The document discusses modifying traditional bukharis, or wood-burning stoves, used for heating in northern South Asia to also use diesel as a fuel. Bukharis are commonly used in places like North India, Nepal, and Bhutan. The summary proposes designing bukharis that can use wood, kerosene, or diesel to provide more fuel options. It notes the health and safety issues with traditional bukharis and outlines plans to set up a factory to produce diesel-powered bukharis for use in remote villages where temperatures are very cold. The document presents details on the business, including targeting customers, positioning the product, and marketing strategies.

1. AcademicYear:PGP2012-2014
Project on: - MBM
Faculty :- Ms. Shruti Jolly
BY:
Apurva Singh
KumariRitu
PankajYadav
Saloni Bountra
Divyansh Sharma

2. Introductions
A bukhāriis a traditional space heater from the northern areas of the South Asia, which is
typically a wood-burning stove. Bukhari is consist of a wide cylindrical fire-chamber at the base
in which wood, charcoal or other fuel is burned and a narrower cylinder on the top that helps in
heating the room and acts as a chimney. The base of an Indian bukhari is wider than that of most
western wood-burning stoves. Bukharis are found in the entire northern belt of the region,
i.e. Afghanistan, northern Pakistan, North India, Nepal, Bhutan and Northeast India.
Use in poultry farm
Bukharis are in widespread use by poultry farmers in North India to keep birds warm during
winter nights.
Fuel alternatives and conservatives
Forest conservation imperatives have resulted in the development of alternative designs
for bukharis in India, including kerosene-based versions and bukharis that are more fuel-efficient
than the traditional varieties.
Hazards
Frequently, bukhari chimneys are not long enough to vent smoke outside the house, resulting in
annual deaths from carbon monoxide poisoning in the region. Public authorities and mass media
in the region often exhort people not to use angithis or bukharis in closed rooms. Bukharis also
present a hazard for children due to their hot metallic surfaces and easy hinged access to the fuelburning area.

3. PRODUCT REDEFINED
•
Traditionally, in Bukhari we use Kerosene, wood or charcoal but we will modify our
product where this product could be used in three ways.
1) wood or charcoal
2) Kerosene &
3)Diesel
•
Diesel is easily available for every segment.
•
One time investment product. Use as heater in house in northern states.
•
Use in poultry farm:
Bukharis are in widespread use by poultry farmers in North India to keep birds warm
during winter nights.
Technical
 THERMAL KEROSENE HEATERS run without electricity. These are most suitable
for remote/high-altitude areas where electricity is the major problem.
 The Kerosene Heaters are compact in sizes for space heating/ room heating in hill areas
for noiseless and smokeless/odorless operations. The Kerosene Heaters are fitted with

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Imported wicks and burners and supplied along with double wall oil tank of 7.5 Ltrs and
above for a burning capacity of 12-15 hours. The approx weight of Kerosene Heaters
varies from 10.5 Kgs to 16 kgs.
The siphon pump to refill the fuel is also provided with the Kero Heater.
Auto ignition model is also available
For safety purpose emergency shut- off provision is there and we also provide the safety
guards upto the top of Kerosene Heaters.
The Kero Heater can be easily handled by one person for transportation from one place to
another place.
Consist a Steel based anti-carbonated coil which helps to burn small amount of
Kerosene/Diesel to a longer extent.
Consist of an Cold" bluing fuelling pipe which is generally a selenium dioxide based
compound that colours steel black, or more often a very dark grey. Works as a Cold Steel
for cold start-up fuelling.
These are available for room sizes of 150 Sqft to 1000 Sq ft.
The capacity of Kerosene Heaters varies between 10000 BTU to 50000 BTU.

5. Statistics

6. Investment
 Setup of factory which consist of Semi-automated mechanical system, which required a
cost capital investment of Rs.7 lacs and a work space of 1000 sqft only.
 Requirement of backward business productions channel of steel distributor is required
 Man powers of 5-6 skilled workers are required for the operations and 5-8 marketing
work force.
 Transportations cost will vary from area to area

7. TARGETING
Select the target audience for that diesel bhukari which takes less fuel as compare to other we
target mainly middle class people and upper middle class people market because they are not
able to collect coal, kerosene oil etc. that why we targeting them and on the other hand lower
class people are easily able to collect coal as well as kerosene oil through government by using
their yellow card and for upper class they have more income so they not focus on that type of
product
We will also targeting the remote village’s location like Uttarakhand, Himachal Pradesh and J&
k where temperature is very low in summer as well as in winter.
We are targeting basically north India as well as northern area of Asia because it is that place
where bhukari uses maximum as compare to other reasons.
We are also targeting lower class peoples of villages because EMI option is available to purchase
bhukari that helps lower class people to buy.
POSITIONING
Diesel is used in that bhukari is an identity in the minds of a target market because diesel is
easily available for all middle classes lower middle class, BOP people to purchase coal and
kerosene oil.
Other types of, bukhari are not long enough to vent smoke outside the house, resulting in annual
deaths from carbon monoxide poisoning in the region. Public authorities and mass media in the
region often exhort people not to usebukharis in closed rooms. Bukharis also present a hazard for
children due to their hot metallic surfaces and easy hinged access to the fuel-burning area. In that
aspect we introduce that bhukari (diesel) that is working to overcome with the above problems
We are position our product high in market because health safety is most concern in our
economy. The prices are little high of that bhukari (diesel) but health safety is more than the
other bhukari

8.  Bukhari’s nearest competitor is Electric Heater and Bone fire, but due to low voltage or no
power electric heater fails to give desire results. Bone fire is an expensive and illegal mode of
heating as wood is rarely available in the market and coal and kerosene is again unavailable in
the market due to extinct resources.
 Elite class (14% of the Total Populations) Purchase Power and accessibility to Wood, coal and
Kerosene.
 Middle class & lower middle class (54% of the Total Populations ) Purchase power is
manageable, But no accessibility to wood, coal and Kerosene
 Below poverty line ( 32% of the Total Populations) Purchase power is marginal, but have
accessibility to Kerosene.

9. 4 P’s
PRODUCT
A bukhāri(
) is a traditional space heater from the northern areas of the South Asia,
which is typically a wood-burning stove.[1] Bukharis consist of a wide cylindrical fire-chamber
at the base in which wood, charcoal or other fuel is burned and a narrower cylinder on the top
that helps in heating the room and acts as a chimney. The base of an Indian bukhari is wider than
that of most western wood-burning stoves. Bukharis are found in the entire northern belt of the
region, i.e. Afghanistan, northern Pakistan, North India, Nepal, Bhutan and Northeast India. We
are looking to modify the bhukhari such that diesel can also be used in it.
PRICE
The price for kerosene bhukhari ranges between RS 10000-15000
The rental forkerosene bhukhari RS 10 / Day or RS 250/month
The price for diesel bhukhari ranges between 18000 – 35000 and monthly rental is RS
650/month or RS 30 /day
The village head/mukhia will be given the responsibility of collecting the rental
PROMOTION
Firstly our product can be promoted by sending messages on mobile phones(in the
language of the target population)
Also promotion can be done through street plays, campaigns during the local fairs/melas
of the target village
With the help of the village mukhia/leader we will explain to the villagers the benefit of
our modern bhukhari.
Place
We will be targeting the remote villages of uttarakhand ,himachalpradesh,srinagar were
temperatures remains around 16 degrees in summer and below 0 degrees in winter and electricity
is erratic

10. Advertising Strategy
We will start by generating positive Word of Mouth, particularly from local sources of
authority, as it is as critical as mass media advertising. It is therefore important for
marketers to understand rural hierarchies and tap into local opinion leaders to help brand
adoption and diffusion within a rural community.
Winning over key opinion leaders is a key to penetration in rural communities. For
example, young people are early adopters of technology and tend to be the key opinion
leaders within rural communities for mobile phones.
The key challenge for marketers in rural markets is reach rather than attention. Unlike
urban consumers who are exposed to a proliferation of media channels but suffer from an
attention deficit, the key issue in communicating to rural audiences is media access.
Though penetration of TV is increasing (and urban targeted communication spills over to
rural consumers) there are few exclusive rural channels of any significance in most
markets.
However, on the plus side, once they are reached, rural consumers are more receptive to
advertising than their urban counterparts. Therefore by using innovative means of
creating their own channels. We will use a micro marketing program in India tapped into
women's Self Help Groups to reach consumers in inaccessible rural markets. Besides
selling products these women help transmit brand communication within rural
communities.
We will also use publicity vans, which travel to remote and scattered communities with
portable communication devices (audio visual shows, live demos etc).
Being relatively closed societies, rural consumers are slower to adopt new brands and
categories than their urban counterparts. Generating trial becomes more difficult than
gaining loyalty - whereas in the more mature urban markets retention is a bigger issue.
We will therefore have to front-load their investment, and probably plan for longer lead
times before their investment yields returns. However, the higher level of loyalty that can
be expected (as rural consumers are slower in giving up brands once they have adopted
them) helps justify the initial brand investment.
Rural communities have limited entertainment options, which make it easier for
marketing communications to generate higher levels of involvement by making their
communications more entertaining. Packaging brand information in a very entertaining
manner not only makes the communication more involving, but can also- if well designed
- can improve understanding and absorption of key brand information.
Edutainment is a proven model for rural markets. We will be using a highly engaging
radio drama to communicate its 'one year warranty’ and has deployed a series of 'slice of
life' films to sell the category benefits of mobility to first time buyers.

11. Rural consumers are more readily persuaded by marketing that touches them directly,
such as personal experience, seeing others using it, or live demonstrations of the brand in
action.
It is important for mass media to be complemented by BTL activities aimed at real life
demonstrations of the brand in action.
Retailer education also plays an important role as the retailer in rural markets is not just a
distribution node, but also a communication channel. With the right training and
incentives retailers can help endorse the brand, educated or even demonstrate to
consumers on its benefits.
Mobile advertisement sample

13. PESTEL Analysis
Political factors
The political influences of various trade associations, trade unions, village panchayatetc
are the matter of concern.
Trade restriction is another factor which plays a vital role to setup the business over the
area.
Economic factors
Product is not cheap, yet it is just above the affordable range.
Income factor is a concern
Inflation is another factor of concern
Social factors
Educating the people to change their way of warming up is challenging.
Local Language problem is a big problem in terms of communication.
Technological factors
A new way of heating up the rooms.
Educating the people as to how to Switch ON and Switch OFF Bukari
Plant can only be setup where Power reach is there.
Environmental factors
It will save the trees as with the use of Bukari, no Legal cutting off of trees will take
place.
Smoke out of Bukari is very low, Co2 issue related concern will be less
Legal factors
Regulation and legislation of the state is a matter of concern, weather the state govt.
allow us to setup the plant or do we have to look forward to a neighbour state

14. Conclusion
 Front mover will certainly have the advantage over this business.
 Schools and colleges can remain open throughout the winter, Beneficial for the society.
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People can heat food, hence will save gas.
 It will make life more comfortable for Hill’s people.
 Winter a no more nightmare/ low productions period for existing companies.
 Will certainly aid in improving standard of living for hill’s people.

15. Thank You