For better or worse, free-market environmentalism is gaining credence in the country. And the latest singing hosannas to the idea is one of India's largest conglomerates, the Tata group. It is putting into place a plan to measure its carbon footprint, reduce greenhouse gas (GHG) emissions and figure out how much can the group possibly earn from carbon credits. Spearheading this initiative at the group is Tata Sons' director JJ Irani. Under him, a 10-member committee comprising top executives from various Tata group companies has been set up. Says Irani,