Of late, the main mining conglomerates have embraced the arts—film, art installations, and the rush of literary festivals that have replaced the 1990s obsession with beauty contests. Vedanta, currently mining the heart out of the homelands of the ancient Dongria Kond tribe for bauxite, is sponsoring a “Creating Happiness” film competition for young film students whom it has commissioned to make films on sustainable development. Vedanta’s tagline is “Mining Happiness.”
