Industrial Automation Magazine India

Vedanta Aluminium launches AR-led campaign to attract women to manufacturing industry

Published on : Saturday 11-03-2023

Embodies this years theme of DigitALL: Innovation & Technology for Gender Equality through the campaign.

New Delhi; 9th March 2023: On International Womens Day 2023, Vedanta Aluminium, Indias largest producer of aluminium, launched an Augmented Reality (AR)-led campaign (a selfie filter) called Sorting Hard-Hat on Instagram. Focused on attracting women professionals to the manufacturing industry, the campaign seeks to enhance the gender diversity present within the sector. At present, the disparity in male-female hiring is even more pronounced in the metals and heavy engineering sectors. In this years edition of the campaign, the exciting filter matches viewers personalities with desirable attributes for various departments at Vedanta Aluminium based on the Thinking Hats concept, and then invites them to check out the careers page on the companys website for their dream job. The campaign can be accessed here: https://www.instagram.com/ar/753106539761391

The campaign was launched on International Womens Day to urge women professionals and students to actively consider a career in the manufacturing industry. Leveraging AR for the manufacturing sector where digital technology has become a great equaliser ensuring increasing participation of all genders, the campaign truly embodies this years International Womens Day theme of DigitALL: Innovation & Technology for Gender Equality.

The manufacturing, heavy engineering and metals industries will be the backbone of India and is powering Indias ambitions of becoming the manufacturing hub of the world. With the dawn of Industry 4.0, the sector is becoming increasingly attractive with exciting opportunities such as high-tech manufacturing, sustainable manufacturing, energy transition and creation of green products & services for a low-carbon economy. This promises immense career options in an industry that has undergone a quantum leap over the years with extensive deployment of hi-end technologies, digital solutions, advanced automation, smart manufacturing, robotics, and more.

Speaking about the campaign, Mr Rahul Sharma, CEO, Vedanta Limited – Aluminium Business, said, The forthcoming decades are going to be metal-intensive, preparing for which will need the metals & mining industry to harness the best of human capital, for creating innovative products, high-end applications, and sustainable solutions for a better tomorrow. With India strongly emerging as a global manufacturing and value-addition hub, the time is right for the manufacturing sector to close that talent gap with women professionals, who are grossly underrepresented in the industry, and capitalize on their skills, experience, and expertise for business growth. This campaign aims to help women imagine a career in a hard hat with one of the worlds largest aluminium manufacturers, and as a result, apply for various job openings within the company.

At Vedanta Aluminium, women professionals are thriving in traditionally male-dominated fields such as core operations and technical roles across the business, ranging from metal production, logistics, civil work and railway infrastructure to finance, security, and commodities procurement. All job openings across Vedantas Aluminium Business can be accessed at the companys website: www.vedantaaluminium.com/careers/current-openings/

Embracing gender diversity in all its forms, the company has expanded the ambit of its talent acquisition net to include members of the LGBTQIA plus community. Since last year, the company has hired 14 transgender women who are engaged in the material handling and security functions at its mega aluminium smelters in Jharsuguda (Odisha) and BALCO (Chhattisgarh).