GODREJ CHOTUKOOL!!

Godrej’s innovation product, specifically made to cater to the ‘bottom of the pyramid’

Small sized Refrigerator-43 Litre capacity. No compressor, Can run on Battery(55 Watt). Top Loaded, Weighs 7.8Kgs No. of individual parts=20(Normal refrigerator

has upto 200 parts).

What is Chotukool??

The operational cost is low: the refrigerator consumes half the power consumed by regular refrigerators.

Priced at Rs 3,250, it costs almost 35 % less than the cheapest category of refrigerators available in the market today.

The size is small and the number of parts in Chotukool has been reduced to just 20 instead of 200 that go into regular refrigerators.

Godrej has chosen to involve villagers’ right from the design to selling of the product.

The product has gone in for several alterations after every little detail, including pricing and Color.

USPs of Chotukool

Focus on rural market. 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.

Godrej is also focusing on village girls as sales persons who will be appointed at a commission of Rs 150 per product sold.

Godrej looks to use Chotukool as a spring board to overtake LG & Samsung in this sector.

Godrej considers Chotukool to be a new product segment, which will evolve gradually.

Godrej Chotukool

Currently Chotukool is being made available only in Maharashtra, Gujarat, and Andhra Pradesh. They should extend the distribution to other states as well.

Chotukool should be projected as a part of expedition kits for adventure groups.

Godrej should consider B2B opportunities like Indian Railways, State Road transportations.

Godrej should customize Chotukool, and make it available for Village Pharmacies, and small Health care centres.

Godrej should promote the use of Chotukool in small shops, where using a refrigerator is not practical.

Godrej should carry out product promotional activities in various villages across different states in India.

Chotukool should develop a tag line, to promote product recall.

How can Chotukool achieve greater success?