Vedanta Aluminium showcases eco-friendly Ganesh idols crafted by Jharsuguda women artisans

Subhalaxmi Cooperative women artisans turn Odisha’s traditional clay craftsmanship into sustainable livelihoods through VedMurtika

THEBUSINESSBYTES BUREAU

JHARSUGUDA, SEPTEMBER 18, 2026

As Ganesh Chaturthi brings communities together in celebration across Odisha, Vedanta Aluminium is highlighting the enduring spirit of local craftsmanship through eco-friendly clay Ganesh idols handcrafted by women artisans of the Subhalaxmi Cooperative. Showcased at the company’s Jharsuguda operations, the idols celebrate Odisha’s rich clay-art heritage while creating avenues for sustainable livelihoods and entrepreneurship among rural women. Crafted under VedMurtika, Vedanta Aluminium’s terracotta cluster development initiative, the initiative demonstrates how traditional skills can be nurtured, modernised and transformed into sustainable economic opportunities for local communities.

Today, VedMurtika supports more than 30 artisans across Jharsuguda through skill enhancement, design development, improved tools and equipment, and market linkages. The initiative is helping preserve the region’s traditional clay craftsmanship while enabling artisans to enhance the quality and marketability of their products and build sustainable sources of income.

C Chandru, CEO, Vedanta Aluminium, Jharsuguda, said, “Festivals offer an opportunity to celebrate our cultural heritage while creating meaningful impact within communities. Through initiatives such as Subhalaxmi and VedMurtika, we are helping preserve traditional crafts, strengthen entrepreneurship and create livelihood opportunities for women. These efforts demonstrate how culture and economic empowerment can go hand in hand. We remain committed to enabling inclusive growth in the communities around our operations.”

Dalimba Rana, a VedMurtika artisan and member of the Subhalaxmi Cooperative from Kolabira Kumbhar Pada, Jharsuguda, said, “The support provided through VedMurtika has helped us strengthen both our skills and livelihoods. Through pottery training, improved machinery, regular capacity-building programmes and guidance from expert trainers, we have refined our craftsmanship and enhanced the quality of our products. The appreciation received for our eco-friendly Ganesh idols has encouraged us to preserve and carry forward this traditional art form for future generations.”

The festive celebrations also brought together employees and their families at Vedanta Township for Ganesh Puja, aarti and cultural programmes. The display of eco-friendly Ganesh idols crafted by Subhalaxmi women artisans added a distinctive community dimension to the celebrations, connecting cultural festivities with local craftsmanship, women’s entrepreneurship and sustainable livelihoods.

Through its social impact initiatives across Odisha, Vedanta Aluminium has positively impacted more than 7 lakh lives, including empowering over 12,000 women through livelihood and skilling initiatives and extending educational support to more than 24,000 students. By integrating local artisans and community enterprises into festive celebrations, the company continues to create platforms that bring employees, families and communities together while supporting traditional crafts and strengthening community connections.