The women are close to the community to facilitate diffusion of idea. Navroze says, “You need to put yourself right inside the context and understand the feelings of everyone involved.”. The company can can have a parallel marketing channel and also have an intensive for the USER to spread the message(Nothing breeds consumption like consumption itself! ), There is nothing newPortable coolers for cars working on car battery are freely available at various outlets in India Whats so great I fail to understandDr Sunil M Arora. This term was coined by Harvard Business School professor Clayton Christensen. The other obvious aspect is that the behaviour patterns will be different for different markets – be it urban or rural. Most importantly, users have the choice of co-creating a Chotukool with their unique design. A number of scholars have argued that a similar disruption process is brewing in today’s emerging markets, especially in China and India. Today, the team has grown a fair bit and is gearing up to take to market, the personalised Chotukool. ChotuKool, a “nano” fridge, is a disruptive innovation by India’s Godrej & Boyce. it is whether we provide enough for those who have too little", Partnerships with Other Development Partners, Science and Technology Cooperation on Global Issues, JICA Development Studies Program (JICA-DSP), CHOTUKOOL: INNOVATING AT THE BOTTOM OF THE PYRAMID. We are looking for profit, no doubt. Each Chotukool can be customized with your choice of a unique piece of art, a digital image, a photograph… you name it. Building skills in people at the BOP, creating income for them and driving affordability will remain a formidable challenge! The Chotukool team in the early phase of the project spent long time in the field to gain deep consumer insights and learn about the habits and life of the people in the rural India and BOP families. The other interesting approach is to bring key stakeholders from all fields to the table, early on. These insights were processed using Five Step Discovery Process learned from Prof Shiba in VLFM. Chotukool is a 45-liter plastic container that can cool food to around 8 to 10 degrees on a 12-volt battery. We involved BOP members in marketing, training, servile delivery and part of logistics. And, this whole process adds meaning to people’s lives. For people in rural India, while the core value proposition is the functional benefit, one has to respect that they too have aspirations. The current vision is to extend that philosophy to new landscapes beyond cooling.”. The design comes from the customer (through Chotukool.com) and is fed into the manufacturing process. Is it possible to make this âessential luxuryâ affordable and accessible to the people at the Bottom of the Pyramid? The living room turns into the bed room in the night. It is extremely important to prioritise these and offer solutions in thoughtful, efficient and elegant ways,” says Navroze, as he wraps up. Disruptive innovation has been credited as the strategy that led to Japan’s dramatic economic development after World War II. Together they form a unique fingerprint. “A disruptive innovation is an innovation that transforms an existing market or creates a new one by introducing simplicity, convenience, accessibility and affordability,” is how Christensen defined disruptive innovation when I had interviewed him a few years … BOP is also a migrant population. He has an amazing way of allowing people to express themselves, allowing them to try new things and be patient. In today’s world, if people try to control that, it will work against them. Godrej worked with Future Factory, a Mumbai-based industrial and product design firm, to tap their expertise in industrial design. In the early days of researching Chotukool, the team was extremely small. As the performance of their products improved, they began to move upmarket, into segments that allowed them more profitability. Get free, timely updates from MIT SMR with new ideas, research, frameworks, and more. What was it doing for the community? The company consciously chose to operate under the radar, using the first iteration of Chotukool to understand usage needs of a wide variety of customers. The team, during its research stint in villages, closely observed various use cases. One objective of disruptive innovation is to remove barriers to consumption. To implement the strategies discussed above, what sort of team do we build? 1. This allowed the Japanese companies to capture the low-end segment of the market. The idea was conceptualized based on the principles of Disruptive Innovation developed by Prof Clayton Christensen. She has been writing for almost 20 years on a cross section of topics including stocks and personal finance and now, on entrepreneurship and growth enterprises. This was at the launch of the reincarnation of Chotukool, a cooling device, which is a part of Godrej & Boyce’s disruptive innovation initiatives. Efficiencies can make it cheaper but innovations can actually reach out to a much larger untapped market. But once the local entrepreneurs establish themselves in their home markets, they should also make the leap into more developed countries. “The moment you start imagining your success, start imagining what could lead to its failure, you start preparing yourself for it,” he says. She is a trained Yoga Teacher, an avid endurance Cyclist and a Veena player. Consumer electronics segment in India (‘000 units) 12000 10000 8000 TV sets 6000 PCs Refrigerators 4000 2000 0 2005 2006 2007 2008 2009 2010. A low-cost solution to preserving perishable foods for longer periods, it is also creating new income-generating opportunities. Disruptive innovation, a term of art coined by Clayton Christensen, describes a process by which a product or service takes root initially In simple applications at the bottom of a market and then relentlessly moves up market, eventually displacing established competitors. Moreover, Godrej does not have the capacity to serve the entire need of the market. Portable, low-cost refrigerators like the chotuKool represent the kind of potential disruptive innovations that could threaten established companies. “Does it mean that we are fully protected against competition? 3. Every disadvantage in society today that is not served is a potential new business.”. Quite consciously, the latest version, that was recently launched, de-segments the market and has various features that could appeal to a diverse range of people. We originally wanted to build cooling products to improve people’s lives, especially in emerging markets. Eventually, they captured most of these segments and pushed their Western competitors to the very top of the market or completely out of it. Portable, low-cost refrigerators like the chotuKool represent the kind of potential disruptive innovations that could threaten established companies. A case of ‘disruptive innovation’ that is transforming Rural India GODREJ CHOTUKOOL.
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