Following India's 79th Independence Day, Vedanta Aluminium, the nation's largest aluminium producer, launched its campaign "Badhte Bharat ki Pehchaan." The initiative underscores the company's commitment to driving inclusive growth, innovation and self-reliance while highlighting its role in enabling transformation across multiple sectors.
The campaign underscores Vedanta Aluminium's role in advancing transformation across key sectors vital to India's resurgence, including electric mobility, renewable energy, aerospace and defence and infrastructure. It further positions aluminium as a pivotal enabler of the nation's Viksit Bharat@2047 vision.
This aligns seamlessly with the firm's recent endorsement of India's National Aluminium Vision document, which outlines a strategic roadmap to cultivating an "Aatmanirbhar", globally competitive aluminium sector. The document emphasises self-reliance in production, raw material security, the transition to low-carbon operations and expansion of value-added exports, all aimed at securing a 10 per cent share of the global aluminium market by 2047.
The campaign was executed in phases, commencing with visually impactful teasers that highlighted India's progress while strategically withholding the driving force to generate curiosity and anticipation. This was followed by the release of a digital film positioning Vedanta Aluminium as a key enabler of the nation's growth, illustrating the metal's critical role in powering electric vehicles, solar energy, defence systems, and smart infrastructure. The film concluded with the message: "Hum hai Vedanta Aluminium. Hum Badhte Bharat ki Pehchaan hain."
Also read: Vedanta Aluminium’s logistics network moves over 55 million tonnes of cargo in FY2025
On India's 78th Independence Day last year, Vedanta Aluminium unveiled Phase 3 of "Project Shree Shakti", a trailblazing initiative enabling women to undertake night-shift roles in its smelter operations in Jharsuguda, Odisha. The launch, led by Priya Agarwal Hebbar, the Non-Executive Director of Vedanta Limited as well as the chairperson of Hindustan Zinc, reinforces the company's commitment to building an inclusive and equitable workforce by granting women greater scheduling flexibility, expanding their access to critical operational roles, and ensuring robust safety and well-being support.
Rajiv Kumar, the CEO of Vedanta Aluminium, stated, "This year's Independence Day theme, 'Naya Bharat', reflects a reality in the making, driven by innovation, resilience and self-reliance. At Vedanta Aluminium, we are proud to be at the heart of this transformation, enabling the nation's progress through 'the metal of the future' that powers everything from clean energy to cutting-edge infrastructure. We power the industries that shape a sustainable and resilient India. 'Badhte Bharat Ki Pehchaan' is our tribute to the spirit of a resurgent India and every individual and industry building its future with purpose and pride."
Further reinforcing the theme of collective progress, the company has introduced an employee-driven activation, with its workforce engaging on social media by sharing selfies alongside the campaign line, positioning themselves as the faces behind India's industrial advancement.
To maintain momentum, the company is rolling out a snippet series highlighting its contributions to critical sectors such as electric mobility, solar energy and defence alloys. At the same time, continued employee participation underscores its role in advancing the vision of "Aatmanirbhar Bharat."
The firm also accounts for over half of India's aluminium production, delivering 2.42 million tonnes in FY25. The company is a leading producer of value-added aluminium solutions for critical industries and secured the second position globally in the S&P Global Corporate Sustainability Assessment 2024 for the aluminium sector.
Backed by advanced smelters, an alumina refinery and captive power assets, the firm positions aluminium as the "Metal of the Future," driving sustainable industrial growth.
Also read: Vedanta Q1: Profit down 13%, aluminium underperforms! So, how did EBITDA hit a record?
Note: To feature your brand and share insights, contribute an article or interview in our forthcoming e-magazine "End-user Revolution: ALuminium’s Impact on Modern Living"
Responses
