Not long after Kraft Foods bought Cadbury, the British-based chocolate company in early 2010, a group of Kraft leaders visited the team responsible for Cadbury in India. The leaders quickly announced the new target: Increase revenues for Cadbury in India by 25% by the end of the year, from $400 million to $500 million. The Cadbury team was still reeling when Kraft announced the other side of the stunning goal: Kraft would pay what it took to get there. Before the end of the year, Cadbury India had hit the $500 million target. The device used to accomplish that remarkable surge was a blank cheque to purchase refrigerated display coolers to keep the Dairy Milk chocolate bar from melting in the summer heat in retail outlets. The cheque underwrote an increase in locations with chocolate coolers from 20,000 to 40,000, thereby increasing visibility. The distribution was expanded into 2,100 additional towns and villages and ad-spend was increased. Chocolates require a temperature of 18 to 240C to prevent them from melting during storage. Cadbury has been procuring chocolate coolers from Voltas for over a decade, having procured more than 1,00,000 chocolate coolers till now. Voltas executed the new order for about 42,000 units of CT 33 (33 litres table top model) and 4,000 units of DC 145 (145 litres floor standing model) of chocolate coolers. These compressor based units were manufactured indigenously. Indeed, refrigeration plays a very important and diversified role in modern life, in many applications.
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