D.light designs and sells affordable solar lanterns in developing countries. It sells its three product lines - S2, S20, S300 - through local dealers and distributors in 32 countries. The lanterns provide bright, clean lighting as an alternative to kerosene lanterns. D.light faces challenges in building credibility, creating a new product category, and overcoming the legacy of kerosene, but sees opportunities through demonstrating quality, trustworthy distribution partners, and emphasizing solar's advantages over kerosene.

1. D.LIGHT DESIGN
TEAM - ADITYA VIKRAM BIRLA

3. (1)
Case Synopsis
 D.light was set up in 2007 by Sam Goldman and Ned Tozun to design and sell
affordable solar lanterns in developing countries. The company’s headquarters
are in Hong Kong .
 D.light sells its lanterns through local dealers, networks, and distributors in
32 countries around the world, with the majority of its sales being in India and
East Africa.
 People often rely on kerosene and other fuel-based sources for lighting.
 It has developed a product line of solar rechargeable LED lanterns to provide
bright, clean and affordable alternatives to kerosene lanterns and candles.
 The solar energy in India is in nascent stage and coordinated by Ministery of
New & Renewable Energy .
 Three main categories have been introduced S2 , S20 , S300.

4. (2)
Issues & Challenges
 High Competition.
 Distribution.
 Building Creditability and Trust.
 Creating Category for Solar Lamps
 Initial cost.
 Legacy of Kerosene Lanterns.

5. Inferences from Quotes
How do we create a category for solar lamps.? How do we make
our brand synonymous with the solar lamp category? How do
we improve channel productivity?
Solar energy is a clean, safe, affordable and reliable. It is also of
better quality than the energy generated by conventional fuels.
D.Light has three competitive advantages.
I. First solar lamp market.
II. Second advantage is their product quality& design.
III. Finally we have a unique distribution model and life cycle
engagement with end consumers.
The success of mobile phones is an indication that customers in
the BOP market are receptive to new categories. Technology is
not a deterrent for them, in spite of lack of formal education.
Partners give benefits of reach.
(3)

6. Market Share and Volume
0
50 51 52 52
56
0
42
44 45 46
50
2008 2009 2010 2011 2012 2013
D.Light’s market in India
Volume Value
(4)

7. Global Primary Energy Demand
1600
1500
1300
100
200
400
200
2004 - 2030
Coal Oil Gas Nuclear Hydra Biomass Other renewables
(5)

8. Cost per annum per household
3600 540
39600
10800
1800 360
LIGHTING SOLUTIONS
Candle Flashlight Diesel Generator Petromax Kerosene Electricity
(6)

9. Solutions / Recommendations
 Demonstrating high quality Standards.
 Partnering only with reputable, trustable distributers
 Building network of local sales agents
 “De-Risking” the product for customers
 Distributing free samples
 Emphasizing the disadvantages of kerosene lanterns
(7)