India Post A network which reaches to every person across India. Any Accessories External to the Product. Words: 1523 - Pages: 7. The India Post team will not only generate sales leads, but will also book orders and collect payment from customers. Why did this problem emerge?. Chotukool is targeting rural consumer who cannot afford traditional refrigerator and is priced in range Rs 3000 to Rs 3500.
What stood out was that the kids were not painting on canvas or sheets of chart paper but on a Godrej Chotukool. The enclosed system dynamic model summarizes the essence. I have been fortunate to work with Prof Shiba and experience a transformation in my leadership approach. Words: 553 - Pages: 3. Words: 1049 - Pages: 5. For Feedback and enquiry feel free to send e-mail to pg. In the early days of researching Chotukool, the team was extremely small.
To achieve its efficiency the ChotuKool doesn't use a compressor, instead running on a cooling chip and a fan similar to those used in computers, so like computers it can run on batteries. It is a brand asking its users, how would you like to see something you have created come to life? Make it smaller, make it cheaper. Finally, the team had a breakthrough when G Sunderraman, Godrej vice president and leader of the chotuKool project, sat next to a university vice chancellor on an airplane. What about power consumption, one of the significant barriers? It is the underlying philosophy to think of better ways to do what you do, on an everyday basis, and expand your frames of reference on how you see the world. Frugal innovation, however, is not just about affordability it also represents a low-cost, low-risk way of innovating. Also Lego found it difficult to be competitive when its manufacturing base was in European markets while toy companies were moving to Far East and Middle East where labor was comparatively cheaper. She is a trained Yoga Teacher, an avid endurance Cyclist and a Veena player.
For Chotukool to succeed following factors should be there: i Product utility: Channelizing on the ability of product to satisfy the demand of different users like roadside kiosks, wayside grocery stores and flower vendors will help for the success of product in long term. As of October 15, 2009, it had completed a total of 23 projects comprising 16 residential and seven commercial projects. It is priced between Rs 3250 and Rs3500 in the market. They had various reasons but there was scope for innovation here as the market penetration for refrigerators in the villages was only two percent in 2007. There is a great amount of market diversity in view of the different climatic conditions in which different users like roadside kiosks, wayside grocery stores and flower vendors will use the product.
In this case, the Godrej team decided to first try to understand the problem deeply. The market being untapped and having high potential for growth will certainly appear to be lucrative to the competitors with the risk of imitation even becoming larger if Chotukool receives a positive response. It is easy to move, and operates at half the price of a normal refrigerator, which translates into consuming half a unit of electricity per day. The pilots have now spread in a few other villages and the response remains very favorable. Although Hi-Value Supermarkets offer the highest level.
But perhaps more importantly, Chotukool was the test case to bring design thinking and lean start-up experimentation to Godrej—tools that are transforming the company into an innovation leader. The idea was conceptualized based on the principles of Disruptive Innovation developed by Prof Clayton Christensen. Best Viewed with Mozilla Firefox 3. We have covered the bottom of pyramid stories from India e. Introduction: This stage is characterised by Low competition, efforts to educate consumers about the product, trials and free samples.
Thus making the target customer aware of these different product aspects will lead to huge demand from the untapped market. When it was decided that ChotuKool will be sold to emerging market customers, the team realised that they needed to understand a whole new set of parameters that would appeal to them. With this state of mind, he and his team have worked on transforming Chotukool to be what it is today. It is that sort of purity and integrity that is very fundamental to art which we often lose sight of in the business world. It is a different category! The pilot launch was in a village in Maharashtra where six hundred women gathered to learn about Chotukool.
The quality and quantity of power these people have access to is very poor and consequently the country has very little development happening in rural areas. In addition, it focuses at length on how the to implement two parallel business models, one aimed at the consumers of traditional fridges while the other one concurrently targets current non-consumers. Did Godrej manage to address these needs by invention of Chotukool? I think when people see others in their community use the product and talk about it or actually observe its benefit, that is when it has the maximum impact. Innovative advertising and distribution methods are required to attract the customers who are quite different from their existing customer base. Different in technology, size, structure, performance and value proposition to consumers! Godrej Chotukool Opportunity from India Post India Post Godrej partnership Shaping up the Chotukool opportunity with India Post Godrej partnership and building socially responsible business. For Chotukool, the Godrej group has junked the traditional model of a proprietary channel with a sales force and a distributor-dealer chain and has joined hands with micro-finance institutions.
This is a product that has crossed several technological barriers and is designed to cross several social barriers as well. The brand ambassadors are restricted to daily soap actors like Ram Kapoor. Power unplugged Consumes just 62W, thus lowering the running costs. Established in 1897, the Godrej group has grown in India from the days of the charkha to nights at the call centres. We would also like to thank our college for letting us use the library. Sunderraman recalls an incident from the early days of Chotukool. The idea discussed in the workshop was to involve villagers right from the design to selling of the product.
To achieve its efficiency, ChotuKool does not have a compressor; instead it runs on a cooling chip and a fan similar to those used in computers. According to Godrej Appliances Vice-President Corporate Development G Sunderraman,the company is currently focussing on: 1. You think of Godrej as such an integral part of India — like the bhangara or the kurta — that you may be surprised to know that 26% of our business is done overseas. In line with this, we have developed a phosphate-free formulation for our pH neutral liquid detergent, Ezee. We were surprised by many things, we were shocked by many things.