This case study demonstrates how detailed customer insights can transform business models to better serve women customers in the PURE sector.

Women experience energy-poverty differently to men, and the roles they play in the agricultural and food-systems value chains are unique. These differences drive how individuals use Productive Use of Renewable Energy (PURE) technologies, what they need and aspire to, and how the technology can affect their life. Currently, there is limited understanding of the distinct characteristics of women’s roles in PURE value chains – yet companies who do so are better placed to serve the needs of women, reach new customers and grow their business. In 2024, GOGLA set out to examine how PURE companies can improve their performance by building gender-inclusive businesses that meet women’s energy needs.

This case study demonstrates how detailed customer insights can transform business models to better serve women customers in the PURE sector. It describes the business models deployed by Oorja and the opportunities they create for women consumers in the solar irrigation ecosystem. With support and research carried out by Distill Inclusion, data collected from Oorja’s customers has informed the development of two customer persona profiles that capture the diverse needs, challenges and aspirations of their women customers