D.LIGHT DESIGN

TEAM - ADITYA VIKRAM BIRLA

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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.

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

Inferences from QuotesHow 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.

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Market Share and Volume

0

50 51 52 52

56

0

4244 45 46

50

2008 2009 2010 2011 2012 2013

D.Light’s market in India

Volume Value

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Global Primary Energy Demand

1600

1500

1300

100200

400

200

2004 - 2030

Coal Oil Gas Nuclear Hydra Biomass Other renewables

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Cost per annum per household

3600 540

39600

10800

1800 360

LIGHTING SOLUTIONS

Candle Flashlight Diesel Generator Petromax Kerosene Electricity

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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

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