Over the next six years, the government of Tamil Nadu is planning to implement a new subsidized housing scheme that offers nearly 2.1 million new houses for citizens. The prospect of filling this new demand for house construction using existing cement bricks technology poses great risks for consumers and the environment. An influx on cement production will worsen carbon emissions with greater energy and transportation demands, which will also raise costs for consumers, making this subsidy’s benefit actually reach fewer families. ODAM has researched ecologically sound alternatives to cement building construction and have focused on mudbrick construction. Mudbrick can be made of locally available materials (95% clay, 5% cement), is produced without electricity, its low-tech production process allows more individuals to pursue this field of employment, this popularization would decrease transportation costs, energy costs, and carbon emissions. Currently, ODAM is working to raise awareness of mudbrick as an alternative to cement.