Selling Solar in India

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Selling Solar is the title of a new book by Damian Miller, an entrepreneur who built successful businesses selling solar energy systems to consumers in developing nations like India and Sri Lanka.

Coincidentally,  Selling Solar was also the title of a pioneering report published fifteen years ago by the Rockefeller Brothers Fund. It explored how projects such as those of then newly formed SELF (Solar Electric Light Fund) in India and Sri Lanka could be scaled up dramatically to provide widespread affordable power in developing nations. In fifteen pages, it highlighted the need for innovative and accessible financing mechanisms.

SELF was founded by Neville Williams, who co-founded SELCO-India with Harish Hande around 1994. Today SELCO is widely feted and Harish has won numerous accolades over the years and finally entered the mainstream media’s consciousness this year when Financial Times recognized him with the Arcelor Mittal “Boldness in Business” award this year.

It wasn’t easy for Harish. Especially during the initial years when he needed to find organizations willing to partner in enabling a business model based on innovative financing and linkages. Even recent years have been challenging. They were the same years photovoltaic manufacturers industry as a whole enjoyed a resurgence. I talked with Harish in early 2006 as part of a study for the BoP Lab when I was at Cornell’s Johnson School. He lamented how European subsidies pushed photovoltaic prices beyond the reach of people who really needed it and were using the technology well before . Ironic, I thought. He also expressed frustration at how many bilateral and multilateral organizations that try to help don’t understand how important the financial innovation and linkages are.

But three years hence, things are looking up. For his customers, that is. With the fall of photovoltaic prices and recognition of the vast rural and sub-urban markets under-served by grid power, there is a huge interest from entrepreneurs and investors in “distributed power generation.” Solar technologies are at the center.

In his book, Selling Solar, Damian Miller uses diffusion theory to explain the spread of solar in developing world, and credits entrepreneurs like Harish Hande for driving technology innovation and policy along with market penetration. His company Orb Energy, backed by London based Zouk Ventures, entered India in 2006 and has field offices in Andhra Pradesh, Karnataka, Kerala and Maharshtra.

Venture backed activity has definitely picked up. Venture East funded Hyderabad Intelizon founded by Kushant Uppal an entrepreneur from Silicon Valley. Meanwhile, Idealab - the California company credited with pioneering the incubator model – is backing Ahmedabad based Distribute World Power.  So SELCO, operating in Karnataka and Gujarat, has competition now!! SELCO itself has gotten an infusion of new capital from Good Energies and Lemelson Foundation, both non-Indian entities.

Finally the floodgates seem to have opened.  Are we at the tipping point? I think so.

How many years before every child in every village and slum has a bright light to study by without breathing in noxious kerosene fumes? Hopefully, that day will be here soon with many more entrepreneurs and companies selling solar.

Let there be light!

By the Numbers: Indians Without Grid Electricity

See how World Bank and Indian Government estimates of number of Indians without access to grid electricity compare in our new page: BY THE NUMBERS. You will be surprised.

Can the Poor Afford Cleantech?

That’s a question I get often from friends and family in India and the US. “We need to feed our masses and eradicate poverty before we can worry about the environment,” the logic goes. That there must be a trade-off between the economy and the environment is the entrenched public and political opinion in India.

On the surface, there appears to be plenty of evidence to support this view: Solar costs aren’t at grid parity yet. LED and fluorescent lamps cost way more than incandescent bulbs. The poor will never pay for water, leave alone the latest purification technologies. And the fact that electricity and water are both government-controlled utilities makes matters worse with red tape and inefficiency.

My response to this usually involves two examples: SELCO India and WaterHealth International. SELCO has been bringing photovoltaics to the poorest customers for more than 10 years now, while thousands of villagers are paying for water purified by WaterHealth’s technology.

How? Well, the secret sauce in their success, other than of course the extraordinary commitment of their leadership, is what Stu Hart terms “radical transactiveness.” To put simply, radical transactiveness is to dive deep into your customers’ experience, often with stakeholders other than just the company, to co-create/evolve a business model that works for the customers at the “base of the economic pyramid”(aka BOP).

SELCO recognized that its customers had no access to grid and were instead heavily reliant on kerosene! He recognized that with the appropriate microfinancing mechanism, daily payments toward a solar home system cost his customers less than what they shelled out for kerosene. The improved quality of light and air also enabled additional income generation and healthcare cost avoidance. (Click here for an awesome first hand account of how SELCO works by Raj Melville)

“Grid parity” simply does not matter to the approximately 100,000 villages of India that aren’t yet connected to the grid! Even in urban India, the cost of backup power generation from diesel or petrol must be accounted for to draw a fair comparison in many cases. (See article regarding India’s dependence on liquid fossil fuels for backup power generation.)

WaterHealth did not create a home purification system for the poor. Instead they discovered by engaging local communities and NGOs, that even the poorest were willing to “pay per use” via a community-level water purification system. The source of water itself does not change from before the project.

At 1 Rupee for 15 litres, 60% to 80% of total village population uses WaterHealth’s facilities. Turns out the poor will indeed pay for basic necessities such as clean water. Villagers reported improved health and ability to work for a living.

Any venture capitalist or entrepreneur will tell you that a superior technology does not ensure market success. That’s true for cleantech as well. I am not down playing the difficulty of introducing new technologies in the BOP market. But it’s not the technology’s fault if the business model imposed is inappropriate.

The poor certainly can afford cleantech. And as the examples above prove, often they stand to benefit the most from clean technologies.