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.
Madhuri Dixit Champions Odisha's Handloom Legacy
Source: Viral Trending Buzz
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