In an exclusive interaction with MediaBrief, Vineet Mittal, Chairman of Avaada Group, speaks about the company’s role in India’s clean energy journey, its commitment to sustainability, and its ambitious roadmap to 30 GW of operational capacity by 2030. Mittal also speaks about the ‘Always Clean, Always On’ positioning, emphasizing the importance of reliability in clean energy, and shares how Avaada is positioning itself to support AI-led infrastructure and electrification with dependable, round-the-clock clean power solutions. Read on.
Avaada Group has been at the forefront of India’s clean energy transformation, evolving from a pioneer in solar power to a diversified conglomerate committed to accelerating the country’s shift to a sustainable, low-carbon future. Today, the company plays a pivotal role in India’s energy transition by integrating renewable energy generation, green data centres, and cutting-edge storage solutions into its portfolio.
Speaking about the brand Mittal says, “Avaada Group is a diversified clean energy conglomerate committed to accelerating India’s transition to a sustainable, low-carbon future. Our portfolio spans renewable power generation, integrated solar PV manufacturing, green data centres, green hydrogen and its derivatives (including green ammonia and green methanol), as well as pumped hydro storage and battery energy storage solutions (BESS).”
“Over the years,” he says, “Avaada has consistently set benchmarks in India’s renewable energy sector. We commissioned India’s first utility-scale solar project of 15 MWp in Gujarat in 2011 and went on to develop one of the world’s largest single-site solar power plants by a private IPP at 1.25 GWp in Rajasthan. Today Avaada has 6 GWp of operational renewable generation capacity, with a roadmap to reach 30 GWp by 2030.”
“We have also entered into integrated solar manufacturing. Our facilities currently produce ALMM-listed, high-efficiency N-Type TOPCon solar modules that are globally certified under BIS, IEC and UL standards, including large-sized 720 Wp modules.
He adds, “Avaada is also involved into green fuels business and developing 0.5 MTPA green ammonia facility in Odisha which had earned India’s first design-stage certification and state-level grid banking approval. In parallel, we are investing in energy storage infrastructure such as pumped storage projects and battery energy storage systems, to ensure grid stability and round-the-clock clean power.”
Always Clean, Always On: Avaada’s commitment to reliable clean energy
A key element of Avaada’s long-term strategy is ensuring that clean energy is not just sustainable, but reliable. This is captured by the company’s tagline, Always Clean, Always On. Speaking about this Mittal says, “Always Clean, Always On reflects Avaada’s belief that clean energy must be both sustainable and reliable to truly power the future. As India’s economy digitises and electrifies, and energy-intensive technologies like AI scale up, power can no longer be intermittent—it must be available round the clock.
“This philosophy,” he says, “closely mirrors Avaada’s long-term direction. We are building an integrated clean energy ecosystem that combines large-scale renewable generation with energy storage solutions such as battery energy storage systems and pumped hydro storage projects to deliver firm, dispatchable clean power and support grid stability.”
Mittal adds, “The phrase also speaks to the future we are enabling—where clean energy powers not just homes and businesses, but data centres and emerging industries critical to India’s decarbonisation. It positions Avaada as a long-term partner in India’s energy transition, focused on reliability as much as sustainability.”
Reliable clean energy in an AI-driven future
This philosophy is reflected in Avaada’s commitment to building an integrated clean-energy ecosystem–combining large-scale renewable generation with storage solutions such as BESS and pumped hydro. Speaking on how this connects clean energy to an AI-driven, always-on future, Mittal says, “As AI, data centres, electric mobility and smart infrastructure scale up, energy demand is no longer intermittent—it is continuous and mission-critical. In this context, sustainability alone is not enough. Systems driven by AI and automation cannot tolerate uncertainty or downtime, which changes how we must think about clean energy.”
“Through this campaign,” he says, “we emphasise that clean power must be reliable, firm and dispatchable, supported by storage solutions such as battery energy storage systems and pumped hydro storage projects for round-the-clock availability. By placing reliability alongside sustainability, we are reframing the conversation—clean energy must be not only low-carbon, but dependable at scale to truly power the future.”
Timing the campaign
Speaking about why now was the right time to launch the campaign, Mittal says, “India is at a point of structural change in how the energy is consumed. The rapid adoption of AI and digital services, the acceleration of electric mobility, deeper industrial electrification, and national ambitions such as achieving 500 GW of clean energy capacity by 2030 are reshaping demand—making power more continuous, time-sensitive and critical to economic resilience.”
“At the same time,” he says, “Avaada is at a strategic inflection point, scaling across the clean energy value chain—from large renewable PPAs and integrated solar manufacturing to energy storage and green hydrogen. Launching the campaign now allowed us to broaden the conversation: clean energy must move beyond sustainability to become the backbone of reliable, uninterrupted economic growth.”
Why Kaun Banega Crorepati was the perfect platform
Explaining why Kaun Banega Crorepati serves as the campaign’s launch platform and how it aligns with Avaada’s message, Mittal says, “The program offers a rare combination of mass reach, deep engagement and trust across generations and geographies.
“For us,” he says, “the decision was not just about visibility, but about context. We wanted to introduce a conversation on clean energy, reliability and the future of power in a setting where people are already curious, attentive and open to learning.
He adds, “KBC is fundamentally a knowledge-led platform. It encourages participation, reflection and dialogue, which made it an ideal environment to demystify complex ideas—such as the energy demands of AI and the importance of reliable clean power—and connect them meaningfully to everyday life. Importantly, its credibility, reinforced by Mr. Amitabh Bachchan’s association, lends weight to messages about long-term national transitions like clean energy.”
“By choosing a mainstream, trusted platform, we were able to take the conversation beyond industry and policy circles and into living rooms across the country—making clean, dependable energy a shared national narrative rather than a niche technical discussion,” says Mittal.
Making complex energy concepts relatable
Speaking about balancing broad audience appeal with themes of future-facing technology, Mittal says, “We were very deliberate about grounding the story in everyday life. Instead of leading with technology or infrastructure, the campaign begins with familiar human experiences—how people interact with AI, how technology is becoming part of daily routines, and how seamlessly we now expect systems to work in the background.”
“By using relatable narratives and situations, we were able to translate complex ideas about energy, AI and the future into something intuitive and engaging. The role of clean energy is woven into these moments subtly, showing how dependable power underpins the lives of families, students, professionals and entrepreneurs alike.
“This approach,” Mittal says, “allowed us to strike a balance between comfort and aspiration. It keeps the message accessible to a wide audience, while still opening a window into the future—where advanced technologies run on clean, reliable energy that is always on, yet largely invisible.”
Avaada’s phased campaign strategy
On how the campaign unfolds across phases and the response it aims to generate, from awareness to wider conversations, he says, “The campaign is structured as a phased journey rather than a one-time burst. It begins with a high-impact national television launch to build awareness and establish the core narrative, followed by sustained amplification across print, digital, social and outdoor platforms.
“Each phase moves the audience from visibility to understanding—highlighting why reliable clean energy matters in an always-on, technology-driven economy—and then towards wider conversations.
“Our aim,” Mittal says, “goes beyond brand recall: we want to shift perceptions and make clean, dependable energy a central part of mainstream discussions on India’s future growth and infrastructure.”
Optimizing the media mix for scale and clarity
On planning the media mix to deliver the message clearly and at scale, Mittal says, “The media mix was designed to balance scale, clarity and engagement. We used mass-reach platforms such as national television and outdoor media to build familiarity and broad awareness, supported by digital and social channels that enable deeper storytelling, interaction and conversation.
“Television,” he says, “anchored the campaign in a shared national context, while digital, social and selective print outreach extended the narrative and added credibility. This omni-channel approach ensured the message was not only widely visible, but clearly understood—across audiences, geographies and levels of familiarity with clean energy.”
Avaada’s role in India’s AI-led clean power future
On supporting a clean, reliable power future for India, Mittal says, “As AI-led infrastructure and electrification scale rapidly, India will need clean power that is both abundant and reliable. Avaada is positioning itself as a long-term enabler of this future by building integrated clean energy infrastructure across the value chain.”
He wraps up by saying, “We are scaling utility-scale renewables while advancing energy storage solutions such as battery energy storage systems and pumped hydro to deliver firm, round-the-clock clean power. Alongside investments in solar manufacturing and green fuels, this approach supports the continuous energy needs of data centres, industrial automation and electric mobility—ensuring India’s next-generation infrastructure is powered by clean, dependable energy at scale.”
Recent Comments