On International Women’s Day, Vedanta Aluminium Business, India’s largest manufacturer of aluminum and its value-added products, launched the ‘Vedanta#BreakTheBias’ Augmented Reality (AR) campaign on Instagram. The goal of the campaign is to make the point that female students and professionals should actively explore a career in manufacturing, which is the industry with the lowest gender diversity. The Vedanta#BreakTheBias AR selfie filter allows users to imagine themselves wearing hard hats and safety vests while standing in front of a manufacturing site.
Viewers can try out the first filter, Vedanta#BreakTheBias, by going to Vedanta Aluminium’s Instagram handle (@vedanta aluminum business), clicking on the filters section, and selecting Vedanta#BreakTheBias. The AR ad, which features the phrases ‘Shout-out to women in manufacturing’ and #BreakTheBias splashed across it, aims to inspire both men and women to try out the filter and share pictures on their Instagram accounts to encourage women to pursue manufacturing careers.
Women have generally been underrepresented in the manufacturing and heavy engineering sectors globally. Even now, manufacturing is not a popular career choice for women, even those interested in STEM (Science, Technology, Engineering, and Mathematics) disciplines. On the other side, India’s manufacturing industry is fast improving to become one of the greatest in the world. Smart automation and cutting-edge digital solutions are increasingly being applied at manufacturing plants like Vedanta Aluminum, providing aspiring professionals with technologically advanced, high-impact, and exciting job opportunities. Despite this, a lack of awareness has hindered women from really pursuing a manufacturing job.
Vedanta Aluminium works on core pillars of equitable workplace practices, such as All employment functions, no matter how non-traditional, are gender-agnostic and empowering, to address the pervasive gender gap and build a culture of diversity and inclusion.
Women are hired for their attitude, desire to learn and grow, and solid educational and technical qualifications, just like any other employee.
They are then given the best possible instruction from international experts and cultivated professionally by the leadership. They’ve been set up for success.
High-potential employees are given classroom training, executive coaching, mentoring, and are placed in accelerated growth programs.
They are given an ecosystem designed to ensure they are supported at various life stages, with world-class townships having ultra-modern amenities in the vicinity of the plants such as hospitals, schools, day-care centers, swimming pools, stadiums, gyms, and advanced security systems, combined with industry-leading people-practices.
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