1. A case of ‘disruptive innovation’ that is transforming
Rural India
GODREJ CHOTUKOOL

2. Ardeshir Godrej
17 Billion
Mumbai
More than 60 countries

3. Consumer electronics segment in India
(‘000 units)
12000
10000
8000
TV sets
6000
PCs
Refrigerators
4000
2000
0
2005
2006
2007
2008
2009
2010

4. Indian Refrigerator Industry
Market Value - Rs. 40 billion in 2010
Unsaturated market (18% in urban
and 2% in rural)
Market growth
Urban : 7-10%
Rural :25%

5. Trends affecting Refrigeration
Industry
According to UN Commission on Sustainable Development, one third of all
food in India is lost to spoilage
According to CEAMA, refrigerator penetration in India is only 18%
70% of India still lives in rural areas where electricity supply is limited and
power cuts are frequent
No options available for lower income groups
Space is a constraint in rural households

6. Trends
Implications
Opportunities for
ChotuKool
Food Spoilage
Need for refrigeration
Demand can be created
Low Penetration
Limited access to refrigeration
Huge market available for
growth
Rural Population
Power supply issues
Alternate power options
Low purchasing Power
Create a low cost model
Lesser space available for a
refrigerator
Create a small sized
product, easy to transport
Space Constraint

7. What am I?

8. Who am I?
My Family

9. For whom am I?

11. Why me?
Cheapest
fridge
available
Portable and
light
Occupies less
space
Environment
friendly
Runs on battery

12. Challenges
How should they scale
up operations?
Lower the price to
increase affordability ?
Right business model?
How should they
segment market ?

13. Suggestions
Establish Manufacturing Plants
Low cost distribution
Avoid marketing myopia
Clear segmentation

14. Strengths
Simple design
Less space for manufacturing
Less manpower required
Less components used

15. Distribution: Community-based
model
NGO
Self-help groups
India Post
Micro-finance
institutions

16. Distribution

17. Structure of the Indian consumer
market
Consumer class
(Using annual income)
1996 (in mn) 2001 (in mn)
2007 (in mn)
The rich
(Rs.215,000 and more)
1.2
2.0
6.2
The consuming class
(Rs.45-215,000)
32.5
54.6
90.9
The climbers
(Rs.22-45000)
54.1
71.6
74.1
The applicants
(Rs. 16-22000)
44.0
28.1
15.3
The destitute
(Below Rs.16000)
33.2
3.4
12.8

21. Presented by :
:
Arthi
Divyant Singh
Jayasri
Kanwaljit kaur Gosal
Manimegalai
Omna Jain