D.Light is a social enterprise that provides solar lamps to people in developing countries without access to modern electricity. It was founded in 2007 and targets the base of the pyramid population. D.Light experienced issues with brand awareness and convincing customers accustomed to kerosene to purchase unfamiliar solar technology. However, the lamps provide clear benefits like no recurring costs and allow for extended working and studying hours. As of 2014, D.Light has empowered over 37 million lives and generated over 53,000 MWh of renewable energy, saving customers over $1 billion and creating over 13 billion productive hours. Proposed solutions to further D.Light's impact include introducing cheaper LED options, running awareness campaigns, partnering with local governments, and providing

1. Innovation &
Entrepreneurshi
p
(IAE)
CASE ANALYSIS
PRESENTATION
ON
D.LIGHT

2. INTRODUCTION1 3 4 5 6 7 8 9
CONTENTS
Case synopsis
Key issues and challenges
Inferences
Impact
Proposed Solutions

3. INTRODUCTION1 3 4 5 6 7 8 9
• Low cost, high quality
• Durable solar lamps
• People in developing
countries with no
access to modern
light
Founded: May, 2007
Founders: Sam
Goldman and Ned
TozunABOUT
THE
COMPANY

4. CASE SYNOPSIS1 2 4 5 6 7 8 9
• Target: BOPs (4 million people live under BOP) – collective consumption $5 trillion
• Cost of energy for BOP household Ranges between 10-25% of their domestic expenses
• India was chosen for a global launch in 2009 as 45% of global revenues come from India,
annual spending estimates to $163 billion
• Rapid growth in the use of renewable energy technologies
• Product Competitors: kerosene
• Distributors:
- Post Offices
- Common service centres (CSC)
- LPG Distributors
- General Retailers
• Margin for distributors: 10% and end-point-seller: 15%
• 3 models in the market: S2, S20 and S300
• Promotional Expenses: 3-4% to 6%

5. ISSUES & CHALLENGES1 2 3 5 6 7
Indians are comfortable with their habits and routines
Convincing customers with nearly no extra income to
purchase an unfamiliar technology
Low Brand awareness
The distributors do not promote the product as it is not
their core product in spite of having a strong distribution
network
Low affordability as compared to kerosene
Hard to explain the benefits to users due to lack of
education
8 9

6. INFERENCES - Exhibits1 2 3 4 6 7 8 9
Established market
leaders in India.
Aiming for further
market penetration
in rural areas. As
well as expand to
other developing
Asian countries

7. INFERENCES - Exhibits1 2 3 4 6 7 8 9
CLEAR BENEFIT OF
NO REOCCURRING
COST

8. INFERENCES - Quotes1 2 3 4 5 7 8 9
5 Major Advantages to end-users:
Priced to pay for itself in few months
Extend working hours for self-employed
Longer studying hours for children
Reduce indoor air pollution
Mitigate 1.5 tons of CO2 submissions

9. IMPACT1 2 3 4 5 6 8 9
As on July 31, 2014, d.light has achieved the following impact:
–37,912,976 lives empowered
–9,478,244 school-aged children reached with solar lighting
–$1,284,484,188 saved in energy-related expenses
–13,681,503,384 productive hours created for working and
studying
–2,997,177 tons of CO2 offset
–53,292 MWh generated from renewable energy source
(http://www.dlightdesign.com/impact-dashboard/)

10. • Introduce CFLS to be eligible for subsidies from MNRE
• Run campaigns emphasizing on the benefits of the
products
• Associate with village panchayat for deeper
penetration
• Referral discounts for distributors as well as rural
people
PROPOSED SOLUTIONS1 2 3 4 5 6 7 9

11. THANK YOU!!!
Team Members:
Sohil Kapadia
Vishal Agarwal
Cherry Malhotra
Siddharth Sharma
Shivam Shrivas
Shweta pareek
THANK YOU1 2 3 4 5 6 7 8