Assess the business scenario for ChotuKool? 7000 existed for a refrigerator in India Low running costs and lower capacity is required by rural customers The product was priced at Rs. 3500 Got good publicity through test marketing. ... At Godrej, ChotuKool spawns major biz strategy 05 Dec, 2011. At Godrej ChotuKool … Review: AndaSeat Fnatic Edition treats your butt like a pro gamer's, Hydroelectric Bluetooth speaker is powered by the shower, Kitchen gadget converts food scraps to compost in a claimed 48 hours, Google's new Nest Thermostat is simpler and cheaper, Perseverance rover to create oxygen on the surface of Mars, Discovery of mechanism that switches off fat production after eating, Australian eVTOL prototype debuts a new spin on the tilt rotor, Brain-reading hearing aid tech homes in on speakers' voices. Vice President to meet Chairman (Jamshyd Godrej… ChotuKool being taken for field testing in rural India. Price : Rs. INTRODUCTION Godrej & Boyce (G&B) to launch a new innovative product Chotukool-a small refrigerator. Godrej Chotukool - Manufacturing The system consisted of thermoelectric chips on one side with heat sink and the other side with heat transfer aluminum finned block The product was made out of plastic … 3500 Got good publicity through test marketing. Launched by Indian conglomerate Godrej and Boyce, ChotuKool's $69 price tag is not the only reason it can be called super economical. "It’s a reverse engineering of sorts,” says G. Sunderraman, Vice President of Corporate Development at Godrej & Boyce. Products like the the ChotuKool overcome technological and social barriers and address the one of the most pressing issues in India. The ChotuKool was co-designed with village women to assure its acceptability, and is distributed by members of a micro-finance group. The ChotuKool has undergone several alterations after every little detail, including pricing and color (red and blue were the clear winners) was discussed with a select group of villagers and micro-finance institutions. Stays cool up to 3 hours without electricity. A survey by the young employees of Godrej followed, with findings showing that rural Indians expected a refrigerator to be used to cool 5 to 6 bottles of water and stock 3 to 4 kilograms (6 to 8 pounds) of vegetables. I believe in the adage,\" Science to serve society-Society to support Science\". To Know more click Please Note : Dispatches will happen post LockdownRuns on intelligent solid-state electronic cooling technology. Chotukool is the brainchild of Gopalan Sunderraman, Executive Vice President of Godrej & Boyce Manufacturing, … Over 280,000 people receive our email newsletter. I live in Africa and can tell you that our poor can get a small bar fridge for about 75USD that’s bigger and works in the same fashion. For decades, Godrej has been the undisputed leader for housing refrigerators both frost free and direct cool. The idea discussed in the workshop was to involve villagers right from the design to selling of the product. They also wanted it to be portable so that it could be moved out to make room for family gatherings. No compressors, No moving … Is this the world’s cheapest refrigerator? Godrej has been a pioneer in the refrigeration space since 1958, when it launched the first Indian refrigerator. The portable, … Way to high for a person earning $5 USD a day. Godrej Chest Freezers - Great power savers. It's engineering credentials are further boosted by the fact that it has only 20 parts, as opposed to more than 200 parts in a normal refrigerator. Price : Rs. India hosts the world’s largest population deprived of electricity. ... With the help of the below mentioned data we can understand the penetration and reach of a consumer durable like refrigerator in comparison to a product like Television Set, car, bike or Grinder. It looks like a 43 litre cool box, which is loaded from the top, and can run on battery. The villagers will also act as marketers and will earn a commission of approximately $3 per fridge sold. This is a product that has crossed several technological barriers and is designed to cross several social barriers as well. Godrej ChotuKool: A Cooling Solution for Mass Markets Q.1. The portable, top-opening unit weighs only 7.8kg, uses high-end insulation to stay cool for hours without power and consumes half the energy used by regular refrigerators. Well done on trying to help the lives of the poor- But I can’t see too much innovation in this- it uses a peltier- and looks like products that one can get readily from China- please can someone tell me why this is \"so good\' -and the price! The refrigerator weighs only 7.8 kg, runs on a cooling chip and a fan similar to those used to … Chotukool is an innovative approach to tackling the problem of food storage in India, a country in which around one-third of all food spoils and an estimated 80 percent of households do not have access to or use a refrigerator. Chotukool: Keeping things cool with frugal innovation. Chotukool The Journey The need for a market below Rs. Sunderraman says the idea to target the bottom of the pyramid customers was given shape at a workshop with Clayton M. Christensen, the Harvard University professor, best known for his ideas on disruptive innovation. 3500 to meet customer requirements Subsequent Prototypes were developed to get more customer insights Godrej Chotukool Product design Godrej and Boyce, which has interests in real estate, FMCG, industrial engineering, appliances, furniture, security and agri care, plans to launch ChotuKool in India by March 2010 at a price of US$69 or Rs 3250. Target Market : Rural India. GET UPTO 25% OFF ON PRE-BOOKING!! Godrej Medical Refrigerator minimises thermal shock during usage, as compared to the conventional refrigerators. Chotukool does not have a compressor. I am glad Gizmag has featured an Indian simple, innovative product for the rural poor. With this 35 L Godrej portable cooler, you and your friends can enjoy chilled drinks and sandwiches on the go. To Know more click Please Note : Dispatches will happen post LockdownRuns on intelligent solid-state electronic cooling technology. 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. 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. Ninety two percent of this population lives in rural India, equaling about 380 million people or 71.7 million households. (Photo: Godrej and Boyce). Developing countries as well as places like the US - *WE* need appliances that minimize electrical use - the US uses a disproportionate amount of the worlds energy and needs to reduce the usage. There are many more. The refrigerator weighs only 7.8 kg, runs on a cooling chip and a … This is what is needed for Developing countries. It looks like a 43 litre cool box, which is loaded from the top, and can run on battery. Effective refrigeration in rural areas can help people extend their access to not only food, but also essential drugs. Vice President to meet Chairman (Jamshyd Godrej) to discuss issues 2°C to 8°C. Launched by Indian conglomerate Godrej and Boyce, ChotuKool's $69 price tag is not the only reason it can be called super economical. GET UPTO 25% OFF ON PRE-BOOKING!! Very few corporations have focused on the \'rural india\' segment of the market due to potential for only low margins. INTRODUCTION Godrej & Boyce (G&B) to launch a new innovative product Chotukool-a small refrigerator. Target Market : Rural India. As Mao put it rich work for the rich, poor also work for the rich but few are there who work for the poor. This new distribution ecosystem is just one of the unique experiments that Godrej is trying out to make a splash in the bottom of the pyramid refrigerator market. Chotukool does not have a compressor. December 2013. It is also compatible with portable car inverters too. No compressors, No moving parts; as easy to clean as your kitchen table and even fits in your car's boot. See the stories that matter in your inbox every morning. Operating temperature range. It helps retain the natural flavour and nutritional value of your food so that you get the most out of … It is cool. The power situation in rural India cannot be fixed overnight and until it is, products like this are needed to make people's lives a little better. This fridge is targeted at households who earn approximately $5 a day, of whom there are almost 100 million in India. I am involved in the design,demonstration,dissemination of (3D approach) many innovative gadgets like Simple Solar Drier, Vertical and Cylindrical Solar Water Heater, Pedal operated washing machine, Hand operated battery charger,Savonius Wind rotor with concentrator for battery charging, Solar Disinfection unit for safe drinking water,Microhydro device for low heads, Air-cum-water cooler, Cap to beat heat, Fireproof apron,etc., What is more I have not taken any patents on my innovative devices.