March 2007

One of the most effective ways of reaching out to consumers is through an extensive retail distribution network. A fact proved time and again by FMCGs, auto components, processed food and dozens of other industries. While it is clear that the model that works so well for these industries cannot simply be replicated by the solar industry, it is also equally important to develop an active and aggressive retail chain to access new potential customers.

It is with this background that Project Disha has been conceived. Project Disha, a retail initiative of Tata BP Solar, complements and enhances the current distribution set-up of the company. Disha focuses on developing a retail channel that deals with hardware and building construction material. The hardware outlets will be used as pure sales outlets for Tata BP Solar water heaters.

Disha has already been launched in several towns / cities of southern and western regions in collaboration with its dealers. About 350 retailers have been appointed in phase-I of the programme in each of these cities / towns. The response has been overwhelming and our dealers have already received numerous enquiries from prospective customers. After the initial exciting response, Disha is now set to roll out across all regions.

Each retail outlet has been equipped with an exciting range of materials like stickers, posters, danglers, etc, to catch the attention of potential customers. In addition, each retail outlet is being given a display board that would attract the attention of passersby.