India’s solar industry eyes huge rural opportunity

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I was at ICORE 2009, a renewable energy conference organized by Solar Energy Society of India (SESI). This year’s focus: Renewable Energy for Rural Development.  

I heard industry leaders talk passionately about potential for solar to truly bring electricity to rural communities and catalyze grassroots social and economic development. Plenty of discussion circled around industry’s demand for adequate support, recognition of its potential, “leveling the playing field”  and inclusion on policy discussions. Overall, the energetic conversaion between industry and government reps was indicative of an evolving sector keen not to miss growth opportunities during a time that many see as the inflection point.

The following observations are not new, but are notable because they were made by industry representatives and collectively signal that India’s solar players “get it.”

1. There are more villages and rural population without electricity or access to quality electricity than government statistics let on. The need is such that the entire “20 GW by 2020″ goal could be met by rural systems and hardly make a dent in demand. We need more aggressive goals.

2. Decentralized solar can more cost effectively make a difference than centralized multi-MW solar power plants because of the grid’s poor quality. Transmission losses are as high as 50-60% in some states where the need for rural power is greatest.

3. Government’s policy framework should recognize the above facts and incentivise rural electrification via decentralized solar deployment accordingly. Today it does not.

The hot button issue of the event clearly was about how central government should support both manufacturing and usage (including rural) of PV and solar thermal. The lively conversation between MNRE (Ministry of New and Renewable Energy) representatives and industry leaders bordered on an open negotiation.

The following were the broad themes in this regard.

1. Comparison with conventional energy sources, especially coal: It is wrong to compare solar with coal simply on upfront costs alone. Costs associated with fuel (coal), operation & maintenance, grid losses and cost of grid need to be accounted for. MNRE’s response was mixed. While acknowledging the need to devise “apples to apples” comparison, they maintained solar is costly and that their goal is to reduce costs for the consumer.

2. Consistent support for on-grid & off-grid solar power generation: Given the poor quality of the grid and significant hours in a day when the grid is “down,” government should provide consistent tarriff for solar energy produced & used irrespective of grid connection. MNRE’s reps were amenable to the idea and said this may require a certification mechanism via independent 3rd party entities that are able to verify useful electricity produced from distributed power generation.

3. Support for Indian manufacturers to compete, especially with Chinese manufacturers: Industry reps feel Indian goverment needs to do more to “level the playing field” for them to compete with Chinese companies, which apparently receive free land and very cheap capital from China’s government. MNRE reps gave a sneak peek into November announcements stating that “generous” support is on its way.

4. Anti-dumping / quality laws: As PV prices tumble, manufacturers are feeling the pinch. Some industry reps clearly were enraged by what they called “low quality, low cost” products entering India. MNRE indicated new quality certification programs will help here, but ultimately consumer should remain the decision maker.

Both MNRE directors and SESI officers repeatedly referred to an upcoming MNRE policy/tarrif announcement expected around November 15, 2009.  I can’t wait to see its details!

In the next couple of posts, I will focus on the most interesting speakers/conversations of the event from my perspective.

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!

Solar photovoltaic prices set to tumble – By The Numbers

Solar industry experts have been predicting that solar grade polysilicon supply will catch up with demand in 2009. Check out the latest forecast regarding this in By The Numbers.

Finally, smaller retail players in emerging markets like India, at least those who are able to find funding, can make a push to expand and reach new customers. For the past few years demand from developed markets like Germany and high silicon prices together had pushed module prices beyond the reach of most customers in markets like India. Despite the tough economic outlook, this will surely begin to change that.

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.