MAM
Forging a sustainable path: Multifaceted efforts in renewable energy, carbon offsetting, and impact reporting
India’s energy needs are growing, and the country is committed to a sustainable future of energy with green hydrogen gaining attention as an option for meeting diverse energy requirements while reducing its carbon footprint. The National Green Hydrogen Mission, which aims at making India a global hub for green hydrogen production, use and export by 2030, has been initiated by the government of India. This ambitious initiative has significant implications for the country’s energy landscape, and it is crucial to understand the roles and strategies of various stakeholders in driving this transition.
State governments take the lead: Developing regional green hydrogen hubs
The emphasis on subnational roles and strategies is one of the major elements of the Green Hydrogen Mission. The development of regional Green Hydrogen Hubs is expected to have a significant role to play by state and local authorities. These hubs will serve as centers of excellence, fostering innovation, research, and development in the field of Green Hydrogen. By leveraging their unique strengths and resources, states can create a conducive ecosystem for the production, storage, and distribution of Green Hydrogen.
Private sector initiatives: Driving the adoption of green hydrogen
In the success of the Green Hydrogen Mission, the private sector also has a key role to play. Ways to integrate green hydrogen into their operations are being explored by companies in different sectors, such as power generation and mobility. A key factor in its uptake will be the availability of affordable and reliable green hydrogen. Investments in research and development, as well as the creation of a robust supply chain, will be essential to bring down the costs and ensure the scalability of Green Hydrogen projects.
Advait Infratech is one of the companies that has shown a high level of profitability in the green energy sector. The company reported a 139.10% year-over-year increase in Profit After Tax (PAT) for the quarter ended March 2024. In addition to this, Advait also won the SECI Electrolyser Manufacturing Tranche I bid and was awarded 100 MW earlier this trade. The potential for growth in the energy sector, as well as opportunities available to businesses that are capable of adapting to green energy markets, is highlighted by the strong financial results.
Addressing the challenges: A collaborative approach
The challenges and obstacles which might emerge must be addressed in the course of India’s journey towards a green hydrogen future. The availability of skilled labour is one of the main challenges. In order to make sure that workers have the right knowledge and skills for working with this new technology, a substantial investment in education and training will be required as part of the Green Hydrogen Mission. In order to develop the necessary talent pool, collaboration between industry, academia and government will be crucial.
A supportive policy framework: Key to success
The need for a supportive policy and legal framework is also one of the challenges. However, a coherent national policy providing clarity on issues like pricing, taxation and incentives will be important for attracting investment and driving the adoption of green hydrogen, although many countries have put in place policies to encourage Green Hydrogen. The government should also consider introducing measures to incentivize the use of Green Hydrogen in various sectors, such as transportation and industrial processes.
Conclusion: A sustainable future for India
An important opportunity for India to move towards a sustainable energy future lies in the National Green Hydrogen Mission. India can build a thriving green hydrogen ecosystem that will drive innovation, generate jobs and reduce carbon emissions through the synergies of state governments, private industry and workers. But addressing the challenges and obstacles that may arise, as well as working on a collaborative and coordinated approach involving all interested parties is crucial to achieving this vision. India can become a global leader in the green hydrogen revolution with proper strategies and investments, setting an example for other countries to follow.
The article has been authored by Advait Infratech Ltd head – sustainability business Avantika Gupta.
Digital
The creative cull: how AI is coming for the marketers, ad men and researchers
Robots aren’t taking over yet, but the writing may already be on the wall for some of the US’ most glamorous white-collar jobs.
CALIFORNIA: The robots are not, it turns out, storming the factory floor. They are sitting quietly at a MacBook in a Soho agency, rewriting your copy, summarising your focus groups and generating your mood boards, and nobody has been sacked. Yet.
A new report from Anthropic, the AI company behind the Claude chatbot, offers the most rigorous look to date at what artificial intelligence is actually doing to jobs, as opposed to what doomsayers and boosters claim it might. The verdict from economists Maxim Massenkoff and Peter McCrory is nuanced but pointed: there is no mass unemployment so far, but some sectors have good reason to be nervous. Marketing, market research and the arts are squarely in the crosshairs.
The researchers introduce a new measure called “observed exposure.” It goes beyond theoretical speculation about what AI could do and instead tracks what it is already doing, drawing on real Claude usage data. The approach is clever. They weight automated uses, where the machine performs the job entirely, more heavily than augmentative ones, where it merely assists. They then map this onto roughly 800 occupations, weighted by how much time workers actually spend on each task. For now the target user base has been the US market, but the findings offer a glimpse of what may be happening in other countries as well.
The results are sobering for the creative and analytical classes. Market research analysts and marketing specialists clock in at 64.8 per cent observed exposure, meaning nearly two-thirds of their daily tasks are already being performed, at least in part, by AI in professional settings. The leading automated task is preparing reports, illustrating data graphically and translating complex findings into written text. In other words, this is the kind of work junior analysts spend most of their days doing.
Arts and media fare little better. The sector shows meaningful theoretical exposure, as large language models can in principle handle the lion’s share of tasks, though observed usage still lags behind capability. The gap is narrowing, however, and the direction of travel is unambiguous.
Here is the sting in the tail. The workers most exposed to AI disruption are not, as popular mythology suggests, low-paid drudges. They are older, better educated, more likely to be women and considerably better paid, earning 47 per cent more per hour on average than their least-exposed counterparts. Graduate degree holders are nearly four times as prevalent in the high-exposure group. The creative professional, the senior analyst and the market researcher with an MBA are precisely the people who should be paying attention.
“We’re not talking about the checkout operator,” the paper implies. “We’re talking about the account planner.”
The most alarming signal in the data concerns not those already in jobs, but those trying to enter them. Among workers aged 22 to 25, hiring into highly exposed occupations has slowed measurably since the release of ChatGPT in late 2022. There has been a 14 per cent drop in the job-finding rate, a figure the authors describe as “just barely statistically significant.” Young people are, in effect, finding the door to exposed professions quietly closing. Whether they are staying in education, taking different jobs or simply giving up is not yet clear.
For a bright graduate eyeing a career in market research or media production, this is not merely an academic data point. It is a flashing amber light.
The paper is careful about what it does not find. Unemployment among highly exposed workers has not risen in any statistically meaningful way since the ChatGPT era began. The apocalypse has not arrived. Even in the Computer and Math category, the most theoretically exposed of all, Claude currently covers just 33 per cent of tasks in practice. The gap between what AI can do and what it actually does at scale in professional workflows remains vast.
Think of it less like a tsunami, the authors suggest, and more like a slowly rising tide. The internet did not destroy journalism overnight. It took 20 years and the collapse of a generation of classified advertising revenue. The China trade shock also took decades to fully register in unemployment statistics, and economists are still debating the numbers.
What does this mean for the luvvies, the admen and the pollsters? The honest answer is: not much yet, but watch this space. AI is already doing the grunt work, including data summaries, draft press releases and boilerplate creative briefs. The question is whether it stops there or continues climbing the value chain.
The authors are building a framework to track exactly that and promise to update it as new data arrives. If the tide does come in, they want to see it coming before the sandcastles are already gone.
For now, the creative industries can breathe, but perhaps not too deeply. The machine is not at the door. It is already at the desk.
