Image Credit: http://www.thehindu.com/multimedia/dynamic/02510/INDE_10_2510976g.jpg |
But
what was amazing was that the Government which is leading one of the biggest campaigns
for energy efficient lighting, actually used the most inefficient way of
lighting up the buildings – they used incandescent bulbs – each around 10 times
more inefficient than the LEDs that the Government has been promoting. To give
you an idea – and this is strictly from the newspaper reports that I had read -
About 40 incandescent bulbs were installed on one pillar and there are around
144 pillars on each floor which comes to around 6000 bulbs on one floor. The
bulbs were also being installed in the library and corridors of the Parliament
house. Around 62,000 bulbs were installed in the south block and north block
also. At 60 W each, the sheer energy numbers are staggering.
Image Credit: http://www.thehindu.com/multimedia/dynamic/02510/INDE_9_2510979g.jpg |
Being
a PR professional and handling a client who is the leader of this industry, I
am worried on this situation and the impact that it can have on the
industry per se.
The industry as a whole has been very happy
with the public support of the PM on Domestic Efficient Lighting
Programme and the efforts of EESL in furthering the cause of efficient
lighting. Yet, this focus on incandescent bulbs will send mixed signals to the
consumers at large.
Talking
about the mindset of the Indian consumers at large, it will be a difficult job
trying to explain why the consumer should use this relatively “new”
technology, paying upwards of Rs. 200/- for each light bulb that they replace
with LEDs. The sheer economics of the situation is also an issue - A 60 W
bulb costs around Rs. 10/- while a 15 W CFL costs around Rs. 100-120/- A 5W LED
will cost the consumer, anything around Rs. 200/- with Government schemes and
much more in the open market. Why should the end consumer pay more for the
replacement here? Return on Investment(ROI) as a concept can not be explained
to the ordinary consumer, as the cost differential is still huge for
them. I mean, why should a consumer, who is still somewhere confused about
buying this new technology and its “real” benefits, pay through his nose,
when he sees that the Government is not really making this change themselves???
If bulbs are good enough for the Government to buy and showcase,
why should it not be good enough for me, would be the rhetoric?
So far as the industry is concerned,
if the Government is really wanting to be the “guardian
angel” of energy efficiency, then it needs to ensure that all
communication that flows from the top – not only talk, but
also “action”, speaks the same language. The 4,500 Cr LED industry
which is aiming to be around Rs. 21,000 Cr in the next five years will benefit
immensely if in the next major festivities, it changes all
incandescent bulbs with LEDs. This will send the right signal to the people at
large – We walk the talk!!!
There
is no denying that LEDs are not just the technological answer for tomorrow, but
also a real boon for Energy Deficient country like India, where outages are
huge. Today LEDs are the most energy efficient light source, where the energy
savings can go up to 90% as compared with some other conventional light
sources. The LEDs have a life span of 50,000 to 60,000 hours reducing the need
for replacement and maintenance. Adoption of LED Lighting solutions has other
inherent advantages like lesser heat emission as compared to traditional
lighting sources like CFL and incandescent lamp. This results in lesser energy
consumption while cooling the surrounding area, thus resulting in further
energy savings. The flexibility in application afforded by LED’s is another
factor which makes the use of LED’s highly desirable.
And
therefore when Mr. Modi and the Power Minister Piyush Goyal, who are
promoting LEDs from all available avenues, there should not be seemingly a
difference between “Kathani” and “Karni”!!!