Madhuri Dixit Champions Odisha's Handloom Legacy

Bollywood actor Madhuri Dixit has been appointed as the brand ambassador for Odisha's handloom industry. This announcement was made during the EKTA event, emphasizing the state's rich textile heritage. Dixit expressed admiration for the weaving traditions and called for preserving them through modern platforms.

The Odisha government has roped in Bollywood star Madhuri Dixit as the brand ambassador for the state's esteemed handloom industry, an announcement made by Chief Minister Mohan Charan Majhi during the EKTA initiative, which supports handloom artisans and marks the 11th National Handloom Day.

In her address, Dixit praised Odisha's textile tradition, noting the cultural narratives embedded within each pattern. She emphasized the importance of preserving these crafts through initiatives like EKTA, likening textiles to living testaments of resilience and creativity.

With the chief minister underscoring hopes for increased national and international recognition for Odisha's garments, the partnership aims to enhance market access and uplift the artisans' socio-economic status.

(With inputs from agencies.)