A gateway to clean and green energy

India’s economic revival post the two-and-a-half-month lockdown period could be channelized into searching for cleaner sources of energy that would benefit both nature and its inhabitants. To start with, the central government should look for ways to utilize abundant solar energy available in most parts of the country. In this case, the focal point should be to energise the nearly 39,000 non-electrified healthcare centres as well as numerous primary and secondary schools in the Indian countryside.

As of now, the Indian government hands out heavy subsidies to the fossil fuels sector. Instead of this, in an effort to kick-start the much needed clean energy revolution, the government may transfer the subsidies to the renewable energy sector, thereby enabling it to take small strides that could lead to giant leaps in the coming decades. United Nations climate body chief Patricia Espinosa said on April 22, “With this restart, a window of hope and opportunity opens, an opportunity for nations to green their recovery packages and shape the 21st-century economy in ways that are clean, green, healthy, safe and more resilient”. In fact, India’s own energy research centres, the International Institute for Sustainable Development (IISD) and Council on Energy, Environment and Water (CEEW), echoed similar views. A research fellow at CEEW, Karthik Ganesan, said, “There is a phenomenal opportunity for India in re-thinking if there is a better way of spending these (coal and oil and gas) subsidies to make them investment-worthy”.

Utilization

The present realities exhibit that organization enrichments for limitless power have trebled over the last five years to Rs 9,930 crore in 2019 from Rs 3,224 crore in 2014, as it were, driven by India’s assurance of setting up plants that could help generate an estimated 175 Giga Watt (GW) by 2022, according to the CEED report. In comparison, India spent more than Rs 80,000 crore towards subsidies for the coal, oil and gas industry. It is, therefore, apparent that, at present, India is spending an enormous amount of money towards non-renewable energy sources, which needs to change soon. In fact, the subsidies for the non-renewable sources exceed by seven times when compared to the renewable sources. Unless this is reversed, it will be extremely difficult to promote clean energy in India.

As of now, 56% of India’s electricity needs are generated from coal, 36% from oil and gas while about 3% is obtained from cleaner sources. However, India has made rapid strides in terms of utilizing renewable sources of energy – Renewables now amount to around 20% of India’s total installed power capacity, up from just 13% in 2014.

A good time to promote the use of renewable energy is now, after the resumption of industrial activities, post removal of lockdown, in an effort to meet any shortfall through renewable energy. Decisions and strategies made now will define the future since the benefits from these decisions will be visible only after 1-2 decades from now. Therefore, judicious use of fossil fuels on one hand and aggressive promotion of renewables are a good way forward. 

Volatility of fossil fuels

Industries that are mostly run from power generated by coal and other fossil fuels had a period of nearly 10-15 years that were quite stressful. Case in point is the underperformance of the Indian coal-mining and coal-fired companies. In December 2018, Greenpeace reported an average loss of 10% per year from 2013, costing a total of Rs 25,000 crore in losses.

One among several research set-ups that study the usage and financial benefits of renewable energy source, Matt Gray from Carbon Tracker estimated the economic feasibility of countries that have invested their energy dependence on coal and also in order to recover from the effects of the lockdown imposed by COVID-19. In fact, he specifically cautions India against using coal to spur its industries back after the lockdown and cites a reason for it to support his claim. In India, 2% of the current 222 GW coal fleet is running at a loss; an additional 66 GW is in the pipeline anyway 23% of this will enter the market with a negative cash flow, the Carbon Tracker report said. Matt Gray’s report also adds, “51 per cent of operating coal power costs more to run than building new renewables”.

Setting up the renewable energy network

In order to effectively distribute the benefits of renewable energy, small units of solar power supply units may be supplied to small and medium scale industries as well as small residences in towns and cities. On the other hand, in remote rural areas of the country, electricity generated from solar cells could be used to power small rural schools, hospitals, etc. Although relatively higher initial capital costs tend to deter people from using solar or other renewable energy, funding for these may be allotted from government agencies as well as from Corporate Social Responsibility (CSR) funds in order to popularize such schemes. In fact, massive funding schemes, called KUSUM (meant to promote solar pumps), have been launched in order to promote the use of solar power in far-reaching areas of the country.

Some caveats must also be mentioned which deal with strengthening the existing electricity grid so that the grids are able to absorb the introduction of electricity supply from renewable energy sources. Moreover, it may take at least a few years before tangible benefits from renewable energy are financially visible. In addition, adequate training needs to be provided to workers who would be at the forefront of this massive changeover from conventional energy sources to unconventional sources. Ultimately, these actions could help steer India towards a path of recovery, make the air cleaner and, make sure that the inhabitants may experience clean, breathable air in the recent future.

Worldwide coal use in power generation must fall 80% below the 2010 levels by 2030 in order to limit global temperature rise to 1.5°C, as per an examination conducted by the United Nation’s Intergovernmental Panel on Climate Change (IPCC). The hitherto unexpected benefits obtained from a prolonged near-global lockdown will go to a complete waste unless coal and fossil fuel usage is limited and more and more renewable energy sources are promoted at an aggressive rate. It would only be possible if more countries realise the benefits as well as the urgency of the situation in tackling the disastrous effects of global warming and, therefore, take necessary steps that can mitigate damages done to the environment from unabated use of fossil fuels.

Communication Management-Influence, persuade, manage and control the flow of communication

Commenting on language, Federico Fellini, the acclaimed Italian film director once said “A different language is a different vision of life”. The same goes for communication. An embodiment of human emotions manifested through diverse means and tools – advertisement, public relations (PR), corporate communications and so on. How can you control free-flowing human emotions? Like a bridge that tames a river to attain productive outcome, communication management controls the flow of information both online and offline through systematic planning, implementation and monitoring of all channels of intra and inter-organizational communication to achieve an efficient system of communication dissemination.

MBA in Communication Management program offered by the Department of Communication Management, Adamas University, Kolkata, trains its students on the ways to design corporate communication strategies and devising internal and external communications directives.  Our program is designed and delivered according to the 40:60 Educational Model, where the classroom teaching constitutes 40 per cent while the remaining 60 per cent is field-based training. How does our media education system cater to the dynamic world of communication? Let’s explore more.

As we are aware, Covid 19 has indeed impacted the communication and media ecosystem globally like never before. The revenue of traditional media houses is dwindling. Execution and administrative work will now mostly be done by artificial intelligence (AI). Clients are demanding from agencies creative insights and strategies. This adds to already existing conditions of increased noise, lesser attention span, media cacophony, diversified media, ever-increasing influencer list and the fast-evolving social media. The complexity of media ecosystem has just increased manifold.

The success of public relations or any communication professionals will depend on achieving measurable business impact. The pre-pandemic and post-pandemic expectations from industry and professionals may vary widely. Customer “sensitivity” that is undoubtedly is on an all-time high remains vigilant about the cause and statements from influencers and ambassadors of a brand. Here comes equipping our students with adequate and relevant skills. The MBA in Communication Management program promotes ethical consideration, compassionate outlook, and socially responsible approach among the learners. We mentor 24×7.  Online study materials, videos and exercises are available round the clock. Our well-entrenched network facilitates regular networking of students with distinguished industry professionals. Workshops and training sessions are regularly conducted by experts from the industry.  The learners participate in national and international seminars and conferences. Internships, industry visit and familiarization tours/visits to relevant facilities enhance their skills.

We believe in Experiential Learning – a process of learning through experience, and is more specifically defined as “learning through reflection on doing”.  Experiential learning, participative learning and problem-solving methodologies are used to nurture the leaders of tomorrow.

Our Information and Communication Technologies (ICTs) enable efficient interactions among students, faculty members and other stakeholders. Likewise, through Capacity-building, we “develop and strengthen” the skills, instincts, abilities, processes and resources that organizations and communities need to survive, adapt, and thrive in a fast-changing world. “As a part of Skill development, we actively (1) identify skill gaps, and (2) develop and hone those skills.

Awareness of trends in technology as a skill refers to being mindful of the technology that is recently becoming popular and is readily accepted in the market or industry.  Ideal technology trend awareness skills mean a person’s ability to either correspond to the industry-wide technology adoption or surpass it, which is our endeavour is to inculcate knowledge of technology in our students.

Our focus is research-oriented. The communications industry is dynamic and ever-evolving. Our focus includes research relating to situations and techniques to address the same.

Industry Orientation sits at the core of our courses at MBA in Communication Management. Many of our mentors and advisory board members are respected figures in the industry. Internships and industry-sponsored projects by students are compulsory. Our trainees are continuously exposed to the best practices, points of view and perspectives.

Entrepreneurship is the spirit of the day, and our program actively encourages the objective of entrepreneurship that inculcates competence to succeed in the market and confidence to create new ventures, and jobs in the economy.

Our constant endeavour is to advance the agenda of Global Standards and Outreach. Our curriculum follows best-in-class global standards. We have a mix of faculty members from academia and the industry with extensive international exposure. International tie-ups and regular connections through specially designed events are our speciality.

Whether its Consumer Behaviour, Brand Management, Communication Management & Experiential Marketing or Entertainment Media Revenues or any subjects that you choose from the bouquet of the subjects that we offer – our program comes with courses like Human Resource Management, Economics, Finance, Information Technology and Soft skills to transform you into a complete professional.

Our placements and internships include compulsory industry internship. Reputed news organizations from across the country and abroad hire the passed-out trainees. The salaries offered to passed-out trainees are at par with the best in the industry.

What are you waiting for? Join MBA in Communication Management and experience the world of difference.

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