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/-

ApplicationsChotukool 43 litres

Income generation Household usage

Chotukool 30 litres Bedroom appliance Travel companion

Trigger To Go RURAL

“I think I want to do something different now.”

Disruptive Innovation

Challenges faced by chotukool

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

YASH KA PART

Current Scenario• New Variant• Increase in Price• Market Expansion-rural• Launch Of New Chotu Products• Expansion to urban market• Winner Of Edison award

Expansion To More Rural Areas

• Expansion Markets• Already Present

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