A Summer Internship Project Report

On

CUSTOMER PERCEPTION OF SOLAR AS PRIMARY

ENERGY RESOURCE IN RESIDENTIAL SECTOR

SWADESHI SOLAR ENERGY SOLUTIONS PVT. LTD.

For The Partial Fulfillment Of The Requirement For The Award

Of

Master of Business Administration (MBA) Semester II, Class of

2020

Under The Guidance & Supervision Of:

PROF. XXXXXXX

Submitted By:

XXXXXXXX

Enrollment No.: XXXXXX

Amity Global Business School

Hyderabad

I
 DECLARATION

I XXXXXXXXX, student of Amity Global Business School, Hyderabad hereby declare

that the Project Titled “CUSTOMER PERCEPTION OF SOLAR AS PRIMARY
ENERGY RESOURCE IN RESIDENTIAL SECTOR” is the record of authentic work
done by me for submission of the Summer Internship Project as a partial fulfillment and
had not been submitted in any other university or Institute for the award of any other
Degree. An attempt has been made by me to provide all relevant and important details
regarding the topic to support the theoretical aspects and practical evidence related to the
topic.

XXXXXXXX

Date: 27.05.2020

Place: Hyderabad

II
 ACKNOWLEDGEMENT

My heartfelt sincere thanks to XXXXXXX Director General, Amity Global Business

School Hyderabad, for giving me this opportunity for doing my project in “Customer
Perception of Solar as Primary Energy Resource in Residential sector”.

XXXXXXXXXX has been very supportive and helped me to learn and complete the
project. My sincere thanks my Industry guide and company Swadeshi Solar Energy
Solutions Pvt. Ltd.

My sincere and grateful thanks to my faculty guide XXXXXXXXXfor guiding me

throughout my project. My sincere thanks to my family member who stood by me
motivating me to complete my project successfully.

III
 FACULTY GUIDE CERTIFICATE

This is to certify that XXXXXXXX, student of semester II class of MBA 2019-2021 has
completed the Summer Internship Project Titled “Customer Perception of Solar as
Primary Energy Resource in Residential sector” is a bonafide work and has worked
under my guidance sincerely for the partial fulfillment of Master of Business
Administration for the year 2019 – 2021 to the best of my knowledge and wish him/her
success for the future endeavors.

(Name & Sign of Faculty)

Date: 30.05.2020

Place: Hyderabad

IV
 COMPANY CERTIFICATE

TO WHOMSOEVER IT MAY CONCERN

This is to certify that SHRUTI RAMANADHAM (A306019119023), M.B.A first year

student of Amity Global Business School Hyderabad has done project work in the company
on “Customer Perception of Solar as Primary Energy Resource in Residential
sector” under the guidance of Mr. XXXXXXXXXXX, Swadeshi Solar Energy Solutions
Pvt. Ltd., Hyderabad, towards the fulfillment of the award of “Master of Business
Administration” during the period 1st of May 2020 to 31st of May 2020.

(Industry Guide Signature)

NameXXXXXXXXX
Date: 30.05.2020
Place: Hyderabad

V
 TABLE OF CONTENTS

SL NO. CONTENTS PAGE NO.

1. LIST OF FIGURES AND TABLES 1

2. EXECUTIVE SUMMARY 3
3. OBJECTIVES OF THE STUDY 4
4. SCOPE OF THE STUDY 4
5. LIMITATIONS OF THE STUDY 4
6. RESEARCH METHODOLOGY 5
7. REVIEW OF LITERATURE 7
8. CHAPTER 1 10
1.1 INTRODUCTION 11
1.2 IMPORTANCE OF ROOFTOP SOLAR PV SYSTEMS 12
9. CHAPTER 2 14
2.1 COMPANY PROFILE 15
2.2 PRODUCTS AND SERVICES 17
10. CHAPTER 3 18
3.1 INDUSTRY ANALYSIS 19
3.2 COMPETITION ANALYSIS 21
11. CHAPTER 4 22
4.1 DATA ANALYSIS 23
12. CHAPTER 5 39
5.1 FINDINGS 40
5.2 CONCLUSION 41
13. ANNEXURE 42
14. BIBLIOGRAPHY 49

VI
 LIST OF FIGURES AND TABLES

LIST OF FIGURES

SL NO. FIGURES PAGE NO.

3.1.1 State-wise Installed Solar Capacity (MW), 2018 19

3.1.2 Installed Solar PV on 31 March, 2020 20
4.1.1 Monthly Income Graph 23
4.1.2 Profession Graph 24
4.1.3 House Details Graph 25
4.1.4 House Type Graph 26
4.1.5 Funding Assistance Graph 27
4.1.6 Appliances Used Graph 28
4.1.7 Monthly Electricity Bill Graph 29
4.1.8 Power-cut Frequency Graph 30
4.1.9 Power Backup Availability Graph 31
4.1.10 Interest in Energy Conservation Graph 32
4.1.11 Interest in Rooftop Solar PV Systems Graph 33
4.1.12 Rooftop Space Availability Graph 34
4.1.13 Factors that Motivate Conversion to Solar Energy Graph 35
4.1.14 Customer Opinion on Benefits Graph 37
4.1.15 Source of Information on Solar Energy Graph 38

1
LIST OF TABLES

SL NO. TABLES PAGE NO.

4.1.1 Monthly Income Table 23

4.1.2 Profession Table 24
4.1.3 House Details Table 25
4.1.4 House Type Table 26
4.1.5 Funding Assistance Table 27
4.1.6 Appliances Used Table 28
4.1.7 Monthly Electricity Bill Table 29
4.1.8 Power-cut Frequency Table 30
4.1.9 Power Backup Availability Table 31
4.1.10 Interest in Energy Conservation Table 32
4.1.11 Interest in Rooftop Solar PV Systems Table 33
4.1.12 Rooftop Space Availability Table 34
4.1.13 Factors that Motivate Conversion to Solar Energy Table 36
4.1.14 Customer Opinion on Benefits Table 37
4.1.15 Source of Information on Solar Energy Table 38

2
EXECUTIVE SUMMARY

Solar energy is an industry with a potential to grow multifold - given the constant foraging
of renewable technologies to reduce global carbon emissions and adopt more sustainable
energy systems. As per various studies, it is said that solar energy can supply 1000 times
more to the world’s energy demand; however, only 0.02% of its potential is currently being
used. Gradually, many countries in the world have started to adopt solar PV systems and
are rapidly moving towards growing in this sector aggressively.

Globally, major rooftop solar PV installations have been quite prevalent in countries such
as the USA, Japan, and Germany, to name a few. Given the high solar irradiation, ongoing
solar trend, growing energy demand and power deficit issue, solar PV energy systems have
received wide acceptance in India as a logical alternative choice for our energy
requirements. Solar power has already obtained parity with merchant power tariffs in the
commercial and industrial segments in several states in the country, and is at the brink of
gaining huge momentum in the residential sector.

This study sheds light on the customers’ perception of incorporating solar energy into their
daily households as an alternative to conventional energy resources. The paper discusses
the survey conducted among 125 members of varying occupations, lifestyles, and incomes;
leads to concrete findings on their opinion towards solar energy and gives us an idea on the
current scenario, the optimum approach to be taken to encourage this initiative, as well as
indicate how best to tap into the potential market for acceleration of rooftop solar PV
systems in the residential segment.

3
CHAPTER 1

4
1.1 INTRODUCTION

Solar Energy is a renewable source of energy that can be used to heat, power, and light our
businesses and homes. Solar energy is dubbed to be one of the most powerful energy
sources because the earth receives more energy from the Sun in one hour than what is used
by this world’s population in one year. As the fossil fuels are slowly depleting with its
incessant usage, there is a global urgency to find ways to replenish or conserve the existing
fossil fuel reserves, and simultaneously find the best ways to fully optimize the usage of
renewable energy sources for our daily industrial, commercial, and residential
needs. Throughout the years, a wide-range of different technologies have been developed
to convert sunlight into usable energy for buildings.

Rooftop solar PV has played a distinguished role in meeting energy demands across various
segments. Having already achieved grid-parity for industrial and commercial consumers,
it is now gaining immense popularity with residential consumers as well. As a result, state
governments across India have taken the necessary initiatives to kick-start and encourage
implementation of rooftop solar PV projects. Policies were formulated by Central
Electricity Regulatory Commission (CERC) and State Electricity Regulatory Commission
(SERC) to enable multiple companies and individual users to adopt renewable energy as
their primary energy source.

India’s solar market, especially solar photovoltaic (Solar PV), has gained significant
importance after Jawaharlal Nehru National Solar Mission (JNNSM) was launched in
2010. The Government of India is determined to establish 20GW of grid-connected solar
power capacity by 2022, out of which a maximum capacity is set to be deployed through
decentralized and roof-top solar projects.

5
30 companies were authorized to generate 5MW each, adding up to 150MW of grid-
connected solar PV by December 2010. On 16 May 2011, the country witnessed its first
5MW capacity solar power project in Sivagangai village, Tamil Nadu – registered under
the Clean Development Mechanism. The Government of India significantly expanded its
solar energy project plans in January 2015, targeting 100GW of solar capacity by 2022
with an investment of US$100 billion.

This report is constructed with a prime focus on how installation of rooftop solar PV setups
are beneficial in the residential sector, and also assess the existing solar market and
potential for growth and expansion of solar energy system usage in urban households.

1.2 IMPORTANCE OF ROOFTOP SOLAR PV SYSTEMS

Rooftop solar PV system is a convenient and effective way to generate electricity and can
be installed on the rooftop of factories, warehouses, commercial, and residential buildings.
In particular, residential buildings fully dependent on solar energy is going to be the new
reality in the next few years - given the considerable drop in the expense of energy
generation and overall cost of solar panels.

The rooftop solar PV system comprises of fewer components comparatively and is easy to
install for residential purposes, considering it meets the pre-requisites of the installation
process. Some of the benefits of using solar energy to power homes are:

• Savings on Power Bills – When rooftop PV is installed for a home, it generates its
own power, allowing the residents to be less dependent on electric utility, hence
drastically cutting down or totally eliminating their monthly electricity bills. With
a lifespan of 25-30 years, these solar energy systems will help residents save up
radically long term. Grid-connected solar PV systems are also fairly low

6
 maintenance, with the occasional cleaning and a system-check by a licensed
contractor.

• Makes Houses Appealing – Solar power is in high demand in the current

residential market. In addition to recent studies that found market value increases
with a solar equipped home, it has become more of a consumer realty given the
undeniable benefits of having a house with an installed solar PV system. To
increase the appeal of such homes, a resident can earn back his investments on solar
PV installation when he/she wants to sell their house in a few years.

• Earns Profits while Gaining Back Investment – In addition to monthly savings

on electricity bills that helps a resident earn back their solar panel investment, there
are many incentives that the government provides that will help gain extra profits.
The solar PV installed in a house can be connected to the grid and with due approval
of the concerned authority, the resident may also have the option of exporting or
selling the unused excess solar energy back to the electricity retailer.

• Environment Friendly – Solar is a clean, renewable source of energy with almost

zero greenhouse gas emissions as the electricity is generated from the sunlight and
not through burning fossil fuels like coal or oil leading to direct carbon emissions
into the environment. In terms of an environmentally friendly solution, solar energy
comes out on top when compared to nuclear energy or hydro-electricity. The most
admirable advantage of solar energy is that it benefits our environment while
simultaneously helping our world transition away from fossil fuels.

7
OBJECTIVES OF THE STUDY
Main Objective
To make a thorough analysis on how Solar Energy Systems and Technologies can help
meet consumers’ electricity demands and assess its feasibility in daily households.

Specific Objectives

• To find the current potential market of Swadeshi Solar Energy Solutions Pvt Ltd.
• To assess the viability of solar energy systems for residential purposes.
• To find out customer perception and acceptance of solar energy usage for their
homes.  

8
SCOPE OF THE STUDY

In this paper, renewable energy with focus on solar energy has been taken into
consideration, which has the potential to grow exponentially in the power industry. In the
current market, there is only partial use of solar energy solutions to power factories,
commercial industries, and households. With the study conducted, this paper will provide
a much-needed insight into the extent of market penetration of solar-based technology
usage and the gap it leaves in this sector’s demand and supply. Furthermore, the paper
sheds light on the scope of expansion of solar energy systems in daily households, as an
alternative to the existing conventional energy sources.

9
LIMITATIONS OF THE STUDY

• Due to the one-month time constraint, it was challenging to make an in-depth

analysis of the topic despite sincere efforts.
• Lack of availability of a few clients/customers of Swadeshi Solar Energy Solutions
Pvt. Ltd. leading to partial feedback on their products, services, and customer
satisfaction.
• Absence of reliable documents on the solar-energy current and future statistics in
India and other market details.
• Undertakings by the company to not share or leak confidential financial or
management information which may hamper the organization’s interests.

10
RESEARCH METHODOLOGY

Research methodology includes the procedures, methods, and techniques used in

collecting data and analyzing the collected data. The methods used in this report have
proved to be effective in obtaining data through research and analyzing the data that was
collected.

Primary Data

• Data and information collected from personal experiences.

• General data collected from the marketing activities of Swadeshi Solar Energy
Solutions Pvt Ltd.
• Information collected via the company’s ongoing projects.
• Questionnaire for potential customers of Swadeshi Solar Energy Solutions Pvt. Ltd.
to find out their views, preferences, and likelihood of using such solar-based energy
technologies.

Secondary Data

• Journals
• Pre-existing research papers on same or similar topic.
• Various articles published in this spectrum.
• Websites catering to same or similar topic.
• Internet

Tools Used

• Google Surveys

Questionnaire

11
Population: people living in individual homes or apartment complexes using conventional
energy sources for their power needs (restricted to Andhra Pradesh and Telangana
regions).

Sample: people with homes who are interested in switching to solar energy as their primary
resource.

Sample size: 125

12
CHAPTER 2

13
REVIEW OF LITERATURE

A literature review is the comprehensive summary of previous works and research on a

particular topic that helps build a rapport with the readers to build a sense of trust on your
work. The review enumerates, summarizes, evaluates objectively, clarifies, and helps reach
the objectives of your study. By mentioning the previous research in your field of study, it
is assumed that the author has thoroughly read, assessed, and assimilated the previous work
into the study at hand.

Asif Mahbub Karim (2012)’s research on “Customer Satisfaction of the Solar Home
System Service in Bangladesh” contributed to the understanding of customer satisfaction
of home-based solar systems in the region of Bangladesh. His study concentrates on
analyzing the current usage and other related factors of home-based solar systems in
Bangladesh, with focus on household customers and retailers. The study also analyzes the
overall customer satisfaction with the solar home systems through SERVQUAL model and
suggests ways to improve their satisfaction with solar home systems in Bangladesh.

P.R Arora (2013)’s research on “Right Time to Reap Benefits from Residential Solar
Rooftop PV in India - A Venture of Millions” focuses on finding out the increased
demand of electricity in urban areas of India, and how rooftop PV is more economical than
the regular grid supply, given grid-parity is achieved within three to four years. The study
sheds light on the data of current electricity usage in India per household and the
approximate cost surrounding it. It also analyzes the comparative cost profits for alternative
solar energy usage and suggests the prospect of substituting electricity with solar energy in
the residential sector.

14
Heidi Q. Chen (2013)’s research on “Approaches for Identifying Consumer
Preferences for the Design of Technology Products: A Case Study of Residential Solar
Panels” investigated the customer preferences for (solar) technological products to help
designers identify the key factors contributing to a product’s market success. In this paper,
a case study of residential PV panels was performed in the time span of 2007 – 2011 within
the context of California, USA. Key takeaways of the study were that technical attributes
such as power warranty, panel efficiency, and time on market, and non-technical attributes
such as reputation, brand recognition, and aesthetics revealed the major preferences of
consumers for solar PV panels in their homes.

Liridon Korcaj (2015)’s research on “Intentions to adopt photovoltaic systems depend

on homeowners' expected personal gains and behavior of peers” focused on a sample
of 200 homeowners in Germany who did not have a solar PV system and explored their
motives and intention to purchase solar energy systems for their homes. The main
highlights of his research are that the purchase intention of solar PV can be determined
through the Theory of Planned Behavior, attitude towards solar PV is mainly based on
financial benefits, and that many homeowners are willing to opt for a PV system in their
homes but only few go ahead with it.

Kakoli Saha (2016)’s research on “Estimating Solar PV Potential for Sustainable

Energy Planning in Tier-II Cities of India: Case of Bhopal City” addresses the rooftop
potential for the test area of Bhopal city and proposes an automated approach to extract the
total available area of residential rooftops. The study focuses on rooftop area, among
several factors, to assess the feasibility of setting up a solar PV system for both residential
and commercial use. It also analyzes the drawbacks in the solar PV systems in the test area
of Bhopal and stresses on the potential for the growth of solar PV solutions in India.

15
Benjamin Gilbert (2017)’s research on “Architecturally Integrated Photovoltaic
Panels: Residential Design Methods and Consumer Preferences” focuses on a survey
of prospective home buyers that evaluates their preferences of aesthetic solar and zero
energy homes. The survey included four options of different typical solar and
architecturally integrated solar solutions which were presented to the participants, and in
the end, the findings were strongly inclined towards an aesthetic preference. Additionally,
the paper also explored a series of solar PV solutions for homes intended for future
consideration and research.

Jamal Mamkhezri (2018)’s research on “Consumer Preferences for Solar Energy: An

Experimental Study” estimates the customer preferences towards renewable portfolio
standards (RPV) and different solar energy types. Additionally, the study estimates the
households’ willingness to pay (WTP) factor for solar energy solutions and assessed
respondents' attitude towards smart meters (SM). This study also highlighted that urban
respondents are more supportive of RPV when compared to rural participants due to a
belief of moral gain and financial benefits.

Rakesh Kumar Tarai (2018)’s research on “Solar PV policy framework of Indian

States: Overview, pitfalls, challenges, and improvements” discusses and reviews the
pitfalls of the existing solar policy frameworks in 16 states in India and identifies different
challenges in the sector for achieving targets. A case study of Odisha is taken to elaborate
on the application of new methods to incorporate factors such as PV potential of the
region, availability of useful land, the cost of implementation, and revise the state policy
for better results. Key highlights of the study include an overview of PV structure and
policy frameworks in 16 states in India, review and comparison of the policies employed
by different states in terms of solar PV systems, and a brief on the challenges and
improvements of each state policy.

16
CHAPTER 3

17
2.1 COMPANY PROFILE

Swadeshi Solar Energy Solutions Pvt. Ltd. is a manufacturer of various wide-spectrum

solar energy systems, solar fence, solar street lights, etc. Established in the year 2011,
Swadeshi Solar Energy Solutions is one of the leading Solar EPC companies in the
combined states of Andhra Pradesh and Telangana, with its head office based in
Hyderabad. As a channel partner of Ministry of New and Renewable Energy (MNRE),
Government of India, the company primarily offers their services for industrial,
commercial, and residential users.

Swadeshi Solar Energy Solutions Pvt. Ltd provides and end-to-end EPC services – right
from assessment, solar system installation, and monitoring system performance. The
company’s strength lies in their experienced management, highly skilled installation team,
and technical expertise.

They have brought together an adroit team of employees, who keep themselves updated on
sophisticated designs and advanced manufacturing techniques. Furthermore, the company
is known for their quality-control unit, wherein, all the products are checked on different
range of parameters like design, quality, and finish. Along with manufacturing high-quality
range of products, Swadeshi Solar Energy Solutions takes pride in offering those products
at appealing prices and delivering within the promised time-frame.

The company has successfully completed the installation of 2kWp to 1MW capacity
projects on a turnkey basis in Andhra Pradesh and Telangana, with various other solar
projects currently underway in both states. The Government of India, along with the states,

18
has come up with several Clean and Green Energy Policies to provide additional incentives
to consumers of all types and usage categories.

Swadeshi Solar Energy Solutions Pvt. Ltd is striving to spread awareness among major
electrical consumers and domestic consumers of these policies and encourage them to avail
the government-backed benefits.

Vision

• To be a reputed Solar EPC company across India, known to provide the world's
best solar products in terms of quality, price and performance.
• Provide solar energy benefits to a Million households/Institutions by capitalizing
on the Clean and Green Energy policy of Govt. of India and States.
• Collaborate with the world's best solar component vendor companies for delivering
the best quality solutions.
• Promote solar energy Solutions for benefit to the society and environment.

Mission

To aggressively create awareness among people for use of Solar Energy Solutions and to
spearhead the renewable energy movement for a cleaner and greener environment globally.

19
2.2 PRODUCTS AND SERVICES

Solar Power Systems

• Hybrid Solar Rooftop System

• 10KW Solar Rooftop System
• 2KW Solar Rooftop System
• 1KW Solar Power System

Solar Fences

• Solar Security Fencing (mild steel)

• Solar Fencing System (galvanized iron)

Solar Heaters

• Solar Water Heater (10-25 liters)

Services

• Offer solar energy services for industrial, commercial, and residential users.
• Provide end-to-end EPC services from assessment, designing, installation, and
performance monitoring

20
3.1 INDUSTRY ANALYSIS

The theoretically calculated solar energy incidence in India is approximately 5000 trillion
-kilowatt-hours (kWh) per year on its land area alone. In the Indian scenario, solar energy
available in a year is several counts greater than the estimated energy output of all fossil
fuel reserves in the country. The daily average solar power generation capacity is 0.25 kWh
in India, per m2 of used land area. With the available commercially-proven technologies,
this is equivalent to approximately 1500-2000 peak capacity operating hours for one year.

India is ranked first when it comes to solar electricity production per watt installed.
Additionally, with an insolation of 1700-1900 kWh per kilowatt peak, 25.10MW was
added in 2010 and about 468.30MW added in 2011. In India solar electricity which was
government-funded was about 6.40MW per year, as of 2005. However as of May end 2016,
the total installed grid-connected solar power capacity is 7.5GW in the country and is
determined to surpass a total of 1,00,000MW by year 2022.

Fig 3.1.1 State-wise Installed Solar Capacity (MW), 2018

21
India’s rooftop solar PV capacity stands at 37627MW, as of March 2020, through several
solar power plants installed in the country. Of this aggregate capacity, 3460MW has been
installed in the residential sector alone. To encourage more projects of residential solar
rooftop system installation in the country, the government is conducting various programs,
including incentives for the achievement of additional capacity to power-distributing
companies (DISCOMS), assisting multiple states in developing online portals for their
respective regions, and aggregation of demand for residential rooftop solar systems.

Fig 3.1.2 Installed Solar PV on 31 March, 2020

The rooftop solar system installations in the combined states of Andhra Pradesh and
Telangana are said to be defying the economic slowdown as per SARAL (state rooftop
solar attractiveness index) and other industry experts. According to SARAL that evaluates
states based on the aspects: robustness of policy framework, implementation environment,
consumer experience, investment climate, and business ecosystem, Telangana stands at 2 nd
rank while Andhra Pradesh takes the 4th place in positive rooftop solar activity. While
encouraging adoption of solar energy systems across residential and commercial sectors,
Telangana and Andhra Pradesh are offering lax policies of net-metering which is highly
encouraging for potential solar PV system buyers. Both the state policies also provide
incentives in the form of cross subsidy surcharge, exemption of transmission and
distribution charges, electricity duty for captive consumption, etc.

22
3.2 COMPETITION ANALYSIS

With the success of solar energy programs in India, targets have been rising in the solar
industry. To fulfill further targets, it is imperative that policy instruments evolve
accordingly. By awarding contracts to several private contractors over the past few years,
a competitive structure in the solar panel industry has been developed. As the Chinese have
drastically reduced their manufacturing costs, India has taken complete advantage of the
cost cuts of solar panels globally.

With a target of 5000MW to achieve in the next five years, Telangana and Andhra Pradesh
governments are encouraging solar PV installations on rooftops of commercial and
industrial establishments, and public buildings. As the prices of solar panels have been
slashed over time, several companies are rushing into the race to participate in solar park
tenders across the state, as well as those who provide individual services to customers
across all sectors. The government has published a full list of approved individual suppliers
and vendors who offer services for domestic purposes across the states of Andhra Pradesh
and Telangana. Among them, some of the top suppliers which pose as competition to
‘Swadeshi Solar Energy Solutions’ in each region are:

Telangana

• Sanish Solar Solutions, Secunderabad

• Four Solar Energy Systems, Hyderabad
• ILIOS Power, Hyderabad
• Axis Solar Systems, Hyderabad

Andhra Pradesh

• Vijaya Solar Systems, Rajahmundry

• Sunrays Solar Systems, Vijayawada
• IndGlobe Solar Circuit Energy Pvt. Ltd., Guntur
• Kiran Power Solar Systems, Bhimavaram

23
CHAPTER 4

24
4.1 DATA ANALYSIS

Q1. Monthly Income

Aim – To gain monthly income data of the participants to assess their affordability
potential in installing solar energy system for their homes.

Graphical Representation – Fig 4.1.1

Table 4.1.1 –

MONTHLY INCOME NO. OF RESPONSES PERCENTAGE

< 15,000 14 11.2
15,000 – 30,000 17 13.6
30,000 – 45,000 24 19.2
> 45,000 70 56

Interpretation – The data obtained from this question gives us an estimate of incomes of
the survey participants. The combined data of this question along with the following
question would help in determining the affordability factor for each individual in setting
up a solar energy system in their house.

25
Q2. Profession

Aim – To assess the opinion of all participants of different ages and professions towards
solar power integration in households.

Graphical Representation – Fig 4.1.2

Table 4.1.2 –

PROFESSION NO. OF RESPONSES PERCENTAGE

Student 47 37.6
Employee 45 36
Retired 12 9.6
Business Owner 7 5.6
Home Maker 4 3.2
Other 10 8

Interpretation – From the above graphical representation, we can see that a maximum
37.6% of the participants are ‘Students’ and 36% of the participants are ‘Employees’.
While the next majority of participants are ‘Business Owners’, ‘Retired’ or ‘House Wives’,
the results show a wide spectrum of professions which will help us gain a deeper
understanding of a varied set of individualistic perception.
26
Q3. House Details

Aim – To check the home-ownership details of the participants, so we can make a clear
segregation of the authority one has to adopt non-conservative energy methods for their
homes.

Graphical Representation – Fig 4.1.3

Table 4.1.3 –

HOUSE DETAILS NO. OF RESPONSES PERCENTAGE

Own 88 70.4
Rented 21 25.6
Leased 5 4

Interpretation – From the obtained data, 70.4% of the participants ‘Own’ a house, while
25.6% live in a ‘Rented’ house and a minority 4% live in a ‘Leased’ property. From the
results, we can deduce that home-owners would have complete authority if they wish to
install a rooftop solar PV system for their house. However, those who live in a rented or
leased house might not have such a decision-making authority and may have to request for
permissions from actual owners of the property.

27
Q4. House Type

Aim – To check the type of participants’ home to assess the feasibility of rooftop solar PV
system installation.

Graphical Representation – Fig 4.1.4

Table 4.1.4 –

HOUSE TYPE NO. OF RESPONSES PERCENTAGE

Apartment 61 48.8
Independent 56 44.8
Gated Community 7 5.6
Govt. Quarters 1 0.8

Interpretation – From the data above, 48.8% of the participants live in an ‘Apartment’,
44.8% live in ‘Independent’ homes, 5.6% live in a ‘Gated Community’, and just 0.8% in
‘Govt. Quarters’. The results tell us that those living in an apartment cannot indulge in a
solar energy system individually as they would have to set up a bigger solar PV plant for
the entire community. Similar is the case for those living in govt. quarters as they might
require additional sanctions from the concerned govt. sector. Participants in independent
houses and gated communities may have the necessary freedom and space for installation
of a solar PV system.
28
Q5. Funding Assistance

Aim – To find out if the participants require any funding assistance in the form of loans or
govt. subsidies to install a rooftop solar PV in their home.

Graphical Representation – Fig 4.1.5

Table 4.1.5 –

FUNDING ASSISTANCE NO. OF RESPONSES PERCENTAGE

Yes 34 27.2
No 43 34.4
Maybe 48 38.4

Interpretation – From this question, we see that 38.4% participants have selected the
‘Maybe’ option while 27.2% and 34.4% of them have opted for ‘Yes’ and ‘No’ options
respectively. This data tells us that a majority of the participants are not sure or do not
require any funding assistance. Whereas, a considerable number of them are in need of
financial assistance for purchase, installation, and maintenance of the solar PV systems.
This data, in addition to the data obtained from Q1, informs us of the number of participants
who can afford solar energy systems – with or without any financial assistance.

29
Q6. Regularly Used Household Appliances

Aim – To determine the most-used household appliances in the house so as to gauge the
amount of power required in a household on a daily basis.

Graphical Representation – Fig 4.1.6

Table 4.1.6 –

APPLIANCES USED NO. OF RESPONSES PERCENTAGE

Computer/TV/Refrigerator 118 94.4
Air Conditioner/Air Cooler 75 60
Mixer/Grinder/Water Heater 94 75.2

Interpretation – From the graphical representation, we can see that the most used
appliances are ‘Computer/TV/Refrigerator’ which stands at 94.4% usage rate. The ‘Air
Conditioner/Air Cooler’ usage is seen at 60% and the ‘Mixer/Grinder/Water Heater’ is seen
at 75.2% usage. The amount of usage that each of these appliances gets helps analyze the
net power consumed in a house and hence determine the associated solar PV system
required to meet the household’s power demands.

30
Q7. Monthly Electricity Bill (approx.)

Aim – To find out the estimated monthly electricity bill in each household, to compare it
with the amount spent for the same power supply after installing a solar PV system.

Graphical Representation – Fig 4.1.7

Table 4.1.7 –

MONTHLY ELECTRICITY BILL NO. OF RESPONSES PERCENTAGE

< 2000 56 44.8
2000 – 4000 39 31.2
4000 – 6000 11 8.8
6000 – 8000 3 2.4
8000 – 10,000 11 8.8
> 10,000 5 4

Interpretation – From the obtained data, a majority of 44.8% of the participants’ monthly
electricity bill is less than 2000Rs. and 31.2% of them get a bill ranging between 2000 and
4000Rs. The rest occupy different percentages from 4000 to > 10,000Rs. per month. Post
installation of a solar PV system in their homes, it is guaranteed that the same amount of
power usage will result in a significantly cheaper monthly expense.

31
Q8. Power-cut Frequency

Aim – To determine the frequency of power-cuts in a household, so as to compare it with

the results after installing a solar energy system.

Graphical Representation – Fig 4.1.8

Table 4.1.8 –

POWER-CUT FREQUENCY NO. OF RESPONSES PERCENTAGE

Never 23 18.4
Occasionally 55 44
Sometimes 43 34.4
Often 4 3.2
Always - -

Interpretation – As per the results obtained, a total 78.4% of the participants with
conventional energy supply experience occasional power-cuts, with very few who
experience frequent power-disruptions. Setting up a solar PV system drastically brings
down the power-cut frequency in a home to almost none, given a suitable energy back-up
mechanism.
32
Q9. Power Back-up Availability

Aim – To evaluate the availability of battery back-up systems in households in case of

power-cuts.

Graphical Representation – Fig 4.1.9

Table 4.1.9 –

POWER BACK-UP NO. OF RESPONSES PERCENTAGE

AVAILABILITY
Yes 70 56
No 53 42.4
Maybe 2 1.6

Interpretation – From the above data, we can see that a majority 56% of the participants
have power back-up systems like generators or battery inverter systems, while the rest of
them do not have any power back-up for their homes. Having a solar PV system in a house
eliminates power-cuts, however, there is a need for power back-up system for the generated
solar energy to last in the absence of sunlight.

33
Q10. Interest in Energy Conservation

Aim – To find out the interest of each participant in general energy saving or energy
conservation methods.

Graphical Representation – Fig 4.1.10

Table 4.1.10 –

INTEREST IN ENERGY NO. OF RESPONSES PERCENTAGE

CONSERVATION
Yes 100 80
No 3 2.4
Maybe 22 17.6

Interpretation – From the graphical representation, we can see that a maximum of 80%
participants are interested in energy-saving methods and other initiatives to conserve
energy, while 17.6% of them are unsure of their opinion. Several renewable energy
awareness programs and incentives from the government would encourage population to
adopt such solar energy systems in their everyday lives.

34
Q11. Interest in Rooftop Solar Energy Systems

Aim – To assess the number of participants willing to opt for a rooftop solar energy system
installed in their homes as an energy conservation means.

Graphical Representation – Fig 4.1.11

Table 4.1.11 –

INTEREST IN ROOFTOP NO. OF RESPONSES PERCENTAGE

SOLAR PV SYSTEM
Yes 65 52
No 11 8.8
Maybe 49 39.2

Interpretation – Of those interested in energy conservation methods in Q10, 52% are

willing to switch to rooftop solar PV systems. 39.2% of participants seem partially
agreeable to the idea of replacing their existing conventional power with solar energy,
while a very less 8.8% of them do not wish to switch to solar energy. With the right
guidance and education of this concept among the general public, we can capture a large
market to increase their power dependency on solar energy in future.

35
Q12. Rooftop Space Availability

Aim – To check if each of the participants has the required rooftop space available, for the
set-up and installation of a solar PV system.

Graphical Representation – Fig 4.1.12

Table 4.1.12 –

ROOFTOP SPACE NO. OF RESPONSES PERCENTAGE

AVAILABILITY
Available 63 50.4
Partly Available 33 26.4
Not Available 29 23.2

Interpretation – The first step to installation of a rooftop solar energy system is

availability of the required rooftop space for the process. 50.4% of the participants have
voted that they have the ‘Available’ rooftop space for a solar energy system set-up.
However, 26.4% and 23.2% of them have voted for ‘Partly available’ and ‘Not available’
respectively – which means they would require further guidance from industry and
technical experts to find the suitable space for a solar energy system set-up.

36
Q13. Factors that Motivate Conversion to Solar Energy

Aim – To understand how likely each of the below factors are to encourage participants to
switch to solar energy for their homes. The other important aim of this question is to
determine the key aspects which matter the most in a customer’s perception of residential
solar energy systems. (Factors: Environment-friendly, Cost, Space Availability,
Maintenance, Savings on Electricity Bills, Absence of Power-cuts)

Graphical Representation – Fig 4.1.13

37
 Table 4.1.13 –

FACTORS DEFINITELY PROBABLY NEUTRAL PROBABLY DEFINITELY

NOT NOT
Environment 93 20 10 2 -
Friendly
Cost 31 50 36 6 2
Space 49 39 30 5 2
Availability
Maintenance 37 38 38 12 -
Savings on 78 26 19 2 -
Electricity Bills
No Power-cuts 73 22 23 6 1
*no. of votes per factor

Interpretation – The above graphical and tabular representation lays out a detailed picture
of how each of the 125 participants would be motivated as per the given factors to convert
to solar energy. From the data obtained, we can ascertain that the factors that most influence
a customer’s perception to opt for solar energy are: ‘savings on monthly electricity bills’,
‘absence of power-cuts’, and most-importantly the ‘environmental friendly’ factor. We can
also see that other aspects like ‘maintenance’, ‘cost’, and ‘space availability’ are
comparatively less-influencing factors to a potential customer.

38
Q14. Customer Opinion on Benefits

Aim – To estimate the general opinion of the participants on the party that would reap the
benefits of such solar initiatives in residential sector.

Graphical Representation – Fig 4.1.14

Table 4.1.14 –

BENIFITED PARTY NO. OF RESPONSES PERCENTAGE

Consumers 80 64
Solar Companies 44 35.2
Government 35 28
Environment 94 75.2
Other 3 2.4

Interpretation – The data obtained points towards the customers’ general belief that the
environment and consumers are the most benefited from residential solar energy systems,
whereas, the government and solar companies are believed to be less benefited from
residential solar initiatives. This helps the cause of survey as majority of consumers accept
that they are the ones that gain from switching to solar energy for their daily power
demands. Such positive grounds will help acquire customers for this initiative.

39
Q15. Source of Information on Solar Power Systems

Aim – To identify the main source through which participants have been introduced to the
concept of residential rooftop solar power systems.

Graphical Representation – Fig 4.1.15

Table 4.1.15 –

SOURCE NO. OF RESPONSES PERCENTAGE

TV/Newspaper 52 41.6
Friends/Relatives 64 51.2
Internet 55 44
Ministry of Renewable Energy 19 15.2
Other 3 2.4

Interpretation – From the above data obtained, a majority of 51.2% participants have
found out about the solar power initiatives through word-of-mouth from friends or
relatives. The next majority of 41.6% and 44% participants have been introduced to this
concept through general media outlets and the internet respectively, while very few of them
have come to know about residential solar power systems through the official channel of
‘Ministry of Renewable Energy’. This data gives us a good standing on how to reach
maximum exposure to target audience while advertising for a solar company.

40
CHAPTER 5

41
5.1 FINDINGS

Below are the conclusive findings derived from a survey conducted among a sample of 125
members:

• Most participants are aware of the generic concept of solar energy; however, they
require additional education and awareness about ‘rooftop solar PV systems’ in
order for them to take initiative beyond the ideology and towards implementation.

• About 65 – 75% of the participants seem to have an opinion that the residential
solar energy systems are evidently cost-effective, will result in favorable economic
benefits, and is environment-friendly through reduced carbon emissions. These
three factors can be prioritized to urge potential consumers of Swadeshi Solar
Energy Solutions Pvt. Ltd to incorporate solar energy in their homes.

• Upto 84.8% of the participants’ monthly electricity bills range between 500Rs –
6000Rs and around 81.6% of them experience power-cuts in their homes - albeit
not frequently. Having said so, ‘savings on monthly electricity bills’ and ‘absence
of power-cuts’ are extremely high motivational factors that encourage customers to
switch to solar energy.

• As suggested by the study, people with own properties; living in independent

houses or gated-communities, are more likely to opt for solar energy systems for
their energy demands. This is the result of multiple elements such as the authority
to make changes to the household, no additional permissions required, availability
of rooftop space for installation, and economic stability.

• Financial assistance through loans or government subsidies is required by a

majority 65.6% of the residential population interested in solar PV systems.

5.2 CONCLUSION

42
From every individual’s opinion which was collected over various aspects of residential
solar PV systems, it can be concluded that the general customer perception is very
favorable towards accepting solar energy in their households as an alternate energy source
to fulfill their power requirements. From this study, we can strongly emphasize that
implementation of solar energy systems in the residential sector can be accelerated if
rooftop PV solutions are easily accessible to residential customers, if better financial
assistance schemes are available, and if there is wide-spread education among consumers
about its environmental and economic advantages and rewards.

This also requires large participation from the consumers - which can be created through
awareness about the solar power industry and the importance of achieving self-
sustainability for their homes in terms of power consumed per household. Furthermore,
government policies should also emphasize on power generation via decentralized rooftop
solar PV systems at the consumption point as opposed to providing just capital subsidy, to
encourage end-users of the residential segment.

ANNEXURE

43
COPY OF QUESTIONNAIRE

1. Profession:
• Student
• Employee
• Business Owner
• Retired
• Home Maker
• Other

2. House Details:
• Own
• Leased
• Rent

3. Type of House:
• Independent
• Apartment
• Govt. Quarters
• Gated Community

4. Monthly Income in INR:

• < 15000
• 15000 – 30000
• 30000 – 45000
• > 45000

5. How much is your approximate electricity bill?

• < 2000

44
 • 2000 – 4000
• 4000 – 6000
• 6000 – 8000
• 8000 – 10000
• > 10000

6. How often do your experience power cuts?

• Never
• Occasionally
• Sometimes
• Often
• Always

7. Are you interested in energy saving/conservation methods?

• Yes
• No
• Maybe

8. Would you opt for rooftop solar energy systems for your home?
• Yes
• No
• Maybe

9. Do you have available rooftop space for solar panel setup?

• Available
• Partly Available
• Not Available

10. How much do these factors motivate you to switch to solar power? (Likert Scale)

45
 - Strongly Motivated; Somewhat Motivated; Neutral; Little Motivated; Not
at all Motivated
• Environment friendly
• Cost of solar panels
• Space availability
• Maintenance
• Savings on monthly electricity bills
• No power cuts

11. Do you require finding assistance to set up solar energy systems for your home?
• Yes
• No
• Maybe

12. Who do you think is benefited from rooftop solar installation? (checkboxes)
▪ Consumers
▪ Solar Companies
▪ Government
▪ Environment
▪ Other

13. Regularly used household appliances (checkboxes)

▪ Computer/TV/Refrigerator
▪ Air Conditioner/Air cooler
▪ Mixer/grinder/water heater

14. Do you have battery backup at home?

• Yes
• No
• Maybe

46
 15. How did you find out about residential solar power systems? (checkboxes)
▪ TV/Newspaper
▪ Friends/Relatives
▪ Internet
▪ MNRE

KEY WORDS

PV – Photo Voltaic

MW – Mega Watt

GW – Giga Watt

KWh – Kilo Watt Hour

SARAL – State Rooftop Solar Attractiveness Index

DISCOMS – Distributing Companies

MNRE – Ministry of Renewable Energy

47
COMPANY BROCHURE

48
49
50
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