Lanjigarh, Kalahandi District, 18 December 2024: As India’s top producer of smelter-grade alumina and a key unit of Vedanta Aluminium, Vedanta Lanjigarh focuses on promoting sustainable livelihoods for nearby communities. A prominent effort in this regard is Project Adikala, an initiative designed to preserve and revive Kalahandi’s rich indigenous art and culture. The project emphasizes the Saura art form, known for its colourful and detailed patterns that tell stories about nature, ancestors, and everyday life, along with Dhokra, an ancient metal craft technique from the Indus Valley civilisation.
Project Adikala, launched in 2018 by Vedanta Aluminium in collaboration with the government, was designed to support young women from rural communities who had to leave their education due to economic challenges. Motivated by their artistic passion, these women are now contributing to the cultural heritage of their region while achieving financial independence. The project has organised artisan producer groups, providing market linkages, lowering transaction costs, and enabling artists to manage sales at competitive rates. With over 300 Kalahandi craft designs available online, the project has gained recognition through its participation in both national and international exhibitions, earning several awards.
Saura art, once limited to wall paintings by tribal groups in southern Odisha, has evolved through Project Adikala to include a wide range of products. These now feature Tussar and canvas paintings, clothing items such as dupattas, stoles, and jackets, as well as accessories for home and office use, including coffee mugs, fridge magnets, tea roasters and cups, scented candles, and tote bags. Additionally, the project has merged Saura art with Mandala, Dhokra, and mural styles. This innovation has led to a 50% increase in the artists’ average monthly income, positively affecting over 200 lives.
Mr. Pranab Kumar Bhattacharyya, CEO of Vedanta Ltd’s Alumina Business, praised the company’s initiative, emphasizing the importance of reviving Odisha’s rich cultural heritage by engaging younger generations. He noted that supporting underserved communities through such cultural projects aligns with Vedanta’s commitment to addressing both socio-economic needs and preserving regional integrity. Dipika Dandasena, a beneficiary of the initiative, expressed her gratitude for the opportunities provided by Vedanta. She highlighted how the project has allowed her to refine her skills, gain recognition at various state and national platforms, and support her family while pursuing her passion.
Project Adikala goes beyond upskilling the Saura Artisans such as Dipika Dandasena, by teaching additional creative skills like stitching, and embroidery. It focuses on merging various designs and art forms to facilitate artisan development and promote sustainable income.
The broad social initiatives of Vedanta Lanjigarh include a focus on sustainable livelihoods, quality education, women’s empowerment, health, water and sanitation, and community infrastructure. These programs reach over 67 villages, empowering more than 4,000 women through 378 self-help groups (SHGs), providing healthcare services to about 60,000 people each year, and supporting over 4,000 children and 800 women through the DAV Vedanta International School. Additionally, more than 200 Nand Ghars with modern facilities and sports and skills training programs have benefited approximately 200 youths.
