India's economic growth necessitates increased cement production, posing a challenge to its climate ambitions. While the industry possesses the technical expertise for cleaner cement, including innovations like LC3 and efficiency gains, market incentives are currently lacking. The author argues that the present market rewards lowest upfront cost over lowest carbon footprint, hindering decarbonization efforts. To accelerate cleaner cement adoption, a systemic shift is required. Government procurement, financial institutions, and regulatory frameworks must align to create consistent demand and financial rewards for sustainable practices, making cleaner production a sound business decision rather than solely relying on technological breakthroughs.