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.
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).
Features Storage – 5-15 Cooling rate- 120 mins Temperature control- automatic power regulation. Weight- 9 kg Size- 43 lts Power- 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 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
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
Socio economic and culturalimpact 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
Impact on stake holders Post office Godrej NGO’s Social entrepreneurs Self help groups People
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