Vedanta Aluminium launches VedMurtika, expanding avenues of progress for traditional artisans
13th March 2025
- The programme will benefit 100+ artisans in Jharsuguda through training and market access
Jharsuguda, Odisha; March 13, 2025: Vedanta Aluminium, India’s largest producer of aluminium, has recently launched VedMurtika, a Terracotta Cluster Promotion Programme, at Naxapali village in Jharsuguda. The transformative project aims to empower local artisans by enhancing their creative skills in the traditional craft of terracotta through focused training programs, while also creating market linkages towards supporting the sale of the products.
Terracotta is a type of earthenware made from natural clay baked at low temperatures, giving it a unique reddish-brown colour. Known for its durability and porosity, terracotta has been utilised in India for pottery, sculpture, and buildings for centuries. Several regions of Odisha are also recognized for their terracotta work, as the material’s natural finish and formability makes it popular for creating diverse, eco-friendly products.
The launch event was graced by several distinguished attendees, including Ms. Jasmine – Handicraft Promotional Officer, Jharsuguda, Ms. Priyadarshini Gughar – Sarpanch, Naxapali village, Ms. Kumudini Rout – Vice President, Subhalaxmi Cooperative, as well as members of senior management from Vedanta.
Underscoring the project’s impact, Mr. Sunil Gupta, Chief Operating Officer, Vedanta Aluminium, said “Project VedMurtika seamlessly blends cultural preservation with economic empowerment, and is an apt reflection of our commitment to preserving Odisha’s rich cultural heritage while also empowering local artisans. By providing both training and market linkage avenues in traditional crafts like terracotta, we are not only helping revive age-old art forms but also creating sustainable income opportunities for our communities to progress.”
Commending the initiative, Ms. Jasmine, Handicraft Promotional Officer, Jharsuguda said, “Project VedMurtika is a commendable step by Vedanta, as such initiatives help to highlight the crucial role industries can play in strengthening rural economies and fostering greater self-reliance among rural communities. This initiative will be instrumental in equipping community members, especially women, with the skills they need for a sustainable livelihood.”
The programme, which is set to benefit over 100 artisans, has now commenced with a 30-day training session focused on imparting advanced terracotta techniques and explaining business strategies. Together, they are designed to help artisans enhance their craftsmanship while also ensuring the commercial viability of their efforts.
Vedanta Aluminium, Jharsuguda has undertaken several other initiatives to promote rural livelihoods. These include Jeevika Samriddhi, which supports over 400 farmers with climate-smart agriculture techniques and improved irrigation, and the renowned Subhalaxmi Co-operative, which is empowering 5000+ women across 102 villages in Odisha with several avenues for skill development, financial aid, and sustainable income opportunities.
Vedanta Aluminium, a business of Vedanta Limited, is India’s largest producer of aluminium, manufacturing more than half of India’s aluminium i.e., 2.37 million tonnes in FY24. It is a leader in value-added aluminium products that find critical applications in core industries. Vedanta Aluminium ranks 2nd in the S&P Global Corporate Sustainability Assessment 2024 world rankings for the aluminium industry, a reflection of its leading 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., 2.37 million tonnes in FY24. It is a leader in value-added aluminium products that find critical applications in core industries. Vedanta Aluminium ranks 1st in the S&P Global Corporate Sustainability Assessment 2023 world rankings for the aluminium industry, a reflection of its leading 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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