Customer Service To Forefront As India’s Solar Boom Spreads

India’s solar ambitions are on a roll, and that’s visible in more ways than one. More and more solar installations are popping up if you look up from your phone around you, the number of solar firms listed on stock exchanges has gone up exponentially within two years, and of course, celebrities and influencers can also be seen plugging away for solar in a screen near you. Just last month, the country celebrated the 100 GW milestone for solar installations, charging up the industry for the bigger target ahead. 300 GW by 2030. This milestone is backed by a surge in rooftop installations that is still picking pace.

2024 was a blockbuster year (by Indian standards), when the country added almost 25 GW of solar to the grid during the year. Notably, in a country hitherto dominated by large, utility-scale solar plants, there has been a noticeable shift toward quantity as well as volumes, as the retail market came into play in a big way.

With A Customer Boom, Service In Spotlight

While urban areas have the PM Surya Ghar scheme to thank for enabling lakhs to go for solar, in rural areas, it is the PM-KUSUM scheme that has brought solar benefits home for lakhs of farmers with generous subsidies. Those numbers in lakhs, it is hoped, will turn into millions sometime this year or the next, as these schemes continue to power demand for solar at the retail level. However, as the numbers have spiked, the industry faces a completely new challenge. Meeting the service expectations of these new customers, at a level that matches those in other comparable sectors.

As it turns out, the closest benchmark for service quality most customers have when we spoke to them, was with large mature categories like consumer durables and autos. That usually means a resolution of issues in 24-48 hours. Or at most 72 hours.

For solar firms servicing an ever-growing number of customers today, that might be a tad unfair considering how young the industry is and the nature of a solar setup itself, with key components like inverters, modules, wires and structures coming from different manufacturers. But obviously not an excuse for the customer.

At SaurEnergy, we have had a sort of ringside view of the changing market dynamics, going by the change in type of the many complaints customers send our way out of frustration or when trying to find their installer, when customers fail to get a response.

Based on a sample of 150 valid complaints between 2022 and 2024, this is what we see.

Service Complaints- Much To Resolve

What these numbers indicate is that while the share of outright frauds has gone down with sheer numbers increasing, a new kind of issue is cropping up, primarily linked to after-sales support, besides poor communication with pre-sales. Other issues like power output linked to a module or inverter non-performance are also making a bigger mark with each passing month, and they could certainly be on the top rows soon we guess.

For EPC firms and smaller installers, this is a major challenge that will grow in the time to come, and long term brands and reputations will be built on how they react to it. We specifically cite EPCs and installers, because, in solar, the present market is designed to java the customers to deal with them exclusively. Module or inverter manufacturers have customer service setups designed to handle large clients, not retail. They expect their dealers, or large bulk buyers to resolve issues at their end as far as possible. Most do not know where their modules or inverters finally land up, as far as retail goes.

Wooing The New Solar Customer

Five months back, solar module maker Pahal Solar launched a video advertisement showcasing Bollywood actor Anupam Kher. He was seen fighting all sorts of odds to boost access to electricity in weak grid areas through solar. Seven months ago, Luminous Solar’s video ad highlighted how a socially conscious teacher reduced his power bills to zero by adopting rooftop solar.

Rayzon Solar was an early starter in using cricket and IPL teams (through sponsorship) to boost brand image. Similarly Livguard Solar used MS Dhoni and Akshay Kumar for branding while Luminous used Sachin Tendulkar. Saatvik solar went with Ravindra Jadeja to drum up visibility as its brand ambassador.  Other rooftop-focused firms like like SolarSquare went with a major jump in media spending through print and digital advertising to drum up leads.

All of these efforts target the non-utility segment consumers or the rooftop solar segment. Almost all use the “reduced monthly bills’ tagline to sell. The  PM Surya Ghar scheme added some serious thrust to these efforts by opening up a wider market powered by subsidies, but it has also thrown up challenges.

Mixed bag of solar vendors

While several brands have been able to win the trust of their customers, there is a mushrooming upsurge of solar companies that lack skills, quality control and basic understanding of installation or maintaining rooftop solar projects besides open defiance of government protocols. These firms are simply counting on the customer’s desire for the most affordable solar option.

At a recent conference on renewable energy organised by the Center For Science and Environment (CSE) at Nimli (Rajasthan), an expert pointed out that some companies were also found using a Harpic (a toilet cleaner) to clean and give extra shine to solar panels for some of its Commercial and Industrial (C&I) consumers. However, in the end, it is the consumers who bear the bunt.

“While many are cognizant of solar energy’s benefits, the market has seen a surge in unorganized sectors offering substandard products—ranging from inferior components to refurbished modules—accompanied by misleading promises. This not only jeopardizes customer trust but also hampers the broader adoption of sustainable energy solutions,” Saurabh Marda, Co-founder and Managing Director, Freyr Energy told Saur Energy.

Ajay Yadav, President of the Renewable Energy Association of Rajasthan adds that even benchmark prices as mentioned in PM Surya Ghar site do not help. “By giving a benchmark price of Rs 55,000 per kW, which is far removed from the ground situation,  the scheme creates distrust, and in the worst cases, compromises in quality by vendors, which is a poor outcome for all in the long term”, he adds. For the record, calls to at least 15 quality, established vendors across India by SaurEnergy did not get us a single quote at the benchmark price. The best we managed was Rs 58,500/kW, with a high of Rs 84,000/kW as well.

Enter Better Customer Service

Several companies are now starting with the basics, by providing prospects with adequate information on the working of a solar system, different components, choices the solar consumers can make etc. The established players consider this important to justify the premium over benchmark, or other options.  We are finally even seeing ‘experience centers’ for customers to get a proper look and feel for the product like a normal consumer durable, to help with decision making.

Adani Solar had launched an experience center in Bangalore. Recently, solar company Freyr Energy has also launched such experience centers for consumers to have a first-hand experience of solar systems before opting for a rooftop solar connection. The firm hopes to have multiple centres across India in time, after starting off from its home base, Hyderabad.

“These centres serve as interactive platforms where customers can physically engage with every component of a solar power system. From the latest technology panels to inverters, ACDB and DCDB boxes, earthing cables, and galvanised iron structures, visitors gain a comprehensive understanding of the system’s intricacies. This tactile experience empowers customers to make informed decisions, ensuring they invest in high-quality, reliable solutions,” Marda added.

Surat-based solar module maker Sunora Solar is using audio-visual communication via a mobile vehicle as means to communicate to the population especially in Tier II and Tier III cities to sell more solar.

Oorjan Cleantech said that they believe in more physical meetings to discuss things firsthand. Ravi Kumar, Vice President at the firm said that engaging with customers in person helps us explain the benefits of solar energy and build trust in our solutions. “We join exhibitions, by setting up booths, and work with local partners to create a strong presence that raises awareness and promotes the use of solar rooftops,” he said.

Solarsquare has now launched a storybook ‘Ravi, Savi and Solar System’, for kids to increase their appetite for having a rooftop solar of their own, even as videos have emerged as a key medium for solar vendors to increase outreach and generate leads. With leads have come lead handling teams, which is where the first disconnect with proper customer service starts.

First disconnect with consumers

Straightaway, many customers realize that a number of solar vendors currently do not allow consumers to opt for the choice of solar panels of their preferred brand. This is because many of the installers have made agreements with select brands to maximize their margins. On the other hand, several vendors are still not comfortable in supplying the latest available technology-TOPCon for the residential rooftop segment, several rooftop consumers during interaction with Saur Energy narrated their ordeal. With the ground situation a mess thanks to the requirement for DCR modules and the shortage thereof, customers find themselves giving up, with not just a tinge of regret.

“In several cases, consumers are not the decision-makers in rooftop solar consumers but it is the monopoly of the vendors with the choices they force for the consumers. Even if the consumer wants TOPCOn, they will offer only mono-PERC. If you want Adani Solar or Waaree Solar products, they will offer only 2-3 brands of their own choice. Their disconnect starts from this step,” Yash Tarwadi, Director at Solnce Energy told Saur Energy.

Tarwadi, who recently pitched on the startup show Shark Tank India offers a mobile application where the consumers can choose the solar panels of their choice and take quotes from multiple vendors for the same set of solar panels and other components selected by them.

AMC’s and ‘Extended Warranties’

Another key component of the rooftop solar segment is the Operations and Maintenance (O&M) of the project. The Operational Guidelines issued by the Ministry of New and Renewable Energy (MNRE) mandate that the solar vendors must take care of the repair and maintenance of the system for the initial five years.

“Non-performing/ under-performing PV panels will be replaced free of cost in the warranty period. The beneficiary shall be provided with the specified warranties given by the respective OEMs on the system components for any future replacement of malfunctioned components,” the MNRE norms said.

The top-tier solar vendors take care of the repair-related work on demand if needed. However, the onus for cleaning the modules lies on the consumers to ensure optimal generation. Here, some companies offer their dedicated Annual Maintenance Contract (AMC) for rooftop solar systems at an added price. Many have started offering extended warranties beyond the first 5 years too.

BAD PRACTICES OF SOLAR VENDORS

For example-Marda said that Freyr Energy charges 3% of the project cost annually for consumers who want to opt for AMC. “For ongoing maintenance, we offer Annual Maintenance Contracts (AMCs) priced at approximately 3% of the system’s cost annually. This cost decreases as the system size increases. This approach ensures that larger installations benefit from economies of scale, making maintenance more cost-effective,” Marda added. Marda stresses that a well-maintained system with a rated life span of 25 years can last as long as 30 years with solid O&M, making it even more important.

On the other hand, some firms provide free-of-cost AMC for the first year while even giving the option to take up their AMC as third-party pact even in case the consumer took the service of some other companies for their solar project.

“We offer a free one-year AMC, ensuring seamless system performance. After the first year, we provide affordable AMC plans based on system size, ensuring long-term efficiency and reliability. Our O&M services are available not just to our existing clients but also to consumers who have installed solar systems through other providers. Our AMC services are a significant contributor to our top line and bottom line,” Oorjan’s Kumar told Saur Energy.

A number of companies have their own O&M wing to give better facilities to rooftop solar consumers. These dedicated O&M, AMC packages have now opened up a revenue stream for these firms to take care of their added expenses. While some firms club these packages for the initial five years and sell their solar projects at premium prices (especially in cases of solar companies that have a pan-India presence) during installation, some dedicated O&M companies have also emerged. Some of these can be highly unorganized and unprofessional, and barely deliver any real value.

Entry of Unskilled Solar firms

One can now see advertisements of several unskilled companies using high-jet pressure machines, and detergents and ready to take up your solar module cleaning work on demand. “O&M part is a key to solar projects. However, when it comes to the residential rooftop segment, it is highly unorganized. Unscientific cleaning of modules and the use of hazardous means to clean the panel are common in many parts of the country. Here, the state nodal agencies (REDAs) can take a key role in training the solar vendors not only in installation but in maintenance and cleaning of modules too,” Jaideep Saraswat, Associate Director (Clean Energy) at Vasudha Foundation told Saur Energy.

Saraswat pointed out that while the safe water pressure for solar panel cleaning should not exceed 35 bars to prevent damage to the panels, several firms and sometimes users use high-pressure jet sprays to clean their panels due to a lack of awareness. Vasudha Foundation has created some awareness programmes and videos, which even the MNRE and UPNEDA have propagated from their social media handles to boost awareness of safety and scientific practices in rooftop solar. Saraswat also pointed out other key disconnects between the consumers and the vendors when it comes to warranties of their solar products.

“System warranty certificates should be provided to the consumer. The complete system should be warranted for 5 years from the date of commissioning by DISCOM. Individual component warranty documents provided by the manufacturer shall be provided to the consumer and all possible assistance should be extended to the consumer for claiming the warranty from the manufacturer,” the MNRE norms read.

As per the prescribed industrial practice, solar panel makers give product warranties for upto 10 years while inverter makers give a warranty for five years to seven years. Solar module makers say that the customers are entitled to papers for hassle-free claims.

Piyush Variya, Director of Sunora Solar told Saur Energy, “We give the warranty to the dealers and also ask them to ensure the customer also gets the benefits. We have made the arrangements at our end. Our end consumers can register at our website with the details given in the warranty cards given to the dealers. In case any dealer or vendor is not available, the consumers can directly approach the solar module makers to claim a warranty in case of any manufacturing defect.

Common issues & complaint redressal

Most of the solar vendors we talked to said that they have started their toll-free numbers, and WhatsApp complaint services and also take complaints via their mobile applications and try to resolve them within 24 hours-48 hours. But they also admit that sometimes issues with panels and inverters need the intervention of the manufacturers and the goodwill built between them tries to resolve the issues at the earliest. Kumar from Oorjan said that the connection of inverters and their monitoring system with Wifi is the most common issue besides the under-generation issues. While the former is taken care of with the help of OEMs and technical teams, generation issues are mostly linked to the cleaning levels of the solar panels.

Conclusion

That starting point of customer service for most firms and consumers is an easy way to connect. Most large organized firms have solved this with an app, or toll-free numbers in many cases. Firms like Oorjan promise a TAT (Turnaround time) of 24 hours for most queries. That is a good start. However, going for a solar remains a huge decision, affecting as it does a house’s terrace availability, involvement with its electrical system, and the need for maintenance. Poor communication on these issues linked to the safety of systems, post-installation warranties or insurance, and pre-installation planning for maintenance are not good practices. By the latter for example, we mean providing for perhaps a small water pump linked to the water tank, that the customer can use on his own to clean up the solar modules with a little pressured water. Something we found works for a lot of customers we spoke to. Some even spoke about leaving enough space between rows to enable better cleaning. With their apps providing readymade access to output at each installation, firms like Amplus send regular updates informing customers on the savings they have made each week based on generation. Most others, don’t. Most firms surely do not underappreciate the value and power of word of mouth in the segment, but still do surprisingly little to stay in touch or take feedback, the starting point for positive word of mouth after a good job. That so few happen to have strong referral programs for new customers indicates how much further they need to go to develop the confidence that their customers are delighted enough to sell them to other friends and neighbours.

By its very nature, a solar acquisition is such a visible one that customers are actually your best brand ambassadors, if happy. Firms need to internalize that fact.

Finally, in a young industry led by entrepreneurs with different skill sets, many have fallen back on lead-generation firms to grow businesses. That doesn’t seem like such a great idea in the long term, as we have repeatedly seen discrepancies between what was promised at the time of filling a lead and actual delivery. In the US, where solar at retail has had a much longer run,  a survey of owners with over 5-year-old systems came out with a startling finding. The number 1 reason for unhappiness with solar was….the shutdown of the installer and module makers, leaving the homeowner high and dry when it came to after-sales support.  While the scenario might seem unlikely in the boom time situation prevailing right now, nevertheless, like insurance, it is something that both policy makers and customers need to prepare for. A shake-out of smaller installers is inevitable at some stage, and customers would do well to pay a slight premium for peace of mind.