Odisha government appointed Madhuri Dixit as brand ambassador of the state’s handloom industry

Bhubaneswar:7/8/25:On the occasion of National Handloom Day, Odisha Chief Minister Mohan Charan Majhi inaugurated the vibrant “EKTA” Handloom Mela at Janata Maidan, Bhubaneswar, celebrating the state’s rich weaving heritage.

The event, a tribute to Odisha’s handloom legacy, underscored its significance as a cornerstone of Odia identity and a symbol of national pride. The mela, running until August 13, showcases the artistry of Odisha’s weavers, drawing attention to their contributions to both culture and economy.

In a significant announcement, the Chief Minister named renowned Bollywood actress Madhuri Dixit as the Brand Ambassador for Odisha Handloom for one year. Her involvement is expected to elevate the global appeal of Odisha’s handwoven textiles in the fashion world.

This is the first time a celebrity has been officially named to represent Odisha’s handloom sector, signalling a strategic push to bring national and global attention to the craftsmanship of local weavers

Speaking at the event, Madhuri Dixit expressed her admiration for the weavers, stating, “Handloom is not just fabric; it’s the heartbeat of Odia identity and a reflection of our culture and lifestyle.”

“When I first draped a Bomkai saree or ran my fingers across the finely woven Sambalpuri ‘ekat,’ I didn’t just feel the fabric; I felt the soul of the weaver, the rhythm of the looms, and the legacy of generations speaking through silent patterns,” she said.

“These are not just textiles or handicrafts; they are living testaments to Odia resilience, creativity, and the timeless bond between art and identity. In every motif, there is a story; in every piece of art, there is a prayer, and in every artist’s eyes, there is a dream to be seen, valued, and passed on,” the Bollywood actor mentioned.

Chief Minister Majhi highlighted the handloom sector’s economic and cultural importance, noting that over 1.3 lakh weavers and allied workers across Odisha’s 30 districts are engaged in this craft. He emphasised the government’s commitment to supporting weavers through infrastructure development, including handloom parks with dye houses, warehouses, design studios, and quality control labs in Bargarh and Cuttack.

Additionally, he announced that the Odisha Textile Conclave secured ₹7,808 crore in investments through 33 MoUs, set to create 53,300 jobs in the textile sector. The Chief Minister also unveiled the mascot “Resha” and a short film on the handloom industry, while honouring master weavers for their contributions. Over 40 weavers from Odisha have received national awards for their excellence, a testament to the state’s rich weaving tradition. He urged the public to embrace swadeshi products and honour weavers by wearing Odisha handloom apparel.

The event saw participation from dignitaries like Textile, Handicraft, and Cooperative Minister Pradeep Bal Samanta, who emphasised modernising the sector while preserving its heritage. Development Commissioner-cum-Additional Chief Secretary Smt. Anu Garg, Departmental Commissioner-cum-Secretary Smt. Guha Poonam Tapas Kumar, and Departmental Director Shri Prem Chand Chaudhary were also present, with the latter delivering the vote of thanks.

The “Ekta” Handloom Mela promises to be a vibrant platform for weavers to showcase their creations, fostering pride in Odisha’s handloom heritage and promoting its global reach.