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A SUMMER INTERNSHIP PROJECT REPORT ON

A STUDY ON EVOLVING DISTRIBUTORSHIP &


AFFILIATE NETWORKS, GO TO MARKET PLANS OF
DIVERSE COMPANIES ACROSS SECTORS

CYGNI ENERGY PVT. LTD.

Master of Business Administration


(Batch: 2019-2021)

Supervised By: Submitted by:


Prof. Sandeep Mann Diksha Vashishth
MBA
Roll No.2019PBA9215

NETAJI SUBHAS UNIVERSITY OF TECHNOLOGY


(Approved by Ministry of Human Resources Development (MHRD), Govt. of
India Govt. of NCT of Delhi)
Affiliated to AICTE, New Delhi University of Delhi
Azad Hind Fauj Marg Sector - 3 , Dwarka New Delhi – 110078

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TABLE OF CONTENTS
Certificate from Corporate Mentor
Acknowledgement i
Student Declaration ii
Certificate from Guide iii
Executive Summary iv

Chapter-1: INTRODUCTION

1.1 Introduction .............................................................................................. 7

Chapter-2: COMPANY PROFILE

2.1 Company Profile ........................................................................................ 22

Chapter-3: BENCHMARKING OF DIVERSE COMPANIES

3.1 Benchmarking of Diverse companies .......................................................... 37

Chapter-4: RESEARCH METHODOLOGY

4.1Research Methodology ............................................................................... 48

Chapter-5: DATA ANALYSIS AND INTERPRETATION

5.1 Data Analysis ............................................................................................ 53

Chapter-6: FINDINGS AND CONCLUSION AND SUGGESTIONS

6.1 Findings and Conclusion............................................................................ 62

Chapter-7: CONCLUSION
7.1 Conclusion..................................................................................................65

BIBLIOGRAPHY

Bibliography.................................................................................................... 67

ANNEXURES ...................................................................................................71

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ACKNOWLEDGEMENT

I offer my sincere thanks and humble regards to Netaji Subhas University of


Technology for imparting me valuable professional training in MBA.

I pay my gratitude and sincere regards to Prof. Sandeep Mann Sir my project Guide
for giving me the cream of his knowledge. I am thankful to him/her as he/she has
been a constant source of advice, motivation and inspiration. I am also thankful to
him/her for giving his/her suggestions and encouragement throughout the project
work.

I take the opportunity to express my gratitude and thanks to our computer Lab staff
and library staff for providing me opportunity to utilize their resources for the
completion of the project.

I am also thankful to my family and friends for constantly motivating me to complete


the project and providing me an environment which enhanced my knowledge.

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STUDENT’S DECLARATION

This to certify that I have completed the project titled “A STUDY ON EVOLVING
DISTRIBUTORSHIP & AFFILIATE NETWORKS, GO TO MARKET PLANS OF
DIVERSE COMPANIES ACROSS SECTORS DURING INTERNSHIP AT CYGNI
ENERGY PRIVATE LIMITED“ under the guidance of “Professor Sandeep Mann sir “ in
the partial fulfillment of the requirement for the award of the degree of “Masters of Business
Administration” from “NETAJI SUBHAS UNIVERSITY OF TECHNOLOGY, Dwarka
Delhi” This is an original work and I have not submitted it earlier elsewhere.

Name: Diksha Vashishth


Enrollment No: 2019PBA9215

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CERTIFICATE (From the Guide)

This is to certify that the summer training project titled “A STUDY ON EVOLVING
DISTRIBUTORSHIP & AFFILIATE NETWORKS, GO TO MARKET PLANS OF
DIVERSE COMPANIES ACROSS SECTORS DURING INTERNSHIP AT CYGNI
ENERGY PRIVATE LIMITED” is an academic work done by “Diksha Vashishth”
submitted in the partial fulfillment of the requirement for the award of the degree of “Masters
of Business Administration” from “NETAJI SUBHAS UNIVERSITY OF TECHNOLOGY,
Dwarka Delhi” under my guidance and direction. To the best of my knowledge and belief the
data and information presented by her in the project has not been submitted earlier elsewhere.

Sandeep Mann
Professor
NETAJI SUBHAS UNIVERSITY OF TECHNOLOGY

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EXECUTIVE SUMMARY

Ongoing concerns about climate change have made renewable energy sources an important
component of the world energy consumption portfolio. Renewable energy technologies could
reduce CO2 emissions by replacing fossil fuels in the power generation industry and the
transportation sector. Because of some negative and irreversible externalities in conventional
energy production, it is necessary to develop and promote renewable energy supply
technologies and demand for renewable energy. Power generation using renewable energy
sources should be increased in order to decrease the unit cost of generation. Energy
consumption depends on several factors including economic progress, population, energy
prices, weather, and technology.

The motive was to get the information about the distribution and the benchmarking done for
six companies (which are CYGNI ENERGY PVT. LTD. VS AMARAJA
BATTERIES,VRINDA CONSULTANTS VS ABC CONSULTANTS & SEASIA VS
ALSTOM ) . The areas especially the financial areas where these companies are lacking &
achieving heights were identified. The analysis done on the Evolving Distributorship is done
with the help of questionnaire made by me in order to analyze so the information regarding
specific areas of Distributorship is attained.

After getting the questionnaire filled by the respondents , some findings are made in order to
get; what are the actual areas where respondents interests lies the most. On the basis of this
Conclusion is made. Finally it is concluded that the areas where customers will be highly
satisfied with the products of Cygni & the percentage( % )of customers having a good choices
for taking a brand. The information regarding choosing the best distribution channel is gathered
and analyzed & it founded that out of different channels such as MLM, Tele shopping,
Dealers/Distributors, Retail channels & Referencing. People are more concerned with Dealers
which is 58% of the respondents. Retail Chains are the second most used channel for
Distributing the goods & services i.e; 19% of the total respondents.

The Information is collected from various websites on the internet and after reading and going
through many books that are mentioned in the Bibliography Section. At last a sample of
questionnaire is attached that is used for Distributorship Analysis for the Project Report.

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CHAPTER -1

INTRODUCTION

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Background of the study:
Master of Business Administration (MBA) requires each student to complete an internship for at least
two months with an organization and submit a report based on internship assignment. The scope of the
application of theoretical as well as practical knowledge of marketing gathered from MBA program has
widened by interacting with Business to Business (B to B) and finding out research on the Distributers
during internship program.
Focus on the evolving Distributorship and affiliates network in the arena of competitive market
environment it has become significantly important for any company to analyze its performance of
different marketing strategies in order to survive in the volatile market environment as well as to manage
companies’ operations efficiently and effectively for achieving its objectives. This report is tailored to
focus on the marketing activities of plans of diverse companies across sectors, that is performing to
retain market share and uphold the growth.

INTRODUCTION TO THE RENEWABLE INDUSTRY


The World Energy Forum has predicted that fossil-based oil, coal and gas reserves will be
exhausted in less than another 10 decades. Fossil fuels account for over 79% of the primary
energy consumed in the world, and 57.7% of that amount is used in the transport sector and are
diminishing rapidly. The exhaustion of natural resources and the accelerated demand of
conventional energy have forced planners and policy makers to look for alternate sources.
Renewable energy is energy derived from resources that are regenerative, and do not deplete
over time. Renewable energy offers our planet a chance to reduce carbon emissions, clean the
air, and put our civilization on a more sustainable footing. It also offers countries around the
world the chance to improve their energy security and spur economic development. Modern
biomass encompasses a range of products derived from photosynthesis and is essentially
chemical solar energy storage. Renewable energy supplies 18% of the world’s final energy
consumption.
Renewable energy technologies produce marketable energy by converting natural
phenomena/resources into useful energies. The usage of renewable energy resources is a
promising prospect for the future as an alternative to conventional energy. Therefore, an
attempt has been made through this paper to review the availability of renewable energy options
in India, and provides information about the current status of renewable, future potentials of
their uses, major achievements, and current government policies, delivery and outreach in
Indian context. It paints a remarkable overall picture of renewable energy resources and position
of India on global map in utilizing these resources.
Renewable energy in India
India’s population of more than 1028 million is growing at an annual rate of 1.58%. As fossil
fuel energy becomes scarcer, India will face energy shortages significantly due to increase in
energy prices and energy insecurity with in the next few decades. Increased use of fossil fuels
also causes environmental problems both locally and globally. The economy of India,
measured in USD exchange-rate terms, is the twelfth largest in the world, with a GDP of around
$1 trillion (2008). GDP growth rate of 9.0% for the fiscal year 2007–2008 which makes it the
second fastest big emerging economy, after China, in the world. There is a very high demand
for energy, which is currently satisfied mainly by coal, foreign oil and petroleum, which apart
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from being a non-renewable, and therefore non-permanent solution to the energy crisis, it is
also detrimental to the environment. Thus, it is imperative that India obtains energy security
without affecting the booming economy, which would mean that the country must switch from
the nonrenewable energy (crude oil and coal) to renewable energy. For these reasons the
development and use of RES & Technologies are becoming vital for sustainable economic
development of India. Expert consultation at the Asia Energy Vision 2020, organized under the
World Energy Council agreed on energy demand projection in India up to 2020.
India is determined to becoming one of the world’s leading clean energy producers. The
Government of India has already made several provisions, and established many agencies that
will help it to achieve its goal. The country has an estimated renewable energy potential of
around 85,000 MW from commercially exploitable sources, i.e., wind, 45,000 MW; small
hydro, 15,000 MW and biomass/bioenergy, 25,000 MW. In addition, India has the potential to
generate 35 MW per square kilometer using solar photovoltaic and solar thermal energy. By
March 2007, renewable electricity, excluding hydro above 25 MW installed capacity, has
contributed 10,243 MW representing 7.7% of total electricity installed capacity. There has been
phenomenal progress in wind power and, with an installed capacity of over 8757 MW, India
occupies the fifth position globally. The Indian Government has been at work, making a
comprehensive policy for compulsory use of renewable energy resources through biomass,
hydropower, wind, solar and municipal waste in the country, particularly for commercial
establishments, as well as Government establishments.
The major contribution to renewable energy investment comes from private sector
participation. This is due to the support from the government, which leverages the private
investment. The financial allocation for renewable energy sources vis-a` -vis total allocation,
however, remains in the range of 0.1% during Tenth Plan period. This is expected to increase
during the Eleventh Plan. The Ministry of New and Renewable Energy has identified renewable
energy R&D as an important factor for developing this sector. R&D subsidy is 100% of a
project’s cost in government R&D institutions, and 50% in the private sector. The R&D subsidy
for the private sector may be enhanced for initial stages of technologies that have longer time-
horizons. Renewable sources already contribute to about 5% of the total power generating
capacity in the country. During the last two decades, several renewable energy technologies
have been deployed in rural and urban areas.
Biomass
Hydropower
Wind energy
Solar energy
Geothermal energy
Other renewable energy technologies
Solar thermal technologies, particularly solar water heating system, solar cookers and solar
generation systems are the most commercialized technologies among renewable energy
technologies in India. Policies are set to provide further impetus to dissemination of solar
technologies.

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Biogas represents an alternative source of energy, derived mainly from organic wastes. In India,
the use of biogas derived from animal waste, primarily cow dung, has been promoted for over
three decades now. Biogas is a clean fuel produced through anaerobic digestion of a variety of
organic wastes: animal, agricultural, domestic, and industrial. Biogas is the only technology
that has put cooking in rural areas on technological ladder and has made cookinga pleasure with
associated social and environmental benefits including zero indoor pollution. India’s National
Project on Biogas development (NPBD) has been one of the well organized and systematic
program to provide logistic and institutional support for that has been under implementation
since early 1980s. India Biogas program is one of the most successful program if we compare
with other such program implemented in Rural India.
Biofuel program in the country is at nascent stage. The policy measures currently in place
include an excise tax reduction for E-5, the obligation to blend all petrol with 5% ethanol in
certain regions since January 2003 and government regulation of the ethanol selling price on
the basis of ethanol production costs. Subsequently the percentage of ethanol mixture in petrol
is planned to be increase to 10%. A new biofuel policy for the country is under construction.
Hydrogen energy is also at early stage of development. Ministryof New and Renewable Energy
also funded research projects on different aspects of hydrogen energy technology development.
India is the member of the International Partnership on Hydrogen economy (IPHE) set up in
Washington, DC in November 2003. Future challenges to India includes lowering cost of
hydrogen substantially and improve production rates from different methods, development of
compact and inexpensive storage capacity, establishment of hydrogen network and
development of hydrogen fuelled IC engine and efficiency improvement of different type of
fuel cell systems.
Environmental sustainability: renewable energy and climate change
To sustain economic growth and raise living standards, energy shortages could be met by
increasing supplies. But there are two other important considerations: environmental
sustainability and social development. The current pattern of economic growth has caused
serious environmental damage – polluting the air, creating large quantities of waste, degrading
biological systems and accelerating climate change – with many of these effects coming from
the energy sector. At the same time, it is also vital to consider the impact on social development.
The lack of access to energy services aggravates many social concerns, including poverty, ill
health, unemployment and inequity.
In modern economic sectors one of the main sources of energy is oil. Although the world’s
largest oil consumer is still the United States, four Asian countries are not far behind; China
comes second, Japan third, India fourth and the Republic of Korea sixth.
Natural gas is also increasingly important: its fuel efficiency makes it an attractive choice for
new power generating plants and for the industrial sector. Other environmental concerns
include water pollution and the disposal of waste, particularly nuclear waste. In the rural areas
one worry is the overexploitation of environmentally sensitive areas. Many people in rural areas
rely on biomass fuels for cooking, heating and lighting. Overuse of these can lead to
degradation of watersheds, and loss of biodiversity and habitats.

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Climatic changes
Climatic changes, as a result of global warming caused by greenhouse gases, mainly carbon
dioxide (CO2) produced during the burning of fossil fuels, have been causing significant
changes in the ecosystems and leading to nearly 150,000 additional deaths every year [2]. This
rise is mainly caused by the unsustainable use of fossil fuels and the changes in the use of the
land.
Clean development mechanism
The clean development mechanism (CDM) of the Kyoto Protocol has been set up to assist
developing countries in achieving sustainable development by promoting greenhouse gas
emission reduction projects, that generate emission credits (certified emissions reductions,
CERs) for industrialized countries [19]. A number of countries in the region are taking
advantage of the CDM. This is a provision of the Kyoto Protocol which was devised originally
as a bilateral mechanism through which entities in industrialized countries could gain certified
emission reductions (CERs) by investing in clean technologies in developing countries. For the
recipient developing countries, this can boost returns on projects by up to 12% for wind, hydro
and geothermal projects and by 15–17% for biomass and municipal waste projects (UNEP).
Indian enterprises have already committed investment to generate more than 379 million CERs.
Worldwide investments have been made that will generate 1.9 billion CERs by 2012.
Future of renewable energy in India
India, faced with twin challenges on energy and environmental front, has no option but to work
towards increasing the role of renewable in the future energy systems. Renewable energy
technologies vary widely in their technological maturity and commercial status. In India,
renewable energy is at the take-off stage and businesses, industry, government and customers
have a large number of issues to address before these technologies could make a real
penetration. India with large renewable energy resources (solar PV, wind, solar heating, small
hydro and biomass) is to set to have large-scale development and deployment of renewable
energy projects [20]. The aim of meeting 10% of the country power supply through renewable
by 2012 and also ambitious plans for the distribution of biogas plants, solar PV applications
and solar city appears to be within reach. Moreover, introduction of tradable renewable energy
certificates (REC) could overcome the existing gap that is hindering the application of quota
for renewables and thereby creates a vibrant market.
India would also have to look for international cooperation in renewable energy through well
defined R&D projects with proper division of labour and responsibilities for specific tasks with
equitable financial burden and credit sharing arrangements. Renewable energy development is
considered in India to be of great importance from the point of view of long term energy supply
security, environmental benefits and climate change mitigation. The Integrated Energy Policy
report has recognized the need to maximally develop domestic supply options as well as the
need to diversify energy sources. The Committee has placed emphasis on higher use of
renewables in all forms of services. It is expected that the contribution from renewables in
power generation alone can be of the extent of 60,000 MW in the year 2031–2032. By 2031–
2032 renewables will be the key driver in social inclusion of the poor in the development
process. A modest assessment of investments in the renewable energy sector will be about Rs.
300,000 crores over the next 25 years. MNRE has included in its mission: energy security;

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increase in the share of clean power; energy availability and access; energy affordability; and
energy equity.
A number of government and private organizations such as MNRE, Centre for Wind Energy
Technology, Universities, IITs, NITs, Indian Oil Corporation Ltd. (IOCL) and The Energy
Resource Institute (TERI) are involved in R&D of renewable energy sources.

Current energy policies


The ultimate objective of the renewable energy policy framework is to significantly increase
the share of renewable energy source in India’s energy mix [20]. These energy policies are set
by government.
National Electricity Policy, 2005
The National Electricity Policy aims at achieving the following objectives; access to electricity,
availability of power demand (to be fully met by 2012), energy and peaking shortages to be
overcome and spinning reserve to be available, supply of reliable and quality power of specified
standards in an efficient manner and at reasonable rates, per capita availability of electricity to
be increased to over 1000 units by 2012, financial turn around and commercial viability of
electricity sector and protection of consumers’ interests.

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The Electricity Act 2003
The Electricity Act contains the following provisions pertaining to non-conventional energy
sources. Under Sections 3(1) and 3(2), it has been stated that the Central Government shall,
from time to time, prepare and publish the National Electricity Policy and Tariff Policy, in
consultation with the state governments and authority for development of the power system
based on optimal utilization of resources such as coal, natural gas, nuclear substances or
material, hydro and renewable sources of energy. Section 4 states that the Central Government
shall, after consultation with the state governments, prepare and notify a national policy,
permitting stand-alone systems for rural areas. Section 61, 61(h) and 61(i) state that the
appropriate commission shall, subject to the provision of this Act, specify the terms and
conditions for the determination of tariff, and in doing so, shall be guided by the following,
namely, the promotion of cogeneration and generation of electricity from renewable sources of
energy; and the National Electricity Policy and Tariff Policy. Section 86(1) and 86(1)(e) state
that the state commissions shall discharge the following functions, namely, promote
cogeneration and generation of electricity from renewable sources of energy by providing,
suitable measures for connectivity with the grid and sale of electricity to any person, and also
specify, for purchase of electricity from such sources, a percentage of the total consumption of
electricity in the area of a distribution license.

Tariff Policy, 2006


The Tariff Policy announced in January 2006 has the following provisions:
1. Pursuant to provisions of section 86 (1) (e) of the Act, the Appropriate Commission shall
fix a minimum percentage for purchase of energy from such sources taking into account
availability of such resources in the region and its impact on retail tariffs.
2. It will take some time before non-conventional technologies can compete with conventional
sources in terms of cost of electricity. Therefore, procurement by distribution companies shall
be done at preferential tariffs determined by the Appropriate Commission.
3. Such procurement by Distribution Licensees for future requirements shall be done, as faras
possible, through competitive bidding process under Section 63 of the Act within suppliers
offering energy from same type of nonconventional sources.
4. The Central Commission should lay down guidelines within three months for pricing non-
firm power, especially from nonconventional sources, to be followed in cases where such
procurement is not through competitive bidding.

National Rural Electrification Policies, 2006

1. Goals include provision of access to electricity to all households by the year 2009, quality
and reliable power supply at reasonable rates, and minimum lifeline consumption of 1
unit/household/day as a merit good by year 2012.
2. For villages/habitations where grid connectivity would not be feasible or not cost effective,
off-grid solutions based on standalone systems may be taken up for supply ofelectricity.
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3. State government should, within 6 months, prepare and notify a rural electrification plan,
which should map and detail the electrification delivery mechanism.
4. The Gram Panchayat shall certify and confirm the electrified status of the village as on 31st
March each year.

Integrated Energy Policy Report (Planning Commission) 2006


Suggest a path to meet energy needs of the country in an integrated manner up to 2031–2032.
It recommended special focus on renewable energy development.

Initiatives and steps for delivery and outreach


1. District Advisory Committees (DACs)
These Committees have led to the creation of an effective renewable energy promotion
network at the grass-root level that will also help in integration of renewable energy schemes
with those of other development departments. To date, 550 DACs have been setup in 550
districts of the country.
2. Akshay Urja Shops (renewable energy shops)
Akshay Urja Shops were launched to cover all districts of the country to ensure easy
availability of such systems/devices.It is expected that the common man will embrace
renewable energy technologies in a big way for augmenting energy needs of cooking,
lighting and motive power from these shops.
3. Energy parks
With a view to integrating the activities of State and District Levels Energy Parks was set
up at the national level. 7.4. Rajiv Gandhi Akshay Urja Diwas (Rajiv Gandhi Renewable
Energy Day) The birth anniversary of former Prime Minister, late Sh. Rajiv Gandhi on 20th
August 2006 was observed as ‘Rajiv Gandhi Akshay Urja Diwas’ all over the country is
organize to increase awareness on a mass-scale at National, State and District levels.
4. Akshay Urja Newsletter (Renewable Energy Newsletter)
A bi-monthly newsletter titled ‘Akshay Urja’ was started with a focus on
national/international renewable energy developments, technological developments,
manufacturer’s details, renewable energy education, etc.
5. Renewable Energy Clubs
A scheme has been evolved to promote the study of renewable energy through the setting
up of RE Clubs in AICTE recognized/ approved Engineering Colleges/Technology
Institutions all over the country to educate and sensitize young and future scientists on
various aspects of new and renewable energy.

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Major achievements
India’s major achievements on renewable energy development can be summarized as
follows:
Over 4200 MW grid power from wind, small hydro, biomass and solar energy.
3600 remote villages/hamlets, including those in Sunderbans, Bastar, Ladakh and the North East
electrified through solar energy.
Largest solar–steam cooking system for 15,000 persons/day set up at Tirupati Tirumala
Devasthanam.
7 lakh square meter collector area solar water heating systems installed. 3.5 million biogas plants
installed for cooking and lighting applications.
35 million improved wood stoves in rural homes.
Integrated Rural Energy Program implemented in 860 blocks.
30 MW capacity Solar Photovoltaic products exported to various developed and developing
countries.
280 Energy Parks set-up in educational institutions for demonstration of renewable energy systems
and devices.
Rs.25, 000 million direct subsidy given so far to beneficiaries/ users of renewable energy systems
and devices, including subsidy for grid connected renewable power projects.
Rs. 32,000 million loan provided so far by Indian Renewable Energy Development Agency Limited
for 1600 renewable energy projects.
Centre for Wind Energy Technology set up as a scientific and industrial research organization for
wind resource assessment, equipment certification and R&D at Chennai in Tamil Nadu.
Solar Energy Centre set up for development of solar energy systems and devices at Gurgaon in
Haryana.

Conclusions
Energy security, economic growth and environment protection are the national energy policy
drivers of any country of the world. The need to boost the efforts for further development and
promotion of renewable energy sources has been felt world over in light of high prices of crude
oil. A critical part of the solution will lie in promoting renewable energy technologies as a way
to address concerns about energy security, economic growth in the face of rising energy prices,
competitiveness, health costs and environmental degradation. According to NAPCC other
sources of renewable energy would be promoted. Specific action points that have been
mentioned include promoting deployment, innovation and basic research in renewable energy
technologies, resolving the barriers to development and commercial deployment of biomass,
hydropower, solar and wind technologies, promoting straight (direct) biomass combustion and
biomass gasification technologies, promoting the development and manufacture of small wind
electric generators, and enhancing the regulatory/tariff regime in order to main stream
renewable energy sources in the national power system. Accordingly, increased focus is being
laid on the deployment of renewable power that is likely to account for around 5% in the
electricity-mix by 2032. Alternate fuels, essentially bio-fuels, are proposed to be progressively
used for blending with diesel and petrol, mainly for transport applications. Finally, renewable
energy provides enormous benefits and can contribute significantly in the national energy mix
at least economic, environmental and social costs and it is expected that the share of renewable
energy in the total generation capacity will increase in future.

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RENEWABLE ENERGY SECTOR AT A GLANCE:

Indian renewable energy sector is the fourth most attractive 1 renewable energy market in the
world. India is ranked fourth in wind power, fifth in solar power and fifth in renewable power
installed capacity as of 2018.
Installed renewable power generation capacity has gained pace over the past few years, posting
a CAGR of 17.33 per cent between FY16–20. With the increased support of Government and
improved economics, the sector has become attractive from investors perspective. As India
looks to meet its energy demand on its own, which is expected to reach 15,820 TWh by 2040,
renewable energy is set to play an important role. As a part of its Paris Agreement
commitments, the Government has set an ambitious target of achieving 175 gigawatt (GW) of
renewable energy capacity by 2022. These include 100 GW of solar capacity addition and 60
GW of wind power capacity. Government plans to establish renewable energy capacity of 500
GW by 2030.

Market Size

As on April 30, 2020, the installed renewable energy capacity stood at 87.26 GW, of which,
solar and wind comprised 34.81 GW and 37.74 GW, respectively. Biomass and small hydro
power constituted 9.86 GW and 4.68 GW, respectively. By December 2019, 15,100 megawatts
(MW) of wind power projects were issued, of which, projects of 12,162 .50 MW capacity has
already been awarded. Power generation from renewable energy sources in India reached
127.01 billion units (BU) in FY20.

In 2019, India installed 7.3 GW of solar power across the country, establishing its position as
the third-largest solar market in the world.

With a potential capacity of 363 GW and with policies focused on the renewable energy sector,
Northern India is expected to become the hub for renewable energy in India.

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Government initiatives
Some initiatives by Government of India to boost India’s renewable energy sector are as
follows:

India plans to add 30 GW of renewable energy capacity along a desert on its western border
such as Gujarat and Rajasthan.
Delhi Government decided to shut down thermal power plant in Rajghat and develop it into
5,000 KW solar park
Rajasthan Government, in Budget 2019-20, exempted solar energy from electricity duty
and focussed on the utilization of solar power in its agriculture and public health sectors.
A new Hydropower policy for 2018-28 was drafted for the growth of hydro projects in the
country.
The Government of India has announced plans to implement a US$ 238 million National
Mission on advanced ultra-supercritical technologies for cleaner coal utilisation.
The Ministry of New and Renewable Energy (MNRE) has decided to provide custom and
excise duty benefits to the solar rooftop sector, which will lower the cost of setting up as
well as generate power, thus boosting growth.
Indian Railways is taking increased efforts through sustained energy efficient measures and
maximum use of clean fuel to cut down emission level by 33 per cent by 2030.

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Road Ahead
The Government is committed to increased use of clean energy sources and is already
undertaking various large-scale sustainable power projects and promoting green energy
heavily. In addition, renewable energy has the potential to create many employment
opportunities at all levels, especially in rural areas. The Ministry of New and Renewable
Energy (MNRE) has set an ambitious target to set up renewable energy capacities to the
tune of 175 GW by 2022, of which about 100 GW is planned for solar, 60 GW for wind
and other for hydro and bio among other. India’s renewable energy sector is expected to
attract investment worth US$ 80 billion in the next four years. About 5,000 Compressed
Biogas plants will be set up across India by 2023.

It is expected that by 2040, around 49 per cent of the total electricity will be generated by
renewable energy as more efficient batteries will be used to store electricity, which will
further cut the solar energy cost by 66 per cent as compared to the current cost.* Use of
renewables in place of coal will save India Rs 54,000 crore (US$ 8.43 billion) annually5.
Renewable energy will account for 55 per cent of the total installed power capacity by 2030.

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REASONS FOR DEVELOPMENT OF THE INDUSTRY:

1. Renewable energy is profitable

As it is taken from freely available resources, renewable energy also enables long term
control over energy prices. Until now, investments in infrastructure and technologies to
produce renewable power weighed upon the cost of renewables, but it will not be the same
in the near future, assuming sufficient efforts are made.
Phasing out fossil fuels and moving to 100% renewables make economic sense – especially
when the true costs of our current energy system are taken into account. In recent years, the
costs of wind and solar energy have declined substantially.

2. Renewable energy is democratic

As it stands, when one wants electricity, he or she is forced to purchase it from someone
else. When individuals are able to own the equipment that generates their electricity, that
means they wouldn’t have to rely on fluctuating prices or shortages from outside energy
producers.

3. Renewable energy is ... renewable!

Humans have relied so much on the infrastructure they have developed - an infrastructure
entirely reliant upon fossil fuels - that the transition can't be achieved in a few days, but
needs long term action, hence the emergency to radically speed up the transition is now.In
a nutshell, renewable energy is of course better for the environment than fossil fuels and
nuclear energy. That's why Climate Action Network Europe expects the phase out of all
fossil fuel emissions and phase in of 100% renewables by 2050 as an important part of the
Paris COP 21 outcomes.

4. Energy Security

Renewable energy provides reliable power supplies and fuel diversification, which enhance
energy security and lower risk of fuel spills while reducing the need for imported fuels.
Renewable energy also helps conserve the nation’s natural resources.

5. Price Stability

Renewable energy sources such as wind, solar, hydro and geothermal do not entail fuel
costs or require transportation, and therefore offer greater price stability. In fact, some
electric utilities factor this into their retail electricity prices, exempting customers that buy
renewables from certain charges.

19
OBJECTIVES OF THE STUDY

(A) General Objective:


The General objective of this study is to analyze the marketing activities of Cygni
Energy Pvt. Limited.

(B) Specific Objectives:


The specific objectives of this study are:
Market research on - how to setup distribution system
Define process to onboard external (customer) and internal (salespersons and
marketing).
Study on awareness and acceptance level of renewable energy products in the
Indian market.
Advertising strategies for the products.
To make some recommendations based on the findings.

METHODOLOGY OF THE STUDY:


The study is carried out using both primary and secondary data.
Primary data collection: To prepare this report, the primary data were collected mainly
through the survey as official assignment during the time of internship. Other methods are
a. Observation.
b. Interview.
c. Telephone Interview.
d. Personal Interview.
e. Oral & Informative interview with the officers and employees of the “Marketing & Sales
Department” of Renewable energy Center.
Secondary data collection: The secondary data have been collected from different
publications, administrative data sources, Enterprise surveys, NIC websites, different journals
of renewable energy, Surveys of retailers may also be useful in some circumstances (e.g.
pellets, charcoal, liquid biofuels) ,Household surveys Useful for: -
1. HH energy use (especially non-electricity)
2. Off-grid solar and wind
3. Solar water heating, cooking fuel
4. Biofuel production and consumption and related magazines and journals.
I have used data collected from company publications with a view to observe the marketing
activities, policies and company practices.

20
SCOPE OF THE STUDY
This internship report mainly focus on the activities of “Marketing & Sales Department” of
Renewable Energy Sector. In this report, I discussed the things those I have observed at the
time of my internship in that department. I have reviewed the overall marketing and sales
activities of Renewable Energy Sector and at the end I give a recommendation, findings and
conclusion for “Marketing & Sales Department” of Renewable Energy Sector. Though this is
not a research type report, I do not include any findings in it. My internship period was from
1st June, 2020 to 15th August, 2020 and all of my report focuses all those activities that I had
observed at that time.

LIMITATIONS OF THE STUDY:


There were some limitations which have made my worka little bit harder. The limitations may
be termed as follows –
I have no previous experience about the preparation and organization of the internship
report.
It was not so much possible for me to get the exact information about some of the
departments because of maintaining the secrecy.
The executives of some departments were so busy that they could not give me sufficient
time.
The web resources were also not ample to get sufficient help.

21
CHAPTER-2

COMPANY PROFILE

22
About Cygni Energy Pvt. Ltd.

Cygni Energy Pvt ltd (Cygni) is an IITM incubated startup specializing in solar power backup
and DC (Direct-current) Micro-grid solutions. Founded in 2014, the company specializes in
Inverterless technology and Rooftop solar solutions. This is one of the most efficient
photovoltaic power generation and backup system available in the market offering up to 40%
lesser power consumption. With the growing emphasis on energy conservation world over and
with more DC appliances now becoming available, most homes in the world will gradually move
to DC power. Cygni is pioneering the “Go-DC” revolution in India. This is one of the most
efficient photovoltaic power backup system available in the market offering up to 40% lesser
power consumption and 50% reduction in electricity bills. The system comes integrated with
Bluetooth and GPRS, which helps customers to monitor their energy consumption, which in
turn enables them to control energy usage. About 30-40% of the energy loses which happen due
to conversion (AC-DC and DC-AC) are beyond customers’ control, which can be reduced by
using DC power supply. The high power availability per system also helps to create a cluster
level microgrids. Which means a single system can power up to 4, 8 or 12 homes. The Cygni
Inverter less system is split across 4 homes with each home receiving 125 W of Power. We also
provide energy efficient DC appliances, these include Lights, Fans and mobile chargers with a
provision for TV if the customer demands. Each home has a Remote unit which can be used to
control the loads and provide an indication on the state of the battery and backup. As aspiration
and purchasing increases, the users can choose to reduce the number of connections and
increase individual power.

Cygni’s Solar DC solutions and DC microgrid is an innovative technology which provides


green solar energy and DC power at an affordable price. The technology removes the
requirement of AC to DC and DC to AC conversions which helps in reducing the cost of
production of per unit watt power. This technology was developed in collaboration with IIT
Madras. Cygni has brought electricity to over 20000 homes across India and is building first
DC Microgrid city in Sasaram, Bihar.

Cygni manufactures one of the most efficient solar controllers and had raised an initial funding
in 2014. It was the first company to be recognized under Startup India program. The company
is also boosting its leadership team and has roped in Mr. Paramjit Singh as Chief Operating
Officer, who was earlier serving as Circle Chief Technology Officer with Airtel. The startup
has received a grant from Millennium Alliance (FICCI in partnership with USAID, TDB, and
World Bank) for developing Solar-DC microgrid systems. The company posted annual
revenues of $ 7.8 Million for the financial year 2018 and is looking at a buoyant growth of 300-
400% in the next fiscal.
Commenting on the development, Sateesh Andra, Endiya Partners said, “Renewable and clean
energy is the better solution to handle the power demand in our country. We see Cygni take a
unique position to revolutionize the way energy is stored and consumed by using technology
to provide affordable clean energy to consumers. The company’s rapid growth demonstrates
the strong demand for easy, affordable access to renewable energy in our country. We are
pleased to lead the investment round with Cygni and partner with them on their growth
journey.”

Ashok Jhunjhunwala, Professor at IITM said “IITM has worked closely with Cygni to develop
the Inverterless technology. This product was built ground up with high efficiency and
23
affordability in mind. We are confident that this product will play a pivotal role in eliminating
energy poverty and provide an efficient solution for developing economies.”

Cygni’s mission is to “Power a Billion Dreams” by venturing into new solar solutions based
on Technology and Innovation. The company focuses on creating more efficient power and
brighter future by providing green solar energy and DC power at a reasonable cost advantage.
Today, Cygni has deployed its products in more than 20,000 homes changing the lives of over
100,000 people across India. It provides various Solar DC and microgrid solutions which are
energy efficient and reliable offering for today’s power needs.

Speaking on the announcement, Venkat Rajaraman, CEO, Cygni Energy said, “This round
of funding will help us strengthen our product offering& enhance customer experience. It will
enable us to achieve our mission of building great products that will facilitate rural development
and electrification in our country and other parts of the world. We are excited to welcome
Endiya Partners as a new Investor and mentor. Their investment not only validates our belief
in the technology but also gives us the push to accelerate and achieve our dreams.”

At Cygni Energy, we believe that there is a better way to power our homes and businesses at a
much lower cost while contributing to a cleaner greener planet. We also believe that solar
rooftop power can cost lesser if an efficient and intelligent solution is designed based on the
individual’s requirement.
Cygni Energy, headquartered at Hyderabad, India, is led by an experienced team of
professionals who have the experience in creating and running large institutions and the
expertise in the renewable energy sector. We have a wide range of experience in managing
Grid Connected, Rooftop and Decentralized Photo-voltaic (PV) systems.
We know that renewable energy will power the future, and we’re working to bring that future
closer for homeowners and small businesses. Cygni envisions a future where the energy to
power our lives is produced close to home by renewable sources and delivered through smart
systems.

About Endiya Partners:

Endiya Partners is an early-stage venture capital fund that invests in IP led product startups that
are globally relevant. Endiya’s portfolio consists of disruptive and category-defining
companies across the Technology, Healthcare, and Tech-enabled Consumer sectors.
Leveraging deep domain expertise along with vast entrepreneurial and operating experience,
the Endiya team plays a key role in co-creating scalable businesses while bridging a funding
gap between Angel and Series A investments in the venture capital spectrum of India.

Address: Second Floor, Lansum House,

283, Road Number 78, Jubilee Hills,

Hyderabad, Telangana 500033


Phone: 040 2354 5001
24
Products & Services by CYGNI

Solutions for You


Cygni provides various Solar DC and Microgrid solutions to our clients.
Owning and managing the solar supply chain places us in a niche position to
pass significant savings to our customers.

Inverterless DUO
Our newest Solar solution with integrated power storage for Homes and offices
Advanced Li-ion battery

Compact and Elegant

Uninterrupted power supply

Dual Input (Solar &Grid) &Dual Output(AC & DC)

Inverterless S
Our Solar solutions with integrated power storage for Homes and offices
Advanced Li-ion battery

Compact and Elegant

Uninterrupted power supply

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DASH Controller
Unique solar controller to power your offices, commercial complex, factories etc.

Advance Controller for large offices and commercial complexes

40% to 60% overall power saving

Advance remote monitoring and control feature

VIZ
Introducing 12V Solar Controller with Lithium battery with remote monitoring and PAYG facility.
The system is designed to efficiently use solar to provide maximum backup to rural consumers.

Longer Battery Life

Energy efficient DC Appliances

Remote Monitoring Via Bluetooth/GPRS

All weather efficient power

26
Electric Vehicle Battery
Cygni Energy has designed a Reliable and robust battery solution for 2W and 3W electrical
Vehicles.

Thermal Management

Quick Recharge

1000 Cycles Long Life

Solar Water Pump


Cygni solar DC pumping systems can be installed at any location, no matter the area, terrain,
power availability and accessibility, if the region is exposed to plenty of sunlight
Easy to setup and operate

Energy & cost efficient

Variants: Surface Type: 0.25 hp and 0.5 hp & Submersible Type:5 hp, 7.5 hp and 10 hp

27
48V DC Appliances
Highly efficient 48V DC appliances saves around 40% to 60% of energy when compared to
conventional AC appliances.
Energy savings with energy efficient DC appliances

Low cost & more effective compared to equivalent solar AC solutions

Falls under Safe Extra Low Voltage (SELV)

AC-DC Converters(DPAU)
Highly efficient AC to DC converters to be used with DC appliances

Much safer than conventional AC systems

Available in 3 variants - 2.4kW, 1kW and 500W

28
People
We create and nurture an environment that stimulates and rewards every employee with respect to
their personal growth and professional advancement. We believe in empowering people.

Teamwork
We have a collaborative working culture that emphasizes teamwork, trust and tolerance for
diverging opinions. We believe teamwork is more than just working together. It is bringing outthe
best of everyone. The best solutions come from working together with both colleagues and
customers.

Diversity
We embrace diversity as an essential component in the way we do business. We support the
diversity of our team members, customers and communities. Our strategy includes programs to
attract, retain and develop diverse talent.

Open and Transparent


Transparency is our default setting. We share early in decision process, to avoid "big revelations".
We are proud to share our beliefs, failures, strengths and decisions. We share our thoughts with
honesty.

Passion for Getting it Done


We are Passionate about our Business, Products and Brand. Timely, accurate and comprehensive
delivery of all that is required for both internal and external customers.

Strive for Excellence


We continuously strive for excellence in the products we offer and services we provide. We are
committed to personal excellence and self improvement. Excellence is an attitude - It is more than
a business strategy for success.

29
Cygni's Solar DC solutions or DC Micro-grid is an innovative technology which provides green
solar energy and dc power at a very low cost. The technology removes the requirement of AC
to DC and DC to AC conversions which helps in reducing the cost of production of per unit
watt power. This technology was conceptualized by IIT Madras and implemented by Cygni.
We have brought electricity over 40000 homes across India and building first DC Microgrid
city in Sasaram, Bihar.

VISION – MISSION – GOAL – OBJECTIVES


VISION

Cygni envisions a future where the energy to power our lives is produced close to
home by renewable sources and delivered through smart systems.
To provide feeling of living in a home with ultimate comfort.
To provide professional and personalized services of the highest integrity.
To provide high quality Customer Relationship Management.
To develop and train staff

MISSION

Cygni’s mission is to “Power a Billion Dreams” by venturing into new solar solutions
based on Technology and Innovation.
Maintain outstanding service to its clients.
Maintain a high standard of quality of finish.
Maintain a safe environment.
Maintain value for many.
Continue good communications procedures.
Continue to promote a sense of corporate identity within all the staff team.
Continue to provide staff training to providing Excellence Customer Care.
Continue develop ‘Brand Name’.
The company focuses on creating more efficient power and brighter future by providing
green solar energy and DC power at a reasonable cost advantage

GOALS & OBJECTIVES

CYGNI’s Inverterless Solar-DC solution offers an economical and affordable solution


for off-grid/ near off-grid homes (homes with large power-cuts), and is also useful for
grid-connected homes in saving power-bills as well as providing back-up power. This
is achieved by Solar-DC INVERTERLESS technology, developed in collaboration
with IIT Madras.
With growing emphasis on energy conservation world over and with more DC
appliances now becoming available, most homes in the world will gradually move to
DC power. This is India’s opportunity to lead this “Go-DC” revolution.
Our objective is to create vest employ, make urbanization with modern facilities Eco-
friendly which will ensure safe environment and where quality will not be
compromised. Innovation, dynamism and perfection lead us to ultimate satisfaction of
our customers and that is our objective.

30
MAJOR COMPETITORS OF CYGNI

SU-KAM

SAR

TATA POWER SOLAR

CONSUL NEOWATT

ENERTECH GROUP

ReNew Power

AZURE POWER

LUMINOUS eshop

AMAR RAJA BATTERIES LTD.

ABOUT SOME FINISHED & ON GOING PROJECTS OF CYGNI ENERGY


PRIVATE.LTD.

S.NO Project’s Name Description &


Location

LOCATION-
JAMMU &
KASHMIR
1 BLDC Ceiling Fan with
Remote
5 DC Bulbs,
1 DC Mobile Charger
1 DC Socket
200Wp Solar Panel
INVERTERLESS JAMMU & KASHMIR 1 Invetreless Controller
with Li-ion Battery

31
LOCATION-
MUMBAI, INDIA

BATTERY BACKUP-
2 Hrs of power back-
up
PROJECT CAPACITY-
320KW
GLOBAL VIPASSANA PAGODA

LOCATION-
Hyderabad
The hospital's patient
rooms, OT, ICU,
Emergency & OP wards,
corridors, equipments,
lighting & emergency
load are now fully
powered by Solar
MEDS HOSPITAL Energy.

LOCATON-
Hyderabad, India

29 stories of 3 towers
including lighting,
security fence, common
areas & external lights
with solar power.

JAYABHERI THE PEAK

LOCATION –
Meghalaya

1 BLDC Ceiling Fan with


Remote
5 DC Bulbs,
1 DC Mobile Charger
1 DC Socket
200Wp Solar Panel
INVERTERLESS MEGHALAYA 1 Invetreless Controller
with Li-ion Battery
32
LOCATION –
Hyderabad

The hospital's 15 ICUs,


20 in-patient rooms,
emergency loads and
lighting are now fully
powered by Solar
Energy.

KESHAVA NEURO &CRITICAL CARE HOSPITAL

Cygni Energy hopes to bring electricity to every home in India.With an innovative and

economical technology developed in collaboration with IITM.The Inverterless Solar DC

solution offers a low ROI of two years and free power for life.

33
Our people are our greatest asset and biggest differentiator. They are passionate
about results, and also believe in having a lot of fun along the way

34
35
Our Investors

Partners & Certifications

36
CHAPTER- 3

BENCHMARKING OF DIVERSE
COMPANIES

37
3.1 What is the technique ?
Benchmarking is the process of improving performance by continuously identifying,
understanding, and adapting outstanding practices and processes found inside and outside an
organization (company, public organization, University, College, etc.).

It was pioneered by Xerox Corporation in the 1979s, as part of their response to international
competition in the photocopier market, and originated from reverse engineering of competitors'
products. Its scope was then enlarged to include business services and processes. Xerox now
benchmarks nearly 240 performance elements although, when they started benchmarking
several years ago, considerably fewer elements were benchmarked.

Benchmarking of business processes is usually done with top performing companies in other
industry sectors. This is feasible because many business processes are essentially the same from
sector to sector.

Benchmarking focuses on the improvement of any given business process by exploiting "best
practices" rather than merely measuring the best performance. Best practices are the cause of
best performance. Companies studying best practices have the greatest opportunity for gaining
a strategic, operational, and financial advantage.

The systematic discipline of benchmarking is focused on identifying, studying, analysing, and


adapting best practices and implementing the results. To consistently get the most value from
the benchmarking process, senior management may discover the need for a significant culture
change. That change, however, unleashes benchmarking’s full potential to generate large
paybacks and strategic advantage.

The benchmarking process involves comparing one’s firm performance on a set of measurable
parameters of strategic importance against that of firms’ known to have achieved best
performance on those indicators. Development of benchmarks is an iterative and ongoing
process that is likely to involve sharing information with other organizations working with them
towards an agreeable metrology.

Benchmarking should be looked upon as a tool for improvement within a wider scope of
customer focused improvement activities and should be driven by customer and internal
organization needs. Benchmarking is the practice of being humble enough to admit that
someone else is better at something and wise enough to learn how to match and even surpass
them at it.

3.2 Objectives of the Technique

Benchmarking entails gathering information from one organization to beneficially


apply it to another organization.

It is a valuable Business Engineering Technique and its application not only identifies
innovative work processes but also involves discovering the thinking behind
innovation.

38
It is a form of comparative analysis. It is necessary to establish some common ground
as the basis for comparison. Usually one identifies one or more functional areas for
analysis and selects one or more metrics as a quantitative basis for comparison.

These are then compared with agreed benchmarks derived from recognized sources of
best practice. Ultimately, two questions need to be answered:

• What are the alternatives to our present process?


• What are the benefits, costs and risks of the alternatives?

Benchmarking essentially works to the extent that benchmarks can be agreed and
suitable comparators found for which measurements are also available.

3.3 Description of the technique / Methodology / Alternatives


There are five phases for implementation of benchmarking:

A. PLANNING: During this phase the organization determines which process to


benchmark and against what type of organization.
B. ANALYSIS : Following data acquisition, an analysis is performed for the performance
gap between the source organization and the recipient organization. An indication of
best practice is then evident.
C. INTEGRATION : It involves the preparation of the recipient for implementation of
actions.
D. ACTION :This is the phase where the actions are implemented within the recipient
organization.
E. MATURITY This involves continuous monitoring of the process and enables
continuous learning and provides input for continuous improvement within the
recipient organization.

There are, in general, four types of benchmarking:

1. COMPETITIVE BENCHMARKING

Benchmarking is performed versus competitors and data analysis is done as to what causes
the superior performance of the competitor.

It can be, in some respects, easier than other types of benchmarking and in some respects
more difficult. It is easier in the sense that many exogenic variables affecting company
performance may be the same between the source and the recipient organization, since we
are talking about companies of the same sector. On the other hand it is more difficult
because, due to the competitive nature, data recuperation will not be straightforward.
Difficulties of this type may be overcome if the two organizations have for e.g. different
geographical markets.

39
2. INTERNAL BENCHMARKING

This process could be applied in organizations having multiple units (for e.g.
multinationals, companies with sale offices around the country, with multiple factory
locations within the same country).

3. PROCESS BENCHMARKING

Here we look at processes, which may be similar, but in different organizations, producing
different products, for e.g. airline industry & hospital industry looking at the process of
catering their ‘clients’.

4. GENERIC BENCHMARKING

We would look here at the technological aspects, the implementation and deployment of
technology. How else other organizations do it? Hence the source organizations may be of
same industry or from another industry.

Processes 1, 3 and 4 are all external benchmarking activities. However, locating an external
benchmarking partner and setting up a benchmarking arrangement requires a significant
investment in time and effort. An alternative to external benchmarking might be intra-
company, or internal benchmarking which is less costly in terms of time and money. Two
additional benefits may result from internal benchmarking:

(a) the improvement program will receive wide recognition within the company and other
divisions may benefit and

(b) the team performing benchmarking will be better prepared for pursuing external
benchmarking partners. If there is a high degree of uniformity within the company or the
process in question is already a company wide practice, external benchmarking may be
pursued to identify additional improvements.

3.4 Expected results / benefits / pitfalls

Benchmarking offers the following benefits to companies and organizations:

• Highlights areas of practice and performance requiring attention and improvement


• Identifies strengths and weaknesses to other respondents
• Establishes company’s true position versus the rest, making thus easier for the company
to raise the organizational energy for change and develop plans for action
• Helps measure current company performance
• Prevents reinventing the wheel (Why invest the time and costs when someone else may
have done it already -and often better, cheaper, and faster?)
• Accelerates change and restructuring by: o using tested and proven practices, convincing
sceptics who can see that it works, and overcoming inertia and complacency and creating a
sense of urgency when gaps are revealed.

40
• Leads to "outside the box" ideas by looking for ways to improve outside of the industry
• Forces organizations to examine present processes, which often leads to improvement in
and of itself
• Makes implementation more likely because of involvement of process owners.
• Enables the identification of other companies and/or organizations with processes
resulting in superior performance, with a view to their adoption.

3.5 BENCHMARKING OF DIVERSE COMPANIES

Following are the benchmarking of 6 companies belong to completely different industries have
been compared here with their respective competitors that is going to help in identification of
superiority, strategy & many other factors between both of them .

COMPANY VS COMPANY
CYGNI ENERGY PVT.LTD. AMAR RAJA BATTERIES
SEASIA INFOTECH ALSTOM
VRINDA CONSULTANTS ABC CONSULTANTS

1) Comparative Analysis of Battery Companies AMAR RAJA BATTERIES vs CYGNI


ENERGY PRIVATE LTD.

Amara Raja Batteries Vs Cygni


1. Company Profiles

Amara Raja Batteries Ltd is part of the Amara Raja Group. Amara Raja Group is an India-
based multinational company. It is headquartered in Hyderabad. The Amara Raja Group is
known for its automotive battery brand Amaron, the second largest selling automotive
battery brand in India after Exide Industries.

Cygni Energy private Ltd. Cygni Energy Private Limited is a Private incorporated on 08
October 2014. It is classified as Non-govt company and is registered at Registrar of
Companies, Hyderabad. Its authorized share capital is Rs. 25,000,000 and its paid up capital
is Rs. 19,611,010. It is inolved in Production , collection and distribution of electricity

2. E-Vehicle Market Preparations

Both the companies have started their preparations for this market. These companies too
have R&D running at great speeds to benefit from this market.

41
For this, Cygni Energy’s has found a Endiya partner to help them out. Amara Raja Batteries
already has foreign partner. Johnson Controls hold 26% stake in the company. Johnson
Controls have the uniqueness to provide technology support and gain stake in the company.

Hence, Amara Raja Batteries have an advantage here from the technology side. This so
because their partner is also specialized in the same industry.

3. The Start

The Amara Raja Group was formed in 1985. But the batteries division (Amara Raja Batteries
Ltd.) was actually started in 1989.
Cygni Energy Pvt ltd (Cygni) is an IITM incubated startup specializing in solar power backup
and DC (Direct-current) Micro-grid solutions. Founded in 2014.

4. Comparison of Financial Numbers : Amara Raja Batteries Vs Exide Industries

KEY PARAMETERS CYGNI BATTERIES AMAR RAJA


BATTERIES
AUTHORIZED SHARE Rs. 25,000,000 Rs. 200,000,000
CAPITAL (CRORE.)
PAID UP CAPITAL Rs. 19,611,010. Rs. 170,800,000.
RETURN ON EQUITY 21.45% 14.50%
DEBT/EQUITY RATIO 0.71 0.01
CURRENT LIABILITY 128.85% -9.11%
OPERATING REVENUE INR100Cr-500Cr Over 500Cr

Amara Raja Batteries Vs Cygni Energy

As per the market capitalization, Amar Raja Batteries Industries is a bigger company.
Amara Raja Batteries look slightly more attractive in terms of Operating Revenue.
Paid up capital of cygni is less than that of Amar Raja Batteries.
Debt/Equity ratio of amar raja batteries is more than that of Cygni.

42
2) Comparative Analysis of Battery Companies ABC CONSULTANTS vs VRINDA

ABC Consultants vs Vrinda

1. Company Profiles

ABC Consultants Pvt. Ltd.: Abc Consultants Pvt Ltd is an unlisted private
company. It was incorporated on 30 June, 1973 and is located in Kolkata, West
Bengal. It is classified as a private limited company.

VRINDA Consultants Pvt. Ltd. : Vrinda Consultants Private Limited was an


unlisted private company. It was incorporated on 30 November, 1994 and is located
in , Delhi. It is classified as a private limited company.

2. Description :
The company's line of business includes providing management consulting
services.(ABC CONSULTANTS)

A TALENT SOURCING COMPANY Flexibility, Transparency and


Compassion With a meticulous focus on driving successful hires, we’re a new
type of partner and a new type of recruiting system. Our systematic, process
driven approach to recruitment ensures engagement with the right talent and a
superior candidate experience

3. Products & Services: ABC Consultants provides Services-Executive Search, Senior &
Middle Level Hiring, Recruitment Process Outsourcing, Recruitment Marketplace, Career
Transition Services, Global Sourcing, Market Intelligence, Recruiter Training
Programmes, Interim Management.

43
4. Comparison of Financial Numbers : ABC Consultants Vs Vrinda Consultants

KEY PARAMETERS VRINDA ABC CONSULTANTS


CONSULTANTS
AUTHORIZED SHARE Rs. 1,000,000 Rs. 24,000,000
CAPITAL (CRORE.)
PAID UP CAPITAL Rs. 110 Rs. 18,250,000
RETURN ON EQUITY 8.0% 13.75%
DEBT/EQUITY RATIO 0.8 0.09
CURRENT LIABILITY - 191.72%
OPERATING REVENUE INR 1cr. INR 1 cr - 100 cr

VRINDA CONSULTANTS VS ABC CONSULTANTS

As per the authorized share capital, ABC Consultants has more as compare to the other
company.
ABC look slightly more attractive in terms of Operating Revenue.
Paid up capital of Vrinda Consultants is less than that of ABC Consultants .

3.) Comparative Analysis of Battery Companies Seasia Infotech vs ALSTOM

1. Company Profile

Seasia Infotech Private Limited is an unlisted private company. It was incorporated on


08 June, 2011 and is located in Ambala Cantt, Haryana. Seasia Infotech is a prominent
CMMI Level 5 Company that caters diverse IT needs of businesses across the globe.
Established in the year 2001, Seasia Infotech is headquartered in the USA with a
development workplace situated in India. The company provides out of the box IT
solutions for the businesses that are seeking the finest software development and web
development services. Seasia clutches a professional team of around 450 professionals
that are delivering top-notch services for diverse business needs.

Alstom Systems India Private Limited is an unlisted private company. It was


incorporated on 11 August, 2015 and is located in Bangalore, Karnataka. It is classified
as a private subsidiary of a foreign company.

44
2. Description:
ALSTOM SYSTEM INDIA PRIVATE LIMITED is inolved in Building of complete
constructions or parts thereof; civil engineering.
Seasia Infotech is inolved in Other computer related activities [for example
maintenance of websites of other firms/ creation of multimedia presentations for other
firms etc.]
3. Activity
Seasia Infotech :Other computer related activities [for example maintenance of
websites of other firms/ creation of multimedia presentations for other firms etc.]
ALSTOM: Building of complete constructions or parts thereof; civil engineering.

4. Comparison of Financial Numbers :SEASIA INFOTECHVs ALSTOM SYSTEMS INDIA


PVT.LTD.

KEY PARAMETERS SEASIA INFOTECH ALSTOM SYSTEMS


INDIA PVT. LTD.
AUTHORIZED SHARE Rs. 10,000,000 Rs. 533,000,000
CAPITAL (CRORE.)
PAID UP CAPITAL Rs. 4,500,000 Rs. 533,000,000.
RETURN ON EQUITY - 10.53 %
DEBT/EQUITY RATIO - 2.07
OPERATING REVENUE 7,484,550,000 INR 100 cr - 500 cr

SEASIA INFOTECH Vs ALSTOM SYSTEM INDIA PVT.LTD.

As per the authorized share capital, ALSTOM Systems India Pvt. Ltd. Has more as
compare to the other company.
Seasia Infotech look slightly more attractive in terms of Operating Revenue.
Paid up capital of Seasia Infotech is less than that of ALSTOM Systems India Pvt. Ltd..

45
CHAPTER-4

RESEARCH METHODOLOGY

46
RESEARCH METHODOLOGY

Research methodology is a collective term for the structured process of conducting research. There
are many different methodologies used in various types of research and the term is usually
considered to include research design, data gathering and data analysis. Research methodology
seeks to inform: Why a research study has been undertaken, how the research problem has been
defined, in what way and why the hypothesis has been formulated, what data have been
collected and what particular method has been adopted, why particular technique of analysing
data has been used and a host of similar other questions are usually answered when we talk of
research methodology concerning a research problem or study.

Research methodologies can be quantitative (for example, measuring the number of times
someone does something under certain conditions) or qualitative (for example, asking people
how they feel about a certain situation). Ideally, comprehensive research should try to
incorporate both qualitative and quantitative methodologies but this is not always possible,
usually due to time and financial constraints. Research methodologies are generally used in
academic research to test hypotheses or theories. A good design should ensure the research is
valid, i.e. it clearly tests the hypothesis and not extraneous variables, and that the research is
reliable, i.e. it yields consistent results every time.

Research Design

A research design is the set of methods and procedures used in collecting and analyzing
measures of the variables specified in the problem research. The design of a study defines the
study type (descriptive, correlational, semi-experimental, experimental, review, meta-analytic)
and sub-type (e.g., descriptive-longitudinal case study), research
problem, hypotheses, independent and dependent variables, experimental design, and, if
applicable, data collection methods and a statistical analysis plan.[1] A research design is a
framework that has been created to find answers to research questions.

DATA SOURCES:-

Depending on the source, it can classify as primary data or secondary data. Let us take a look at
them both.

Primary Data
These are the data that are collected for the first time by an investigator for a specific purpose.
Primary data are ‘pure’ in the sense that no statistical operations have been performed on them and
they are original. An example of primary data is the Census of India.

47
Secondary Data
They are the data that are sourced from someplace that has originally collected it. This means
that this kind of data has already been collected by some researchers or investigators in the past
and is available either in published or unpublished form. This information is impure as statistical
operations may have been performed on them already. An example is an information available on
the Government of India, the Department of Finance’s website or in other repositories, books,
journals, etc.

Problem Statement

Productivity is critical to the success of any business firm that wants to gain and maintain
market share. The organization is in need of an appropriate measure of customer satisfaction
that will lead to productivity from its customers. With the help of distribution channel the
marketer reach the intended final user of their product.
The present study tried to analyze the evolving distributorship & affiliate networks and go to
market plans of diverse companies across sectors of Cygni.

Research objective

To identify the factors affecting the purchase decision towards CYGNI


To analyze the marketing activities of Cygni Energy Pvt. Limited.
To know the best channel of Distribution
To attain knowledge in the Distribution sector.
To study GTM of diverse companies.

Research Design

“The research design is the method and process for the conducting particular study, broadly
speaking; it can be grouped in the three main categories – Exploratory, Descriptive and Causal.

1. Type of design
“The research design is the method and process for the conducting particular study, broadly
speaking; it can be grouped in the three main categories – Exploratory, Descriptive and
Causal.

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Descriptive

Descriptive study is used when researcher interested in knowing the features of


certain group like age, sex, educational level, operation etc.”
This research conducted is a descriptive research. This is descriptive in nature
because the study is focused on fact finding investigation in a structured form and is
based on primary data. Primary data has been used in the form of a questionnaire in
order to collect data.

2. Sampling:
Sample size of this survey was 100 respondents.

3. Data collection:
Sources of Data:

This research study is based on primary data structured questionnaire has been used.

Sampling method

The non probability convenience sampling method was use to collect the responses.

Survey Tools

A Structured questionnaire was used as tool of data collection.

4. Tools of analysis:
The data tabulated in Ms-excel and SPSS for making analysis easier. In this research
SPSS software package version 21.0 was used for analyzing the data collected for the
study.

5. Target Market Analysis:


I need to observe the market to know about information, for this reason we have survey
some distributers, employees & professionals and different companies. From there I have
collected the following information. I found that our targeted people are based on the
category which as follows:

1. Professional distributors in our country


2. Best distribution channel

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CHAPTER-5

DATA ANALYSIS & INTERPRETATION

50
DATA ANALYSIS & INTERPRETATION
After identifying a research topic, doing a literature background research, establishing
philosophical assumptions and focus problem, deciding on an appropriate research paradigm
and methodology with specific purpose, designing a research plan and collecting sufficient
data, the next step in the research process is data analysis and interpretation, which precedes
reporting of research. Data analysis is, therefore, a process that involves examining, and
molding collected data for interpretation to discover relevant information, draw or
propose conclusions and support decision-making to solve a research problem. This
involves interpreting data to answer research questions and making research findings be ready
for dissemination. Data analysis also serves as a reference for future data collection and other
research activities. During data analysis :

data collected is transformed into information and knowledge about a research performed
relationships between variables are explored
meanings are identified and information is interpreted.

Like other research methods, data analysis procedures in quantitative research approach are
different from those in qualitative research approach. The general differences of data analysis
procedures between these two approaches are summarized in the Chart (Bala, 2005) and a
Table that follows:

Data analysis and interpretation is the process of assigning meaning to the collected
information and determining the conclusions, significance and implications of the findings. It

51
is an important and exciting step in the process of research. In all research studies, analysis
follows data collection.

The aim of present study is to find out the information regarding Distribution such as :

Best Distribution Channel


Professional Distribution in the country
New trends in evolving Distributorship
Need for Evaluation of Distributors

To study & analyze the Distribution Sector more effectively

(A)

INTERPRETATION:-

The above pie chart shows the percentage of Male & Female as respondents have gave their
opinions regarding the research on Distribution sector of Marketing.

It has shown that the number of respondents were :-


64% are Males
36 % are Females

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(B)

INTERPRETATION:-

The above data is collected to know about the professional distributors in country. The scaling
is done on the scale of 1 to 5. From the above data it shows that 57% of respondents thinks that
we are having good professional distributors in our country & rated on the scale of 4.

Respondents who think that the professional distributors in our country are only 2% which is
very good and representing growth in the Marketing Distributor sector/area.

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(C)

INTERPRETATION:-

From the above data , information regarding chossing the best distribution channel is gathered
and analysed & it founded that out of different channels such as MLM,Tele shopping,
Dealers/Distributors, Retail channels & Referencing. People are more concerned with Dealers
which is 58% of the respondents.

Retail Chains are the second most used channel for Distributing the goods & services i.e; 19%
of the total respondents.

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(D)

INTERPRETATION:-

The data is collected for the review of the respondents in order to know whether they want to
join any renewable companies in future such as Solar, Lithium-ion batteries . This pie-chart
disclose that 64% of the respondents are willing to join, 10% are not sure about it & 28% don’t
want to join.

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(E)

INTERPRETATION:-

The above data shows the best arrangement for the customers with Exclusively single brand
or with Multi- Brand .

The pie-chart represents that 54% are satisfied with exclusively single brand whereas 46%
are for Multi- Brand.

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(F)

INTERPRETATION:-

The respondents were asked about give rating to the following parameters which you would
consider while selecting Distributors. Parameters are:-

Financial background,
Population of city/town ,
Location of stores ,
Sales force,
Dealers Network,
Service Infrastructure,
Technical knowledge of products

Respondents have to give the scale of HIGHLY Important, Moderately Important , Less
Important. The data shows repondents consider Financial background, Population of city/town
, Location of stores Service Infrastructure, Technical knowledge of products are highly
considered factors that are taken while selecting Distributors

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(G)

INTERPRETATION:-

The data shows how frequently the distributer’s performance are evaluated in the respondents
organization. From the above picture it is shown that 57% of the respondents evaluate monthly
performance of the employees. Whereas 42% performance is evaluated on quarterly basis.

*Above from the data analyzed & from all the Interpretations we have got the
idea regarding every small areas from choosing the channels of Distributorship
to evaluating the performance of Distributors . This is going to help in our next
chapter Findings& Conclusions.
58
CHAPTER-6

FINDINGS

59
FINDINGS

The principal outcomes of a research project; what the project suggested, revealed or indicated.
This usually refers to the totality of outcomes, rather than the conclusions or recommendations
drawn from them.

From the above Data Analysis & Interpretation, we have found the following :

The data shows the percentage of Male & Female as respondents have gave their opinions
regarding the research on Distribution sector of Marketing. It has shown that the number
of respondents were :-
64% are males
36 % are Females

The data is collected to know about the professional distributors in country. The scaling is
done on the scale of 1 to 5. From the above data it shows that 57% of respondents thinks
that we are having good professional distributors in our country & rated on the scale of
4.Respondents who think that the professional distributors in our country are only 2%
which is very good and representing growth in the Marketing Distributor sector/area.

From the above data , information regarding choosing the best distribution channel is
gathered and analyzed & it founded that out of different channels such as MLM, Tele
shopping, Dealers/Distributors, Retail channels & Referencing. People are more concerned
with Dealers which is 58% of the respondents. Retail Chains are the second most used
channel for Distributing the goods & services i.e; 19% of the total respondents.

The data is collected for the review of the respondents in order to know whether they want
to join any renewable companies in future such as Solar, Lithium-ion batteries . This pie-
chart disclose that 64% of the respondents are willing to join, 10% are not sure about it &
28% don’t want to join.

60
It is found that the best arrangement for the customers with Exclusively single brand or
with Multi- Brand .The pie-chart represents that 54% are satisfied with exclusively single
brand whereas 46% are for Multi- Brand.

Respondents have to give the scale of HIGHLY Important, Moderately Important , Less
Important. The data shows respondents consider Financial background, Population of
city/town , Location of stores Service Infrastructure, Technical knowledge of products are
highly considered factors that are taken while selecting Distributors.

The data shows how frequently the distributer’s performance are evaluated in the
respondents organization. From the above picture it is shown that 57% of the respondents
evaluate monthly performance of the employees. Whereas 42% performance is evaluated
on quarterly basis.

61
CHAPTER-7
CONCLUSION

62
CONCLUSION

Ongoing concerns about climate change have made renewable energy sources an important
component of the world energy consumption portfolio. Renewable energy technologies could
reduce CO2 emissions by replacing fossil fuels in the power generation industry and the
transportation sector. Because of some negative and irreversible externalities in conventional
energy production, it is necessary to develop and promote renewable energy supply
technologies and demand for renewable energy. Power generation using renewable energy
sources should be increased in order to decrease the unit cost of generation. Energy
consumption depends on several factors including economic progress, population, energy
prices, weather, and technology.

From the study it can be concluded that Cygni Energy Pvt. Ltd provides require quantity of the
product of renewable energies , and required products are always available with Cygni Energy
Pvt. Ltd. It is focusing on how their products can generate demand in the area and collecting
information regarding the Distributors and choosing the best channel for distributing the
product & promoting the product. A short analysis is conducted in the form of 7-8 questions as
questionnaire in the form of primary data. This data reveals the facts of the required analysis.

Finally it is concluded that the areas where customers will be highly satisfied with the products
of Cygni & the percentage( % )of customers having a good choices for taking a brand. The
information regarding choosing the best distribution channel is gathered and analysed & it
founded that out of different channels such as MLM, Tele shopping, Dealers/Distributors, Retail
channels & Referencing. People are more concerned with Dealers which is 58% of the
respondents. Retail Chains are the second most used channel for Distributing the goods &
services i.e; 19% of the total respondents.

63
CHAPTER-8

BIBLIOGRAPHY

64
BIBLIOGRAPHY

Alternative Energy: Political, Economic, and Social Feasibility


Clean Tech Nation: How the U.S. Can Lead in the New Global Economy (2012) by Ron
Pernick and Clint Wilder
The Clean Tech Revolution
Climate Change and Global Energy Security
Deploying Renewables 2011 (2011) by the International Energy Agency
Energy and American Society: Thirteen Myths
Energy Autonomy: The Economic, Social & Technological Case for Renewable Energy
What Will Work: Fighting Climate Change with Renewable Energy, Not Nuclear Power
What Will Work: Fighting Climate Change with Renewable Energy, Not Nuclear Power
Energy Transition in Metropolises, Rural Areas and Deserts (2020) by Wiley
Energy for a Sustainable World – From the Oil Age to a Sun-Powered Future
The Energy Imperative: 100 Percent Renewable Now
Energy Victory: Winning the War on Terror by Breaking Free of Oil
The Fourth Revolution: Energy
Greenhouse Solutions with Sustainable Energy
Harnessing Solar Heat
Kick The Fossil Fuel Habit
Non-Nuclear Futures: The Case for an Ethical Energy Strategy
Outlook On Renewable Energy In America
Powering Planet Earth – Energy Solutions for the Future
Reinventing Fire: Bold Business Solutions for the New Energy Era (2011) by Amory Lovins
Renewable Electricity and the Grid
Renewable Energy Sources and Climate Change Mitigation (2011) by the IPCC
Renewable Energy Systems: A Smart Energy Systems Approach to the Choice and Modeling of 100 %
Renewable Solutions
Renewable energy. Technology, economics and environment
Small is Profitable: The Hidden Economic Benefits of Making Electrical Resources the Right Size
Solar Electricity Handbook IPCC
Solar Energy Perspectives (2011) by the International Energy Agency
The Solar Generation (2018) by Philip R Wolfe
Solar Power Systems Design: From the Sun into Electricity (2016) by Taleb Al-theanat
Straight Up
Surviving the Century: Facing Climate Chaos and Other Global Challenges
Sustainable Energy - Without the Hot Air
Ten Technologies to Fix Energy and Climate
Understanding Renewable Energy Systems
What Will Work: Fighting Climate Change with Renewable Energy, Not Nuclear Power
Anderson, Dennis. 1992. The Energy Industry and Global Warming. London: Overseas Development
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Anderson, Dennis, and Catherine D. Bird. 1992. "Carbon Accumulations and Technical Progress: A
Simulation Study of Costs." Oxford Bulletin of Economics and Statistics 54(1): 1-29.
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Environment Facility. GEF Working Paper 6. United Nations Development Programme/United
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Solar Energy Renewable Solar Energy International’s (SEI) Online Campus has been offering online
courses in solar pv, renewable energy, and sustainable building technologies for over 10 years.
Through our outreach programs, SEI works with grassroots and development organizations to
promote sustainability and improve quality of life around the world. Interested in … Solar energy is
radiant light and
Apr 2, 2017 … Annotated Bibliography Primary: Cite 1: Kalogirou, Soteris. Solar Energy
Engineering: Processes and Systems. Amsterdam:
Solar Energy Is Produced By Quizlet Can Solar Energy Power A Car Solar Energy Government
Where Solar Energy Is Used In India Kamuthi Solar Power Project near Madurai is the world's
second largest solar park. The state of Tamil Nadu is also the largest producer of Wind Energy in
India . solar energy forms solar energy And Its importance solar energy
Bibliography Page for solar power websites. california Energy Commission. " Energy Education from
California Energy Commission." 18 April 2001.
Solar Energy To Thermal Refrigeration Without Compressor Solar Energy Observation Can Solar
Energy Power A Car Solar Energy Government Where Solar Energy Is Used In India Kamuthi Solar
Power Project near Madurai is the world's second largest solar park. The state of Tamil Nadu is also
the largest producer of Wind Energy in India . solar energy forms solar energy And Its
Solar Energy Observation Can Solar Energy Power A Car Solar Energy Government Where Solar
Energy Is Used In India Kamuthi Solar Power Project near Madurai is the world's second largest
solar park. The state of Tamil Nadu is also the largest producer of Wind Energy in India .

66
REFERENCES:-

https://www.nationalgeographic.com/environment/energy/reference/renewable-energy/

http://www.geni.org/globalenergy/library/energytrends/currentusage/renewable/Renewable-
Energy-Potential-for-India.pdf

https://www.nrel.gov/docs/legosti/old/1448.pdf

https://www.cygni.com/

https://www.eletimes.com/top-10-lithium-ion-battery-manufacturers-in-the-world

https://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.642.4434&rep=rep1&type=pdf

https://niti.gov.in/sites/default/files/2020-01/IEA-India%202020-In-depth-
EnergyPolicy_0.pdf

https://www.tofler.in/alstom-systems-india-private-
limited/company/U45205KA2015FTC082177

https://www.tofler.in/abc-consultants-pvt-
ltd/company/U65110WB1973PTC028870/financials

https://www.amararaja.com/

https://www.tofler.in/cygni-energy-private-limited/company/U40102TG2014PTC095918

https://www.seia.org/solar-industry-research-data

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ANNEXURE

68
QUESTIONNAIRE

How Things Reach You


India is a huge country - distributing products and services is never easy. I am Diksha and
have interests in marketing career. Seek your opinion on these 7-8 quick questions. Shall
share the analysis with you.

Thank you for your precious time!

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