Odisha Govt Appoints Madhuri Dixit as Brand Ambassador for Handloom Industry

The Odisha government on Thursday announced the appointment of Bollywood icon Madhuri Dixit as the brand ambassador for the state’s handloom industry, in a bid to give a global boost to its traditional crafts.

Chief Minister Mohan Charan Majhi made the announcement while inaugurating the Exhibition-cum-Knowledge Sharing for Textile Advantage (EKTA) — a new initiative aimed at promoting Odisha’s handloom products. The event coincided with the state’s celebrations of the 11th National Handloom Day.

Speaking at the occasion, Madhuri Dixit lauded Odisha’s rich textile heritage, highlighting its intricate designs and cultural significance. She stressed the need to preserve traditional weaving techniques while leveraging modern platforms like EKTA to reach wider audiences.

“Our handlooms are not just fabrics; they are stories woven with history, tradition, and artistry. It is important to ensure that these crafts get the recognition they deserve, both nationally and internationally,” Dixit said.

The state government expressed hope that the collaboration with the celebrated actor will enhance the market presence of Odisha’s handloom sector, create more opportunities for artisans, and boost the state’s cultural identity on the world stage.