Chotukool is an innovative approach to tackling the problem of food storage in India, a country in which
around one-third of all food spoils and an estimated 80 percent of households do not have access to or use
a refrigerator. Chotukool is the brainchild of Gopalan Sunderraman, Executive Vice President of Godrej
& Boyce Manufacturing, a 100 year-old company based in Mumbai, India. An example of the power of
frugal innovation, Chotukool is a groundbreaking product on many levels – in terms of the technology
used, its design and the business model employed to develop and deploy it.
Chotukool is a 45-liter plastic container that can cool food to around 8 to 10 degrees on a 12-volt battery.
Abandoning the compressor technology used in domestic fridges, it uses a thermoelectric or solid state
cooling system. It does not have a front opening door but opens from the top to ensure that the maximum
amount of cool air remains in the container when opened.. The freezer
The invention ventures of every organization are accompanied by risks and benefits, particularly if the
product is intended to be of a particular industry. In the next section, we will speak of the benefits and
drawbacks of Godrej facing the production of Chotukool for the income disadvantaged rural India, what
kind of inventions Godrej has engaged with its production of Chotukool, and tactics to effectively
integrate the commodity to its new brand. Method advances within Godrej & Boyce were made possible
by the Chotukool brand breakthrough. Towards being allowed to get all the freezer into another local
region, the organization altered its delivery mechanism. Sunderraram, team leader of a Chotukool,
suggested making use of postal service to deliver the commodity since it has a vast scope of branches in
India local location.
Process and Product Innovation
Modern businesses grow and succeed in today’s corporate climate for a myriad of different reasons. Some
are known for their products, others for their services, and others still for less easily-defined factors such
as strong brand loyalty or captivating ad campaigns. Innovation, as a concept, refers to the process that an
individual or organization undertakes to conceptualize brand new products, processes, and ideas, or to
approach existing products, processes, and ideas in new ways.
This is a radical innovation as it opens a whole new market, it is a new solution. It adapts toa new market.
It is an architectural innovation, the design has been rethought and it usesanother cooling system. It is
competence enhancing as it is still based on the refrigerator useand it doesn’t make the other ones
obsolete. Implementing the strategy being applied in selling the Chotukool in the rural region differed
from its corporation’s traditional advertising campaigns because they understood that rural families with
low wages did not respond to infrastructure as urban citizens possess. They decided to allow the mode of
using word of mouth. Awareness of the latest quick fix to everyone’s cooling problems. As it reaches a
different segment where no brand of the same type of engineering has in the past by any chance been
used, this approach appears to be a bold breakthrough. The Chotukool might improve the culture of less
advantaged rural families, and they have a chance of changing their way of eating. In addition, to
minimize energy usage, Godrej applied new technologies to the traditional fridge. As the traditional
refrigerator’s entire design is evolving, the firm’s engineering activities become structural. Its cooler
technology is still evolving, which may lead one to have the believe that it’s a part of advancement.
However, when one gets the chance to review it, it possesses more than improvements being introduced.
The entire compressor conditioning technology implemented by Godrej’s freezers got outdated by moving
to a lower utilization coolant, thus forming competence-destroying development for business.
Pros and Cons
From a different perspective, Godrej had a chance to capture customer base in a market that has
been presently overlooked by his rivals seeking for the launch of a new product into such an underserved
market; thus, he would still not possess any competitive factor to the Chotukool. In addition, the business
would have been concentrating on producing a commodity that might make a big variance in the standard
of living of less advantaged rural households, so Godrej could draw more audiences and make his brand
increasingly common, thereby creating a huge market for the items. (Mannan et al,,2015)
Any development initiative, from a different direction, occurs at an expense. No one could
anticipate the result of such an engineering initiative; thus, it may be an utter disappointment as well as it
can posse a triumph if the commitment in the production process has been made. In contrast, the
commodity holds a huge implicit ambiguity. Therefore Godrej was to make a great chance of warehouse
development in every post office at every local area in India to ensure his product is open to limited
Traditional Refrigerator threat
As the company achieved a competitive advantage in India’s metropolitan region, the freezer
enabled Godrej to challenge breaking the current freezer business. Furthermore, they covered modern
sectors that did not fit the traditional fridge, like restaurants, grocery stores, food stalls, etc. By selling
products of improved standards in conjunction with increasing its revenues through holding current
commodities fresh for a prolonged duration, Chotukool helped present retail outlets to broaden the
collections. The corporation also discovered a different innovation which would probably be applied to
standard fridges to reduce their energy usage, that most firms can eventually embrace. In a real sense, in
reference to Sharma, Dwivedi, & Pandit (2014) hence thermoelectric cooling is now more regarded for
cooling structures since this lack of moving parts tends to improve the stability of the system, reducing
maintenance requirements leading to an improvement in the life span of the system. (Shetty et al.,2014)
As Godrej intended to enter local low-income households, they lacked to inquire the
predominantly impacted individuals the actual thing they were looking for. The organization wanted to
transform the mindset of the rural community, and they could not predict that when these individuals had
to alter eating patterns, certain desires shifted.
The insights presented to the business by Chotukool is important and it can be applicable to every
commodity being produced within a corporation. Designers and developers often produce amazing
innovations that might transform the manner in which the system works but often struggle to sell it to the
right consumer group. Corporations may even have the best aim of directly serving those consumers.
Still, they must closely research the needs of the consumer group and see how the marketing initiative is
compatible with what the business is asking about. Kotex, Coca-cola, Kleenex, and others are examples
of items with a unique objective than the original objective they were developed to do.
Most companies know they must innovate to keep up with the market’s pace of change. With
technological advances disrupting all industries, companies must innovate in order to stay relevant and
not be left behind. In fact, innovative companies are rewarded not only for being ready for the future, but
also with top talent and increased consumer demand . Business innovation is when companies implement
new processes, ideas, services, or products with the goal of boosting the bottom line. It could mean
launching new and improved products or services (which can lead to higher revenue), making an existing
process more efficient, or solving a current business problem (both of which cut down on costs and save
time). The key element of innovation is that it drives revenue for the company. Innovation has become
such a hot topic that its true meaning is often lost in the noise. While some use it as a catchall buzzword
for simply using the latest technology or making change for change’s sake, the definition of “innovation”
is limited to changes to the core business of an organization that leads to growth.
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