 | SSAEL: An Energy Service Company Shri Shakti Alternative Energy Ltd., or SSAEL for short, is India's first company that focuses on making energy an issue of mass involvement. Through the development of a new marketing and distribution model, SSAEL is leveraging the strength of the massive SSLPG distribution network to penetrate the interior of Southern India (initially) with energy efficient products and services. The focus for the start-up phase, which is currently underway, is on solar products-both PV and solar thermal. The company has an agreement with India's foremost organization in this field-Indian Renewable Energy Development Agency (IREDA) - to extend their line of credit for financing first time users and others stepping into the solar energy bandwagon. As a consequence, SSAEL's "Shakti Energy Stores", which is currently emerging in various cities will be the one stop shop for a variety of appliances and systems that promote conservation of energy and enable demand side management of energy. The "Energy Stores" will also be pivotal in sales, service, spares, support and finance all under one roof, which is a key concern until the concept of alternative energy percolates deep into usage patterns of the Indian community at large. SSAEL is thus overcoming barriers of technology, finance and marketing by bringing energy efficient products and services right to the consumer's doorstep. The ESCO and its alliance partners will be responsible for the evolution of this new marketing and distribution model and developing need-based technology and research through strategic alliances. In the near future, the company also proposes rendering Energy Management and Audit Services. |  | Overcoming barriers |