Mumbai: Aadyam Handwoven, the Aditya Birla Group’s corporate social enterprise committed to preserving India’s weaving heritage, has announced acclaimed actor and cultural tastemaker Sobhita Dhulipala as its new brand ambassador. The collaboration reinforces the brand’s commitment to craft-led empowerment and its philosophy that culture thrives when heritage and modernity move forward together.
Positioned under its evolving initiative Culture Beyond Textiles, Aadyam Handwoven continues to spotlight the lived traditions that inform Indian artistry. For the brand, handwoven textiles represent memory, identity and craftsmanship—values that deeply align with Sobhita’s personal affinity for Indian craft traditions.
Speaking on the association, Manish Saksena, Business Lead at Aadyam Handwoven, said, “Aadyam has always stood for the people behind the loom, the cultures that shape our craft, and the traditions that continue to evolve. Sobhita is a woman of today who exemplifies this thinking with an innate sensitivity that is in tandem with our narrative. Her connect to handlooms is personal and intuitive, and her presence strengthens our endeavour to make Indian craftsmanship aspirational for a new generation.”
Sharing her excitement, Sobhita Dhulipala said, “I’ve always believed that craft carries emotion. When something is made by hand, it holds the imprint of the person who created it. Aadyam’s work with weaving communities, combined with its philosophy of celebrating culture in all its forms, makes this association very special for me. I am honoured to lend my voice to a brand that champions artistry with purpose.”
Aadyam Handwoven works closely with India’s weaving communities to build a self-sustaining ecosystem for artisans, blending global design sensibilities with traditional craft techniques. By supporting and selling handcrafted products, the initiative aims to elevate artisans’ livelihoods while bringing heirloom-worthy creations to a global audience.
