VGC was involved with brand Aadyam through its inception, the creation of its operative framework and its expression. Aadyam is an initiative of the Aditya Birla Group that attempts to be a part of the cultural zeitgeist with the objective of supporting the evolution & expression of Indian culture & arts in order to sustain, evolve and promote it. VGC orchestrated the core of the brand helping connect the corporate intent with the designers and the craft communities. Post this VGC was involved with an intensive phase of developing and incubating products that would be marketable and sustainable for the craft and the community.