Several prominent experts in the Solar Energy sector participated in the event. The speakers included • Alok Nigam – Head Business Development – Lanco Solar • Jayant Deo – CEO – Indian Energy Exchange • S K Kaila – Vice President, Maharishi Solar • Sunil Jain – COO – Green Infra Ltd. • Venkat Rajaraman – Chief Executive Officer, Su-kam Power Systems Ltd.

1. Raising the Demand for Solar Narasimhan Santhanam, Director, Energy Alternatives India www.eai.in

2. Solar Power… Smells and tastes no different from coal-based/natural gas power Is available no better than wind-based power Is not a baseload source as hydro power www.eai.in

3. IT COSTS FOUR TIMES AS MUCH AS COAL, NATURAL GAS, WIND OR HYDRO www.eai.in

4. AND YET WE WANT EVERYONE TO USE IT! www.eai.in

5. Why? BECAUSE ITS POTENTIAL AS A FUTURE RENEWABLE ENERGY SOURCE IS IMMENSE www.eai.in

6. But… How does one create demand for a commodity that costs four times the price at which it is available elsewhere? www.eai.in

7. About EAI Leading Indian renewable energy business intelligence, market strategy consulting firm All primary renewable energy sectors – solar, wind, bio-fuels/biomass, waste-to-energy, small hydro Market research, entry and diversification strategy, economic, financial modeling and pre-feasibility analysis Professionals from IITs and IIMs, with renewable energy, industry research and economics backgrounds Based out of Chennai, India More at www.eai.in www.eai.in

8. 5 Ways to Increase the Demand for Solar www.eai.in

9. Product Place Positioning Price www.eai.in

10. 1Let Go of Grid Solar PV Fixation“A man with only a hammer sees every problem as a nail” – Abraham Maslow www.eai.in

11. Not Just PV, but also Thermal CSP (solar thermal) has higher efficiency than PV (21% vs. 17%) Power from CSP costs slightly less than PV Storing heat is less costly than storing electricity (using batteries could increase cost by over 75%) Use of thermal for heating and drying purposes is efficient (less losses as no conversion) www.eai.in

12. Plethora of Solar Product Possibilities Solar Cookers International has rated India as the #1 country in the world in terms of solar cooking potential; estimated potential demand of 10 million solar cookers in this country India has less than 0.5 million solar water heaters. China has 25 million! www.eai.in

13. Plethora of Solar Product Possibilities www.eai.in

14. 2Take Solar Where ReallyNeeded“Stop selling. Start helping” - Zig Ziglar www.eai.in

15. Take Solar to Unelectrified Villages Over 60,000 villages have no grid power TERI’s Lighting a Billion Lives (LaBL) SELCO’s success Innovative processes - Hybrid of biomass and solar? Innovative financial schemes www.eai.in

16. Tale Solar to Areas with Long Power Cuts India’s peak power shortages are expected to worsen from: 17% peak deficit in 2009 (23 GW gap), to 25% peak deficit in 2015 (over 60 GW shortfall) Power disruptions cost over Rs 25,000 crores per year www.eai.in

17. 3Position Solar diFFeRently“I took a child’s scribbling and sold it as abstract art” – Groucho Marx (att.) www.eai.in

18. Position It against the Right Fuel(“Diesel Substitute”) Let solar PV be compared to diesel generated power; Economics almost the same, perhaps even better with govt subsidies Over 250,000 cell phone towers, consume about 2 billion litres of diesel per year. Move to solar will result in a reduction of 5 million tons of CO2 emissions and savings of US $1.4 billion in operating expenses. Irrigation Pumps - Promote micro-irrigation 21 million irrigation pumps in India 9 million run on diesel Areas like Andamans almost fully running on diesel power Diesel prices will continue increasing while solar prices will continue decreasing www.eai.in

19. Position It as a Safer Fuel(“Healthy”) Over 80 million families in India use kerosene as a fuel Results in acute respiratory infections: influenza and pneumonia 2.5 million people suffer severe burns each year primarily from upturned lamps Solar/LED provides far better white light than kerosene lamps, resulting in less eye strain www.eai.in

20. Position It as the Anywhere Fuel(“Freedom”) Let it not be called solar electricity; let it be seen as “powering you anywhere” You cannot take the grid with you while on a mountain hike Mobile applications – phones, camping and related travel Using it where it is application specific – local refrigeration for preserving milk www.eai.in

21. Position It as a Corporate Statement(“Responsibility”) Companies keen on making green statements out of both genuine concern and for branding Infosys has a CSR budget of Rs 20 Crores Facilitate such adoption by providing customized solutions and benefits Awards and recognition www.eai.in

22. 4Provide External Stimuli“Governments should act when markets can’t” - Anon www.eai.in

23. Stimuli Using Incentives Incentives REC CER F-I-T CDM Net Metering Other Financial Incentives www.eai.in

24. Stimuli through Regulations Mandates such as the RPOs “Increase” the prices of substitutes Carbon tax Reduce subsidies for fossil fuels and provide it for solar www.eai.in

25. 5Invent the Future "The best way to predict the future is to invent it." - Alan Kay www.eai.in

26. Technology Innovations www.eai.in

27. Financing Innovations Microfinance SKS Microfinance, India's largest MFI, offers solar lamps to its 5 million customers SELCO works with many microfinance institutions “Softer” Loans Already available for a range of consumer solar products (at interest rates 5% and below) Capital subsidies available along with soft loans Public-private Partnerships www.eai.in

28. Raising the Demand for Solar 1.Let Go of Grid Solar PV Fixation 2. Take Solar Where Really Needed 3.Position Solar Differently 4. Provide External Stimuli 5.Invent the Future www.eai.in

29. “The significant problems that we face today cannot be solved with the same mentality that created them” Albert Einstein www.eai.in

30. Let There be Sun! Narasimhan Santhanam, Director, Energy Alternatives India narsi@eai.in, Mob: +91-98413-48117 www.eai.in www.eai.in