August 7th 2025.
Bhubaneswar: On Thursday, the Odisha government announced the appointment of the renowned actress Madhuri Dixit as the brand ambassador of the state's handloom industry. The Chief Minister, Mohan Charan Majhi, made this announcement during the inauguration of the Exhibition-cum-Knowledge Sharing for Textile Advantage or 'EKTA'. This initiative was launched to promote handloom products and also marked the 11th National Handloom Day celebrations in the state.
In her speech at the event, Dixit shared her admiration for Odisha's rich textile heritage and emphasized the importance of preserving traditional crafts through modern platforms like 'EKTA'. She expressed, "When I draped a Bomkai saree for the first time, 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 looms, and the legacy of generations speaking through the silent patterns."
Dixit continued, "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 art, there is a prayer, and in every artist's eyes, there is a dream to be seen, valued, and passed on." Her words truly captured the essence of the handloom industry and its significance in the state.
The 'EKTA' initiative aims to provide market access, training, and financial support to handloom artisans across the state. This will not only benefit the artisans but also promote the unique handloom products of Odisha on a larger scale. The chief minister expressed his hope that with the active support of Dixit, garments made from Odisha handloom will gain recognition in the fashion world of the country and abroad.
In conclusion, the appointment of Madhuri Dixit as the brand ambassador of Odisha's handloom industry and the launch of 'EKTA' is a significant step towards preserving and promoting the state's rich textile heritage. Through this initiative, the government aims to not only support the handloom artisans but also bring recognition to their art and craft on a global level. This will not only boost the handloom industry but also contribute to the overall growth and development of the state.
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