The Business Bytes
THEBUSINESSBYTES BUREAU
JHARSUGUDA, MARCH 13, 2025
Vedanta Aluminium, India’s largest producer of aluminium, has launched VedMurtika, a Terracotta Cluster Promotion Programme, at Naxapali village in Jharsuguda. This transformative initiative aims to empower over 100 local artisans by enhancing their creative skills in terracotta craftsmanship through focused training programs while also facilitating market access for their products.
Terracotta, a form of earthenware made from natural clay baked at low temperatures, has been an integral part of India’s artistic heritage, widely used for pottery, sculptures, and construction. Odisha, known for its rich tradition of terracotta craftsmanship, is home to artisans whose creations embody eco-friendly and aesthetic appeal. VedMurtika seeks to nurture and expand this heritage by offering artisans advanced training in terracotta techniques and equipping them with business strategies to ensure commercial viability.
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The launch event witnessed the presence of several distinguished dignitaries, including Jasmine, Handicraft Promotional Officer, Jharsuguda; Priyadarshini Gughar, Sarpanch of Naxapali village; Kumudini Rout, Vice President of Subhalaxmi Cooperative; and senior management representatives from Vedanta.
Speaking on the initiative’s impact, Sunil Gupta, Chief Operating Officer, Vedanta Aluminium, remarked, “Project VedMurtika seamlessly blends cultural preservation with economic empowerment and exemplifies our commitment to safeguarding Odisha’s artistic traditions while uplifting local communities. Through structured training and market linkages, we aim to rejuvenate traditional crafts like terracotta, creating sustainable income opportunities for artisans.”
Applauding the initiative, Jasmine, Handicraft Promotional Officer, Jharsuguda, stated, “VedMurtika is a commendable initiative by Vedanta, showcasing how industries can play a pivotal role in strengthening rural economies and fostering self-reliance. By equipping artisans, particularly women, with essential skills, this program paves the way for sustainable livelihoods.”
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The programme has commenced with a 30-day training module, focusing on advanced terracotta techniques and business acumen, ensuring artisans not only refine their craftsmanship but also establish a steady stream of income.
Vedanta Aluminium, Jharsuguda has been actively driving rural livelihood initiatives. Its Jeevika Samriddhi program supports over 400 farmers with climate-smart agriculture techniques and enhanced irrigation, while the Subhalaxmi Cooperative empowers over 5,000 women across 102 villages in Odisha with skill development, financial aid, and entrepreneurial opportunities.
A subsidiary of Vedanta Limited, Vedanta Aluminium is India’s largest aluminium producer, accounting for over 2.37 million tonnes of aluminium production in FY24. It leads in value-added aluminium products catering to core industries and has been ranked 2nd in the S&P Global Corporate Sustainability Assessment 2024 for the aluminium industry. With state-of-the-art smelters, an alumina refinery, and power plants, Vedanta Aluminium is committed to driving the adoption of aluminium as the ‘Metal of the Future’ for a sustainable tomorrow.
