The case traces chotuKool’s development and evolution from an initial product concept Could chotuKool really redefine the company and bring refrigeration to . Godard and Boyce: Checkout Case study Question and Answers Q 1. Assess the business case for Checkout. What are the critical success. chotuKool: “Little Cool,” Big Opportunity. chotuKool: “Little Cool,” Big Opportunity. case study. Rory McDonald · Derek C.M. van Bever · Efosa.

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From our experience, we learn that we can solve many of these problems through collaborations. Checkout has an impressive product design.

Reflecting on the importance of innovation, Mr. As the technology continues to improve – Mr. This created awareness and promoted the product effectively in its tagged market- the stuvy areas. Technology and Operations Management. Should Godard invest in this business or not?

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Disruptive innovations open up the untapped market of the non-users. Business and Environment Business History Entrepreneurship. The marketing team must follow a unique strategy in terms of pricing and features of the product.

The vision and aspirations of the BOP can be met only through deep consumer studies and breakthrough thinking. BOP is also a migrant population. No doubt, there are challenges at the BOP. Managing Religion in the Workplace: For several small businesses like flower selling, snacks vending and small kiosk shops, Chotukool became an earning asset.

This slowly developed into our 3Lvision for the BOP! Therefore it was one of the best products. 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. A low-cost solution to preserving perishable foods for longer periods, it cas also creating new income-generating opportunities.


The Checkout idea was conceived at a workshop with Proof. Checkout Case study Question and Answers Q 1.

This is a living testimony of the cooperation between the Governments of India and Japan. The product must create an identity for itself. Cwse their vision into reality was no mean task. This product was made keeping the rural folk and their needs in mind. And finally we have a dream that some day in future, Chotukool like products will help deliver vaccines to the children at the BOP in wide spread rural hinterland where there is limited healthcare infrastructure, studg grid power and transport.

Godard Checkout is a product made for the rural areas of India. Disruptive Innovation ; Consumer Products Industry.

Chotukool: Keeping things cool with frugal innovation

Yet their daily life can significantly improve, if they can store some milk, daily vegetables and fruits without spoiling and get half a dozen bottles of cold water. To create an affordable and attractive food storage solution for people who had never used a refrigerator, Mr. They had various reasons but there was scope for innovation here as the market penetration for refrigerators in the villages was only two percent in Only when you jump in can you understand how cold the water is, or that some fish bite but most of them are friendly.

Therefore Godard must come up with new ideas to promote Checkout. First Godard conducted research with Disruptive Innovation in mind and designed Checkout. Checkout is small product with a capacity of liters. This is a very useful tool in rural areas where there is a shortage of power. It is a different category! This case gives an overview stuudy how Tolaram, a company that is a prime example of market-creating innovation in a developing economy, built Indomie noodles from obscurity to become one of chotukopl most recognized brands in Nigeria.


Checkout was a product of Disruptive Innovation at Godard. The product was unveiled in a traditional rural palanquin amidst religious songs sung by women. Observation and interview skills learned from VLFM program were used to gain deep insights of the BOP consumers in their natural habitat. Having a presence in both the markets is an advantage but having two parallel yet business models can be risky for any company.

For example a person who only wants to read emails hardly needs several GHz of processing capacity in the computer. The product must be available and understood by the target market well. Sunderraman is convinced of the advantages of full community immersion. The Chotukool offers a low-cost, low-energy cooling solution for rural householders in India where an estimated 80 percent of the population do not use or have access to a refrigerator.

Checkout, a cooling product is one such low-cost solution for non-users of refrigerators especially in the rural areas.

Sunderraman is seeking to develop a new business model to serve a pressing unmet social need. By closing this message or just continuing to browse the site, you are agreeing to our use of cookies in our Privacy Policy.