HOME APPLIANCE RETAIL IN INDIA

December 2012 - January 2013 (India Immersion Program)
Client: Godrej & Boyce, Mumbai
Team: Jogy Abraham, Knowl Baek, Vikrant Shitole, Janice Wong

Problem:

The Godrej Group is one of the largest and oldest Indian conglomerate operating in diverse sectors and the company has greatly impacted growth of Indian markets and manufacturing industry since 1897. Recently, Godrej has noticed major shifts in the aspirations and affordability of Indian consumers, especially in crowded, fast growing cities like Mumbai. Our team was asked to find new ways to respond to the emerging user segment that we call ‘Fringe Markets’ - a blend of new working class and traditional middle class.

Outcome:

Documented frameworks, methods, and tools used in our process as a report so that Godrej team can share with other departments.

Presented new business opportunities to senior executives and key decision makers of Godrej Management Council, including the President, Senior VPs, and Directors.

Deliverables include fieldwork report, provotype/prototype designs, three strategy concepts, value webs, activity systems and roadmap.

Details of this project cannot be disclosed.

  • OBSERVATIONS
  • INTERVIEWS
  • USER JOURNEY
  • INFORMATION FLOW
  • PROTOTYPING WITH KIDS
  • BUSINESS MODELS
  • ACTIVITY MAP
  • ROADMAP
  • STORYTELLING