Freyr Energy Revolutionizes Rooftop Solar with 100% Indian Supply Chain and Frictionless Tech

January 15, 2026 10 min read

India is at the precipice of a once-in-a-century shift in how electricity is generated and consumed. With consumption set to double by 2032 and a massive government push towards renewables, the rooftop solar market has evolved from a niche corporate play into a retail revolution. But for this transition to be sustainable, it requires more than just panels—it needs a frictionless consumer journey and an unshakeable supply chain.

Enter Saurabh Marda, the Co-founder and Managing Director of Freyr Energy. An alumnus of Georgia Tech and Yale with a background in environmental and strategy consulting, Marda returned to India with a singular mission: to make solar accessible to the masses. By leveraging a 100% Indian supply chain, tech-enabled financing, and an innovative "Experience Center" model, Freyr Energy is leading the charge in a market segment that Marda estimates will see $100 billion in capex over the next decade.

"If after having this background—Georgia Tech, Yale, consulting—you're not even going to try to do some good in India, what is the use of it? I was perfectly prepared to fail, but I was passionate about adding value in the solar space."

The Retail Inflection Point

While solar technology has existed for decades, its "time" has arrived in India recently. Marda explains that while large corporates began their transition in 2014-15, the retail customer—independent homeowners and MSMEs—has only caught the imagination in the last two years.

"A few years ago, I had to convince customers that solar technology actually works," Marda recalls. "Now, they know it works. The question has shifted to: 'Is Freyr the right partner? Can I get a loan? Is this the right price?'" This shift is largely attributed to the government's aggressive manufacturing ecosystem build-out and visible high-profile initiatives like the Ayodhya solar city push.

The Freyr Client Mix

Residential (60-70% Revenue): Independent home owners with monthly bills upwards of ₹1,500.
MSMEs (30-40% Revenue): Schools, clinics, hotels, and manufacturing units (rice mills, dal mills, etc.).
The Payback: 4 years for residential; 2.5 to 3 years for MSMEs (due to higher grid electricity costs).

The 100% Indian Supply Chain Advantage

In an industry often vulnerable to global trade tensions and rare-earth metal restrictions from China, Freyr Energy took a bold strategic call two years ago: a 100% Indian supply chain. Every component—from panels to inverters and cables—is procured from world-class Indian manufacturers.

Why Go Local?

Turnaround Time: Procuring within India is significantly faster than international shipping.
No Forex Risk: Buying and selling in Rupees eliminates currency fluctuation risks.
Serviceability: Warranties are easier to honor when manufacturers are domestic. "If a replacement is needed, it’s just faster to do it with an Indian partner," Marda notes.

This independence isn't just about security; it's a world-class play. Many of Freyr's Indian suppliers meet global standards and actively export to the US and Europe.

ROI and Longevity

25% Annual ROI: With a 4-year payback on a system designed to run for 25+ years, solar is one of the most attractive financial investments for an Indian homeowner today.

Frictionless Solar: The Tech Play

What sets Freyr apart from the dozens of other solar players? Marda points to a **frictionless journey** powered by their proprietary app. Most companies walk away after installation; Freyr stays connected through the entire lifecycle.

1. The Freyr Energy App

The app handles everything: inquiry, ordering, loan application, installation tracking, and real-time performance monitoring. It even sends reminders to clean the panels—a critical task often forgotten by homeowners that can significantly impact generation efficiency.

2. Tech-Enabled Financing

Financing is the biggest hurdle for solar adoption. 65% of Freyr’s customers take loans. Through deep integration with lending partners, Freyr can get loans sanctioned in less than 5 minutes for half of their applicants. This removes the "analysis paralysis" often associated with large capex decisions.

3. Solar Experience Centers

Moving beyond "digital-first," Freyr has opened physical Experience Centers in Tier 2 to Tier 4 cities. "We wanted customers to walk in and touch and feel a component," says Marda. This builds trust in a city where local presence matters as much as tech performance.

Innovative Differentiators

Quality Deployment: Focus on installation precision to avoid "shadow issues" and poor hookups.
Consumption Monitoring: Showing customers not just what they generate, but how they consume, helping them reduce their overall energy footprint.
Strategic Partnership: Collaborating with Schneider Electric (a key investor) to co-develop energy management solutions.

Future Vision: Beyond Solar Panels

Marda foresees India’s electricity consumption doubling by 2032. While solar is a driver, he believes a mix of wind, hydro, and a "comeback" for Nuclear power will be necessary to completely rid the country of coal within the next 30 years.

For the next generation of energy entrepreneurs, Marda sees immense opportunities in Energy Storage (Sodium or Vanadium-based chemistries), **Peer-to-Peer power trading**, and software that manages the complex supply-demand dance of a clean energy grid.

Advice for Consumers

Look at Value, Not Just Price: Marda warns against being fixated on the upfront cost. A slightly more expensive system that generates 20% more electricity over 25 years offers a significantly higher ROI than the cheapest available option.

Key Takeaways: The Freyr Energy Blueprint

Operational Speed: Freyr is roughly 50% faster than competition due to backend software and regional warehouses.
Supply Chain Independence: 100% Indian procurement is a hedge against global instability and forex risk.
Integrated Financing: 5-minute loan sanctions are the key to unlocking the mass retail market.
Lifelong Engagement: Reminders for panel cleaning and consumption monitoring transform a one-time sale into a long-term service relationship.

As Saurabh Marda and the team at Freyr Energy continue to scale, the goal is clear: to ensure that the $100 billion transition to rooftop solar is not just green, but efficient, Indian-made, and profoundly frictionless for the consumer.

About the Guest

Saurabh Marda is the Co-founder and Managing Director of Freyr Energy. A chemical engineer from RV College (Bangalore), he holds a Master’s in Environmental Engineering from Georgia Tech and an MBA from Yale. After a successful career in strategy and environmental consulting in the US and leading US-based solar firms in India, he co-founded Freyr Energy in 2014 to build a world-class clean energy brand for the Indian retail and MSME sectors.

Freyr Energy is one of India's leading rooftop solar companies. Backed by investors like Schneider Electric, the company specializes in providing tech-driven solar solutions for residential and MSME customers, utilizing a 100% domestic supply chain and a frictionless digital-first approach.