Here Comes the Sun: Selling Solar Solutions the SELCO Way

Abstract

The case addresses the challenges and opportunities facing SELCO, an India-based off-grid solar lighting company, and its CEO and founder Harish Hande. Founded in 1995, the company's objectives are to bring sustainable energy solutions to low income off-grid communities and to do so while making a profit. The case concerns the summer of 2008 when Harish is reviewing SELCO's business plan for the next 4 years for SELCO. The SELCO team has to expand the business and must decide on the best way to do so. One option is to go deeper into the economic pyramid by targeting consumers who earn even less than the Rs. 4000 per month that their current customers do. Another is to go wider by diversifying into products based on other energy sources or products that deliver other benefits than lighting. A third option is to target customers in new geographies.

A final decision is whether or not to build an Innovation-Incubation Centre (IIC) that could be used to develop and test innovative products and processes, and to train entrepreneurs. Overall, the case is ideal for a session on social enterprises in emerging markets, addressing as it does issues related to innovation, entrepreneurship, strategy, and marketing.

This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

2024 Sage Publications, Inc. All Rights Reserved

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