In the last two to three years, internet users in rural India have seen strong growth with currently 197 million consumers in the rural market, a 49 percent growth from last year. And what do they use the internet for? It is mostly used for entertainment, said a report by Internet and Mobile Association of India and research firm IMRB. In such a situation, the problem of power shortage and no electricity can dampen the growing enthusiasm for online entertainment. Talking to Moneycontrol, Ali Hussein, COO, Eros Now, said, “It is an  important market because mass entertainment is the premise, If people are ready to pay and watch it in the theatre, then they are also ready to watch content at home at reasonable costs. Hence, it is a potential market.” And tapping into this market is Eros Now with a partnership with Veriown, an internet energy service provider which has built a device called The Connect. Explaining the idea for the device, Hussein said Veriown found that in rural areas, people spend a significant amount of money not on food or daily needs but on kerosene to light lamps due to shortage of electricity. “They decided to build a solar-powered battery which is able to p...