How rooftop solar is sold in India
Three businesses wearing one uniform
An Indian solar company usually sells to three different customers. Households want a lower bill and ask about subsidy before they ask about equipment. Commercial and industrial buyers want a payback calculation, a board decision and often a longer contract structure. Agricultural and institutional work follows its own tender and scheme logic. Each has a different sales cycle, a different approval path and a different payment behaviour, and running all three from one WhatsApp inbox is how small companies lose track of which jobs are actually moving.
The utility sets the clock
The sale is rarely the slow part. Feasibility, the net metering application, the meter change and the inspection all sit with the distribution utility, and the customer experiences that wait as the installer's fault. Residential subsidy paperwork adds its own sequence of registration, documentation and disbursement. Companies that keep customers calm through those weeks earn the referrals that make the next quarter, because in Indian residential solar a satisfied neighbour is a more reliable lead source than any advertisement.