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Innovation 7 – Chotukool

          Case Study
                    By

          Team Renegade
        Arpita Sahoo | Jagriti Chhateja
     Sneha Chaturvedi | Noor Salam Khan


                                          1
Preface
    Greetings from Team Renegade!!!

    We would like to take this opportunity to thank Road2Ideas Team for
    providing this wonderful opportunity…

    We appeal you to “Go Green” with Road2Ideas 2012 and request you not to
    print this Case Study unless really needed.

    Our presentation theme symbolizes our spirit of “Go Green” Initiative and we
    request you to read “Go Green Tip” on Thank You Slide 


    Cheers
    Team Renegade


Team Renegade
                                          2
Innovation Types


                        Innovation



                Disruptive       Sustaining



Team Renegade
                             3
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.




Team Renegade
                                    4
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.
Team Renegade
                                             5
History
       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

Team Renegade
                                          6
Sales, Promotion & Distribution
    • Two Parallel methods of Sales, Promotion &
      Distribution:
Indian Post                                 Entrepreneurial Women SHGs
1. Infrastructure—Indian Post has the       1. They are part of target group
   biggest networking India                 community
2. There is a post5 office in every 4       2. They are made district co-ordinators
   villages                                 3. Training is given to them then they
3. Most trusted network even today          give presentations in villages and
4. Very low cost                            promote & sell the product
5. Personal delivery at person’s home
6. Strong back end process of Indian
   Post
7. Cash collection by Indian Post

Team Renegade
                                        7
Innovation - Evaluation
    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



Team Renegade
                                            8
New Business Models




Team Renegade
                    9
ChotuKool Edison Awards Winner




        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

Team Renegade
                             10
SWOT Analysis
   Strengths:                                                 Weakness:
   > Chotucool uses an electrotermal chip, which is
   40mmx40mm in size (Low weight)                             > Low awareness
   > 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



   Opportunity:                                               Threats:
   > New business breakthrough as                             > Can’t be used where NO
   new Market is discovered                                   electricity or where power cuts are
                                                              for over 1-2 day
   > Establish a new market and new
   Target Group; people who earlier
   could not use fridge


Team Renegade
                                                         11
Stage I – Table Analysis
 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:




Team Renegade
                                              12
Stage II - C.K. Prahlad’s Sandbox
                           HIGH


                MODERATE               HIGH




          HIGH
                                        HIGH

                            HIGH
Team Renegade
                                  13
What’s the way forward
   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


Team Renegade
                                         14
Thank You




                            Go Green Tip :
Reuse scrap paper. Print on two sides, or let your kids color on the back
                          side of used paper. 




Team Renegade
                                   15

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Chotu kool team_renegade (mica ii)_2nd_nov_2012

  • 1. Innovation 7 – Chotukool Case Study By Team Renegade Arpita Sahoo | Jagriti Chhateja Sneha Chaturvedi | Noor Salam Khan 1
  • 2. Preface Greetings from Team Renegade!!! We would like to take this opportunity to thank Road2Ideas Team for providing this wonderful opportunity… We appeal you to “Go Green” with Road2Ideas 2012 and request you not to print this Case Study unless really needed. Our presentation theme symbolizes our spirit of “Go Green” Initiative and we request you to read “Go Green Tip” on Thank You Slide  Cheers Team Renegade Team Renegade 2
  • 3. Innovation Types Innovation Disruptive Sustaining Team Renegade 3
  • 4. 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. Team Renegade 4
  • 5. 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. Team Renegade 5
  • 6. History 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 Team Renegade 6
  • 7. Sales, Promotion & Distribution • Two Parallel methods of Sales, Promotion & Distribution: Indian Post Entrepreneurial Women SHGs 1. Infrastructure—Indian Post has the 1. They are part of target group biggest networking India community 2. There is a post5 office in every 4 2. They are made district co-ordinators villages 3. Training is given to them then they 3. Most trusted network even today give presentations in villages and 4. Very low cost promote & sell the product 5. Personal delivery at person’s home 6. Strong back end process of Indian Post 7. Cash collection by Indian Post Team Renegade 7
  • 8. Innovation - Evaluation 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 Team Renegade 8
  • 10. ChotuKool Edison Awards Winner 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 Team Renegade 10
  • 11. SWOT Analysis Strengths: Weakness: > Chotucool uses an electrotermal chip, which is 40mmx40mm in size (Low weight) > Low awareness > 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 Opportunity: Threats: > New business breakthrough as > Can’t be used where NO new Market is discovered electricity or where power cuts are for over 1-2 day > Establish a new market and new Target Group; people who earlier could not use fridge Team Renegade 11
  • 12. Stage I – Table Analysis 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: Team Renegade 12
  • 13. Stage II - C.K. Prahlad’s Sandbox HIGH MODERATE HIGH HIGH HIGH HIGH Team Renegade 13
  • 14. What’s the way forward  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 Team Renegade 14
  • 15. Thank You Go Green Tip : Reuse scrap paper. Print on two sides, or let your kids color on the back side of used paper.  Team Renegade 15