Access to Energy for the Base of the - Ashoka

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How did the Protos project start?
Samuel N. Shiroff: "It started with the rekindling of a
friendship between Professor Muhlbauyer in Hohenhein
University who created the stove and the head of our
cooking unit who wanted to take on the technological
challenge of using BSH core capabilities to help some of
the world's poorest families".
So BSH saw a business opportunity in it?
Samuel N.Shiroff: "The primary added value for BSH is
reputational. We use our capacity as a world leader in
home appliances to help reduce indoor air pollution,
deforestation and climate change in developing countries.
But this must also be economically self-sustaining."
Jatrpha seeds Plant oil production
Project economic viability Project scalability
� Project targets OPEX self-sustainability:
� $35 current manufacturing cost
� $15 market price to be achieved by:
– Mass-production, including local manufacturing
(50k unit p.a. opening in Indonesia by Q3 2009)
– Carbon credit financing
� "7 digit" CAPEX funding by BSH: Protos is a social
business investment of which returns will mainly be
in brand reputation
� Ability to attract funding from foundations and
development agencies: partnership with 4 German
and European institutions
Project ability to solve the problem
Samuel N. Shiroff, Director
Sources: Hystra analysis, Interviews with protos Director; www.bsh-group.com
� >2.5b people are cooking on "three-stone fire-
place" or kerosene worldwide:
� Deforestation and pollution
� 1.6m deaths from indoor air pollution p.a.
� Protos stove benefits:
� Reduced cooking time
� No toxic smoke, 10 times less emissions than
kerosene, neutral CO2 emissions
� High temperature flame (700 °C)
� Value-creation from local plant oil
� Mid-BOP customers cooking on purchased
biomass targeted:
� Approximate plant oil for 1 month: $6-12
� Plant oil is 20% more expensive than kerosene
but 50% more efficient
� Targeted stove market price: $15-$30
� Needs addressed: access to modern cooking (clean,
ready to use, adjustable power output) on biomass
� Sustainability:
� Stove life expectancy: 4-5 years
� Focus where oil plants don't compete with
food crops
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� Market environment: unregulated market of customers
cooking on purchased biomass or fossil fuels
� Requires availability of plant oil:
� Tropical and sub-tropical areas with adequate
plant agriculture targeted
� Suitable countries: Indonesia, The Philippines,
Vietnam, India, Central and Latin America
� Online outreach to potential partners:
� Target distribution partner able to purchase
stoves, train users and commit to communication
guidelines
� 3-5 requests for blue print per week