Bhubaneswar, Dec 3: Bollywood icon Madhuri Dixit Nene has been officially appointed as the brand ambassador for Odisha Handloom, a move aimed at elevating the state’s rich textile heritage to national and global platforms. The state government has sanctioned ₹1.6 crore to facilitate her engagement, covering travel, accommodation, promotional activities, and other associated expenses. Handlooms Minister Pradeep Bal Samanta shared the information in the Odisha Assembly on Wednesday.

Responding to a question raised by Nayagarh MLA Aruna Kumar Sahoo, the minister said Madhuri Dixit’s association is expected to significantly boost the visibility of Odisha’s traditional handloom products. He noted that the state’s vibrant weaving traditions—ranging from Sambalpuri and Bomkai to the intricate Dongria patterns—will gain improved recognition through this high-profile promotion.

Minister Samanta added that the initiative is not merely about branding but also about uplifting the livelihoods of thousands of weavers across the state. By expanding the market reach and enhancing global appeal, the government hopes to create sustainable economic opportunities for artisans. The appointment is expected to help reshape the future of Odisha handlooms by blending traditional craftsmanship with modern promotional strategies.

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