Innonvation and Entrepreneur D.Light

1. GROUP NAME:
SUCHI
MUKHERJEE
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
FEATURES:
• Low cost, high quality
• Durable solar lamps
• People in developing
countries with no
access to modern
light
• Mass market strategy
Founded: May, 2007
Founders: Sam
Goldman and Ned
Tozun
ABOUT
THE
COMPANY

3. 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%

4. 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

5. 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

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

7. 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

8. 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/)

9. • 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
• Combo through bundles with LPG
PROPOSED SOLUTIONS1 2 3 4 5 6 7 9

10. THANK YOU!!!
TEAM MEMBERS:
Vishal Agarwal (CMBA6/1521)
Cherry Malhotra (PGDM2/1511)
Sohil Kapadia (CMBA6/1517)
Siddharth Sharma (PDGM2/1541)
Shivam Shrivas (PDGM2/1535)
Shweta pareek (PDGM2/1540)
THANK YOU1 2 3 4 5 6 7 8