Godrej, fast moving commercial goods (FMCG) company in India, historically known for its refrigerators in the Indian market, considered launching a new product for the rural markets. Chotukool alternative cooling system was aimed at the bottom of the pyramid (BOP) segment in India. More than 80 percent of the population in India does not own refrigerators and 50 percent of the population earns less than $ 2 a day. The study tracks the journey of Godrej Disruptive Innovation concept idea of marketing challenges faced by the company. It also focuses on the length of how the organization plans to run two parallel business models aimed at consumers of traditional refrigerators, and the other at the same time the current target non-consumers. The case focuses on the task of managing innovation throughout the value chain in order to succeed in social innovation. "Hide
by Charles Dhanaraj, Balasubrahmanyam Suram, Prasad Vemuri Source: Richard Ivey School of Business Foundation 11 pages. Publication Date: November 15, 2011. Prod. #: W11498-PDF-ENG
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