Vedanta Lanjigarh
– Innovative Award
for Tribal Art and
Dhokra Art Projects
for its “Aajeevika”
Initiative at the
India CSR awards
2019
CSR CASE STUDY
Dhokra art

An ancient folk art tradition, Dhokra is practiced in selective regions such
as Orissa, Jharkhand West Bengal, Chhattisgarh, etc. In order to
preserve this traditional practice of art, Vedanta provided the artisans
with training and skill development programmes, to help them upgrade
adequate credentials to exhibit work at various portals. The Dhokra
artists use the lost-wax casting technique to create metal scriptures and
figures, which is a unique practice of art making. With the help of
Vedanta, these artisans also got the chance to start earning while still in
the training.

The firm also helped set up a tribal painting training academy, teaching
the local community and young women that practiced and celebrated
Saura art form. Vedanta is also actively involved in garnering an
appropriate market setup for the artisans, to display their products and
earn better.

Initiatives like these help keep the ancient practices of Indian hereditary
live and moving! It also supports the people skilled in the art forms, thus,
making them financially competent to pursue the craft.
Vedanta – Lanjigarh's
initiatives
Vedanta Lanjigarh’s commitment to the social wellbeing of
communities, recently gained acknowledgement at the India
CSR Awards 2019, for Tribal Art and Dhokra Art Projects
category as under its ‘Aajeevika’ initiative.
The initiative focuses on promoting, and supporting the tribal
artisans, through their active platforms and training
communities. The initiative gave a lift to the ancient Saura art
form, and the Dhokra art form by re-introducing them in the
mainstream art world. Rakesh Mohan, COO – Vedanta Limited,
Lanjigarh unit, said, “By reviving these traditional and soon to
be lost art forms, we have enabled many local artisans and
budding female artists to explore their inherent skills and
channelize them to develop a source of sustenance. This award
is a great tribute to our commitment to the community and to
our partnership with them in pushing this art form into the
mainstream of Indian art.”
Efforts by Vedanta
– Lanjigarh

Vedanta provided the artisans with the
requisite tools and training that enabled
them to refine their artistic skills and
create finer pieces of work.

Vedanta also arranged for adequate credentials for the artisans
that allowed them to exhibit their creations at various exhibitions,
folk fairs and market places. They have started earning while in
training, boosting their confidence to earn their livelihood as an
artist.

As a result, several families that had migrated in search of
livelihoods and sustenance have recently returned to their original
homes and now live and work on their traditional art with dignity.

Vedanta’s focus on tribal paintings is an attempt by the
company to revive the traditional art forms, which may
soon be lost. Additionally, it is also an opportunity to
provide local artisans a platform to realise their potential
and revive the art form using their talents.

The unit has established a Tribal Painting training
academy that provides tools and training facilities to the
young girls of the local community practicing Saura
art form.

Besides the training academy, the company is also
supporting them with various marketing platforms to
display their products before interested national and
international customer clusters that facilitate these girls
to use their artistry to earn livelihood.

The India CSR Awards is one of the most prestigious
platforms that recognise and honour innovative CSR,
sustainability and social enterprise projects. Celebrating
five years of CSR Legislation in India, the event
witnessed participation by eminent delegates of the
industry, corporate professionals and government
officials from all over the country.