Vedanta Aluminium Launches #BreakTheBias AR (Augmented Reality) Campaign for Women

7th March 2022

  • Gamifies campaign to urge women to consider a career in manufacturing

New Delhi, India; March 7th, 2022: Vedanta Aluminium Business, India’s largest producer of aluminium and its value-added products, has launched ‘Vedanta#BreakTheBias’ Augmented Reality (AR) campaign on Instagram on International Women’s Day. The campaign is aimed at gamifying the message that female students and professionals should actively consider a career in the manufacturing industry, which is the most under-represented in terms of gender diversity. The Vedanta#BreakTheBias AR selfie filter invites the viewer to visualize themselves in manufacturing gear like hard hats and safety jackets with the backdrop of a manufacturing plant.

To use the filter, viewers can go to Vedanta Aluminium’s Instagram handle (@vedanta_aluminiumbusiness), click on the filters section, and try out the first filter titled Vedanta#BreakTheBias. With the words ‘Shout-out to women in manufacturing’ and #BreakTheBias emblazoned across it, the AR campaign seeks to encourage both men and women to try out the filter and post their selfies on their Instagram handles to encourage women to opt for a career in manufacturing.

Globally, the number of women in manufacturing and heavy engineering segment has traditionally been less. Even today, manufacturing is not amongst mainstream career options for women, even for those choosing to be in STEM (Science, Technology, Engineering and Mathematics) related fields. On the other hand, the Indian manufacturing industry is rapidly evolving to be among the world’s best. The growing degree of smart automation and leading-edge digital solutions being implemented at manufacturing plants such as Vedanta Aluminium’s offer technologically evolved, high-impact and interesting career options for aspiring professionals. And yet, lack of awareness has kept women from actively considering a career in manufacturing.

To address the prevalent gender gap and foster a culture of diversity & inclusion, Vedanta Aluminium, works on fundamental pillars of equitable workplace practices, such as:

  • All job roles, no matter how non-traditional, are gender-agnostic and empowering.
  • Women, like all employees, are hired for their attitude, passion to learn and grow, and sound educational and technical qualifications.
  • They are then provided with the best possible training from global experts, and professionally groomed by the leadership. They are set up to succeed.
  • High potential talent is provided interventions such as classroom trainings, executive coaching, mentoring and put into accelerated developmental programmes.
  • With world-class townships having ultra-modern amenities in the vicinity of the plants such as hospitals, schools, day-care centres, swimming pools, stadiums, gyms and advanced security systems, combined with industry leading people-practices, they are given an ecosystem designed to ensure they are supported at various life stages.

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:

Elaborating upon Vedanta Aluminium’s approach to the three pillars of Diversity, Equity & Inclusion (DEI), Mr. Rahul Sharma, CEO – Aluminium Business, Vedanta Limited, said: “At Vedanta Aluminium, we look at every role, no matter how traditional, as absolutely gender-neutral. Our markets, customers and businesses are diverse and complex. To match them, we believe in recruiting people with diverse points of view, experiences, skills, and education so that their business strategies are correspondingly well-rounded. We have one of the highest gender-diversity ratios in the heavy engineering and metals sectors in the country owing to our industry-leading people-practices. We are determined that this number will continue to increase significantly.”

Besides core operations, women professionals also lead various unconventional roles at Vedanta Aluminium. For example, ‘Agnivahini’ is an all-women firefighting squad in charge of ensuring fire safety at Vedanta Aluminium’s largest aluminium smelter in Jharsuguda (Odisha), which is also one of the largest aluminium smelters in the world. The same plant has also deployed ‘Baaz’, an all-women special task force trained in martial arts to serve as the first responders in case of any unforeseen circumstances. ‘Baaz’ has access to state-of-the-art gadgets and surveillance equipment to monitor the plant premises and ensure a safe working environment for all.

Vedanta Aluminium Business, a division of Vedanta Limited, is India’s largest manufacturer of aluminium, producing half of India’s aluminium i.e., 1.97 million tonnes in FY21. It is a leader in value-added aluminium products that find critical applications in core industries. 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 company have been featured in Dow Jones Sustainability Index 2020, and was conferred Frost & Sullivan Sustainability Awards 2020, CII Environmental Best Practices Award 2020, CSR Health Impact Award 2020, CII National Award 2020 for Excellence in Water Management, CII Digital Transformation Award 2020, ICSI National Award 2020 for excellence in Corporate Governance, People First HR Excellence Award 2020, ‘Company with Great Managers 2020’ by People Business and certified as a Great Place to Work 2021. Vedanta’s flagship Nand Ghar Project was identified as best CSR project by Government of Rajasthan. Vedanta Limited is listed on the Bombay Stock Exchange and the National Stock Exchange.

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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 at 2.26 million tonnes in FY22. Vedanta is a leader in value-added aluminium products that find critical applications in core industries. 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.

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For Further Information, Please Contact:

Ms. Sonal Choithani
Chief Communications Officer
Aluminium Business, Vedanta Ltd.


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