24/7 CFE Journey Case Study Series

PDG adopts 24/7 data-driven energy strategy to power data centres

23 June 2026, 15:34 UTC | 2 min read

“Take the first step. Even something small creates momentum, and momentum is what ultimately drives system-level change.”
Michael Martin
Head of Energy & Environment, Princeton Digital Group

As demand for data centres grows, securing a supply of reliable and sustainable electricity to run them becomes increasingly important. In response, Princeton Digital Group (PDG) is transitioning to 24/7 carbon-free electricity (24/7 CFE) at its MU1 data centre in Mumbai. This approach matches electricity demand with locally sourced carbon-free energy every hour of the day, aligning consumption with local supply.

PDG is a leading developer and operator of hyperscale data centres across Asia-Pacific. Operating in seven countries, many with carbon-intensive grids, the company plays a key role in both digital growth and the transition to clean energy.

Moving beyond annual matching

For many organisations, annual renewable energy matching has been a meaningful step, shifting ways of thinking and shaping how energy is bought. However, PDG saw early on that this approach can create a disconnect between what is reported and what is actually happening on the grid from day to day.

Data centres operate day and night. Matching total annual consumption with renewable energy purchases does not guarantee that those facilities are powered by clean energy 24 hours a day, particularly during evenings and periods of high demand, when fossil fuel generation often dominates.

Michael Martin, Head of Energy & Environment, Princeton Digital Group explains, “You can be 100% renewable on paper and still be powered by coal at night. For facilities that run 24/7, we had to ask: what is actually powering our data centres hour by hour?”

This realisation led PDG to pursue a more granular and transparent approach to energy procurement. This approach focuses on matching the timing and location of energy requirements with clean energy delivery, not just matching the overall volume.

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24/7 CFE: obligation and opportunity

PDG recognises that Asia-Pacific will play a defining role in the future of global energy systems. The region accounts for a significant share of predicted future electricity demand growth and is facing large-scale electrification.

As Michael Martin notes, “Asia’s energy decisions today will shape global emissions for decades. This is where future demand growth will come from. Getting clean energy right here isn’t just good for the region – it’s essential globally.”

Within this context, transitioning to 24/7 CFE represents both an obligation and an opportunity. The company’s rapid growth brings a clear responsibility to minimise its carbon impact. At the same time, shifting to a 24/7 carbon-free approach also brings PDG strategic advantages.

As Michael explains, “Within PDG’s sustainability strategy, 24/7 CFE sits right at the top. We believe digital infrastructure, and data centres specifically, carry both an obligation and an opportunity. The obligation comes from the scale of our growth and the carbon-intensive nature of many grids. The opportunity comes from the strong demand signal we can send to accelerate clean energy build-out. The clarity that hourly matching brings allows for a more structured and focused approach to procurement. We can see in real-time when we need additional resources, such as during evening hours, and decide whether that need should be met with new generation or storage. Using new technologies not only improves our own performance but also sends a signal to the market that these technologies are valuable.”

Piloting hourly matching in India

PDG selected India as the first market to implement its 24/7 CFE approach, focusing on its MU1 data centre campus. India’s combination of rapid growth, strong renewable potential, and evolving energy market structures made it an ideal testing ground.

At MU1, PDG moved away from traditional procurement models based on single-source renewable contracts. Instead, it developed a diversified portfolio of carbon-free electricity designed to work together and more closely match their hourly demand.

As Michael describes, “Instead of buying a single block of renewables, we built a portfolio – wind and solar – designed to work together. Data and transparency were critical, as was collaboration with partners. The result is a much more accurate picture of how our energy use is actually being matched.”

PDG worked with renewable developers, utilities, and technology providers to access granular data and implement digital tools capable of tracking performance in real time.

More granular data strengthens PDG’s position

One of the most significant benefits of hourly matching is enhanced visibility and clarity. Access to accurate, detailed data allows PDG to understand electricity use better, track performance, understand deviations, and continuously refine its strategy and operations.

As Michael notes, “It shows us where we’re succeeding and where we’re falling short. That insight drives better decisions – and better outcomes.”

This level of transparency also strengthens engagement with customers, who are increasingly seeking credible, data-driven sustainability solutions. As Michael explains, “At the end of the day, our business is about supporting hyperscale customers, and our use of 24/7 CFE reinforces our credibility as a trusted partner.”

Future plans to scale 24/7 CFE

Looking ahead, PDG’s ambition is transition to 100% 24/7 CFE in its MU1 site and then to expand its 24/7 CFE approach further, across its entire portfolio. In markets where hourly matching is not yet feasible, the company is actively working with stakeholders to address these barriers.

As Michael puts it, “24/7 CFE isn’t about perfection – it’s about progress. There’s much more appetite for this than people realise. When you give stakeholders a clear pathway, the conversation shifts from ‘why’ to ‘how’.”

PDG is taking a phased approach and building pathways that gradually increase the granularity of their energy matching over time, moving from annual to monthly, daily, and ultimately hourly across the business. This strategy enables steady, practical progress across diverse markets.

Collective action and industry leadership

PDG is a member of Climate Group’s 24/7 Carbon-Free Coalition, bringing large international companies together to collaborate and scale the impact of 24/7 carbon-free electricity. By aligning with a common framework and sharing insights, organisations can accelerate progress across the entire energy ecosystem.

Collective action is particularly important for organisations that may not individually have the scale to influence markets alone, but can achieve significant impact when working together. As Michael highlights, “ 24/7 carbon-free electricity forces you to confront what is actually powering your operation – hour by hour, not just what looks good in an annual report.”

Climate Group’s 24/7 Carbon-Free Coalition brings together businesses to support how energy procurement is shaped, with peer networking, knowledge sharing and technical advice. Businesses leaders who act now will be better positioned to navigate market uncertainty and play a leading role in building a more resilient, future-ready global energy system.

For further information about Climate Group’s 24/7 Carbon-Free Coalition, please sign up to our 24/7 CFE newsletter.