Land in India is not just a mere property but something that holds a cultural significance for owners, especially for those residing in rural areas. Perhaps, this is what made it difficult for companies to convince these people to vacate their lands since the boom of industrialisation in the country. Similar was the challenge for state-owned NLC India Ltd, who is planning to set up a 2400 MW thermal power plant in Talabira, Odisha. But their approach to tackle this long-running issue seems different.