Vedanta Aluminium, in preparation for International Women’s Day 2024, has launched a captivating social media initiative called #TheFutureOfMetAL. This campaign focuses on women in the metals and mining sectors, utilizing innovative AI technology and short films to inspire more women to consider fulfilling careers in these fields.
Vedanta Aluminium, a division of Vedanta Limited, stands as India’s foremost aluminium producer, accounting for over half of the country’s total aluminium output, which amounted to 2.29 million tonnes in FY23. Renowned for its superior aluminium products catering to diverse industries, Vedanta Aluminium holds the top spot in the S&P Global Corporate Sustainability Assessment 2023 world rankings for the aluminium sector, showcasing its commitment to sustainable practices.
The initiative is a response to the slow progress in increasing female representation in these industries, which is primarily due to deep-seated biases and a lack of prominent female figures. #TheFutureOfMetAL addresses this challenge in two keyways. Firstly, it portrays the industry as an appealing option for young women professionals. Secondly, it showcases real-life stories of women who currently hold significant roles in core operations at Vedanta Aluminium, providing strong role models from within the company to help other women envision themselves in similar positions.
Through these efforts, Vedanta Aluminium aims to expedite its goal of ensuring that women make up at least one-third of its workforce in the near future. The initial phase of the campaign, named ‘Women of Mettle,’ showcases a series of brief films featuring young female professionals in pivotal roles at Vedanta Aluminium. A noteworthy aspect is their engagement in night shifts, alongside male colleagues, a practice uncommon in India.
The subsequent phase, titled ‘The Future Female Series,’ highlights women professionals from key functions within the company, such as mine operations, metal production, power generation, plant management, and asset security. Leveraging Generative AI technology, these films portray these employees transitioning from their current roles to a technologically advanced future, illustrating how these careers will remain desirable in the future.
The narratives presented in this campaign are particularly significant as women are still significantly underrepresented in the metals, mining, and manufacturing sectors. These industries are poised for exponential growth due to India’s rapid economic advancement and the global shift towards renewable energy, which will necessitate increased metal usage. Vedanta Aluminium is actively expanding its operations to meet this rising demand, which will create numerous new career opportunities in these sectors.
However, they face a growing talent gap, fueled by misconceptions that these roles involve primarily physical labor, a notion that modern technologies like robotics, automation, and improved processes have largely dispelled. In the context of #TheFutureofMetAL, a more accurate representation of the manufacturing sector emerges. Vedanta Aluminium stands out for its significant number of female employees, with a goal of ensuring that half of all new hires are women.
These existing employees serve as exemplary figures, potentially inspiring countless others to consider careers in manufacturing. This campaign creatively celebrates the growing presence of women in a crucial and rapidly expanding industry. By showcasing the positive experiences of its female professionals, it advocates for increased gender diversity. John Slaven, CEO of Vedanta Aluminium, expressed his perspective, stating, “We are creating an environment at Vedanta Aluminium that fosters high performance and innovation.
Increasing female representation in our teams gives us access to a broader range of opinions and viewpoints. This, in turn, leads to more well-rounded decision-making, allows us to cater to diverse markets, and ensures exceptional customer service. Bridging the gender gap not only makes good business sense but also promotes fair and sustainable growth.” Vedanta Aluminium has implemented various strategies to enhance the involvement of women in its sector.
It stands out in Odisha as the pioneer in hiring women for night shifts, opening up new opportunities for them. Moreover, the company has introduced flexible work policies to accommodate employees at different stages of life. They also reside in townships near the plants, providing access to top-notch facilities like schools, hospitals, childcare centers, places of worship, cinemas, sports stadiums, swimming pools, recreational centers, gyms, and shopping complexes, which are vital for a thriving family and community life.
Vedanta Aluminium, a division of Vedanta Limited, is India’s largest aluminium producer, accounting for over half of the country’s aluminium production, amounting to 2.29 million tonnes in FY23. It is a leader in manufacturing value-added aluminium products that are crucial for various industries. Through its cutting-edge aluminium smelters, alumina refinery, and power plants in India, the company is advancing the use of aluminium for a greener future.
