NextBillion - An Initiative of the William Davidson Institute at the University of Michigan

Thursday, May 9, 2013

Growing rural demand is making Godrej Appliances target consumers at the bottom of the pyramid with new products pegged below Rs 3,000.

Products in categories such as water purification and washing solutions at lower prices are being explored nearly three years after it launched the ‘Chootukool’ refrigerators at Rs 3,000.

George Menezes, Chief Operating Officer, Godrej Appliances, said: “We are testing the waters in terms of a new business model for the bottom of the pyramid in categories like water purification and washing solutions, which can work with and without electricity.”