1. Innovation 7 – Chotukool
Case Study
By
Team Renegade
Arpita Sahoo | Jagriti Chhateja
Sneha Chaturvedi | Noor Salam Khan
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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
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3. Innovation Types
Innovation
Disruptive Sustaining
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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.
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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.
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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
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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
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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
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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
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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
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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:
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13. Stage II - C.K. Prahlad’s Sandbox
HIGH
MODERATE HIGH
HIGH
HIGH
HIGH
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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
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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.
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