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Compact case
Subject category: Entrepreneurship
Published by: Amity Research Centers
Published in: 2015

Abstract

India's increased dependence on foreign sources to cater to the rising energy demand has made the economy highly vulnerable to fluctuating oil prices. India had initiated its efforts to reduce this dependence through the creation of biofuels. In line with this effort, My Eco Energy (MEE), an organisation based in Pune, India, launched the biodiesel brand named 'Indizel' in 2014. MEE began its journey in 2012 and braved initial challenges to manufacture Indizel, a clean-burning, eco-friendly alternative fuel. Seeking to increase the market size of its product, MEE has developed an innovative, multi-tier retail model. The prevalent market demand for biofuel and MEE's retail model would aid desired growth, opined experts. However, they feared how MEE would tackle key hurdles such as inconsistent supply of raw materials, lack of awareness and other associated challenges. Can MEE create a sustainable market for Indizel, overcoming the hurdles?
Location:
Industry:
Other setting(s):
2014

About

Abstract

India's increased dependence on foreign sources to cater to the rising energy demand has made the economy highly vulnerable to fluctuating oil prices. India had initiated its efforts to reduce this dependence through the creation of biofuels. In line with this effort, My Eco Energy (MEE), an organisation based in Pune, India, launched the biodiesel brand named 'Indizel' in 2014. MEE began its journey in 2012 and braved initial challenges to manufacture Indizel, a clean-burning, eco-friendly alternative fuel. Seeking to increase the market size of its product, MEE has developed an innovative, multi-tier retail model. The prevalent market demand for biofuel and MEE's retail model would aid desired growth, opined experts. However, they feared how MEE would tackle key hurdles such as inconsistent supply of raw materials, lack of awareness and other associated challenges. Can MEE create a sustainable market for Indizel, overcoming the hurdles?

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Location:
Industry:
Other setting(s):
2014

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