Interviewer: Sana Hasan, Head of Marketing at Pakistan News International (PNI Digital) Islamabad Pakistan with ILYA LIkhov – CEO of NEOSUN Energy
ILYA LIkhov – CEO of NEOSUN Energy
- Market Entry Strategy:
– How does your company “Neosun Energy” plan to enter and establish a strong presence in the Pakistani solar energy market?
ILYA LIkhov: Neosun Energy has already established branches in Karachi and Lahore, expanding its services for the region. This move aims to provide commercial solar panels and energy storage solutions with capacities ranging from 200kW to 10MW for local commercial and industrial projects. We see immense potential in this market in Pakistan not only in theory: our real projects in the region validate it.
We are entering this region with a wealth of international experience and standards that enable us to deliver high quality of service. Furthermore, Neosun’s extensive portfolio of projects worldwide allows us to offer competitive, low pricing. This scale of operations positions us to be very competitive in the local market, providing excellent value to the clients.
We aim to create a strong synergy with local customers by implementing a win-win strategy for both them and us: customers receive high quality and affordable pricing, ensuring a quick return on investment, while we achieve rapid and large-scale growth in this market.
CEO Ilya Likhov was welcomed as a speaker at “Neosun Sustainability Week”
- Understanding Local Needs:
– What specific energy challenges do you think Pakistan faces, and how can Neosun Energy‘s solutions address these issues effectively?
ILYA LIkhov: The top challenges in Pakistan’s Power Sector are connected with two important issues.
Firstly, the Energy Consumption Demand of the country is approximately 32,000 MW but the Transmission & Distribution Network capacity is only 26,000 MW which leaves the country with a backlog/deficit of 6000 MW. This significant shortfall in the capacity to meet demand exacerbates frequent load shedding and puts a strain on the economic activities and daily lives of the people.
Secondly, the continuous rise in the cost of electricity is one of the significant problems for consumers. The rise that was implemented in Utility Bill from October 2022 ( SRO-1175) till July 2023- Onwards ( SRO-977 ) is approximately 10 PKR per unit which doesn’t include the FCA (Fuel Charges Adjustments) and Quarterly Adjustments etc.
Solar Energy solutions could help solve these issues. For example, by introducing Neosun’s product-line into Pakistan’s market including Glass Panels, Solar Street Lights & BESS Systems to the equation and also empowering people to Install Solar Plants at their Roofs for self consumption. It helps in overcoming the problem of Energy Transmission and Distribution Deficit Also it will solve the issue of Continuously rising tariff.
“Agricultural, industrial, and commercial projects are our primary focus”
- Tailored Solutions and the sales approach:
– Can you describe any customized solar energy solutions that your company has developed specifically for Pakistan’s unique energy requirements?
ILYA LIkhov: We have an excellent solution which is highly convenient for remote and isolated areas, especially in mountainous regions – PowerHub. It is a stand-alone, turn-key system that combines solar energy production with integrated energy storage in a readily deployable and easily movable form, making it ideal for remote power applications. PowerHub is delivered in a shipping container that includes solar photovoltaic (PV) arrays, solar mounting components, batteries, an intelligent control system, and supporting electronics to supply energy. We anticipate significant sales of such systems in Pakistan, as they provide solutions to major challenges faced by enterprises located far from infrastructure.
Generally our sales approach is primarily based on expert sales, where we strive to offer clients only what they truly need. We focus on ensuring that our business developers reach out exclusively to clients who may genuinely have a need for such solutions. From there, we identify the specific challenges the customer is facing and determine how and in what form our energy solutions can best address those issues.
Once we understand exactly what the customer requires, we then design our systems. Essentially, all our systems are customized to meet the specific needs of each client.
This is the foundation of our approach: we offer only what will truly benefit the customer. We are prepared to decline if we realize that the solution will not solve their problem and that there may be other, more appropriate methods. Alternatively, we are upfront in saying that to solve a particular issue, larger-scale projects may be necessary for the system to be both cost-effective and deliver optimal solutions.
- Partnerships in Pakistan:
– Are you partnering with any local companies, government bodies, in Pakistan to facilitate your market entry and operations?
ILYA LIkhov: We are open to all types of collaboration — both with government and private companies. Moreover, we are interested in finding a strong partner in the local market with whom we could implement joint projects or even establish a joint venture, NEOSUN Pakistan, to develop the Pakistani market. We are ready to discuss investment opportunities as well as the creation of joint ventures, including the manufacturing of our equipment and distribution partnerships.
NEOSUN Energy team is working on the solar installation in Pakistan
- Affordability and Accessibility:
– How does your company “Neosun Energy” plan to make solar energy solutions affordable and accessible to various segments of the Pakistani population, including rural areas?
ILYA LIkhov: Agricultural, industrial, and commercial projects are our primary focus. We work with these sectors in various countries around the world and have accumulated extensive experience in implementing such projects, including irrigation and providing electricity to remote areas.
On the other hand, we can offer agricultural clients very competitive pricing on our systems, and more importantly, fast installation time. For these companies, the installation time is critical since they rely heavily on water and electricity supply. Therefore, we can provide them with solar energy solutions that are both affordable and available anywhere in the world.
Overall, Neosun Energy’s strategy is to develop solutions that cater to a wide range of industries and businesses. While we focus on industrial and commercial clients, we also work with small and medium-sized businesses, offering them truly affordable solutions. Our specialization in various industries allows us to offer optimal solutions tailored to their specific needs.
- Regulatory Navigation:
– How does “Neosun Energy” plan to navigate the regulatory landscape in Pakistan, and what challenges do you anticipate?
ILYA LIkhov: Every new region has its own unique characteristics, including legal considerations. Fortunately, Neosun Energy already has extensive experience in opening offices in different countries. We address all regulatory issues with the help of local experts. For our regional branches, including in Pakistan, we hire professionals who are already familiar with the market and understand regional specifics—how the market operates, potential bureaucratic challenges, and how to resolve them. Local experts, whether part of our team or external consultants, help us grow rapidly in new regions.
NEOSUN Energy team at “Pakistan Sustainability Week” at Lahore
- Economic Impact:
– What economic benefits do you foresee your solar energy projects bringing to Pakistan, both in terms of job creation and local economic development?
ILYA LIkhov: Every business creates jobs, and this is undoubtedly an important aspect of its impact. Of course, as a solar energy company, we help address the region’s energy problems, care for the environment, and reduce the carbon footprint. But we also have a direct impact on individuals.
We provide access to affordable electricity, water, and the opportunity to start businesses where solar energy makes it possible. In other words, we enable people to improve both their living conditions and business opportunities.
On the other hand, we are also talking about the families of the people who work in our company. Currently, about 20 people are employed in our offices in Pakistan.
In other words, through our activities and solar power plants, we help hundreds of people with our products and directly support our employees in providing for their families. And you know, this is one of the reasons why I am in business at all. I see my mission as helping and improving people’s lives—not in an abstract way, but by delivering tangible benefits to individuals. In this case, Neosun meets this need both indirectly and directly.
Last News: Neosun Pakistan has signed a deal for a new 367kW Solar Station
- Long-term Vision and Social Responsibility:
– What is your long-term vision for your company’s role in Pakistan’s energy sector over the next decade?
ILYA LIkhov: Our goal in the coming years is to become one of the top energy companies in Pakistan, particularly in the renewable energy sector and energy generation. We see our mission as providing local businesses in Pakistan with cheap and accessible electricity. We are confident that our projects will help local entrepreneurs start and operate businesses in areas where it was previously expensive, inefficient, or even impossible. This, in turn, will give a significant boost to the country’s economic development.
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