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Chotukool - The cheapest, environment-friendly refrigeration system | Featured Innovation | People |

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CHOTUKOOL - THE CHEAPEST, ENVIRONMENT-FRIENDLY REFRIGERATION SYSTEM
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Chotukool ­ The cheapest, environment­ friendly
refrigeration system
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Indian corporates are fast producing goods which are affordable for the common man
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Over the years it has been observed that many strategic plans of corporate companies to
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increase their businesses have resulted in the overall development of particular sectors. For
example, the telecom sector in India totally changed owing
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to the fight for survival between the 14 telecom service providers. Now, many Indian corporates are
aiming to reach the consumers at the bottom of the pyramid (BOP) to generate profit by producing goods
and services which are affordable for the segment.
In 2006, the common man residing in rural and urban areas of India couldn’t dream of owning a car,
refrigerator, electricity, or even access to clean drinkable water. Come 2010 and almost all major
corporates in India are coming up with a range of products which can meet the expectations and needs
of the common man in all possible ways.
MASS APPEAL
Social entrepreneurs are pursuing a prolonged endeavor of sustainability that better aligns societal and
environmental needs with business values. Apparently, innovation runs right across the business model,
delivery mechanisms, and resource mobility, and utilization. Interestingly, many social entrepreneurs are
pursuing disruptive paths that, while focused on new markets, have potential implications for the
mainstream. The Godrej Group has developed the cheapest, environment-friendly refrigeration system,
called Chotukool, mainly aimed at the rural Indian market. Unlike the normal refrigerators that run on the
traditional compressor-based cooling system, the battery-powered Chotukool cools the raw food
products with a specially-developed chip. Currently, the refrigerator is being test marketed in a few
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Chotukool - The refrigerator runs on a
cooling chip and a fan similar to those
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used to cool computers.
G. Sunderraman, vice president, corporate development, Godrej & Boyce, says, “All the manufacturers
vie each other for meeting the demands of high-end users, but what many forget is that it is the segment
of non-users that’s the biggest market in India. With Chotukool, we target the bottom of the pyramid
customers who don’t even use refrigerators.”
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based brand
The Chotukool is a 43-liter cool box that weighs 7.8 kilograms and is loaded from the top. “Our
refrigerator runs on a cooling chip and a fan similar to those used to cool computers. It also uses high-
business
end insulation to stay cool for hours without power. It consumes less than half the power consumed by
regular refrigerators,” explains Sunderraman, adding, “With Chotukool, Godrej Group is aiming for a
companies company
unique position in the market in terms of pricing and features. At the same time, we also want to ensure
the smiles on the faces of our customers.”
cost country customers don’t
entrepreneur
entrepreneurs experience
The company has also found the right distribution channel before rolling out the product. It has joined
hands with non-governmental organizations, self-help groups, and micro-finance institutions to reach out
growth help high idea
to the customers in villages.
india indian industry

http://www.dare.co.in/people/featured-innovation/chotukool-the-cheapest-environment-friendly-refri

18/07/2012

Chotukool - The cheapest, environment-friendly refrigeration system | Featured Innovation | People |

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CHANGE FOR GOOD Tata Nano is the first major recent example of disruptive innovation in
CHANGE FOR GOOD
Tata Nano is the first major recent example of disruptive innovation in India. According to experts, Tata
Nano, “the people’s car,” will change the dynamics of the automobile market and will result in a paradigm
shift. The target consumers of the cheapest car in the world are the millions of Indian motorbike and
scooter drivers. While each year 6.5 million motorbikes and scooters are sold in India, only 1.3 million
cars are purchased every year. The conversion of motorbike and scooter drivers into car drivers,
therefore, represents a huge market potential. It is estimated that of India’s present population of more
than 1.1 billion, more than 400,000 qualify for the target group as potential buyers of the low-priced car.
This disruptive innovation has already opened up the race between the motor companies to manufacture
the cheapest car.
investment investors look
make management market
marketing million money
need number people
product products right second
sector services start team
technology think time used
value venture want women
work world years
Recently, Tata has unveiled another product for the masses. Its latest product called Swach is probably
the cheapest compact water purifier to enter the market in January 2010. According to the company,
Swach meets the U.S. Environmental Protection Agency standards.
Swach does not require running water, power, or boiling once installed. Each of its filters can produce
3,000 liters of purified water, enough to provide a family of five drinking water for a year. The filters use
paddy husk ash as matrix, bound with microscopic particles of silver to kill the bacteria that cause 80
percent of waterborne diseases. Paddy husk ash has long been known for its cleansing properties, and
India produces about 20 million ton of it every year. The purifier produces clean water without using
electricity or running water, both of which are mostly unavailable in rural areas.
Swach’s fuse has advanced dual function mechanism - pure-power indicator and advanced auto shut
mechanism. The pure-power indicator indicates purifying power level and signals when to replace the
bulb, while the auto shut mechanism stops the flow of water once the purifying power of the bulb is
exhausted. The filter has been designed in a Tata Consultancy Services lab, while the silver
nanotechnology was added by Tata Chemicals. Titan, Tata’s watch subsidiary, contributed the precision
machine tools to manufacture the filter.
“Safe drinking water is a basic human right. Tata Swach combines technology, performance,
convenience, and above all affordability to serve this basic human right to millions of consumers. The
company has made affordability an important part of its innovation efforts. Tata Swach can play its part in
the national efforts to reduce waterborne diseases,” says R. Gopalakrishnan, vice chairman, Tata
Chemicals.
Before launching Swach, Tata Chemicals had carried out pilot tests of the product in 600 households in
Maharashtra, Uttar Pradesh, Orissa, and Tamil Nadu. Rallis India, Tata Group’s agrochemical firm, will
distribute the two variants of the purifier in India at Rs 749 and Rs 999.
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SUSTAINABILITY IS KEY
Executing a BOP strategy with a new product isn’t easy. Even if you can come up with a product which
would help improve the lives of the world’s poor, distribution can be difficult due to access barriers in
highly segmented lower income markets. When creating innovative products for BOP markets,
Sunderaman notes that cost alone is not the issue. “It’s not just about making consumer products
cheaper,” he says. “You’ve got to come up with products that actually meet the specific needs at the
bottom of the pyramid. How do you design products that people need? You have to actually go and find
out, and so we send researchers to find out how people live – how they do their washing, their cleaning,
and what their problems are,” he explains, adding, “You have to always find a sustainable solution while
catering to the BOP segment. From the demand side, socially responsible business can help inform
consumption patterns. From the supply side, product innovation goes to the heart of social and
environmental sustainability.”
According to some experts, disruptive innovations are suitable for developing markets because they offer
a product to people who would otherwise be left out entirely or poorly served by existing products.
There is, however, also a subset of disruptive innovations called catalytic innovations which evolve from
the primary objective of bringing a social change.
The world id already looking at India as a source of value creation by virtue of its large market size and
its ability to offer cost savings through its low cost, highly eddicient, English speaking skilled labor force.
This is enough to record impressive economic growth, but to achieve leadership status, India must give
the world "next practices" and be a source of disruptive innovations that are able to radically alter the
compeitive landscape. Growth impetus can be created only by building up the country's systematic
innovation capacity.
Shyam PV
This article is sourced from: Technology Review India.
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written by nfl football jerseys, October 07, 2010

http://www.dare.co.in/people/featured-innovation/chotukool-the-cheapest-environment-friendly-refri

18/07/2012

Chotukool - The cheapest, environment-friendly refrigeration system | Featured Innovation | People |

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http://www.dare.co.in/people/featured-innovation/chotukool-the-cheapest-environment-friendly-refri

18/07/2012