SURYA KIRAN

THE SOLAR LANTERN

KUSHAL 2016

Submitted by:

Jasmanpreet Singh Juneja

Prakhar Agarwal
Srijan Arora
(Team: UnDefined)
International Management Institute, New Delhi
 A single sunbeam is enough to drive away many shadows!!
Surya Kiran Lanterns, being an augmented product will bring about a change to preserve non
renewable energy for future generations. They will be positioned as the Cost saving lighting
equipment that will differentiate it enough to come out of the red ocean into blue ocean.

Target audience

As per the available options in Tier-2 and Tier-3 cities, Surya Kiran can look to target the
following options:
a. Theme restaurants and community parks- Solar lanterns can be used as a part of decoration
in community parks and creating a village theme in the restaurants. These are a fad these
days.
b. Nature resorts- Resorts such as Chokhi-dhani and within sanctuaries can be targeted. They
can be used for the purpose of camping and night safaris.
c. Emergency purposes- During bad weather conditions and other emergencies, electricity cuts
are frequent. Hence, it can prove a great market, especially in tier 3 cities.
d. Household-This can be substituted for electrical study lamps, thus reducing the chasm in PLC
and increasing the awareness among the early adopters. Promoting this on Diwali as a
Swadeshi Product can also be a big booster.

Promotion

a. CSR activities of Public Sector Utilities- PSUs are remotely located in Tier 2 and Tier 3 cities.
As a part of their CSR, they can distribute these lanterns in the adjacent areas lacking proper
electricity.
b. Alignment with Swachh Bharat Abhiyan- Portable toilets are being undertaken aggressively
under Swach Bharat Abhiyan. It can be leveraged tactically by placing a solar lantern in each
portable toilet so as to provide illumination during night.
c. Street Play for Awareness- Street plays organised by NGOs promoting our environment
friendly product.
d. Feel Good Blogs- Due to budget constraints the online promotion of our solar lanterns can
be done using Feel Good Blogs which is a recent trend among the millennial. (Referring to
#100happydays and #IceBucketChallenge on social media). This is to target early adopters for
good Word of Mouth.
e. Bundling with high end renewable products- Solar lanterns can be given as complementary
products along with high end products such as large solar panels etc, thus enhancing the
reach of our product.
f. Experience to generate impact- Tie ups with newspapers to distribute weekly coupons
redeemable via lucky draw. Winners will be given Surya Kiran Lanterns in locally organized
fairs such as NUMAISH.