BoP Innovation: Godrej introduces $69 fridge for rural India

We have seen many innovative products targeting BOP consumers in India over the last few years. However, Godrej &

Boyce, the Indian conglomerate is arguably taking it to the next level by launching the world’s cheapest refrigerator.Launched by Indian conglomerate Godrej and Boyce, ChotuKool’s $69 price tag is not the only reason it can be called super economical. The portable, top-opening unit weighs only 7.8kg, uses high-end insulation to stay cool for hours without power and consumes half the energy used by regular refrigerators. This is a product that has crossed several technological barriers and is designed to cross several social barriers as well.

As the article rightly points out, its not just the price that makes this product unique. Its the design and innovation keeping in mind the needs of BOP consumers

The idea discussed in the workshop was to involve villagers right from the design to selling of the product. A survey by the young employees of Godrej followed, with findings showing that rural Indians expected a refrigerator to be used to cool 5 to 6 bottles of water and stock 3 to 4 kilograms (6 to 8 pounds) of vegetables. They also wanted it to be portable so that it could be moved out to make room for family gatherings.

Lets be honest though, Rs. 3,250 ($69) is still a steep price tag for most rural poor. And this product is not as cheap as the world’s simplest refrigerator! Yet, its commendable that a big conglomerate like Godrej is investing time and resources to design products that can improve the lives of rural consumers.

Source: Gizmag

Picture: Godrej and Boyce