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Industries worldwide have been striving to serve the increasing demand of consumers alongside providing importance to environmental issues. Yet, there are concern-raising changes on the planet, such as greenhouse gas (GHG) emissions resulting in a temperature rise. India remains a vital party of the United Nations Convention on Climate Change. Henceforth, the paper aims to study the increased emissions of GHG in Puducherry, an Indian Union Territory that faces tremendous pressure owing to its denser population.

The research is designed as a case study conducted in a tyre manufacturing unit in Puducherry. The industrial sector was chosen, as it is the largest contributor (78%) of the total GHG emissions. Case studies were chosen to analyse the GHG emissions and the effects of implementing the policies and imposing interventions over time. The identified areas of improvement, proposed changes and the implemented ones with the results over a three-year period have been discussed.

The present study’s GHG inventorisation for Puducherry paved the way for preparing mitigation and adaptation plans. A total of 21 and 48 changes were incorporated to conserve fuel and power, respectively. A significant 11% reduction in power consumption and 1,113,008/litres of furnace oil was achieved. This translates to 5,115 tCO₂ and 3,306 tCO₂, respectively.

This research will help to improve the importance of climate change management in the manufacturing sector, and it will pave the way for achieving effective sustainable practices.

Such case studies could cumulatively impact the policy directives/ interventions on GHG emissions. Though this seems a small leap, putting them into practice at firm levels would contribute significantly towards achieving Sustainable Development Goals.

The purpose of this paper is to provide an advertising history of Tata Steel from its inception in 1907 to 2007 when it completed 100 years of operation. The authors use postcolonial theory to highlight the intertwining of advertising with the broader project of anticolonial resistance and postcolonial nation-building.

The authors used a visual analysis of a compilation of advertisements published by Tata Steel to commemorate 100 years of its existence, spanning the years from 1907 to 2007. They also used ads and posters available on the website of the Tata Steel Archives. Published work on Tata Steel such as books and papers provided contextualization.

Advertising creatives, through selective deployment of anticolonial discourses, manage the contradictory pulls of emergent nationalism on the one hand and the pragmatic need to work with the colonial administration on the other. However, such a negotiation leads to moments of slippage, where advertising reinforces colonial tropes. At a broader level, the authors suggest that despite attempts to draw on subversive discourses of resistance used by nationalists, Tata Steel’s advertising is inescapably intertwined with the larger matrix of colonial and capitalist power.

This study contributes to a non-Western perspective on advertising history. Further, it provides understanding of the marketing activities of a large corporation, which straddles the colonial and postcolonial era of India, an important economy.