Discussion Post: Innovating in India: The Chotukool Project Case Study
In rural India up to 90% of families cannot afford appliances, have no electricity, and have no refrigeration.
Appliance manufacturer Godrej & Boyce decided to make a smaller, cheaper refrigerator to tap this market.
Many of their assumptions turned out to be wrong; they ended up making a lightweight portable battery operated refrigerator with customizable skins to make them cool and aspirational, and sold to multiple market segments, including the urban affluent.
Godrej & Boyce also pioneered a novel distribution system: the Chotukool would be sold at the post office.
The Chotukool won several design awards and FastCompany gave Godrej its "Most Innovative Company" award.
Task
o What were the pros and cons of attempting to develop a refrigerator for India's rural poor?
o What product and process innovations did the Chotukool entail? Would you consider these incremental or radical? Architectural or component? Competence enhancing or competence destroying?
o Did the Chotukool pose a threat of disrupting the traditional refrigerator market? Why or why not?
o Is there anything you think Godrej should have done differently to penetrate the market of rural poor families in India?
o What other products might the lessons Godrej learned with Chotukool apply to?
The response should include a reference list. Double-space, using Times New Roman 12 pnt font, one-inch margins, and APA style of writing and citations.