Crafting Livelihoods, Weaving Change: How Vedanta Jharsuguda Is Helping Rural Women Build Empowered Lives

THEBUSINESSBYTES BUREAU

JHARSUGUDA, AUGUST 22, 2025

In the villages of western Odisha, heritage and artistry have always been interwoven with daily life. From the intricate patterns of Sambalpuri handloom to the rustic charm of terracotta art, these crafts are more than livelihoods — they are living traditions, narrating stories of culture and resilience passed down through generations. Yet, with shifting economic realities, changing consumer tastes, and a lack of institutional support, many artisans were compelled to abandon their crafts, pushing these treasured art forms to the brink of extinction.

Today, however, a quiet but powerful revival is taking shape. Vedanta Aluminium’s Jharsuguda operations, through its flagship women’s empowerment program Project Subhalaxmi Udyogini — one of Odisha’s largest Self-Help Group (SHG) initiatives—is helping rural women artisans reconnect with their roots, refine their skills, and build sustainable livelihoods. Two cornerstone programs under this initiative, VedSuta and VedMurtika, are not only preserving Odisha’s cultural heritage but also empowering women to transform their traditional knowledge into long-term economic opportunities.

At Raghunathpali village in Jharsuguda, VedSuta is breathing life back into the looms. The project is developing a dedicated handloom cluster to revive Sambalpuri weaving by training SHG women in specialized techniques such as yarn tying, natural dyeing, and traditional weaving methods. In its first phase, 25 women have been provided with handloom sets and steady earning opportunities, while also being trained to master this intricate craft.

Sasmita Meher, one of the weavers, proudly shares: “Through VedSuta, I’ve not only learned new techniques but also found a way to support my family. I feel proud when I see the designs I’ve created.” Beyond skill-building, VedSuta is also enabling these artisans to access broader markets, ensuring their products receive fair prices and recognition.

Meanwhile, in the villages of Naxapali and Rengalbeda, the VedMurtika project is rejuvenating the fading tradition of terracotta art. Once a flourishing practice, terracotta had suffered due to lack of exposure, training, and viable income. VedMurtika is reversing this decline by equipping women artisans with modern skills in precision moulding, detailed carving, and high-quality finishing. Complementary sessions on pricing, marketing, and enterprise planning are helping them turn creativity into consistent income.

For Santoshini Rana, a participant, the transformation has been deeply personal: “I used to make small clay items for local fairs, but earnings were very low. Since joining VedMurtika, I have learned more techniques and am now able to sell my products in exhibitions and urban markets. This is helping me earn more and enabling my children to attend school.” Today, more than 30 women have formed producer clusters under VedMurtika, working collaboratively to shape both clay and their futures.

Speaking on the larger impact, C. Chandru, Chief Executive Officer of Vedanta Aluminium, Jharsuguda, said: “Through initiatives like VedSuta and VedMurtika, we are not only helping women artisans revive traditional crafts but also enabling them to build better, more secure livelihoods for themselves and their families. It is a demonstration of our commitment to achieve tangible progress that empowers and sustains communities.”

What makes these initiatives truly transformative is their ability to merge cultural preservation with economic empowerment, turning them from simple training programs into life-changing movements that ripple across entire communities. By nurturing such efforts, Vedanta Aluminium’s Jharsuguda unit is driving inclusive growth and ensuring that these art forms survive, thrive, and inspire future generations.

Every saree woven and every sculpture shaped tells a story — not just of tradition, but of determination, dignity, and women taking charge of their destinies. In these creations lie the echoes of a brighter tomorrow, crafted by hands that are weaving change for themselves and their communities.