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RURAL MARKETING
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New technology helps to reduce the cost of the product. However, this takes time
as the cost of using new technology is initially high. Subsequently, though, the price
goes down.
There have been many innovative products targeting rural consumers in India over
the last few years. One such product is Chotukool refrigerator from Godrej & Boyce, the
world’s cheapest refrigerator with a price tag of INR 3,250. This portable, top-opening
unit weighs only 7.8 kg, 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
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