Unpacking E-Cooking Adoption in Nepal: The Critical Roles of Gender and Distribution Channels

The transition to e-cooking devices, such as induction cooktops, is gaining momentum in Nepal as a sustainable energy solution. However, the success of their widespread adoption hinges on nuanced approaches to distribution and community engagement. Recent observations highlight that two factors—the gender of Last Mile Distributors (LMDs) and the utilization of microfinance as a distribution channel—play particularly critical roles in influencing the rate and depth of e-cooking device adoption within Nepalese communities.

The Critical Role of Last Mile Distributors (LMDs)

Last Mile Distributors (LMDs) are integral to disseminating e-cooking devices and raising awareness in rural communities. They serve as direct points of contact between the technology and potential users. However, their effectiveness is profoundly influenced by the LMDs' proactive strategies and, notably, their gender.

Gender's Impact on LMD Effectiveness

A stark contrast in performance has been observed between male and female-led LMDs operating in the same regions:

• Female-Led LMDs: Proactive Engagement and Superior Sales Female-owned shops consistently demonstrate higher sales figures and more ambitious targets. For instance, a female-owned shop, established for only 2-3 years, sold 750 e-cooking units and set a target to sell over 1000, significantly outperforming a male-owned shop in the same location that had been established for 20-25 years and only sold around 300 units with no specific sales target. In another instance, a female-led LMD surpassed her target of 1000 sales by an additional 100 units, while her male counterparts were still striving to meet the same goal.

This success is attributed to their proactive and community-centric approach:

• Active Communication and Awareness: Female LMDs are highly active in communicating and raising awareness about e-cooking devices, their benefits, available subsidies, and easy accessibility.
• Community Outreach: They and their teams actively participate in various programs organized by local wards (the smallest administrative units of municipalities) to reach out to communities and communicate directly about e-cooking devices.
• Targeted Engagement with Decision-Makers: Crucially, female LMDs are associated with local women's groups, enabling direct communication with the "main cook of the family or Household" – often the key decision-maker for cooking appliances. They provide pamphlets and brochures and conduct advocacy, awareness sessions, and demonstrations for all customers visiting their shops, regardless of their initial purchase intent. This direct engagement, coupled with "word-of-mouth awareness" and "peer recommendation," effectively boosts awareness and sales.
• Problem-Solving Approach: Female LMDs are effective in discussing problems and offering solutions directly to the main cook of the family, which makes it easier for customers to purchase and adopt the devices.

• Male-Led LMDs: Passive Approach and Limited Reach In contrast, male-led LMDs often exhibit a more passive sales strategy:
• Reactive Communication: One male LMD "was not doing anything besides saying to its customer about the e-cooking devices and its benefits when asked by the customer".
• Reliance on Existing Customers: They "completely relied solely on their previous customer base and didn’t try to communicate about the project or subsidy available". This lack of proactive communication led to lower sales.
• Ineffective Marketing: Even when male-led LMDs engaged in marketing efforts, they were "not quite able to reach and penetrate or were ineffective in comparison to the activities done by the Female lead". They struggled to effectively connect, deliver awareness, or properly demonstrate the use of e-cooking devices to the "main cook of the family," who is a crucial decision-maker.

Despite all LMDs providing similar after-sales services and using comparable advertisement materials, the differing levels of direct engagement with the primary users led to divergent outcomes. The ability of female LMDs to directly interact with and demonstrate benefits to the main cook of the household was a significant factor in driving quick adaptation and purchases.

Microfinance as a Catalyst for Adoption

Beyond LMDs, the microfinance sector has emerged as another highly successful distribution channel for e-cooking devices, particularly by addressing financial barriers and leveraging community networks.

• Addressing Financial Barriers: One of the significant obstacles to e-cooking device adoption through traditional LMDs is the high upfront cost, typically ranging from NPR 5,000 to 7,000 for an induction set. Microfinance directly circumvents this by introducing e-cooking devices as a loan product. This allows rural communities, especially those with low incomes, to acquire the devices through affordable monthly Equated Monthly Installments (EMIs), with a maximum of NPR 550. This makes the product appear "cheaper" and "easier to buy," directly leading to higher purchase and adoption rates.
• Direct Community Engagement and Peer Support: Microfinance teams or representatives actively engage with women at the household level, facilitating the formation of women's groups. This direct interaction enables them to:
• Understand Problems: Identify and understand specific challenges faced by potential users, such as barriers to purchasing induction cooktops.
• Gather Motivation: Collect insights into what motivates adoption.
• Troubleshoot Issues: Provide post-sales troubleshooting support.
• Offer Solutions: Directly offer e-cooking devices as a viable solution.

The formation of these women's groups also fosters a robust system of peer recommendation and review. Women within these groups can share their experiences and learnings with each other and other communities, acting as "peer recommendation" that further increases "peer review and recommendation," ultimately resulting in increased purchases and adaptation of e-cooking devices.

Conclusion

The successful adoption of e-cooking devices in Nepal is a multifaceted challenge that requires tailored strategies. The evidence strongly suggests that a proactive, gender-sensitive distribution approach, particularly leveraging the strengths of female-led Last Mile Distributors, is crucial for effective awareness generation and sales. Furthermore, the microfinance sector proves to be an indispensable channel by making these devices financially accessible through affordable loan products and by fostering community-based support and peer-to-peer learning. By combining these insights, future initiatives can develop more effective strategies to accelerate the clean energy transition in Nepalese households.