Co-creating with Rural Consumers Helps Achieve Inclusive Growth
Co-creating with Rural Consumers Helps Achieve Inclusive Growth
2 PagesCo-creating with Rural Consumers Helps Achieve Inclusive Growth In India, leading manufacturer Godrej & Boyce aimed to reinvigorate growth in its venerable household appliance business. Innosight helped find a way to attract non-consumers—the more than 80% of households that lacked basic appliances such as refrigerators. Client Impact IMAGINING A SOLUTION FOR NON-CONSUMERS The name Godrej is synonymous with refrigerator in India, but electricity is unavailable or unreliable in many rural areas, and millions of families earning under $5 per day can’t afford to buy one. The idea to address the basic refrigeration needs of rural households in began in 2006 at a disruptive innovation workshop led by Innosight co-founder Professor Clayton Christensen of Harvard Business School. Could
