Innovation 7 – Chotukool

Case Study

By

Team Renegade Arpita Sahoo | Jagriti Chhateja

Sneha Chaturvedi | Noor Salam Khan

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Team Renegade

Preface

Greetings from Team Renegade!!!

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Innovation Types

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Innovation

Disruptive Sustaining

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ChotuKool – Disruptive Innovation

ChotuKool, a re-imagined household solution is a project driven by an innate passion to achieve a vision beyond profit.

It is a top-loading, compact and portable cooling solution does not have a compressor.

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Team Renegade

Key Characteristics of Innovation

It weighs only 7.8 kgs and runs on a cooling chip along with a fan similar to those used to cool computers.

It consumes only 55 Watt power and runs on dual power supply (230V AC & 12V DC).

Given the power shortage in the countryside, it can operate on battery as well and it uses high-end insulation to stay cool for hours without power.

The operational cost of chotuKool is low as it consumes half the power consumed by regular refrigerators.

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History

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Chotukool was launched for 1st time in Usmanabad Village in 2009

The women of that village helped in:

A) Devising low cost promotion strategy

B) Helped decide the colour of chotukool

C) Helped design the Internal design of Chotokool

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Sales, Promotion & Distribution

• Two Parallel methods of Sales, Promotion & Distribution:

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Indian Post 1. Infrastructure—Indian Post has the

biggest networking India 2. There is a post5 office in every 4

villages 3. Most trusted network even today 4. Very low cost 5. Personal delivery at person’s home 6. Strong back end process of Indian

Post 7. Cash collection by Indian Post

Entrepreneurial Women SHGs 1. They are part of target group community 2. They are made district co-ordinators 3. Training is given to them then they give presentations in villages and promote & sell the product

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Innovation - Evaluation

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Stakeholders and Benefits to them • Small Businessmen/Shopkeepers

o Its an earning Asset for them—they can store cold water and cold drinks and sell them at higher prices

• Indian Post o Their developed network is being used o They are able to earn more

• Entrepreneurial Wo0men SHGs o They earn, o Get training

• Society o Low cost and low power cooling device available to them o 80% of Indian people still don’t have fridge either because they can’t

afford or because there is no electricity where they live

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New Business Models

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ChotuKool Edison Awards Winner

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GODREJ CHOTUKOOL IS NAMED A 2012 GOLD EDISON AWARD WINNER FOR SOCIAL IMPACT chotuKool Wins at NYC Ceremony; Awards Celebrate 25 Years of Honoring Innovators and Innovation

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SWOT Analysis

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Strengths:

> Chotucool uses an electrotermal chip, which is 40mmx40mm in size (Low weight)

> It consumes less power due to electro thermal chip

> It can run for upto 1 day woithout electricity(on battery)

> Tie up with Indian Post to use their developed infrastructure

Weakness:

> Low awareness

Opportunity:

> New business breakthrough as new Market is discovered

> Establish a new market and new Target Group; people who earlier could not use fridge

Threats: > Can’t be used where NO electricity or where power cuts are for over 1-2 day

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Stage I – Table Analysis

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Rating the innovation on a scale of 0 to 5 (5 being the highest score) on each of the parameters outlined in the sandbox, the self assessment scores are:

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Stage II - C.K. Prahlad’s Sandbox

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MODERATE

HIGH

HIGH HIGH

HIGH

HIGH

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What’s the way forward

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Device cheap promotion strategy

Develop a similar device that may run without electricity

Social Media can be utilized as a Marketing medium to communicate it to the wider target audience.

Opinion leaders from Social Media can generate leads from rural India.

Tie-up with Gram Panchayats/Government will help creating sustainable dealership Channel.

Chotukool can be made mobile and mobile vans can sell it to the interior of villages.

ChotuKool can be promoted as a Business Idea to people so that they can start their own business (cold coffee, ice-cream etc) by using ChotuKool

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Thank You

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