2. Need gap Analysis
80% 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.
3. The innovation
Chotukool 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).
4. Features
Storage – 5-15
Cooling rate- 120 mins
Temperature control-
automatic power regulation.
Weight- 9 kg
Size- 43 lts
Power- 15- 65 w
5. 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.
6. Benefits of India Post
Strong back end process
Delivery system is efficient and fast.
The Post offices have demonstration of the chotukool.
They are one point stop for
Making order
Supply
Distribution
Teaching
7. SWOT Analysis
Strengths Weakness Opportunities Threats
• One of its kind • It takes much time • Huge scope in urban • Duplication of
• Low cost to cool. areas. technology
• Low maintenance • Does not have • Many remote • Unawareness to the
• Less electricity service center every villages are still remote villages and
consumption and where. untouched by tribes
can work on inverter • Cannot break even electricity and • Non advertising
and UPS in next 2 years. hence have no idea nature of the
• Huge taxes are paid. of refrigeration product.
• reaches bottom of
the pyramid • Association with
government, to get
• Simple design and
subsidies and sell at
layout, specific for
lower price point to
the purpose.
the rural areas.
• Is not compressor
• Branding as car
based and hence is
cooler.
environmental
friendly
8. Socio economic and cultural
impact
It 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
9. Impact on stake holders
Post office
Godrej
NGO’s
Social entrepreneurs
Self help groups
People
10. Can this be the next practice
It is sustainable
It is scalable
It 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
