The Importance of Social Communication in the Social Media and Digital Age

In the digital age, social communication has evolved dramatically, with social media platforms and digital tools reshaping how we connect, share, and interact. From instant messaging to posts on platforms like X, social communication is no longer confined to face-to-face conversations b


ut extends across virtual spaces, transcending geographical boundaries. This transformation has made effective social communication more critical than ever, influencing relationships, professional success, cultural understanding, and societal progress. This article explores the importance of social communication in the context of social media and the digital age, highlighting its benefits, challenges, and strategies for thriving in this interconnected era.

Fostering Connection in a Digital World

Social media platforms like X, Instagram, and WhatsApp have redefined how we build and maintain relationships. These tools allow individuals to stay connected with friends, family, and communities across the globe, sharing updates, ideas, and emotions in real time. A quick message or a thoughtful comment can strengthen bonds, even when physical distance separates people. For instance, a 2024 study by Pew Research found that 68% of adults reported feeling closer to loved ones through regular interactions on social media.

However, digital communication lacks the nonverbal cues—such as tone of voice or facial expressions—that enrich in-person interactions. This can lead to misunderstandings, like misinterpreting a text's tone or overlooking sarcasm in a post. Effective social communication in the digital age requires clarity, empathy, and mindfulness to ensure messages are received as intended. By choosing words carefully and using tools like emojis or video calls to add context, individuals can foster meaningful connections online.

Amplifying Professional Opportunities

In the professional realm, social communication on digital platforms is a game-changer. Social media sites like LinkedIn and X enable networking on an unprecedented scale, allowing individuals to connect with industry leaders, share expertise, and discover opportunities. A well-crafted post or a thoughtful comment on a professional's thread can spark collaborations or job offers. According to a 2023 LinkedIn report, 85% of jobs are filled through networking, much of which now occurs online.

Moreover, businesses leverage social media to engage with customers, build brand loyalty, and address concerns. Effective communication—such as responding promptly to customer inquiries or crafting engaging content—can enhance a company's reputation and drive growth. For individuals and organizations alike, mastering digital communication skills, such as tailoring messages to specific audiences and maintaining professionalism online, is essential for success in the digital age.

Bridging Cultures and Perspectives

Social media has created a global village, where people from diverse backgrounds can share ideas and learn from one another. Platforms like X enable real-time discussions on topics ranging from politics to culture, fostering cross-cultural understanding. For example, a user in one country can engage with a post from another continent, gaining insights into different perspectives. This exchange promotes empathy and reduces cultural barriers, as individuals encounter new viewpoints and challenge their assumptions.

However, the diversity of digital spaces also presents challenges. Miscommunication can arise from cultural differences in language or humor, and polarizing discussions can escalate quickly. Effective social communication requires cultural sensitivity, such as researching local customs before engaging with international audiences or avoiding assumptions about others' intentions. By approaching online interactions with openness and respect, individuals can build bridges across cultures.

Navigating Challenges in Digital Communication

While social media enhances connectivity, it also introduces unique challenges. Misinformation spreads rapidly, as seen in viral posts that lack context or accuracy. A 2025 report by the World Association for Social Media Studies noted that 60% of users have encountered misleading content online, underscoring the need for critical thinking. Effective communicators verify information before sharing and engage in constructive dialogue to counter misinformation.

Another challenge is the risk of "digital overload," where constant notifications and interactions lead to stress or disengagement. The pressure to respond instantly or maintain an online presence can strain mental health. Balancing digital and offline communication—such as setting boundaries for screen time or prioritizing in-person connections—helps maintain well-being while staying connected.

Online etiquette, or "netiquette," is also crucial. Trolling, aggressive comments, or oversharing can damage relationships and reputations. Practicing kindness, respecting privacy, and avoiding heated arguments in public forums are key to maintaining positive interactions. For example, a polite disagreement in a comment thread, backed by facts, is more likely to foster discussion than a confrontational rant.

 Driving Societal Change

Social communication on social media has become a powerful tool for societal change. Movements like #MeToo and climate activism have gained momentum through viral hashtags and shared stories, uniting millions around common causes. Platforms like X amplify voices that might otherwise be marginalized, enabling grassroots campaigns to influence policy and public opinion. For instance, in 2024, a global environmental campaign on social media led to increased funding for renewable energy in several countries.

Effective communication is critical to these efforts. Clear, compelling messages—whether a viral video or a well-written post—can inspire action and mobilize communities. Activists and organizations must craft messages that resonate emotionally while providing actionable steps, ensuring their calls for change are heard and acted upon.

Strategies for Effective Social Communication

To thrive in the digital age, individuals must adapt their communication skills to the unique demands of social media. Here are some strategies:

- Be Clear and Concise: Online attention spans are short. Use simple language and get to the point quickly.

- Add Context: Emojis, GIFs, or multimedia can clarify tone and intent, reducing misunderstandings.

- Engage Authentically: Share genuine thoughts and respond thoughtfully to others' posts to build trust.

- Practice Digital Literacy: Verify sources before sharing and critically evaluate content to avoid spreading misinformation.

- Respect Boundaries: Avoid oversharing personal details and respect others' privacy in public forums.

- Adapt to Platform:  Tailor communication to the platform's norms—professional posts on LinkedIn, casual updates on X, or visual content on Instagram.

In the social media and digital age, social communication is a vital skill that shapes relationships, careers, and societal progress. It enables connection across distances, amplifies diverse voices, and drives change, but it also demands new skills to navigate challenges like miscommunication and misinformation. By mastering clear, empathetic, and culturally sensitive communication, individuals can harness the power of digital platforms to build meaningful connections and contribute to a more inclusive, informed world. In an era where a single post can reach millions, effective social communication is not just a skill—it's a superpower that shapes our shared future.

THE ARTICLE IS CONCEPTUALIZED AND WRITTERN BY MAULIK BUCH -THE  FIRST SOCIAL COMMUNICATION MENTOR OF INDIA.

The Troubling Side of DigiYatra: Privacy, Security, and Implementation Woes in India's Airport Biometric System

In an era where technology promises seamless experiences, India's DigiYatra initiative stands out as a bold attempt to revolutionize air travel. Launched by the Ministry of Civil Aviation in December 2022, DigiYatra is a facial recognition technology-based system designed to enable contactless, paperless boarding at airports. Passengers upload their Aadhaar-linked details, selfies, and boarding passes to the app, allowing biometric verification at entry points, security checks, and gates. As of mid-2025, it boasts over 15 million users and operates at 24 airports, with plans to expand into a full-fledged Digital Public Infrastructure supporting 22 Indian languages. Proponents hail it as a time-saver, reducing queues and enhancing efficiency. However, beneath the veneer of convenience lie significant issues that have sparked widespread criticism, including privacy breaches, technical failures, coerced enrollments, and questionable management practices. This article delves into these concerns, drawing on reports, user experiences, and expert analyses.

Privacy Concerns: Surveillance in the Skies?

One of the most persistent criticisms of DigiYatra revolves around data privacy. The system collects highly sensitive biometric data, facial scans tied to personal identifiers like Aadhaar numbers and travel details, which raises alarms about potential misuse and surveillance. Critics argue that DigiYatra operates on a flawed model of consent, where users may not fully understand the implications of sharing their data. For instance, the policy allows access to passenger information by security or government agencies, with data retention periods that can be adjusted, fueling fears of unchecked state surveillance.

Privacy advocates have highlighted loopholes in data handling. A 2024 report noted that while the DigiYatra Foundation claims data is stored on users' devices and deleted after 24 hours from airport systems, there are no robust guardrails against misuse by private entities involved in the ecosystem. The integration of facial recognition technology has been likened to a surveillance tool rather than a service, with concerns that it could lead to unfair exclusions or profiling. Moreover, the Digital Personal Data Protection Act of 2023, which governs such systems, has been criticized for inadequate enforcement, leaving room for excessive data collection without clear opt-out mechanisms.

User reports on social media amplify these worries. Many have questioned how a program using unrestrained facial recognition technology at airports is managed, especially given India's lack of comprehensive data protection regulations tailored to biometrics. In one analysis, experts argued that DigiYatra needs greater individual control over data to comply with privacy standards, amid reports of surreptitious enrollments.

Data Security Breaches and Vendor Controversies

Security lapses have further eroded trust in DigiYatra. In April 2024, the app underwent a sudden overhaul: users were forced to download an entirely new version, scrapping the old one. This was not just a tech upgrade, it stemmed from an alleged scam involving the original vendor, Dataevolve Solutions. The company, which handled the app since 2021, was implicated in a money laundering case by the Enforcement Directorate. Shockingly, Dataevolve operated the app on its own infrastructure, not the government's, violating data security protocols. As a result, personal data of over 3.3 million users, including facial biometrics, ended up owned by this tainted private entity.

The incident sparked outrage, with calls for the Ministry of Civil Aviation to clarify how such a critical system was outsourced to a one-person company run by the son of a police officer. Earlier, in 2022, fake apps mimicking DigiYatra exploited package name mismatches, allowing malicious actors to pose as the official app and potentially steal data. These breaches underscore broader cybersecurity risks, especially as DigiYatra scales up. A 2025 academic paper warned of data breach potentials in the system, emphasizing the need for stricter compliance.

Technical Glitches: Convenience or Chaos?

Despite promises of hassle-free travel, DigiYatra has been plagued by technical issues that frustrate users. At Kolkata Airport, travelers reported difficulties uploading boarding passes, defeating the app's purpose of expediting processes. Flight delays often render the app useless, displaying errors like "you are too late," forcing passengers back to manual queues. QR code failures at entry points, such as "Wrong Seat No." errors, have been common, with users blaming integration issues between airlines and the app.

Inclusivity is another pain point. Facial recognition technology systems like DigiYatra have shown inaccuracies for women, people of color, and those with certain facial features, contradicting the goal of seamless travel. Passengers denying permission for DigiYatra have faced repeated boarding pass rejections at security gates, highlighting systemic biases. These glitches not only waste time but also create unnecessary segregation, with long queues forming in DigiYatra lanes as adoption grows.

Consent and Coercion: Voluntary or Forced?

DigiYatra is marketed as optional, but ground realities tell a different story. Social media is rife with complaints of coercion, where airport staff, often private volunteers, push enrollments without proper consent. Despite assurances from Civil Aviation Minister Jyotiraditya Scindia that consent is mandatory, passengers report being funneled into DigiYatra lanes or enrolled surreptitiously. This defective model of consent compromises autonomy, especially when spyware-like access to devices is alleged.

A 2024 Hindu explainer detailed privacy loopholes, including how data deletion policies are unclear, leading to concerns over indefinite retention. NITI Aayog has urged more user control, but implementation remains spotty.

Expansion Plans: Scaling Up Risks?

As DigiYatra eyes Digital Public Infrastructure status, critics warn of amplified issues. Expansion to more airports and languages could exacerbate privacy risks without addressing core flaws like data mismanagement and breaches. A MediaNama report questioned its readiness for wider use, citing a history of scandals. False narratives, like claims of income tax notices for international travel via DigiYatra, have also muddied waters, though debunked.

Conclusion: Balancing Innovation and Safeguards

DigiYatra embodies India's digital ambitions but exemplifies the pitfalls of rushing biometric technology without ironclad protections. While it offers convenience for some, the issues, privacy invasions, security lapses, glitches, and coercion, demand urgent reforms. Stakeholders, including the DigiYatra Foundation, must prioritize transparency, robust data policies, and genuine consent to rebuild trust. Until then, passengers might think twice before handing over their faces to the system. As one expert put it, is it service or surveillance? The answer could shape the future of technology in public spaces.

ART OF LIVING TO ART OF EARNING:The Commercialization under the lieu of Seva and Sadhna

The Art of Living (AOL), founded in 1981 by Gurudev Sri Sri Ravi Shankar, has long been celebrated as a global movement promoting stress relief, inner peace, and holistic well-being through yoga, meditation, and the signature Sudarshan Kriya breathing technique. Operating in over 180 countries, the organization has touched millions of lives with its programs, which range from introductory Happiness Programs to advanced meditation courses like Sahaj Samadhi Dhyana Yoga. However, in recent years, questions have arisen about the increasing commercialization of AOL's activities, particularly in its teacher training programs. A notable point of contention is the alleged requirement for aspiring Sahaj Samadhi Meditation teachers to collect or donate substantial sums—reportedly as high as ₹2 lakh (approximately $2,400 USD)—to become eligible for certification. This practice raises critical questions about the intersection of spirituality, accessibility, and financial motives within the organization.

The Commercialization of Spirituality: The Art of Living's Donation Dynamics and the Sahaj Teacher Program

The Sahaj Samadhi Meditation Teacher Training: A Path to Enlightenment or a Financial Barrier?

At the heart of the controversy is the Sahaj Samadhi Meditation Teacher Training program, which trains individuals to teach AOL's mantra-based meditation technique. Sahaj Samadhi is marketed as an effortless yet profound practice that brings practitioners into a state of deep inner peace, or Samadhi. The teacher training is positioned as an opportunity for dedicated meditators to share this transformative practice with others while deepening their own spiritual practice. However, eligibility for this program comes with stringent requirements, including having completed the Art of Living Teacher Training and actively teaching the Happiness Program for at least four to five years.

 For instance, course fees for advanced programs like the Art of Living Part 2 or Sañyam include tax-deductible donations, with some programs in the U.S. noting $1,500 of the fee as a donation. In India, programs like the Advanced Meditation Program list "stay and food donations" ranging from ₹2,000 to ₹9,000, depending on accommodation type. These fees, while transparent, have led some to question whether AOL's spiritual offerings are becoming increasingly commercialized.

  

More recently, reports have surfaced alleging that aspiring Sahaj teachers are required to collect  a donation of ₹2 lakh to qualify for the training. This figure, while not officially detailed on AOL's websites, has been cited in discussions on platforms like Quora and among former participants. Critics argue that this donation requirement creates a significant financial barrier, potentially excluding sincere practitioners who lack the means to meet this obligation. The practice has fueled accusations that AOL is monetizing spirituality, turning a sacred pursuit into a pay-to-play model.

 The Donation Model: Philanthropy or Profit?

AOL defends its donation-based model, emphasizing that it operates as a non-profit organization with a commitment to social good. Donations, including those for teacher training, are framed as contributions to the organization's humanitarian projects.

However, the lack of transparency regarding the ₹2 lakh donation for Sahaj teacher training raises concerns. Unlike course fees, which are clearly listed for programs like the Happiness Program or Advanced Meditation Program, the donation requirement for teacher training is not explicitly documented on AOL's official websites. This opacity has led to speculation about whether the funds are genuinely used for social projects or if they serve as a revenue stream to sustain the organization's sprawling operations. A 2006-2007 tax return from AOL's U.S. chapter reported total revenues of $5.5 million, with $3.5 million from course fees, indicating that program fees constitute a significant portion of the organization's income.

Critics also point to the hierarchical structure of AOL's teacher training programs, which require years of commitment and multiple prerequisites before one can advance to roles like Sahaj teacher. The financial demands, coupled with the time investment, suggest that becoming a teacher is less about spiritual calling and more about financial and organizational loyalty. This perception is compounded by anecdotes from former volunteers who claim that the pressure to collect donations can feel coercive, particularly for those eager to deepen their involvement with AOL.

 The Broader Context: Commercialization in Spirituality

The Art of Living is not alone in facing scrutiny over financial practices. The commercialization of spirituality is a broader phenomenon, seen in organizations like Isha foundation  and certain yoga franchises, where high fees for advanced courses or teacher certifications are common. In AOL's case, the organization's global scale and diverse portfolio—from meditation retreats to social projects—require substantial funding. However, the reliance on donations, particularly large sums like ₹2 lakh for teacher training, risks alienating participants who view spirituality as a universal right rather than a privilege for those who can afford it.

Supporters of AOL argue that the donation model ensures the sustainability of its programs and enables the organization to offer free services, such as education and disaster relief, to underserved communities. But Art of Living foundation has hardly contributed or no offical announcement by the organisation related to some major philantrophic work. 

To address these concerns, AOL could enhance transparency by clearly outlining the donation requirements for teacher training programs and detailing how these funds are allocated. Offering tiered or subsidized options for dedicated practitioners who lack financial resources could also ensure that the path to becoming a Sahaj teacher remains open to all, regardless of economic status. Such measures would align with Gurudev Sri Sri Ravi Shankar's vision of a stress-free, violence-free world, ensuring that spirituality remains a beacon of hope rather than a commodity.

In conclusion, while the Art of Living continues to inspire millions with its transformative practices, the commercialization of its teacher training programs, particularly the Sahaj Samadhi Meditation Teacher Training, raises valid questions about accessibility and intent. The organization's ability to balance its spiritual ethos with its financial model will determine whether it can maintain its credibility as a force for global good in an increasingly skeptical world.

The Chilling Tale Behind the 1980 Horror Film Gehrayee: Tantrics’ Warnings and Haunting Aftermath

In 1980, a Hindi horror film titled Gehrayee sent shivers down the spines of audiences, not just for its eerie storyline but for the unsettling real-life events that followed its production. Directed by Aruna Raje, the film starred Padmini Kolhapure and Amrish Puri and delved into the dark world of black magic. What makes Gehrayee stand out, even 45 years later, is the chilling warning issued by tantrics to the director, cautioning her against making the film, and the disturbing incidents that plagued those involved afterward.

 The Genesis of Gehrayee: A Personal Connection to the Occult

Aruna Raje, a filmmaker who has won six National Awards, revealed in an interview with Bollywood Crypt that the inspiration for Gehrayee stemmed from her personal experiences. Growing up in Bengaluru, Raje recalled how her mother frequently found peculiar objects in their garden—small lemons marked with turmeric or vermillion, often associated with black magic rituals. These findings were not uncommon, as her father, a freedom fighter turned politician, was a target of such practices due to his political involvement. Intrigued by these occurrences, Raje decided to explore the theme of black magic in her film.

The script for Gehrayee was a collaborative effort, with renowned playwright Vijay Tendulkar among the three writers involved. Their research was extensive, involving interviews with individuals who shared bizarre and chilling stories about the occult. One such story inspired Padmini Kolhapure's character in the film. Raje recounted meeting a man possessed by the spirit of a Muslim girl from Lucknow. Astonishingly, when possessed, he would recite Urdu poetry and shayari, despite being Christian and having no prior knowledge of the language. These real-life accounts shaped the film's narrative, adding an authentic layer of horror.

 Tantrics' Dire Warning: "Don't Make This Film"

During the research phase, Raje consulted tantrics and practitioners of black magic to ensure the film's authenticity. However, their warnings were unanimous and ominous: delving into the world of black magic was dangerous, and making a film about it could invite catastrophic consequences. "They told us not to make the film, warning that all sorts of things would happen," Raje recalled. Dismissing the warnings as mere superstition, she pressed forward, believing they were simply crafting a fictional story for the screen.

 The Haunting Aftermath

The decision to proceed with Gehrayee came at a heavy cost. After the film's release, audiences reported unsettling experiences. Some complained of spoiled food, while others described eerie incidents that left them shaken. They began contacting Raje and her team, desperately seeking the contact details of tantrics to address the disturbances they attributed to watching the film.

For Raje herself, the aftermath was even more devastating. A few years after the film's release, her personal life unraveled. She went through a painful divorce, and tragedy struck when her nine-year-old daughter succumbed to cancer. These events left Raje questioning whether the tantrics' warnings held truth. While she initially brushed off their cautions, the string of misfortunes that followed left an indelible mark on her life.

 Gehrayee's Legacy

Gehrayee remains a cult classic in Hindi cinema, remembered not only for its gripping portrayal of black magic but also for the eerie real-life events tied to its creation. The film's exploration of the supernatural, rooted in real stories and experiences, struck a chord with audiences, but its legacy is tinged with the ominous warnings and tragedies that followed. Aruna Raje's determination to tell this story, despite the tantrics' advice, underscores the risks of venturing into the unknown—both onscreen and off.

As the film continues to intrigue and unsettle viewers, it serves as a haunting reminder of the thin veil between fiction and reality, especially when dabbling in the occult. For those involved in Gehrayee, the warnings of the tantrics were not mere superstition but a chilling prophecy that left a lasting impact.

TeamLease Digital supports HEINEKEN in setting up its First Global Capability Center in Hyderabad

India, 30th July, 2025: TeamLease Digital, is supporting HEINEKEN in establishing its first Global Capability Center (GCC) in the Asia-Pacific region, located in Hyderabad. The new center is expected to further strengthen HEINEKEN's global capabilities. 

 

TeamLease Digital is supporting the initiative by providing staffing and talent services, enabling HEINEKEN to pool selected support roles to deliver faster and more consistent services to its global operations. 

 

TeamLease Digital is executing on-the-ground workforce implementation through its local talent networks, domain knowledge, and operational capabilities. 

 

This development reflects the growing trend of global enterprises choosing India not only for scale, but also for innovation and strategic capabilities. HEINEKEN joins a growing list of multinational corporations leveraging India's digital ecosystem to drive global growth and operational excellence.  

 

Ákos Magyari – Director HEINEKEN Business Services, stated the company's strong commitment to use India as a strategic delivery and transformation hub. "HEINEKEN Business Services India is an addition to HEINEKEN's existing global network of connected hubs that will provide essential services and capabilities to Operating Companies within HEINEKEN. The business services network plays an important part in HEINEKEN's EVERGREEN strategy." 

 

The collaboration between HEINEKEN and TeamLease Digital demonstrates how ecosystem partnerships can enable complex global delivery models and highlights India's position as a key destination for global innovation and enterprise transformation. 

 

Neeti Sharma – CEO, TeamLease Digital shares, "We are delighted to partner with HEINEKEN on this landmark initiative. As more global enterprises choose India to accelerate their transformation journeys, TeamLease Digital remains committed to delivering compliant, scalable workforce solutions that enable our clients to build high-performing capability centers. Our collaboration with HEINEKEN reflects not only our shared vision for operational excellence but also the power of India's talent ecosystem to fuel innovation and growth." 

A Glimpse into Grandeur: Inside Hyderabad’s 138-Year-Old Kothi Where Raja Ravi Varma Once Painted

Tucked away in a serene lane off the bustling Bank Street in Hyderabad's Koti, where 25 banks once shaped a legacy, lies a hidden gem frozen in time: the Raja Tarmakdas family kothi. Built in 1887, this 30,000-square-foot heritage home stands as a testament to the opulence of Hyderabad's elite during the Nizam era. Beyond its weathered walls and intricate arches, the kothi whispers stories of artistry, tradition, and a fleeting visit from one of India's greatest painters, Raja Ravi Varma.

Stepping into the kothi is like crossing a threshold into history. The structure, originally designed with 108 openings—doors, windows, and ventilators, a nod to the auspiciousness of the number nine—sprawls across two levels. Its architecture is a blend of Indo-European elegance, with high ceilings, teakwood beams, and jali work that filters sunlight into intricate patterns. The courtyard, once alive with the chatter of Hyderabad's aristocracy, now basks in quiet splendor, surrounded by verandas adorned with faded frescoes.

The kothi's interiors are a treasure trove of art and nostalgia. Rare Kalamkari textiles, their vibrant dyes telling tales of ancient craftsmanship, hang alongside glittering Tanjore paintings, their gold leaf embellishments catching the light. Pichwai artworks, with their intricate depictions of Krishna's divine pastimes, add a spiritual hue to the collection. Scattered among these are memorabilia from the Nizam's glory days—ornate silverware, handwritten letters, and faded photographs that evoke a time when Hyderabad was a cultural crucible.

The kothi's most storied chapter, however, belongs to Raja Ravi Varma, the legendary artist who revolutionized Indian portraiture. In the early 1900s, Varma spent 40 days here, commissioned to paint a portrait of the Nizam. The monarch, known for his discerning taste, famously rejected the artwork—a decision that now feels like a footnote in the kothi's rich legacy. One can almost imagine Varma at work in the airy upper chambers, his brush capturing the essence of a bygone era, the scent of turpentine mingling with the fragrance of jasmine from the gardens below.

Today, the Raja Tarmakdas kothi stands as one of Hyderabad's last surviving havelis, a quiet guardian of the Nizams' cultural splendor. Its walls, though weathered by time, hold stories of artistry, ambition, and a city that once dazzled the world. For those who wander its halls, it's not just a home—it's a living canvas, painted with the hues of history.

Adani Enterprises to join hands with MetTube for copper tubes business

• Adani Enterprises is divesting 50% of its Kutch Copper Tubes Ltd. subsidiary to MetTube. Concurrently, AEL will acquire a 50% stake in MetTube Copper India Pvt. Ltd., a wholly owned subsidiary of MetTube

• The partnership aims to reduce India's dependence on imported copper tubes significantly

• Synergies between Adani's infrastructure capabilities and MetTube's global copper expertise will accelerate domestic production and innovation

New Delhi, 24 July 2025: In a move that will strengthen India's self-reliance, Adani Enterprises Limited (AEL) has entered into a Share Purchase and Shareholders Agreements with MetTube Mauritius Private Limited (MetTube). This is aimed at delivering next generation solutions to the heating, ventilation, and air conditioning (HVAC) industry through their state-of-the-art facilities. This alliance is aimed at reducing India's dependence on imported copper tubes and building a robust domestic ecosystem for copper-based applications.

Under the agreement, Adani Enterprises will divest a 50% stake in its wholly owned subsidiary, Kutch Copper Tubes Limited, to MetTube. Additionally, Adani Enterprises will invest 50% in MetTube Copper India Private Limited, which is a wholly owned subsidiary of MetTube and operates a plant near Ahmedabad in Gujarat. 

MetTube, a part of the diversified Metdist Group, brings decades of global experience in manufacturing high performance copper tubes. Adani Enterprises, through its wholly owned subsidiaries, has already established advanced copper manufacturing infrastructure in Mundra, Gujarat, including the greenfield copper tube facility under Kutch Copper Tubes Limited (KCTL).

The dual investment structure ensures equal ownership and shared governance, enabling both entities to co-create a future-ready copper tube business, keeping in mind India's vision of improving energy efficiency and reducing carbon emissions.

"This partnership with MetTube is a strategic leap towards making India self-reliant in copper tube manufacturing. By combining Adani's infrastructure and operational excellence with MetTube's global expertise, we are not just building capacity—we are building capability " said Jeet Adani, Whole Time Director, Adani Group.

"India's copper tube demand is growing rapidly, and this alliance strengthens our commitment to the 'Make in India' vision with globally benchmarked manufacturing. Together with Adani, we aim to deliver high-quality, locally manufactured Inner Grooved copper tubes that meet international standards. This partnership reflects our shared ambition for sustainable growth and innovation." said Apurv Bagri, Chairman, Metdist Group.

The alliance leverages Adani's forward-integrated copper ecosystem—anchored by its 0.5 MTPA copper refinery project in Mundra—and MetTube's global manufacturing and marketing expertise. This synergy will enable scale and speed in copper tube production besides supporting India's green infrastructure goals by supplying high performance copper tubes for HVAC, renewable energy, and smart construction applications. The copper tubes produced will cater to critical sectors such as air conditioning, refrigeration, and plumbing, where demand is surging due to urbanisation and climate-responsive infrastructure needs.