🧠A Lesson in Problem Solving Ft. Parachute
The iconic blue bottle of Parachute was not a one-shot hit. Why did it need multiple attempts to get it right?
Dadi ki Champi - the perfect end to a long day at work.Â
Did you imagine a cylindrical blue bottle like this?
You are not alone. This iconic bottle is etched in all of our memories.Â
And it has made Parachute what it is today.
But Parachute was not always sold in these iconic bottles.Â
It was after multiple failed experiments and losses that this design was born.Â
Back in 1974, when Harsh Mariwala joined his family business, coconut oil was sold as a commodity in 15 litre tins.Â
He identified a market opportunity in the retail sector.Â
But selling smaller branded packs had its own set of problems.
They started using small tin cans to prevent leakages.Â
But:Â
The tin cans were difficult to open
Customers would often get hurt while opening the tin cansÂ
Tin cans did not look premiumÂ
Solution?Â
Enter: square plastic bottles. Â
This new packaging solved all the above problems.Â
But, it introduced a new problem: rats!Â
Yes, the smell of coconut oil attracted rats and they nibbled on the containers.Â
Result? The oil would leak and damage other goods near the bottles.Â
Now what?Â
Marico went back to the drawing board.Â
After multiple brainstorming sessions, they cracked it.Â
The seemingly complex problem had a simple solution - just change the shape of the container.Â
The new cylindrical shape of the container made it difficult for the rats to get a grip and nibble away! Â
And that's how the iconic cylindrical blue bottle of Parachute was born.Â
In no time, the entire industry shifted from tin to plastic and cylindrical bottles became the norm.Â
And the brand still continues to innovate!Â
It has found a way to reduce carbon footprint by reducing bottle and cap weight.
Major lessons here?
You might be very close to your solutions. Try and try until you succeed.Â
Life is not as complex as we make it. Sometimes, the answer can lie in a simple shape!
Your solutions might create new problems. Try to think of unintended consequences of your solutions (second order thinking).
Do you still use coconut hair oil or have you switched to something else?