The decreased cost of solar electricity generation has given a boost to rural energy markets, but most offgrid businesses remain small. A larger customer base is a precondition for business expansion and access to finance. This article reports findings from a large survey focused on energy access in unelectrified habitations in the Barabanki district of Uttar Pradesh, India. While most villagers are dissatisfied with their kerosene lighting and the median monthly expense for this fuel is 100 rupees (USD similar to 1.66), the data analysis also indicates that there is little trust in local companies and a large number of villagers prefer government leadership in electricity supply. These findings suggest that solar entrepreneurs must do more to demonstrate the quality of their products and services to villagers to expand their customer base. (C) 2015 Published by Elsevier Ltd.