Through our 6 years comprehensive business action plan and recommendations, we foresee an 11x growth in net income and 3x growth in customer reach for SELCO by the end of 2025. As a leader, I recommended an organizational structure change - from divisional to the matrix - ensuring smooth flow and higher efficiency being maintained as the organization grows.

1. Gaurav Bhati
IIM Kozhikode
CEO
Ankita Markan
Shri Ram College of Commerce
Head of Human Resource
Yash Jain
Savitribai Phule Pune University
Head of IT
Saurabh Jawade
IIM Kozhikode
Head of Finance
Varun Dave
Merkle Sokrati
Head of Marketing
Shruti Swami
Amity University
General Manager
Business Expansion Strategy for
‘SELCO INDIA’
Team Kalam

2. SELCO INDIA
Product Segment: Households, Livelihood, Institutions
A rural energy service company, established in 1995, with its headquarters in
Bangalore, Karnataka, India. The objective of organization is to serve the
underserved community of India.
Model of Operations:
• Door-step service: High quality solutions that are backed by a reliable after sales service
network.
• Door-step financing: Through linkages with various financial institutions
SELCO Underlying Philosophy:
• Financial Inclusion – Access to funding
• HR Development – Local Talent
• Inclusive Policies – Government Support
• Market Linkages – Local Suppliers
• Technology & Design – Products that meet the customers demand

3. Problem Statement
To provide a working solution for SELCO India to expand its market
reach through Organic Growth Model.
Three Basic Goals to achieve:
• Product line expansion
• Sales network expansion
• Energy service centers expansion

4. SELCO’s Vision
Delivering last mile sustainable energy solutions that improve quality of
life and socio-economic development for the poor
What SELCO is currently doing to achieve its vision
• Availability: Providing solutions at the consumers door-step
• Affordability: Products designed at reasonable prices
• Acceptability: Through customer – centric solutions
• Appropriate Financing: Facilitate appropriate door-step financing

5. Major suggestions
• Change from current divisional (geographic) structure to matrix based
organizational structure with dual reporting to territory managers and
functional managers.
• Focus on new customers and products like solar farm equipment or
solar powered boats.
• Partner with local influencers like village elders, village heads, etc.
• Reach out through community events or festivals.
• Have customer care helplines for better connect with customers.
• Partner with government to benefit from new government initiatives
in Solar energy.

6. Our Solution – Organizational Structure
• Change from current divisional (geographic) structure to matrix based
organizational structure with dual reporting to territory mangers and
functional managers.
• For instance earlier each Energy Service Centre was reporting to a AGM
who was controlling a well-decided territory for all purposes, now he
should report to him only for product or service related issues. For other
functional issues he should report to functional managers.
• This will simplify the reporting structure and bring standardization in day-
to-day work, ensuring the smooth flow and high efficiency being
maintained.

7. Our Solution - Marketing
Expansion Strategy
• Market Expansion: Target existing market (Karnataka) through existing
products
• Market Development: New Geographies (Bihar, Tamil Nadu) through
existing products
• Product Development: New products customized for existing and new
geographies
Target Audience: Consumers, Influencers like Village heads, Initiators
like Self-help groups, Institutions such as schools and hospitals
Promotion Strategy: Major focus on personal selling and direct
marketing but due commitment to Advertising and PR as well.

8. Our Solution - Marketing
Market Reach – 6,40,000 per annum
Conversion rate – 15% (96,000 in first year
with a CAGR of 15% in following years)
Total ESCs to be added per year – 10
ROI = 16%
New Products – Focus on farming
equipment, cooler and fans, solar
boats for coastal people, etc.
New Customers added in 6 years
– 8,40,000 approx
AdditionalCashFlowfrom
marketingcampaign

9. Our Solution - Finance
• It is possible for SELCO to receive 11x growth in net income in total.
• With GoI commitment to increase the solar capacity of the country to 225 GW by 2023 this sector will have
investment of US $ 80 Billion.
• This growth and market can be tapped by SELCO's unique focus on collaborative solution, rural focus which
matches with government ambition of electrifying villages solar lamps, UDAY, etc. schemes

10. Our Solution – Human Resource
• Current workforce is expected to increase 4-5 times from current 510 to 2000-
2500.
• Recruitment through extensive promotion of vacancies on
• Social media platforms such as LinkedIn, Facebook, YouTube, Instagram
• Advertisement in newspaper/television
• Putting posters and launching campaigns in villages and rural areas
• Partnerships with good undergrad colleges to find people with passion and nurture them for
the leadership role.
• Employee Referrals
• Public and Private Employment agencies
• Casual callers and unsolicited walk-ins.
• Hiring local plumbers, electricians, etc
• 4 step selection process: Preliminary screening, Employment tests, Interviews and
reference check and medical examination.
• New employee integration through orientation and appropriate training.
• Total Expected Cost = 420 lakhs for the time horizon

11. Our Solution – Information Technology
• Promote use of cloud computing: Less investment cost, 24*7
availability, flexibility and enhanced communication.
• Machine Learning for data analysis: For price differentiation
strategies, cost-benefit analysis
• Securing data with encryption
• Creating a policy for identification and handling sensitive data
• A three-tiered (Restricted, Private and Public) data classification system can be helpful
for differentiating between sensitive and non-sensitive information; with different
employee privileges and security measures enacted for each tier of data
• Develop a culture of security awareness and education
• Planning to survive in case of data breach
• Total IT cost : 600 lakhs approx

12. Final Impact
• We expect SELCO to increase 3x in terms of number of beneficiaries
with these recommendation in by the end of 2025.
• As per current numbers it is 4,50,000 households, adding 8,40,000 new
conversions through our marketing we should reach 1.3 million numbers in
next 6 years.
• Total impact in net income considering the width and depth of reach
should be approx. 11x

13. Thank You