Raising the Demand for Solar<br />Narasimhan Santhanam, <br />Director,<br /> Energy Alternatives India<br />www.eai.in<br />
Solar Power…<br />Smells and tastes no different from coal-based/natural gas power<br />Is available no better than wind-b...
IT COSTS FOUR TIMES AS MUCH AS COAL, NATURAL GAS, WIND OR HYDRO<br />www.eai.in<br />
AND YET <br />WE WANT EVERYONE TO USE IT!<br />www.eai.in<br />
Why?<br />BECAUSE ITS POTENTIAL AS A FUTURE RENEWABLE ENERGY SOURCE IS IMMENSE<br />www.eai.in<br />
But…<br />How does one create demand for a commodity that costs four times the price at which it is available elsewhere?<b...
About EAI<br />Leading Indian renewable energy business intelligence, market strategy consulting firm<br />All primary ren...
5 Ways to Increase the Demand for Solar<br />www.eai.in<br />
Product<br />Place<br />Positioning<br />Price<br />www.eai.in<br />
1Let Go of Grid Solar PV Fixation“A man with only a hammer sees every problem as a nail” – Abraham Maslow<br />www.eai.in<...
Not Just PV, but also Thermal <br /> CSP (solar thermal) has higher efficiency than PV (21% vs. 17%)<br />Power from CSP c...
Plethora of Solar Product Possibilities<br />Solar Cookers International has rated India as the #1 country in the world in...
Plethora of Solar Product Possibilities<br />www.eai.in<br />
2Take Solar Where ReallyNeeded“Stop selling. Start helping” - Zig Ziglar<br />www.eai.in<br />
Take Solar to Unelectrified Villages<br />Over 60,000 villages have no grid power <br />TERI’s Lighting a Billion Lives (L...
Tale Solar to Areas with Long Power Cuts<br />India’s peak power shortages are expected to worsen from:<br />17% peak defi...
3Position Solar diFFeRently“I took a child’s scribbling and sold it as abstract art” – Groucho Marx (att.)<br />www.eai.in...
Position It against the Right Fuel(“Diesel Substitute”)<br />Let solar PV be compared to diesel generated power; Economics...
Position It as a Safer Fuel(“Healthy”)<br />Over 80 million families in India use kerosene as a fuel<br />Results in acute...
Position It as the Anywhere Fuel(“Freedom”)<br />Let it not be called solar electricity; let it be seen as “powering you a...
Position It as a Corporate Statement(“Responsibility”)<br />Companies keen on making green statements out of both genuine ...
4Provide External Stimuli“Governments should act when markets can’t” - Anon<br />www.eai.in<br />
Stimuli Using Incentives<br />Incentives<br />REC<br />CER<br />F-I-T<br />CDM<br />Net Metering<br />Other Financial Ince...
Stimuli through Regulations<br />Mandates such as the RPOs<br />“Increase” the prices of substitutes<br />Carbon tax<br />...
5Invent the Future "The best way to predict the future is to invent it." - Alan Kay<br />www.eai.in<br />
Technology Innovations<br />www.eai.in<br />
Financing Innovations<br />Microfinance<br />SKS Microfinance, India's largest MFI, offers solar  lamps to its 5 million c...
Raising the Demand for  Solar<br />1.Let Go of Grid Solar PV Fixation<br />2. Take Solar Where Really Needed<br />3.Positi...
“The significant problems that we face today cannot be solved with the same mentality that created them”<br />Albert Einst...
Let There be Sun!<br />Narasimhan Santhanam, <br />Director, Energy Alternatives India<br />narsi@eai.in, Mob: +91-98413-4...
Upcoming SlideShare
Loading in …5
×

Solar 2010 – Conference & Exhibition

1,948 views

Published on

Several prominent experts in the Solar Energy sector participated in the event. The speakers included
• Alok Nigam – Head Business Development – Lanco Solar
• Jayant Deo – CEO – Indian Energy Exchange
• S K Kaila – Vice President, Maharishi Solar
• Sunil Jain – COO – Green Infra Ltd.
• Venkat Rajaraman – Chief Executive Officer, Su-kam Power Systems Ltd.

Published in: Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,948
On SlideShare
0
From Embeds
0
Number of Embeds
251
Actions
Shares
0
Downloads
66
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • Notes:Keep texts to the minimumLots of graphsSome good graphicsAny other visualSlide transition – at bottom and topic separators
  • Solar 2010 – Conference & Exhibition

    1. 1. Raising the Demand for Solar<br />Narasimhan Santhanam, <br />Director,<br /> Energy Alternatives India<br />www.eai.in<br />
    2. 2. Solar Power…<br />Smells and tastes no different from coal-based/natural gas power<br />Is available no better than wind-based power<br />Is not a baseload source as hydro power<br />www.eai.in<br />
    3. 3. IT COSTS FOUR TIMES AS MUCH AS COAL, NATURAL GAS, WIND OR HYDRO<br />www.eai.in<br />
    4. 4. AND YET <br />WE WANT EVERYONE TO USE IT!<br />www.eai.in<br />
    5. 5. Why?<br />BECAUSE ITS POTENTIAL AS A FUTURE RENEWABLE ENERGY SOURCE IS IMMENSE<br />www.eai.in<br />
    6. 6. But…<br />How does one create demand for a commodity that costs four times the price at which it is available elsewhere?<br />www.eai.in<br />
    7. 7. About EAI<br />Leading Indian renewable energy business intelligence, market strategy consulting firm<br />All primary renewable energy sectors – solar, wind, bio-fuels/biomass, waste-to-energy, small hydro<br />Market research, entry and diversification strategy, economic, financial modeling and pre-feasibility analysis<br />Professionals from IITs and IIMs, with renewable energy, industry research and economics backgrounds<br />Based out of Chennai, India<br />More at www.eai.in<br />www.eai.in<br />
    8. 8. 5 Ways to Increase the Demand for Solar<br />www.eai.in<br />
    9. 9. Product<br />Place<br />Positioning<br />Price<br />www.eai.in<br />
    10. 10. 1Let Go of Grid Solar PV Fixation“A man with only a hammer sees every problem as a nail” – Abraham Maslow<br />www.eai.in<br />
    11. 11. Not Just PV, but also Thermal <br /> CSP (solar thermal) has higher efficiency than PV (21% vs. 17%)<br />Power from CSP costs slightly less than PV<br />Storing heat is less costly than storing electricity (using batteries could increase cost by over 75%)<br />Use of thermal for heating and drying purposes is efficient (less losses as no conversion)<br />www.eai.in<br />
    12. 12. Plethora of Solar Product Possibilities<br />Solar Cookers International has rated India as the #1 country in the world in terms of solar cooking potential; estimated potential demand of 10 million solar cookers in this country<br />India has less than 0.5 million solar water heaters. China has 25 million!<br />www.eai.in<br />
    13. 13. Plethora of Solar Product Possibilities<br />www.eai.in<br />
    14. 14. 2Take Solar Where ReallyNeeded“Stop selling. Start helping” - Zig Ziglar<br />www.eai.in<br />
    15. 15. Take Solar to Unelectrified Villages<br />Over 60,000 villages have no grid power <br />TERI’s Lighting a Billion Lives (LaBL)<br />SELCO’s success<br />Innovative processes - Hybrid of biomass and solar?<br />Innovative financial schemes<br />www.eai.in<br />
    16. 16. Tale Solar to Areas with Long Power Cuts<br />India’s peak power shortages are expected to worsen from:<br />17% peak deficit in 2009 (23 GW gap), to<br />25% peak deficit in 2015 (over 60 GW shortfall)<br />Power disruptions cost over Rs 25,000 crores per year<br />www.eai.in<br />
    17. 17. 3Position Solar diFFeRently“I took a child’s scribbling and sold it as abstract art” – Groucho Marx (att.)<br />www.eai.in<br />
    18. 18. Position It against the Right Fuel(“Diesel Substitute”)<br />Let solar PV be compared to diesel generated power; Economics almost the same, perhaps even better with govt subsidies<br />Over 250,000 cell phone towers, consume about 2 billion litres of diesel per year. Move to solar will result in a reduction of 5 million tons of CO2 emissions and savings of US $1.4 billion in operating expenses.<br />Irrigation Pumps - Promote micro-irrigation<br />21 million irrigation pumps in India<br />9 million run on diesel<br />Areas like Andamans almost fully running on diesel power<br />Diesel prices will continue increasing while solar prices will continue decreasing<br />www.eai.in<br />
    19. 19. Position It as a Safer Fuel(“Healthy”)<br />Over 80 million families in India use kerosene as a fuel<br />Results in acute respiratory infections: influenza and pneumonia<br />2.5 million people suffer severe burns each year primarily from upturned lamps<br />Solar/LED provides far better white light than kerosene lamps, resulting in less eye strain<br />www.eai.in<br />
    20. 20. Position It as the Anywhere Fuel(“Freedom”)<br />Let it not be called solar electricity; let it be seen as “powering you anywhere”<br />You cannot take the grid with you while on a mountain hike<br />Mobile applications – phones, camping and related travel<br />Using it where it is application specific – local refrigeration for preserving milk<br />www.eai.in<br />
    21. 21. Position It as a Corporate Statement(“Responsibility”)<br />Companies keen on making green statements out of both genuine concern and for branding<br />Infosys has a CSR budget of Rs 20 Crores<br />Facilitate such adoption by providing customized solutions and benefits<br />Awards and recognition<br />www.eai.in<br />
    22. 22. 4Provide External Stimuli“Governments should act when markets can’t” - Anon<br />www.eai.in<br />
    23. 23. Stimuli Using Incentives<br />Incentives<br />REC<br />CER<br />F-I-T<br />CDM<br />Net Metering<br />Other Financial Incentives<br />www.eai.in<br />
    24. 24. Stimuli through Regulations<br />Mandates such as the RPOs<br />“Increase” the prices of substitutes<br />Carbon tax<br />Reduce subsidies for fossil fuels and provide it for solar<br />www.eai.in<br />
    25. 25. 5Invent the Future "The best way to predict the future is to invent it." - Alan Kay<br />www.eai.in<br />
    26. 26. Technology Innovations<br />www.eai.in<br />
    27. 27. Financing Innovations<br />Microfinance<br />SKS Microfinance, India's largest MFI, offers solar lamps to its 5 million customers<br />SELCO works with many microfinance institutions<br />“Softer” Loans<br />Already available for a range of consumer solar products (at interest rates 5% and below)<br />Capital subsidies available along with soft loans<br />Public-private Partnerships<br />www.eai.in<br />
    28. 28. Raising the Demand for Solar<br />1.Let Go of Grid Solar PV Fixation<br />2. Take Solar Where Really Needed<br />3.Position Solar Differently<br />4. Provide External Stimuli<br />5.Invent the Future<br />www.eai.in<br />
    29. 29. “The significant problems that we face today cannot be solved with the same mentality that created them”<br />Albert Einstein<br />www.eai.in<br />
    30. 30. Let There be Sun!<br />Narasimhan Santhanam, <br />Director, Energy Alternatives India<br />narsi@eai.in, Mob: +91-98413-48117<br />www.eai.in<br />www.eai.in<br />

    ×