New Product Development

Background
Company History The Solar Electric Light Company (SELCO) was founded in 1995. SELCO India is a for-profit social enterprise based in Bangalore Dr. Harish Hande, Mr. Neville Williams SELF (Solar Electric Light Fund)

Service rather than product focused

Overview
Current Products- Home Lighting Systems SELCOs primary product is a solar-photovoltaic home lighting system. Selco offers products mainly in three segments 1. 2. 3. Solar photovoltaic Solar Thermal Water Heater Cook-Stoves

In addition to the standardized product offerings, SELCO India also engages in customizing the offerings to suit specific needs of the customers. Few examples are Solar powered sewing machine, Headlamps for midwives, Portable lights for silk farmers

Overview
Innovation & product design
To constantly explore opportunities and design products to serve the needs of the customer it has a dedicated innovation centre popularly known as "SELCO Labs" at Ujire, Karnataka In addition to this SELCO India has also innovated the usage of its products by building entrepreneurial models around its offerings. One such successful model has been the solar battery entrepreneur. SELCO has recently expanded its product offerings beyond solar electric lighting systems With its network of service centers, trained sales force, and service technicians, SELCO has the opportunity to introduce additional products and services Telecommunications Water Pumping coupled with drip Irrigation Refrigeration Other productive uses, e.g., powering rice mills, spray painting machines etc.

Recent Developments
Telecommunications . Water Pumping & Micro-Drip Irrigation SELCO has entered the home and small business telecommunications market through sales of wireless local loop telephones. Recently ,SELCO sold its first 50 wireless local loop (WLL) telephone systems through Mobitel and the Sri Lankan Telecommunications administration. Each WLL unit employs a radio to connect individual homes to central transmitter/receivers.

Solar water pumps can be coupled with drip irrigation kits for water conservation and increased economic activities.

Recent Developments
Product Design SELCO has entered into product development and product design Currently developing an integrated type wall-mounted battery box. With its installed base, technical capabilities, and understanding of the market, SELCO believes it can be tremendous source of information in product design. SELCO expects to take control of product development and design, but partner with contract manufacturer rather than begin manufacturing directly. SELCO can be a source of value for other product design firms interested in direct testing, market feedback, and beta-testing.

Distribution Network
SSC Reg Offc HQ SSC Reg Offc SSC HQ: Each subsidiary has a headquarters located in large commercial city, responsible for overall company management.
Salesforce Dealers

SSC

Salesforce

Salesforce Dealers Salesforce Dealers

Regional Offices Located strategically throughout service territories, each office directly manages between 5-10 SSCs

SSCs SELCOs retail showroom, inventory depot, and base of sales and service operations. Located in central rural towns.

Salesforce & Dealers: SELCOs direct sales force and shops (dealers) market SELCOs products to potential customers

Customers

Dealers

Users Reasons Lighting for Study Powering small motors For Income Generating activities Cleaner Safer No maintenance Financial Institutions Role Accessing the credit worthiness of the client Creating the appropriate financial product Partnering with SELCO to meet the needs. Collection of loan installments

SELCOs Role Demo of Technology Accessing the needs Developing the need based product Partnering with local financial institutions Installation of the system After Sales Service

Typical chain of an energy delivery services setup of SELCO.

Milestones
SELCO has grown from a solar service pioneer to a sustainable and successful energy service provider 28 energy service centers in Karnataka and Gujarat, India

Skill force of over 170 employees

1,35,000 + solar home lighting systems in 17 years Largest solar water heating system ~ 4,00,000 liters for a single client in India Supported many solar entrepreneurs

Impact
Increased productivity: Creating awareness and faith in solar power Created pivotal financial schemes Improving quality of life Providing high quality customized products

Recognition
1) Received Accenture Economic Development award in 2005 From Tech Museum 2) Ashden Award for sustainable Energy in 2005 3) Ashden Award for outstanding achievement in 2007

4) Winner of FT ArcelorMittal Boldness in Business awards in 2009 in Corporate Responsibility.

5) SELCO's products found place in "Design for the other 90%" exhibition from Cooper-Hewitt Museum.

6) Dr. Hande was awarded with Asia's prestigious Ramon Magsaysay Award for 2011

Recognition
1) Received Accenture Economic Development award in 2005 From Tech Museum 2) Ashden Award for sustainable Energy in 2005 3) Ashden Award for outstanding achievement in 2007

4) Winner of FT ArcelorMittal Boldness in Business awards in 2009 in Corporate Responsibility.

5) SELCO's products found place in "Design for the other 90%" exhibition from Cooper-Hewitt Museum.

6) Dr. Hande was awarded with Asia's prestigious Ramon Magsaysay Award for 2011