We are the manufacturer of Natural Draft Biomass Cook Stove (Firenzel CR-22) and it was approved by Government of India, Ministry of New and Renewal Energy and Tested by IIT, Delhi.

1. Why is it important to cook
food?
Makes it safe to eat
Kills Bacteria, prevent Illness and Disease
Ravi Engineering and Chemical Works,
Delhi (India)

2. Fuels
Cooking uses over 50% of the
energy used by a rural family
The normal method of cooking
uses about 8 kgs of firewood to
cook food for a family of five.
The average rural family spends
20% or more of its income
purchasing wood or charcoal for
cooking
Ravi Engineering and Chemical Works,
Delhi (India)

3. Traditional stone cooking fire-
Problems?
Fire touches
bottom of pan
Fire spreads out of cooker
Thermal efficiency is 5 to 15 %.
Take more time to cook so needs
lots of fuel.
The smoke makes the cooking pots
dirty this increases the work load of
women.
Smoke entering into the
kitchen room leads to ‘Indoor
air Pollution’( IAP)
Every year IAP is responsible for the death of
1.6 million people - that's one death every 20
seconds
This creates a risk of burns and scalds.
Only one cooking pot
can be used at a time.
Ravi Engineering and Chemical Works,
Delhi (India)

4. Traditional Urban Chulha
Chula used in urban
slum areas
Exposed flame losing heat
to surrounding air.
Same smoke and fuel
problems as traditional
stone cooking fire
Ravi Engineering and Chemical Works,
Delhi (India)

5. Problems with Traditional Chulha:
Smoke Every year 500,000 women and children
die in India due to long term exposure to
smoke in rural kitchens.
The smoke causes:
User and family
exposed to smoke Family members often need to climb on
the roof to clean the chimney. This has
been blamed for many accidents.
Eye problems Lung problems
Ravi Engineering and Chemical Works,
Delhi (India)

6. A better cook stove needs to:
Minimize fuel usage
Reduce the smoke
emitted towards the
user
Use different biomass fuels
Easy to build from local
materials
Accept different cooking
vessels
Now lets look at some improved stoves
Ravi Engineering and Chemical Works,
Delhi (India)

7. Benefits of Firenzel Cook Stove
Less
smoke
in the
house
Cooking is
finished
within half
the time
I don’t need to
clean my
house as muchReduced risk of
carcinogenic fumes
Reduced risk of
eye injuries
Thermal
efficiency
increased
Reduces
deforestation
Affordable and
made with local
materials
Risk of burns
reduced from
open flames
Ravi Engineering and Chemical Works,
Delhi (India)

8. FLOW OF CONTENT
Business Strategy
Reasons To Go Rural
Our Product: Logo, Tagline, Demonstration, Features, USP
Why Firenzel Unnant Chulha?
First Market- Villages of India.
Our Business Strategy: Product Strategy
Pricing Strategy
Distribution Strategy
Promotion Strategy
Further Plans: New Variants, Expansion
Conclusion
Ravi Engineering and Chemical Works,
Delhi (India)

9. OUR BUSINESS STRATEGY: GOING RURAL
Large consuming class with 41% of India’s middle
class and 58% of total disposable income.
Opportunities for new entrants as compared to urban
population.
Growing at about two time faster pace then urban
markets.
Improve quality of life
Ravi Engineering and Chemical Works,
Delhi (India)

10. REASONS TO GO RURAL
Ravi Engineering and Chemical Works,
Delhi (India)

11. OUR PRODUCT
Product : FIRENZEL (Model CR 22)
Tested and Approved
By: IIT, Delhi and MNRE
(Govt. Of India)
Tagline: Smokeless Biomass Cook
Stove
Slogan: Lets Free World from
Pollution Tested Technology for Safer
Cooking
CR-22
Ravi Engineering and Chemical Works,
Delhi (India)

12. FEATURES OF SMOKELESS FIRENZEL UNNAT CHULHA
 Cast Iron body
 Weight - 10 kgs (Approx)
 Protruding flame protection
cover
 Easy grab handles
 Easy pull grate with ash scraper
 Minimum maintenance or cleaning
 Less space required
 Portable Natural Draft Biomass Cook Stove
 Height of Stove : 252mm
 Diameter of Stove at the top: 264mm
 Diameter of Stove at the bottom: 124mm
 Height of Combustion Chamber: 190mm
USP of our product: light weight, easy to use and fuel efficient
Ravi Engineering and Chemical Works,
Delhi (India)

13. WHY Smokeless Unnat CHULHA?
Did you know?
150 million households in India cook on firewood
1.6 million people die annually due to indoor air
pollution caused by firewood based cooking
Green Chulha mitigates 2 tonnes of CO2e per stove per
annum saving up to 8kgs of wood weekly
Drawbacks of traditional chulhas:
•Immovable
•Emission of smoke
•Less efficient
•Over consumption of fuel
•Difficult to start fire
•70% of India still cooks on traditional
chulhas
Traditional Chulha
Green Chulha
Ravi Engineering and Chemical Works,
Delhi (India)

14. WHY Smokeless Unnat CHULHA?
Save 70% fuel cost
Suited for cowdung, agrowaste,
wood
Reduced cooking time
Minimize harmful emissions
Convenient cooking
Provides comfort and portability
Efficient for all kinds of cooking
Less wood consumption
Time saving
Characteris
tic
Smokel
ess
Unnat
Chulha
Traditional
Mud Chulha
Thermal
Efficiency
26.62 10
CO/CO2
Ratio
0.04 0.5-2.5
Burning
Rate
0.85 1.5-2.0
Ravi Engineering and Chemical Works,
Delhi (India)

15. OUR BUSINESS MODEL
Based on 4 A’s approach of Indian rural market our strategies were planned.
The strategies are as follows:
Ravi Engineering and Chemical Works,
Delhi (India)

16. PRODUCT STRATEGY
In Rural India, stove is one of the most important consumer durable goods.
While developing the product for rural markets, it is important for us to take
decisions on product attributes like quality, features, design and style.
A simple design, absence of gimmicky features, convenient to use- a few points
taken into consideration while deciding product strategy. Our product strategy
includes the following:
•Small units
•Low priced packing
•Product Design
•Product branding: color, size, features.
•Capable to burn wet wood even after burning sometime
•Burn ash to wash our utensils
•Due to heavy weight of Stove you can use heavy Utensils for cooking (upto
50kgs capacity) and even then not imbalance of our stove
Ravi Engineering and Chemical Works,
Delhi (India)

17. PRICING STRATEGY
In rural markets, consumers look at the value for money. They
do not perceive the premium value of brands.
Understanding all the factors influencing price the following
strategy was formed:
•Psychological pricing
•Avoid sophisticated packing
•Low cost (value for money)
•It is fitted with maximum nuts and bolts. Even after when
warranty has been finished if any part could be damaged so
you don’t need to exchange your cook stove. As in our company
all spare parts are available in just starting of Rs 10-200. You
can purchase new parts and make your Chula new again.
Ravi Engineering and Chemical Works,
Delhi (India)

18. DISTRIBUTION STRATEGY
One of the major hurdles in rural markets is availability.
There is a demand for products, but many companies do
not have a distribution network. To solve this problem the
following distribution strategy will be used:
•Rural Wholesalers
•NGO’s
•Tie Up With Local SHG (Self-help Group)
•Rural Malls
•Haats
•Distributors On Bicycles, Mobile Traders
•Distribute through Private CSR
•Working with Ministry of New Renewable Energy (MNRE)
through their various Scheme
Ravi Engineering and Chemical Works,
Delhi (India)

19. PROMOTION STRATEGY
 Demostration in District, Block and
panchayat
 Establish relations with retailers
 Haats, Melas & Jatras (regional fair):
contests, interactive games
 Online offer and Marketing
 Sales promotion:
Special promotions on days of Diwali &
other Indian Festivals.
Ravi Engineering and Chemical Works,
Delhi (India)

20. FURTHER PLANS
Like every organization we have a future plan. It includes
the following targets:
•Expansion- tapping Rural Areas of India/World
•Achieving lower cost of production
•New variants: colours and sizes
•Participate with Govt. Seminars for Growth under Scheme
of Indian Govt. as well as International Organisation Scheme
Ravi Engineering and Chemical Works,
Delhi (India)

21. CONCLUSION
India is consisting of a million villages is a huge untapped
markets willing to accept newer technology.
On understanding the need, culture, income and mind set of
people in Rural India “Smokeless Chulha” was created.
There are challenges yet in rural markets like distribution
network, low capita income, electrification though it’s an
untapped market
Ravi Engineering and Chemical Works,
Delhi (India)