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Mellange Case Study

Mellange Case Study - Induction Cooker as GODREJ MODERN...

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Induction Cooker as ‘GODREJ MODERN CHULHA’ Our Induction cooker named as “Godrej Modern Chulha” will be launched under the parent brand. It will make use of alternating electric current to produce an oscillating magnetic field. As a result the magnetic field will induce electric current flowing in the metal pot (metal post being made of ferromagnetic metal). This current in the metal pot will produce resistive heating to heat up the food in the metal pot. ‘Godrej Modern Chulha’ will be a faster and a more energy efficient way than a traditional stoves like Oorja by First Energy or Envirofit. Because induction heats the cooking vessel itself, the possibility of burn injury is significantly less than with other methods; the surface of the cook top is only heated from contact with the vessel. There are no flames or red-hot electric heating elements as found in traditional cooking equipment. The induction effect does not heat the air around the vessel, resulting in further energy efficiencies.
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Market Potential Analysis for Filter Market Potential if we launch a just a Water Purifier FACTS Population in India 120 crore No. of Households in India 22 crore households 25% population concentrated at taluka places 5.5 crore households 40% population concentrated at rural places 8.8 crore household 35% population concentrated at town places 7.7 crore households
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Penetration of purifiers in INDIA (Less than 10% at towns, less than 8% at Talukas and Less than 2%at Rural Places) 1.5 crore households Total Untapped Market for Water Purifiers 20.5 crore households No. of water purifier units sold in India in 2010-2011 30 lakhs No. of Offline/Gravity Water Purifiers sold in India in 2010- 2011 18 lakhs Average price point of Gravity Purifier Rs.1500 MARKET POTENTIAL Total Market available for GRAVITY Water Filter in 2012-2013 25 lakhs Year 1 Market Share among the Gravity Filters 5% TOTAL Volume Projected IN YEAR ONE 1.25 LAKHS Market size of gravity filters IN YEAR ONE 20 crore rupees TOTAL MARKET IN YEAR ONE 20 crores Market Potential Mapping for year one if we launch a Water Purifier wit Chilling Module “FilterKOOL” FACTS Penetration of refrigerators in INDIA (20%) 4.4 crore households Penetration of purifiers in INDIA (less than 10%) 1.5 crore households Total Untapped Market for Refrigerators 17.6 crore households Total Untapped Market for Purifiers 20.5 crore households No of sales happening per year by refrigerators ( no. of new families added) 50 lakhs No. of water purifier units sold in India in 2010-2011 30 lakhs
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