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  • June 2016 (Revised November 2021)
  • Case
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chotuKool: 'Little Cool,' Big Opportunity

By: Rory McDonald, Derek van Bever and Efosa Ojomo
  • Format:Print
  • | Language:English
  • | Pages:18
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Abstract

In 2013, a team led by Gopalan Sunderraman, vice president of corporate development at Godrej & Boyce Mfg. Co. Ltd.—one of the companies owned by Godrej Group, a large Indian conglomerate—was preparing to launch an innovative low-cost refrigerator. Developed expressly for the approximately 80% of Indians who lacked access to refrigeration (a market Godrej had never before targeted), the chotuKool represented a technological marvel—a small, inexpensive thermoelectric appliance powered by a rechargeable battery. The case traces chotuKool’s development and evolution from an initial product concept inspired by theories of innovation and the strategic vision of Jamshyd Godrej (managing director and chairman at Godrej & Boyce Mfg.) to a promising new line of business that emerged from a process of learning and discovery through market feedback. As the company geared up for the broader rollout of chotuKool, Sunderraman and his team faced some tough questions. What was the proper target and scope for the launch? Which strategy gave them the best chance of success? Could chotuKool really redefine the company and bring refrigeration to hundreds of millions of Indians?

Keywords

Disruptive Innovation; Emerging Markets; Entrepreneurship; Growth and Development Strategy; Marketing Strategy; Consumer Products Industry; India

Citation

McDonald, Rory, Derek van Bever, and Efosa Ojomo. "chotuKool: 'Little Cool,' Big Opportunity." Harvard Business School Case 616-020, June 2016. (Revised November 2021.)
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About The Author

Derek C. M. van Bever

General Management
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Related Work

    • March 2017 (Revised August 2021)
    • Faculty Research

    chotuKool: 'Little Cool,' Big Opportunity

    By: Rory McDonald and Matt Higgins
    • June 2016 (Revised November 2021)
    • Faculty Research

    chotuKool: 'Little Cool,' Big Opportunity

    By: Rory McDonald, Derek van Bever and Efosa Ojomo
    • March 2022
    • Faculty Research

    chotuKool (B)

    By: Rory McDonald
Related Work
  • chotuKool: 'Little Cool,' Big Opportunity By: Rory McDonald and Matt Higgins
  • chotuKool: 'Little Cool,' Big Opportunity By: Rory McDonald, Derek van Bever and Efosa Ojomo
  • chotuKool (B) By: Rory McDonald
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