understanding cooking needs - gcep.stanford.edu · case$study$of$anew$cooking$technology:$ ......
TRANSCRIPT
Sally M. Benson Director, Global Climate and Energy Project
Stanford University
OCTOBER 10, 2012
GLOBAL CHALLENGES – GLOBAL SOLUTIONS – GLOBAL OPPORTUNITIES
GCEP RESEARCH SYMPOSIUM 2012 | STANFORD, CA
May 15-16, 2013
Mark Thurber, Program on Energy
& Sustainable Development, Stanford University
Understanding Cooking Needs and Practices
The health need for cleaner cooking
Popula4on without access to “modern fuels”: 2.7 billion (IEA) Es4mated deaths from cooking-‐related indoor air pollu4on:
1.6 million/year (> malaria)
Source: GVEP 2009 Photo: Mark Thurber 2009
Improved cookstove programs
• Largest efforts were government run, star4ng in 1980s – Over 130 million stoves distributed by Chinese Na4onal Improved Stove Program
– Indian Na4onal Program on Improved Chulhas put around 30 million stoves in the field but marked by problems
– Most of these stoves no longer in use
• A[er over 25 years of effort, NGO programs s4ll small
3 [email protected] / 3
Can commercial enterprises succeed where governments & NGOs have not?
Reasons why they might: 1) Properly incen4vized supply chains could allow stove
distribu4on to scale 2) People value products more highly if they pay for them
(debatable) 3) Businesses are forced to sell things people actually want!
4 [email protected] / 4
Technologies for low-‐income popula4ons
Technology • Func4on • Affordability • Manufacturing • Robustness
User Mo/va/on • Sa4sfy user needs • Compa4ble with exis4ng lifestyle
Business Model • Customer • Distribu4on • Marke4ng • Support
Need all three elements for sustained impact
Case study of a new cooking technology: BP/First Energy’s “Oorja”
Source: Wall Street Journal / First Energy
Oorja stove selling points: Health, convenience, money savings
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“Cook on an Oorja stove • Smoke-‐free and clean • Easy to use • Save 9me, money, and fuel Easy road to a healthy and happy life”
Fuel value proposi4on
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Es4mated cost of fuel needed to cook one meal
Data Source: First Energy
• Pellet fuel is alrac4ve at a price of 5 Rs/kg
Distribu4on channels
Photos: Mark Thurber
From beginning: women entrepreneurs
Added later: storefronts
Marke4ng channels
Source: First Energy
Product demos
Posters/adver4sements
• Promo4ons also included TV and radio ads
Photo: Mark Thurber
[email protected] / 10
Rapid ramp in villages then towns
Data Source: First Energy
[email protected] / 11
• Targeted villages but interest spread to towns through word of mouth • Alachment to tradi4onal cooking methods not major barrier to scale
(consistent with biogas example seen during our field visit)
Steep adop4on, steep disadop4on Stoves
Fuel Pellets
Data Source: First Energy
[email protected] / 12
Steep adop4on, steep disadop4on
Fuel cost (Rs/kg): 5 6 7 8
Stoves
Fuel Pellets
Data Source: First Energy
– Why?
• Separa4on from BP plus increase in pellet raw materials costs necessitated fuel price increase
[email protected] / 13
Fuel supply chain
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Pellet plant Bagasse feedstock
Photos: Mark Thurber
[email protected] / 14
• Agricultural and process “waste” is no longer waste once someone wants to buy it!
Health is not primary adop4on driver
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Source: Thurber, Plal, Warner, Slaski, Gupta, and Miller 2013
[email protected] / 15
Convenience
Taste/ Comfort Health
Socio-‐ cultural
Reasons cited for adop4ng household health technologies
Consistent with field visit observa4ons: • Biogas stoves preferred to tradi4onal cooking due to convenience/
4me savings (no biomass collec4on, cooks fast), comfort (reduced tears in eyes), and possibly taste
Taste/ Comfort
Convenience Socio-‐ cultural
Convenience
Taste/ Comfort
Health
Technologies for low-‐income popula4ons
Technology • Func4on • Affordability • Manufacturing • Robustness
User Mo/va/on • Sa4sfy user needs • Compa4ble with exis4ng lifestyle
Business Model • Customer • Distribu4on • Marke4ng • Support
Who gets to determine user needs? The user. The Reliance Founda>on clearly understands this!
[email protected] / 16
Product demos increased smoke concern…
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0.2
.4.6
.8Fr
actio
n
OnlyLPG/Kero LPG/Kero/Chula AllChula
Fraction of Households Agreeing Cookstove Smoke is Bad
No Demo Demo
LPG/Kerosene Only Chulha Only Chulha + LPG/Kerosene
“Smoke caused by your cooking appliances is bad for your health (or physically bothersome to you or those around you)”
[email protected] / 18
