Samsung “Chatur”Learning in a Lunchbox

Team RadianceAshita, Shahab, Anand, Rekha, Luan, Carlos, Victoria

What is “Chatur”

lunchbox projector

low cost projector to facilitate education in rural areas

make traditional classrooms more interactive and empower teachers to become facilitators in a digital world, than just providers of knowledge

use worldwide available open source education materials, e-books, online lectures, through internet or data storage device

Who is “Chatur” for

rural schools inept in educational resources to teach

motivated teachers who lack specialized skills or training in pedagogy

personal, low cost projector for an individual

low skilled people who refrain from using expensive, sophisticated technologies for the fear of breakage and recurring costs

social groups working to educate India - “Teach India Campaign”

communities with infrastructural shortcomings to install high end projectors -open air classrooms in villages

Why “Chatur”

brings extensive teaching resources to rural areas motivating and educating teachers who are not trained in pedagogy

overcomes the barrier of creating digital classrooms due to intermittent power supply

rugged - plastic casing and jute fiber padding

inexpensive and easy-to-repair, overcoming the hesitation to use expensive & sophisticated counterparts

digital teaching leaves a long lasting impression on students than regular black-board teaching

Designing of “Chatur”

made up of six major components

cellphone with pico projector

cheap high intensity lamps

mini portable speakers

jute fiber

enclosing plastic box

strong electric tape

Internal Designing of “Chatur”

Top Assembly

Bottom Assembly

How does “Chatur” work

access digital information through mobile internet 2G/3G or data storage devices like USB or Memory card

once plugged in, the touchscreen of mobile phone used to maneuver through the data

pico projector projects on the screen

battery can be re-charged by charging the mobile phone - by usual electricity, car batteries which are ubiquitous in villages, indigenous methods like onion + electrolyte

Specifications & Cost of “Chatur”

Samsung i7410, pico projectorphone was taken as base which costed around $60

Various redundant features like GSM, GPS,Wifi, camera, etc. were stripped which brought down the cost to around $20.

Part Spec Cost

Mobile with Pico Projector

3.2 inch screen $20

Plastic “Lunchbox”

56x . 110x. 160x $4

Jute Fiber 5m $0.1

High Intensity Fliashlight 300 lumens $3

Mini Speaker 3.5 mm $3

Total $30

“Chatur” v/s The WorldChatur Cheapest Projector in Market

Part Spec Cost

Mobile with Pico Projector

3.2 inch screen; 240 x 400 pixels $20

Plastic “Lunchbox”

56x . 110x. 160x $4

Jute Fiber 5m $2

High Intensity Fliashlight 35 lm/sq. m $3

Mini Speaker 3.5 mm $3

Battery 6 hrs

Total $30

Part Spec

Resolution 320 x 240

Light 40 lumen/sq. m

Battery 20 hours

Speaker In-built

Screen NA

Total $150

Category Price

Selling Price $36.67

Unit sold 15,000

Revenue $550,000

Cost per unit $30

Variable cost $450,000

Fixed cost $100,000

Profit $0

Category Price

Selling Price $62.33

Unit sold 15,000

Revenue $935,015

Cost per unit $30

Variable cost $450,015

Fixed cost $100,000

Profit $385,000

Rugged & High Quality “Chatur”

all components locally available - easy to repair in local mobile shops

high intensity lamp - high quality projection overcoming surrounding bright sunlight - no blinds in classrooms, no roofs

external mini speakers - better sound, overcoming ambient noises - open classrooms

jute fiber cushion - giving it extra padding to protect during accidental falls, absorb moisture in high humidity areas, heat resistant - no overheat, climate resistant

plastic casing- lightweight, durable, water proof, low cost

white cloth “dhoti” for screen in classes - easily replaceable & washable, given along

lightweight - 300g - 500g, easily portable like a “lunchbox”

Cultural Appeal of “Chatur”

“Chatur” - means intelligence and widely used Hindi language word

“lunchbox” metaphor - age old tradition of carrying lunchbox in bags

jute packaging - gives the product indigenous and Indian feel

“dhoti” - traditional attire of Indian men used as screen

components easily available and extremely easy to open and repair the lunchbox - strong aspect of return of investment for Indians

giving special discounts on children’s day and teacher’s day - celebrated nationwide

Distribution of “Chatur”

direct distribution channel - sell and deliver product directly, no middle men - order can be placed with a simple phone call

making prototypes available across post offices having the strongest and most penetrated network in rural and urban India

using cheap and reliable courier services like DTDC active across India, charging less than $2 for packages less than 2Kg

Financing Plan of “Chatur”

upfront payment - paying in complete at time of purchase

installment schemes - paying in small increments over a period of 6months - 1 year

micro-financed loans - institutions like Asmita Mircofin Ltd (Karnataka), Cashpor Micro Credit (Uttar Pradesh), Gram Vidya Micro Finance Pvt. Ltd. (Tamil Nadu) have numerous branches in rural areas in India for similar purposes

government offered funding to Panchayats - village level administration

private schools in nearby urban and semi-urban regions can finance as social cause

Advertising & Branding of “Chatur”

Mr. Amir Khan, eminent Bollywood movie star is the brand ambassador for Samsung - can promote “Chatur” at no extra cost

releasing social campaigns like “One Chatur One Teacher”

giving special incentives for independent teachers

presence of prototype at major local vendors, stationery shops, mobile repair shops in the villages

brochures, banners, flyers, posters