Foil Vedanta at protest in Odisha May 2013
Twelve villages in the state of Orissa in India voted against the plans by Vedanta Aluminium Limited to quarry the Niyamgiri hills for bauxite last month in a historic referendum mandated by the Supreme Court. Vedanta initially signed a memorandum with the state government for a joint mining project in the Niyamgiri hills in 2003. After 4500 crores in investment and 10 years of protest by the local tribal community, the outcome of the referendum has been widely celebrated as a significant victory for civil rights in India. In response to this verdict, Vendata is engaging in a massive corporate social responsibility and publicity campaign to improve its market image, but its PR efforts are already doomed to failure.