LIFE (Light for education) marketing program deployed in the Indian market in 2011.

1. Light for Education
R
SOLA
Light for Education (LIFE)
Concept Paper

2. Prologue
Right to Education RTE is the primary right of every citizen of India, whether a child resides in a high profile society
or in a far away not so developed secluded village. Schools in small towns & rural areas are promoted to raise the
level of education and literacy in rural India. According to Just Indian Schools the conditions of small towns & rural
education in India, is improving steadily and the government is also providing full support and providing with many
initiatives. The fee structure in these schools is also very low so that every child can study and afford it.
Children have to walk miles to reach their school. The schools pay special attention to children in these locations so
that each child gets an equal and important opportunity:
A) They promote reading and writing and enhanced basic education.
B) They provide study material to every student.
C) These schools also provide meals during school hours, uniforms etc.
D) They implement library system, which provide books, newspapers & magazine to children.
E) They provide science kits and equipment for hands-on-learning.
F) They also give scholarships to deserving students regularly, who wish to study ahead.
BUT they do not provide light for studying in the night during frequent power cuts
Every child between the ages of 6 and 14 years has the right to free and compulsory education, as per RTE
Act 2009. This act seems incomplete without the presence of clean & bright light which most of the
students in India do not have. To maximize their potential, students must study to excel in today's
education system. Light is the single largest barrier to studying. Lack of light is an urgent and preventable
education problem, yet never before has there been a viable solution. Until now!
Light for Education

3. The Education Sector in India
Indian Education sector (IES) is by far the largest capitalized space in India with $30bn of government spend (3.7% of
GDP; at global average), and a large network of ~1m schools and 18,000 higher education institutes (HEI). Yet, the public
education system is 'insufficient' and 'inefficient', leading education-hungry and affluent Indians to spend $50bn on
private education (14% CAGR over FY08-12E).
The 'not-for-profit' diktat, a poor regulatory framework and low risk-appetite have discouraged for-profit participation
in the lucrative private formal Indian Education sector (IES). With no structural change in sight (rampant corruption and
low political will), Indian Education sector (IES) has attracted limited capital. Meanwhile, non-formal Indian Education
sector (IES) while non-regulated and faster-growing fails the scalability test (barring a few pockets).
Though a few smaller players have attracted some capital, we see limited value creation potential in Indian Education
sector (IES) due to regulatory and scalability issues. Armed with creativity, certain for-profit players are using innovative
two-tier structures to unlock the 'surplus' generated and, more importantly, plough it into scalable (as also transparent)
business models.
Indian Education sector (IES) Investability Quotient(IQ)
Inefficiencies – The Highest
– The Largest The Lowest
Largest Capitalized space ‘Insufficient’ funds $40bn :‘overregulated & under-governed’
• Public spend of $30bn (3.7% of GDP) • Free product (public schools) loses
• For 80% of the private spends (formal
• Private spend of $50bn (14% CAGR market share – 40% of the student
base enrolled in private schools (7% of IES), regulations (not-for –profit
over FY08-12E)
the total school network) mandate) a big deterrent
• Low political will to bring about the
Largest Supply ‘Inefficient’ supply much required structural change
• A network of ~1m schools and 18,000 • 66% of the school network only till
HEIs primary level
• First Indian satellite - EDUSAT (launch • Only 0.85% of USD 30bn spent on
Sep-04) to serve the education sector capital expenditure
Largest Demand Lowest enrollments, highest dropouts $10bn: Scores low on scalability
• Globally the largest population of • 61% of target population enrolled, 40% • For remaining 20% (non-formal IES),
572m within the 0-24 years age group dropout at school level (a mere 37%
scalability remains a big issue
net enrolled)

4. d.light has to strategically target Private sector spending of $50bn
Formal IES ($ 40 billion) Non-Formal IES ($10 billion)
The formal educational system in India broadly comprises The non-formal education segments flanking the formal ones
schools, often classified as K12 (kindergarten to 12th) and include
higher education (HE) level. preschools (1.5-3 years),
All the levels, from school to higher education, fall under the coaching classes,
purview of the Ministry of Human Resource Development multimedia/ IT
(Department of School Education and Literacy & Department Schools & colleges (catering to both private and public
of Higher Education). institutions),
Schools cater to the '3-17 years' age group. With no central vocational training and
governing body for K12, they are ruled by state boards/ ICSE/ The books market.
CBSE/ International Boards.
Higher education institutes cater to the '18-22 years' & above The segments are free of any regulations (i.e. no governing
age group. With a single governing body (UGC), higher / regulatory bodies for this segment).
education comprises graduate/ diploma/ professional
courses. This may be followed by post graduation courses.
A $40bn market, 12% CAGR till 2012E A $10bn market, 18% CAGR till 2012E
Multimedia in
Preschool
private schools
Books 3.0%
0.7% ICT in govt
17.3%
K12 schools
Higher Education 0.9%
50.0%
50.0% Vocational
Training
14.8%
Coaching Classes
63.3%
Private institutes in the formal education space (K12 from Kg to 12 Grade and HE Higher Education) have proliferated rapidly over the
past many decades and as many as 75,000 schools out of the total 1m existing schools are privately-run. The importance of
private participation is underlined by the fact that even as only 7% of the total schools are private, they dispense education to
40% of India's total students enrolled. This is despite K12 (schools) being a focus area for the government as less than 10% of the
total public expenditure on education is assigned to higher and university education.
As a result, 77% of India's ~18,000 HEIs are private.
Private IES – big growing bigger
($ m) Revenues (2008E) % share of total Revenues (2012E) CAGR (%)
Formal IES 40,000 80 65,250 13
K12 (From Kg to 12 Grade) 20,000 40.00 33,779 14
Higher Education* 20,000 40.00 31,470 12
Non-formal IES 10,110 20.00 19,608 18
Preschool 300 0.60 1,026 36
Multimedia in private schools 70 0.14 459 60
ICT in govt schools (ICT = Computer Education) 90 0.18 752 70
Coaching classes 6,400 12.77 11,194 15
Vocational training 1,500 2.99 3,662 25
Books 1,750 3.49 2,516 10
Total IES 50,110 84,858 14
Source: IDFC-SSKI Research; *Higher Education spends include $13bn spent annually to export education
Apart from these there are other products / services in allied education sector.

5. Challenges to Indian Education
India though is fast developing as super power with impressive industrial growth and economic
development, it is falling behind on human development index.
1. As the children grow into adults, many are still illiterate
Challenges to Indian Education by the age of 40. These uneducated adults are also
Fu reluctant to send their own children to school. This
nd
s
creates a vicious circle .
Ele
ctri
city 2. A large number of teachers refuse to teach in rural
areas and those that do are usually are under qualified.
Those who refuse to teach in the rural areas cite
Te
ac distance and lack of interest by students as problems.
he
rs
3. Lack of books and learning materials seem to be a
widespread problem. The use of high-tech devices such
as computers are very rare.
4. Most of the rural schools operate without toilets, drinking water facility and electricity.
In India, 27% of village schools have unreliable electricity as compared to 76% of schools in towns
or cities (source: http://www.uis.unesco.org/ev.php?ID=7333_201&ID2=DO_TOPIC).
d.light S1 is the ideal offering for the Education Space
Why d.light S1 for Education?
1. No-Risk purchase
2. Right Price Offer
3. Designed for reading
4. Portable and durable
5. Simple technology for use
6. From the house of d.light
7. Comes with 6 months warranty
Impact of Solar light for Education
-A scientific study1 conducted in Gujarat found that the average study hours increased from
1.47 hours to 2.71 hours which is an average increase of 1.26 hours (84.3% ).
-Another Study2 done in Rajasthan indicates the average study hours increased to 1.5 hours per day
1 Agoramoorthy, Govindasamy and Hsu, Minna (2009); Lighting the Lives of the Impoverished in India's Rural & Tribal Drylands; Human Ecology
2 Madan, Dave & Singh, Kartikeya (2007). "Rural Solar Lighting Assessment". p. 1-12 Dabkan, Rajasthan in 2009

6. The Proposed Campaign - “Light for Education (LIFE)”
d.light aspires to enhance the scope of education by collaborating with credible educational delivery
partners. We would like to create pan-India campaign to improve the quality of education in every
school of India and, in doing so, improve the lives of tens of millions of families. Indeed light, like
security, water, housing, and education needs to become a basic human right.
d.light would like to create a world-class, branded, national campaign to dramatically improve teacher
and student productivity, by branding this campaign as “Light for Education (LIFE)”
Position d.light S1 as a “Childhood Companion”
A companion or a “dost” in Hindi, is a friend which provide numerous
important functions during childhood. It includes - companionship,
stimulation, physical support, ego-support, social comparison,
intimacy, and affection. Each of these functions has a different degree
of importance at different times during development.
We want to position d.light S1 as a true friend from the early stages of
childhood. It also gels with the Global Brand positioning of d.light S1 as
empathetic, Optimistic, tenacious & Innovative.
Value for Partners
d.light believes that light is not a product but a required instrument for education. We would be seeking support from
respected institution, who have presence all across the country and have networks with the engagement and trust
required to reach students at scale and provide this solution.
To further d.light’s vision for “quality education” and take the brand to a new level, d.light and its partners envision a
high-impact campaign that enables teachers to quickly and easily bring light to their students. The campaign will create
awareness about the benefits of solar light and create excitement to participate in this extraordinary opportunity,
without distracting schools from their core responsibility. The campaign and its execution will require minimal
involvement from school authorities or field staff and will be run out of d.light's offices. The campaign is planned to be
rolled out in a phased manner, and pass through schools as a simple, quick, time-bound opportunity.
d.light PR, marketing, and sales teams will design a branded, national campaign involving government departments,
media partners, high-profile brand ambassadors as well as trainers in villages and first-class distribution.
Campaign Impact
d.light expects a 20-40% increase in student's study time, in addition to economic, health, and safety benefits of
replacing kerosene lanterns. By reaching out to over a millions of students in govt & privately run schools we will touch
every student’s lives and further reinforce Govt’s commitment to quality education RTE. Ultimately, providing bright
light is one of the easiest ways to make teachers and students immediately more productive!

7. d.light India plans to target key Private players in education sector
Phase 2: Private Sector Partners Mapping
During Phase 2 (May -July 2011) d.light India shall target key players as mentioned in the grid, and will
seek business opportunities within or outside the current scope of activities of the target companies.
As we proceed towards achieving our goals, we shall add/delete key companies based on the
opportunity and responses.
Key Target organisations for d.light in formal IES Sector
Vidya Bharti Bhartiya Vidya
K12 Schools
Preschool Schools DPS Bhavan
17,000 schools 150 + schools 80 + schools
(Trust) (Private) (Trust)
Higher Education
Multimedia/I
Colleges
Manipal DAV Maharishi
T in schools Rs 8141m
Rs2861m 667 institutions 148 institutions
(Private)
(Listed) (Trust) (Trust)
Key Targets for d.light in non-formal IES sector
Non-relevant
Preschool
Preschool
Multimedia/
Multimedia/I
T in schools
IT schools Rs2861m Rs932m
(Listed) (Listed)
Coaching
Coaching
Classes
Classes Rs1200m Rs1000m Rs1000m Rs900m Rs700m
(Private) (Private) (Private) (Private) (Private)
Vocational
Vocational
Training
Training Rs10068m Rs1200m Rs995m Rs800m
(Listed) (Private) (Listed) (Private)
S.Chand
Books Market
Books Market
Rs4111m Rs 200m Rs 500m
(Listed) (Private) (Private)
Source: Internet search & IDFC-SSKI Research

8. d.light India plans to target key Private players in education sector
Phase 3: Allied Sector Partners Mapping
We are currently in the exploratory phase of scouting and finalizing the key targets for approaching the
allied sector. These targets will be scanned through the Relevance Grid subsequently.
We shall start the process in phase 3 (July-Dec 2012)
Key Targets for d.light in allied sector
NGOs
Multimedia/I
Foundations
T in schools
Coaching
MFIs
Classes
Social
Vocational
Distributors
Training
Corporate Social
Books Market
Initiatives

9. Lets Light Up Lives