Renewable Energy Marketing in India
Market Entry to India > Renewable Energy Marketing in India
About Amritt, Inc
A management consultancy firm advising American companies how to increase revenues and reduce costs by leveraging the economies of China and India.
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Today, India is one of the fastest growing markets for clean energy technologies, offering a number of advantages that include:
• One of the world’s largest renewable energy programs;
• A dedicated federal ministry to support renewable energy (MNRE) and the only government financial institution exclusively supporting renewable energy and energy efficiency (IREDA);
• A growing carbon finance market;
• Favorable government policy environment (national and state).
By 2012—the completion of the 11th Five-Year Plan—the Government of India has targeted 10 percent power generation from installed capacity to come from renewable energy sources, with a 4–5 percent share in the electricity mix. This should translate into a seven-fold market increase for renewable power generation – from $3 billion today to more than $21 billion by 2012. Even under the realistic assumption of 50 percent growth, the market would be $11 billion by 2012. India’s rich renewable energy resource endowment provides opportunities across a spectrum of technologies—biomass, solar PV, solar thermal, wind, hydropower, solid and industrial waste-to-energy, geothermal, and tidal energy that incentivize foreign investment and foreign expertise.
India offers a number of prospects for U.S. firms, including research, development, and demonstration; technical collaborations; product and equipment sales; project design, development, and promotion; power generation and production; O&M; project monitoring; carbon finance/trading; and consulting services. Opportunities for foreign investors include equity participation in joint ventures with Indian partners, foreign direct investment, technology transfer, and establishment of manufacturing facilities or power projects. Though barriers exist from technology, policy, and investment perspectives, India promises to be one of the largest markets for clean energy in the future, and U.S. companies have a significant role to play in both trade and investment in this rapidly expanding marketplace.
Key Market Drivers
A number of market drivers are spurring the development of clean energy markets in India. These include:
• Existing and projected gaps in the electricity supply
• Increasing fuel importation to augment the electricity supply, thereby increasing dependence on imported resources
• Expanded financial support for renewable energy and energy efficiency from local and international financial institutions, multilateral agencies, donor organizations, and others
• Growing carbon credit markets, including the Clean Development Mechanism (CDM) and voluntary markets
• Existence of local capacities/capabilities to harness the clean energy sector and relatively inexpensive local labor supplies
• Growing environmental, social, and health concerns over fossil fuel development
At present, India is the fourth largest greenhouse gas emitter in the world. It is also a major emitter of methane and nitrous oxide, and has exceeded its national ambient air quality standards in eight major cities.
Our Services
Amritt’s go-to-market service for India helps with developing and executing roadmaps to expand your presence:
• Feasibility Studies & Financial Analysis
• Facilitating investment and financing processes for renewable energy projects
• Intellectual property and patent licensing
• Foreign Direct Investment policy compliance
• Negotiation with Indian counterparts
• Attracting and retaining top engineer and business development talent
• Avoiding cultural gaffes
