Indus Valley Times

Project Adikala brings economic growth and cultural preservation to Odisha’s indigenous art forms, enhancing livelihoods and artistic opportunities

By Dr Rama Chandra Behera

Lanjigarh, Kalahandi, July 29 –Vedanta Lanjigarh, India’s premier producer of smelter-grade alumina and a unit of Vedanta Aluminium, is dedicated to creating sustainable livelihood opportunities for local communities. Among its impactful initiatives is Project Adikala, a creative endeavour to revive and preserve the rich indigenous artistic and cultural heritage of Kalahandi.This project focuses on Saura, a unique traditional tribal art form known for its intricate and colourful narrative patterns of motifs, and depictions of natural elements, spirits, ancestors and daily life, as well as Dhokra, a meticulous metal-crafting technique.Both art forms have roots dating back to the Indus Valley civilization.

Launched in 2018, Vedanta Aluminium’s Project Adikala was born in collaboration with the government to support young women from rural communities, many of whom had to drop out of school due to economic hardships. These women, driven by the artistic passion, are now contributing to the cultural legacy of the region, beyond the confines of their homes, while gaining financial independence. By creating artisan producer groups, the project has facilitated market linkages, reduced transaction costs, and enabled artists to manage sales at competitive prices. With over 300 Kalahandi craft designs available online, the project has gained recognition through participation in several international and national exhibitions, earning several accolades.

Originally practiced as wall paintings by tribal groups in southern Odisha, Project Adikala has encouraged Saura artiststo adapt the art for a wide range of products and artifacts, including Tussar and canvas paintings, apparel designing such as dupattas, stoles, and jackets, and accessories for personal and office use like coffee mugs, fridge magnets, tea roasters & cups, scented candles, and tote bags. Additionally, the project has introduced unique fusion of the Saura art with Mandala, Dhokra and mural painting.This has led to a 50% increase in the artists’ average monthly income, positively impacting over 200 lives.

Commenting on this noteworthy initiative, Mr. Pranab Kumar Bhattacharyya, CEO – Alumina Business, Vedanta Ltd said, “Reviving and promoting legacy art forms by engaging young generations emanates from the significance of reviving a rich cultural heritage of Odisha. Supporting the underserved communities through these cultural initiatives aligns with our ethos of addressing not just socio-economic needs of the nation but also preserve the integrity of the regions in which we operate.”

Dipika Dandasena, expressed her gratitudefor Vedanta’s community-centric initiative, and stated, “Vedanta’s initiative has created numerous opportunities for me to hone and upskill my passion. Being a part of the project, I have had the opportunity to get my work recognized at several state and national forums. Moreover, I’m also able to support my family now while following my passion, and for that, I’m deeply grateful to Vedanta for their unwavering support”.

Beyond upskilling Saura artisans,like Dipika Dandasena, Project Adikalaalso focuses on teaching other creative skills like stitching and embroidery, with a special focus on integrating various designs and art forms to pave the way for artisanal growth and enhancing sustainable income.

Vedanta Lanjigarh’s broader social interventions include efforts in sustainable livelihood, quality education, women empowerment, health, water and sanitation and community infrastructure. These initiatives reach over 67 villages, empowering more than 4,000 women through 378 SHGs, providing qualitative and doorstep healthcare services to about 60,000 people annually, and supporting over 4,000 children and 800 women through Lanjigarh’s first English-medium school – the DAV Vedanta International School and over 200 Nand Ghars equipped with state-of-the-art facilities. Moreover, around 200 youths have benefitted from sports and skills training initiatives.