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eKOCooler by Coca-Cola: Attempt to expand market and reach in rural India
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Tuesday, 07 June, 2011, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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To overcome the problem of erratic supply of electricity, Coco-Cola India has developed eKOCool, a chest cooler, which operates exclusively through solar energy, with no other electricity source required for its operations.
The product has been developed internally by the Indian arm of the Atlanta-based multinational. eKOCool has a capacity to store two crates, which contains 48 glass bottles of 300 ml each. The unique aspect of the product is that it can even charge mobile phone and light up a home.
Coca-Cola India will offer an entire range of its chilled soft drink products to markets deep in the hinterland, even where there is no electricity.
It was introduced in select rural markets early this summer, and had already improved sales dramatically. A pilot project under which 20 coolers were placed in rural areas near Agra (UP) had been successfully completed this summer and it was noted that sales from these outlets had jumped nearly five times.
According to reports, the cooling equipment brings benefits to the retailer too in terms of saving on the electricity bill and cost of ice.
The prime motive behind introducing the equipment was the observation by the company in several markets in UP that outlets stocking the company's products did not have any chilling equipment. The outlets were operating on ice boxes with little ice, since neither cooler nor electricity were available.
The company now aims to provide 100 coolers in rural areas over the next few months.
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