.Self help groups.

DEPARTMENT OF MANAGEMENT STUDIES @ SNGCE

The chotukool offers several advantages –

It has no moving components

Is almost service free.

Compared to the 200 components of a refrigerator, it has only 20 components.

It is easy to use, easy to clean, easy to move, and can work on an inverter.

DEPARTMENT OF MANAGEMENT STUDIES @ SNGCE

Runs on a cooling chip with a temperature drop of upto 20 degrees.

Chotukool uses high-end insulation to stay cool for hours without power.

The operational cost is low as the power consumption is only 12 volts, half the power consumed by regular refrigerators.

DEPARTMENT OF MANAGEMENT STUDIES @ SNGCE

HOW IT WORKS!

Instead of traditional compressors, ChotuKool is based on a thermoelectric chip that maintains a cool temperature on a 12-volt DC current or an external battery. The unconventional opening ensures cold air settles down in the cabinet to minimize heat loss and power consumption. The unit is highly portable, with 45 liters of volume inside a fully plastic body weighing less than 10 pounds.

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“One for all , All for one”

DEPARTMENT OF MANAGEMENT STUDIES @ SNGCE

Living standards

Lifestyle improvement Livelihood

Chotukool‘s strategy focuses on ….

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OPPORTUNITIES

• More established rural markets

• Tapping foreign markets and investments

• Choosing relevant technology, testing various prototypes, validating market potential and developing business models.

DEPARTMENT OF MANAGEMENT STUDIES @ SNGCE

TESTIMONIALS• Prof. Clayton Christensen, world’s foremost

authority on Disruptive Innovation (DI) say’s that it’s a classic case of “co-creation”.

• Mr. George Menezes, Business Head, Godrej Appliances said, “For us at Godrej the birth of ‘chotuKool’ heralds a new era in the cooling space. This product will completely redefine the way brands serve the ‘Food Preservation/Refrigeration’ needs of the rural consumers and that’s a huge market!”

DEPARTMENT OF MANAGEMENT STUDIES @ SNGCE

CONCLUSION

Its ambition and pedigree have made the ChotuKool a heavily anticipated product. Priced at about half of an entry level refrigerator, Chotukool creates a new product category, with a targeted value proposition that serves a new segment of customers.

DEPARTMENT OF MANAGEMENT STUDIES @ SNGCE