Jharsuguda, Odisha: 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.
The launch event was graced by several distinguished attendees, including Ms Jasmine-Handicraft Promotional Officer, Jharsuguda, Ms. Priyadarshini Gughar- Sarpanch, Naxapali village, Kumudini Rout – Vice President, Subhalaxmi Cooperative, as well as members of senior management from Vedanta.
Underscoring the project’s impact, 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 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.
