Godrej ChotuKoolTeam BizDom

MICA

Samir PrakashAnjali Jain

Abhishek Singh Mandloi

Kunwarbir Singh

Need gap Analysis80% of the Indian population does not

possess a refrigerator.Thou the requirement has existed from a very

long time. For refrigeration of water and vegetables.

Purchasing power is not very high in the rural population.

For urban poors, the expenditure on TV is same, but refrigerator hasn’t made to a must buy for Indian households.

The innovationChotukool is a very new

innovation in case of refrigeration.

it solves the problem of cold storage by providing simplest way to keep temperature cold around 5-15◦c

Chotukool works on solid state electronic chip.

It operates in 230 V AC(invertor and USP).

It is a rust free body, simple design, and light weight(8.9kg).

Features Storage – 5-15Cooling rate- 120 minsTemperature control-

automatic power regulation.

Weight- 9 kgSize- 43 ltsPower- 15- 65 w

Innovation in SCM The target audience of Chotukool is the 80% of India that doesn’t possess

a refrigerator for n number of reasons. To reach the bottom of the pyramid, godrej has innovated the entire

supply chain including selling, distribution and promotion. Distribution- it happens through 2 chains.

The India Post- there are 1.55 million post offices in India and the tie up is extremely beneficial to Chotukool, as no courier service reaches the remote villages as India Post.

The NGO’s and Self help groups- tie up with NGO’s helps in educating the rural people for the use of Refrigerator.

Selling- A post of district coordinator. Under him/her the women from the self help groups called the “entrepreneurs” sell chotukool in villages.

Promotion- all the people selling and distributing the product cannot promote the product. For promotion they use Flipcharts Posters Females of self help group who sell. 550 Post offices have Chotukool at there display.

Benefits of India PostStrong back end processDelivery system is efficient and fast.The Post offices have demonstration of the

chotukool.They are one point stop for

Making orderSupplyDistributionTeaching

SWOT Analysis

Strengths•One of its kind•Low cost•Low maintenance•Less electricity consumption and can work on inverter and UPS•reaches bottom of the pyramid•Simple design and layout, specific for the purpose.•Is not compressor based and hence is environmental friendly

Weakness•It takes much time to cool.•Does not have service center every where.•Cannot break even in next 2 years.•Huge taxes are paid.

Opportunities

•Huge scope in urban areas.•Many remote villages are still untouched by electricity and hence have no idea of refrigeration •Association with government, to get subsidies and sell at lower price point to the rural areas.•Branding as car cooler.

Threats•Duplication of technology•Unawareness to the remote villages and tribes•Non advertising nature of the product.

Socio economic and cultural impactIt can help run small scale businesses, retail shops,

which can have cold storage items which can bring footfall to shop in rural areas

Domestic usage is a given, basic things like food and water can be kept cool and can avoid spoilage by not keeping in the open

The very fact that this device can be more accessible to the indian population shall increase their aspirational value to purchase a fridge and act as a motivator

This is more of an inclusive growth story, where there is a feeling of pride and self respect associated with possessing such a appliance

Impact on stake holdersPost officeGodrejNGO’sSocial

entrepreneursSelf help groupsPeople

Can this be the next practiceIt is sustainableIt is scalableIt is

environmental friendly

It has an existing demand in the market

It has a sense of pride associated with its ownership

It can fuel small scale businesses

Thank you