Gives impetus to the #ReflexGeneration’s commitment towards energy conservation
Tata Power, India’s largest integrated power utility, has strived to promote green living through its various energy conservation programmes. The company intends to build on its commitment to ‘Be Green’, with the launch of ‘Wattloss Challenge’, a three month contest which rewards the most energy saving consumers.
The contest has received more than 812 entries so far, clearly indicating the changing mind-set of India’s *‘Reflex Generation’. This set of consumers do not limit their commitment to the environment with a single grand gesture on one particular day such as World Environment Day or Earth Day. They largely prefer taking small but consistent steps to be more eco- friendly on a regular basis. The ‘Wattloss Challenge’ is an effort to showcase how a small step towards conservation today can prove to be beneficial tomorrow.
Commenting on this campaign, Mr. Praveer Sinha, CEO & Managing Director, Tata Power said, “We have flagged off the Wattloss Challenge across digital platforms and are simultaneously bringing to life the micro activism of India’s ‘#ReflexGeneration’. With the launch of this contest we aim to constantly drive the philosophy of “Less is More” and aggregate the entire community and demographic groups whose environmental considerations are defined by their daily routines at home and at work.”
Tata Power and Non Tata Power consumers can participate by sending in their customer number or bill on wattlosschallenge@tatapower.com.
* India's Reflex Generation explained in the box below
| The Wattloss Challenge |
| Phase 1 |
Phase 2 |
Phase 3 |
| Customers share their customer number / soft copy of power bills on wattlosschallenge@tatapower.com |
Post registration 90-day countdown begins |
Winners to be announced and awarded exciting prizes |
| |
Guidelines and tips on how to be a green energy champion and consume lesser |
Social media promotion of the winners and front-runners |
| * Open for all Tata Power and non-Tata Power consumers |
The idea of environmental consideration has been transformed from pre-planned, momentous, typically very public, collective acts from committed individuals – marches, protests, petitions – towards a more mass movement based on individual choices and decisions made every day. Such ‘micro-activism’ is no less effective, aggregating entire communities and demographic groups whose consideration the environment is defining their daily routines and home and at work. For such people, minimising environmental impact has become instinctive and natural; a reflex defining the decisions they make.
The impact of India’s ‘Reflex Generation’ is evident in the workplace; today, potential employees are basing their decisions on employers’ environmental credentials. According to Deloitte’s annual Generation Y survey , 76% Indian millennials claimed to have chosen employers whose values matched their own; a finding supported by other research indicating young people’s preference for employers who demonstrate a “genuine commitment” to corporate social responsibility, the environment, and sustainability .
Another way individuals mark their inclination towards protecting the environment is by subtly but consistently purchasing green products. In fact, in a Deloitte study, 38% respondents with a family monthly salary of Rs. 1 lakh or more were willing to pay 10% or more premiums for eco-friendly products. Other research suggests that 95% seek out brands that display responsible behaviour.
Finally, today’s environmental guardians have adapted their lifestyles to imbibe the core philosophy of environmental consideration into their day-to-day lives. The interest in electric vehicles for daily use is another example of how India’s younger citizens are attempting to be more environmentally conscious on a regular basis. Globally, 81% consumers claim to be prepared to make ‘personal sacrifices’ to address social, environmental issues. Such consideration reflects the ‘micro-activism’ at the heart of India’s ‘Reflex Generation’.
Tata Power is India’s largest integrated power company and, together with its subsidiaries & jointly controlled entities, has an installed capacity of 10857 MW. A pioneer in the field, it has a presence across the entire power value chain: Generation of renewable as well as conventional power including hydro and thermal energy; transmission & distribution, trading and coal & freight logistics. With renewable energy assets in solar and wind accounting for 22% of the company's portfolio, Tata Power is a leader in clean energy generation. In line with the company's view on sustainable and clean energy development, Tata Power is steering the transformation of utilities to integrated solutions by looking at new business growth in EV charging & storage, distributed generation & rooftops, microgrids and home automation & smart meters.
It has successful public-private partnerships in generation, transmission & distribution in India namely: ‘Tata Power Delhi Distribution Ltd.’ with Delhi Vidyut Board for distribution in North Delhi; 'Tata Power Ajmer Distribution Ltd.' with Ajmer Vidyut Vitran Nigam Ltd. for distribution in Ajmer; 'Powerlinks Transmission Ltd.' with Power Grid Corporation of India Ltd. for evacuation of Power from Tala hydro plant in Bhutan to Delhi; 'Maithon Power Ltd.' with Damodar Valley Corporation for a 1050 MW Mega Power Project at Jharkhand. Tata Power is serving more than 2.6 million distribution consumers in India and has developed the country’s first 4000 MW Ultra Mega Power Project at Mundra (Gujarat) based on super-critical technology.
With growing international focus, Tata Power's global presence includes strategic investments in Indonesia through a 30% stake in the coal company PT Kaltim Prima Coal (KPC); 26% stake in mines at PT Baramulti Suksessarana Tbk (BSSR); in Singapore through Trust Energy Resources; in South Africa through a joint venture called ‘Cennergi’ to develop projects in sub-Sahara Africa; in Zambia through a 50:50 joint venture with ZESCO for 120 MW Hydro project; in Georgia through AGL which is a joint venture with Clean Energy, Norway & IFC for development of 187 MW hydro project; in Bhutan through a hydro project in partnership with The Royal Government of Bhutan.
With its 103 years track record of technology leadership, project execution excellence, world-class safety processes, customer care and driving green initiatives, Tata Power is poised for multi-fold growth and committed to 'lighting up lives' for generations to come. Visit us at: www.tatapower.com
