Vedanta Aluminium: Mohenjo-daro to kalahandi – reviving an indus valley art form

Vedanta Aluminium, an aluminium producer, made a local artform self-sustaining by finding new markets, providing global exposure and raising awareness to solicit Government support.

Situation analysis

Vedanta Aluminium, India's largest aluminium producer, which operates its alumina refinery at Lanjigarh (in Kalahandi district of Odisha), noticed that residents of Kankeri, a small hamlet nestled deep in the forests of Kalahandi, still practiced Dhokra art, an ancient metal artform that is now almost lost to the larger civilization. This artform dates back to the Indus Valley civilization and is nearly 5000 years old, making it a precious bit of history that was on the verge of going extinct. This remarkable discovery set Vedanta Aluminium on the path of reviving this artform by way of capital, training,...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands