Abstract

The case ‘eKOcool’ is about a solar-powered cooler launched by Hindustan Coca-Cola Beverages Private in 2011 to provide chilled beverages to consumers in the rural areas of India. It explains the rationale, design, and structure of the product. Initially, the prototype was developed and a pilot survey was done to understand the market response. With the successful outcome, the company distributed solar coolers to the other rural areas across India. Soon, eKOCool became a part of Coca-Cola’s eKOcool program under its 5by20 initiative. The case also discusses the company’s future plans to distribute solar coolers pan India and the challenges the company is likely to face in the distribution of eKOCool.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Appreciate the issues, challenges, and opportunities in new product development.
• Understand how companies innovate based on local insights
• Understand reverse innovation

Keywords

eKOcool, 5by 20 program,Coca Cola, Reverse innovation, Women empowerment, Solar cooler, Sustainability, Rural markets