EcoSense Appliances, a part of the Sanjay Group of Companies, manufactures energy-efficient appliances for cooking. It was born out of the fact that there is immense potential for products that will help consumers save the cost of cooking through innovation. So far, EcoCooker and EcoChulha are their two biggest cost savers in this category.
EcoCooker is the result of years of rigorous scientific research and application. Available to run on LPG, it shares a direct connection with the source of fuel (such as a cylinder or pipeline).
The amount of heat required for cooking has been scientifically estimated. Therefore, EcoCooker is designed to continually supply optimal heat throughout the cooking cycle. Various energy losses during the cooking process have been reduced to minimal thanks to the inventive design of each component of the device. Users can save LPG usage up to 70%.
How does EcoSense operate?
EcoSense has appointed distributors in five cities within Maharashtra; these are Mumbai, Nagpur, Nashik, Palghar, and Aurangabad. A sales manager, along with supporting staff, is employed at each location.
Step 1: A distributor identifies a potential buyer.
Step 2: The EcoSense team then arranges a live demo of the product to them.
Step 3: Once the client is satisfied, the sale is executed.
EcoSense also participates in various exhibitions to create leads for potential customers.
What scale and impact challenges did the company face?
1) EcoSense wanted to build credibility for EcoCooker as a brand.
2) They were looking for ways to create a new consumer segment.
3) Influencing buying behaviour of the potential adopter was another challenge.
4) They were also posed with the hurdle of creating effective sales pitches for EcoCooker.
How is Scale-Up Program helping EcoSense?
1) MIF is helping them understand the right market for EcoCooker and create a well-defined go-to-market strategy.
2) Creating a framework for a new category for EcoCooker is part of the plan.
3) MIF is helping them with a customer survey to identify the gap between customer expectations and EcoSense's offerings: an activity that will result in significant shift in sales and product design strategy.
4) MIF is also helping them understand EcoCooker's consumer better.
Inception: In India, cooking consumes roughly 35% energy. A quarter of this is, perhaps, supplied by commercial fuels, and the rest is biomass. Saving this energy would not only lower our oil imports costs but also significantly help conserve forests.
MIF: Our association with MIF is nascent. But we have already met with MIF team and consultants who have helped us identify the credibility gaps that our organisation is facing.
Sunil Pathak Owner, EcoCooker
To know more about EcoCooker, click here