The programme will benefit 100+ artisansin Jharsuguda through training and market access
Jharsuguda: 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 claybaked 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 buildingsfor 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 Ved Murtika 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 equippingcommunity 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 withclimate- smart agriculturetechniques and improved irrigation, and the renowned Subhalaxmi Cooperative, 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.
