By Mayuri Singh and Nishant Saxena, Strategic Communications Advisors
India’s clean energy future is not just about building capacity, it is about building conviction. Strategic communication is the missing link that turns policy into progress, perception into participation, and ambition into adoption. This article delves into the imperative of effective communication
India’s renewable energy ambitions are among the most ambitious in the world — 500 GW of non-fossil capacity by 2030. The numbers are staggering: as of early 2025, India’s total renewable energy capacity stands at approximately 217 GW, with solar alone contributing 100 GW. On paper, the trajectory looks promising. Yet, on the ground, coal continues to dominate, perception gaps persist, and policy advancements do not always translate into rapid adoption. The critical question is not whether India can build the infrastructure, it is whether we are communicating the renewable energy transition effectively to ensure widespread buy-in.
This is where strategic communications emerges as the silent enabler of India’s energy transformation. More than just advocacy, it is a precision tool that builds trust, shapes narratives, and ensures policy clarity. Without a robust communication strategy, even the best policies, incentives, and infrastructure investments risk under-performance.
The critical question is not whether India can build the infrastructure, it is whether we are communicating the renewable energy transition effectively to ensure widespread buy-in.
Perception problem: Why facts alone do not drive change
Despite solar tariffs dropping to Rs 1.99 per kWh – making it cheaper than coal in many cases – a perception problem persists. Renewable energy is often seen as unreliable or expensive. This disconnect is not a technological failure but a communication failure.
Take Gujarat’s 275 MW Khavda solar project — a major engineering milestone that barely made a dent in mainstream discourse. Or PM-KUSUM, which is transforming rural irrigation through solar pumps, yet remains under-communicated beyond policy circles.
The solution is to ensure strategic communication humanises these successes through storytelling, digital outreach, and local engagement through case studies showcasing farmers who benefited from solar irrigation can drive grassroots adoption, infographics explaining tariff competitiveness can shift investor sentiment and localised messaging in vernacular languages can overcome regional skepticism.
From policy announcements to public buy-in
India’s renewable energy transition is policy-driven. Schemes like the National Green Hydrogen Mission and the Production Linked Incentive (PLI) scheme are setting the stage for massive transformation. But regulatory progress does not automatically lead to adoption.
Consider rooftop solar — in 2024 alone 600,000 households installed solar panels under the PM Surya Ghar Muft Bijli Yojana. Yet, adoption remains fragmented due to uncertainty around financing, maintenance, and return on investment.
The solution is a well-structured communication strategy featuring case studies on early adopters to build social proof, myth-busting campaigns to address concerns about performance and costs, influencer advocacy, using trusted voices from the industry to endorse rooftop solar.
Regulatory clarity: Role of legal communication
One of the biggest challenges in India’s renewable energy sector is regulatory uncertainty — changing tariffs, ambiguous policies, and complex approval processes deter investors.
Solution:
- Accessible policy breakdowns: most regulations are drafted in dense legal language, making them inaccessible to smaller developers and consumers.
- Real-time regulatory updates: a centralised digital platform with simplified explanations of policies could significantly improve compliance and investor confidence.
- Dispute resolution channels: Ambiguity over power purchase agreements (PPAs) and tariff-setting mechanisms often leads to legal conflicts, delaying projects. A proactive communication framework could mitigate such risks.
A centralised digital platform with simplified explanations of policies could significantly improve compliance and investor confidence.
For instance, the PLI scheme for solar module manufacturing has attracted billions in investments. A stronger communication push positioning this as a “Make in India Renewable Energy” initiative could further elevate investor confidence.
Most regulations are drafted in dense legal language, making them inaccessible to smaller developers and consumers.
Managing resistance and building trust
Large-scale renewable projects often face public resistance due to concerns about land acquisition, displacement, and environmental impact. Resistance is often not outright opposition but a by-product of uncertainty.
The solution is transparent, dialogue-driven communication that can preempt conflicts and align stakeholders. These include early engagement with local communities to discuss economic benefits. Data-backed reassurance about land use, job creation, and long-term benefits. Localised town halls where communities interact with policymakers and developers.
For instance, Rajasthan’s Ultra Mega Renewable Energy Parks contribute 20 per cent of India’s renewable capacity. Proactive communication about economic benefits helped ease land acquisition hurdles. A similar approach for floating solar in Kerala or wind-solar hybrids in Tamil Nadu could prevent resistance before it escalates.
Financing the future: How communication attracts investment
Investment follows confidence. In 2024, India’s renewable energy sector attracted over $16.5 billion, an 83 per cent increase from previous years. However, the 2030 target requires an additional $190–215 billion.
A compelling investment narrative positioning India as a global leader in green innovation is needed going forward. This should highlight policy stability and scalability to assure investors, showcase India’s renewable workforce expansion to signal long-term viability and promote “Made in India Renewable Energy” as a global brand.
For instance, India’s PLI scheme for domestic solar module manufacturing is boosting self-reliance. A stronger branding campaign could enhance global investment interest.
Parting thought: power of a well-told story
The path to 500 GW of non-fossil fuels is not just an engineering challenge—it is a communication challenge. Strategic communications is not a supplementary effort, it is the accelerator that turns incremental progress into exponential adoption. If India wants to lead the global energy transition, it must recognise that the most powerful energy source is not just solar or wind — it is the power of a well-told story.
If India wants to lead the global energy transition, it must recognise that the most powerful energy source is not just solar or wind — it is the power of a well-told story.
