TG, AP making headway in India's transition to green energy: Expert

Telangana and Andhra Pradesh are becoming leaders in India's transition to green energy, thanks to aggressive solar energy goal setting, strong energy efficiency policies, and focused campaigning and awareness raising to improve consumer behaviour, according to industry experts.

In a chat with Bizz Buzz, Tanuj Gupta, Director Sales & Marketing, Thermocool Home Appliances Ltd said "these efforts are not just influencing top-down policy change; they are also leading to real change in consumer behaviour."

He said at Ghaziabad-based Thermocool, "we’ve observed a clear shift: energy-efficient appliances are increasingly seen not as premium luxuries but as smart, long-term investments. What is particularly encouraging is that this momentum is no longer confined to metros. The policy impetus is inducing demand in Tier 2 and Tier 3 towns, where there is growing consciousness towards sustainability.

Gupta said when aspiration meets accessibility, such cities are faring commensurately with India's wider climate and energy ambitions, heralding the indicator of a greener technology's larger-scale adoption.

He observed that there is an overall visible trend among Indian consumers with regard to energy-saving appliances. A mix of increasing energy costs, growing eco-sensitivity, and rising awareness about long-term value is driving this move. While cost will always be a factor, most consumers are now beginning to see efficient appliances as wise investments, where an up-front expenditure is traded off against continued savings on electricity bills.

According to him, this change is also indicative of a substantial rise in the adoption of energy-saving technologies, particularly inverter-based refrigerators and air conditioners. These consume comparatively lower power and now provide better performance and more reliability, leading to mass acceptance across segments.

Regulatory interventions and labelling initiatives are influencing purchasing decisions by consumers. Clear rating of effectiveness and consistent publicity campaigns are assisting consumers in making more rational decisions based on other factors beyond cost. Green awareness is also kicking in, particularly among younger and urban consumers who are sensitive to sustainability.

He said technology is also making the energy-efficient product come out reasonable, with technologies such as inverter technologies now mainstream in most categories. Growing awareness of the long-term benefits these devices deliver, and it is not just in terms of saving money but also on conservation, is also increasing. But more has to be done to overcome the price sensitivity and make awareness accessible to all. On the whole, increasing interest in energy efficiency holds a promise for a healthy shift towards more environmentally friendly consumption habits. Energy-efficient appliances are not a fad anymore but a thoughtful lifestyle among Indian families.