On the occasion of National Handloom Day, celebrated amid the launch of the EKTA platform (Exhibition-cum-Knowledge Sharing for Textile Advantage) in Bhubaneswar, Bihar, Bollywood icon Madhuri Dixit was officially appointed as the brand ambassador for Odisha’s handloom industry for a one-year term. Chief Minister Mohan Charan Majhi made the announcement, expressing hope that her involvement will elevate the visibility of regional textiles on both national and global fashion stages.
Madhuri Dixit, moved by the experience of draping a Bomkai saree and feeling a Sambalpuri ikat, remarked that she didn’t just sense the fabric—she felt the soul of the weaver and the ancestral rhythm of the looms. She emphasised that each motif weaves stories, prayers, and dreams into Odisha’s identity and resilience.
The EKTA initiative aims to support handloom artisans through enhanced market access, training, and financial assistance. CM Majhi also called upon citizens to include handloom attire in their weekly wardrobe, reinforcing a culture of pride and sustainability. With over 1.3 lakh weavers engaged across 30 districts, the sector is both a cultural pillar and an employment engine.
#MadhuriDixit
#OdishaHandloom
#BrandAmbassador
#EKTAInitiative
#BomkaiSaree
#SambalpuriIkat
#HandloomPromotion
#OdiaAsmita
#WeaverSupport
#NationalHandloomDay
