Vedanta Aluminium launches Augmented Reality-led campaign to attract women to manufacturing industry

10th March 2023

  • Embodies this year’s theme of ‘DigitALL: Innovation & Technology for Gender Equality’ through the campaign

New Delhi; 10th March 2023: On International Women’s Day 2023, Vedanta Aluminium, India’s largest producer of aluminium, launched an Augmented Reality (AR)-led campaign (a selfie filter) called ‘Sorting Hard-Hat’ on Instagram. Focused on attracting women professionals to the manufacturing industry, the campaign seeks to enhance the gender diversity present within the sector. At present, the disparity in male-female hiring is even more pronounced in the metals and heavy engineering sectors. In this year’s edition of the campaign, the exciting filter matches viewers’ personalities with desirable attributes for various departments at Vedanta Aluminium based on the ‘Thinking Hats’ concept, and then invites them to check out the careers page on the company’s website for their dream job. The campaign can be accessed here: https://www.instagram.com/ar/753106539761391

The campaign was launched on International Women’s Day to urge women professionals and students to actively consider a career in the manufacturing industry. Leveraging AR for the manufacturing sector where digital technology has become a great equaliser ensuring increasing participation of all genders, the campaign truly embodies this year’s International Women’s Day theme of ‘DigitALL: Innovation & Technology for Gender Equality’.

The manufacturing, heavy engineering and metals industries will be the backbone of India and is powering India’s ambitions of becoming the manufacturing hub of the world. With the dawn of Industry 4.0, the sector is becoming increasingly attractive with exciting opportunities such as high-tech manufacturing, sustainable manufacturing, energy transition and creation of ‘green’ products & services for a low-carbon economy. This promises immense career options in an industry that has undergone a quantum leap over the years with extensive deployment of hi-end technologies, digital solutions, advanced automation, smart manufacturing, robotics, and more.

Speaking about the campaign, Mr. Rahul Sharma, CEO, Vedanta Limited – Aluminium Business, said, “The forthcoming decades are going to be metal-intensive, preparing for which will need the metals & mining industry to harness the best of human capital, for creating innovative products, high-end applications, and sustainable solutions for a better tomorrow. With India strongly emerging as a global manufacturing and value-addition hub, the time is right for the manufacturing sector to close that talent gap with women professionals, who are grossly underrepresented in the industry, and capitalize on their skills, experience, and expertise for business growth. This campaign aims to help women imagine a career in a hard hat with one of the world’s largest aluminium manufacturers, and as a result, apply for various job openings within the company.”

At Vedanta Aluminium, women professionals are thriving in traditionally male-dominated fields such as core operations and technical roles across the business, ranging from metal production, logistics, civil work and railway infrastructure to finance, security, and commodities procurement. All job openings across Vedanta’s Aluminium Business can be accessed at the company’s website: www.vedantaaluminium.com/careers/current-openings/

Since inception, Vedanta Aluminium has strived to address the gender gap prevalent in the metals & mining industry by working on the fundamental pillars of equitable workplace practices, such as:

  • All roles are absolutely gender-agnostic, allowing anyone (irrespective of their gender) to be considered for any role in the organisation – from overhead crane operations to smelter operation & maintenance to firefighting, security and more.
  • Women, like all employees, are hired for their attitude and willingness to learn, sound educational and technical qualifications.
  • The company ensures the best possible training for its employees from global experts, in an ecosystem designed to ensure they are supported at various life stages.
  • Most importantly, the job content is rich and meaningful, which ensures that employees have a sharp & interesting learning curve and are motivated to continue.
  • The business is at an inflection point which provides opportunities for boundless innovation and new ways of working, allowing for unprecedented learning and a ringside view of global best practices.
  • And finally, the company has extensively deployed the world’s best and even emerging technologies, levelling the playing field for all who work in the company.

Embracing gender diversity in all its forms, the company has expanded the ambit of its talent acquisition net to include members of the LGBTQIA plus community. Since last year, the company has hired 14 transgender women who are engaged in the material handling and security functions at its mega aluminium smelters in Jharsuguda (Odisha) and BALCO (Chhattisgarh).

Vedanta Aluminium, a business of Vedanta Limited, is India’s largest producer of aluminium, manufacturing more than half of India’s aluminium i.e., 2.27 million tonnes in FY22. It is a leader in value-added aluminium products that find critical applications in core industries. Vedanta Aluminium ranks 2nd in the Dow Jones Sustainability Index (DJSI) 2022 world rankings for aluminium industry, a reflection of its sustainable development practices. With its world-class aluminium smelters, alumina refinery and power plants in India, the company fulfils its mission of spurring emerging applications of aluminium as the ‘Metal of the Future’ for a greener tomorrow.

About Vedanta Limited:

Vedanta Limited, a subsidiary of Vedanta Resources Limited, is one of the world’s leading Oil & Gas and Metals company with significant operations in Oil & Gas, Zinc, Lead, Silver, Copper, Iron Ore, Steel, and Aluminium & Power across India, South Africa and Namibia. For two decades, Vedanta has been contributing significantly to nation building. Governance and sustainable development are at the core of Vedanta's strategy, with a strong focus on health, safety, and environment. Vedanta has put in place a comprehensive framework to be the ESG leader in the natural resources sector. Vedanta is committed to reducing carbon emissions to zero by 2050 or sooner and has pledged $5 billion over the next 10 years to accelerate the transition to net zero operations. Giving back is in the DNA of Vedanta, which is focused on enhancing the lives of local communities. The company’s flagship social impact program, Nand Ghars, have been set up as model anganwadis focused on eradicating child malnutrition, providing education, healthcare, and empowering women with skill development. Under the aegis of the Anil Agarwal Foundation, the umbrella entity for Vedanta’s social initiatives, the Vedanta group has pledged Rs 5000 crore over the next five years on social impact programmes with a thrust on nutrition, women & child development, healthcare, animal welfare, and grass-root level sports. Vedanta and the group companies have been featured in Dow Jones Sustainability Index, and was conferred Frost & Sullivan Sustainability Awards 2020, Golden Peacock Award for excellence in Corporate Governance 2022 and certified as a Great Place to Work 2022. Vedanta Limited is listed on the Bombay Stock Exchange and the National Stock Exchange.

For more information, please visit www.vedantalimited.com

About Vedanta Aluminium Business:

Vedanta Aluminium, a business of Vedanta Limited, is India’s largest producer of aluminium, manufacturing more than half of India’s aluminium i.e., 2.29 million tonnes in FY23. It is a leader in value-added aluminium products that find critical applications in core industries. Vedanta Aluminium ranks 2nd in the Dow Jones Sustainability Index (DJSI) 2022 world rankings for aluminium industry, a reflection of its sustainable development practices. With its world-class aluminium smelters, alumina refinery and power plants in India, the company fulfils its mission of spurring emerging applications of aluminium as the ‘Metal of the Future’ for a greener tomorrow.

For more information, please log on to www.vedantaaluminium.com

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This press release contains “forward-looking statements” – that is, statements related to future, not past, events. In this context, forward-looking statements often address our expected future business and financial performance, and often contain words such as “expects,” “anticipates,” “intends,” “plans,” “believes,” “seeks,” “should” or “will.” Forward-looking statements by their nature address matters that are, to different degrees, uncertain. For us, uncertainties arise from the behaviour of financial and metals markets including the London Metal Exchange, fluctuations in interest and or exchange rates and metal prices; from future integration of acquired businesses; and from numerous other matters of national, regional, and global scale, including those of a political, economic, business, competitive or regulatory nature. These uncertainties may cause our actual future results to be materially different than those expressed in our forward-looking statements. We do not undertake to update our forward-looking statements.