Mumbai: Aadyam Handwoven, the corporate social enterprise from the house of Aditya Birla Group, has announced a collaboration with acclaimed actor and filmmaker Konkona Sensharma, as part of its ongoing efforts to strengthen handloom craftsmanship and support artisan livelihoods across India.
Working closely with weaver communities across Bhuj, Bhadohi Mirzapur, Gadwal, Kashmir, Pochampally, Varanasi, Angara, Pulagurtha and Venkatagiri, Aadyam Handwoven was born from a deep respect for India’s enduring handloom traditions. With a vision to create a self-sustaining ecosystem for artisans, the brand co-creates with them each season, blending international design perspectives with time-honoured techniques.
At the core of the brand lies its philosophy of #HeirloomsForTheFuture, where an heirloom is defined not by age, but by how it is cherished, lived with and passed on. Konkona Sensharma’s association with Aadyam emerges from this shared ethos. Raised amidst literature, cinema and layered artistic discourse, her aesthetic reflects an appreciation for authenticity and meaning. Her understated elegance and intuitive choices align closely with the handloom spirit that Aadyam champions.
Sharing his thoughts on the association, Manish Saksena, Business Lead, Aadyam Handwoven, said, “She is a thinking person’s actor and director. Her repertoire in films speaks to all sections of the society; equally and homogeneously. Moreover her lineage which is culturally immersive is something that sits unequivocally with our brand, Aadyam Handwoven’s ethos. We are delighted to join hands with her and have her voice to amplify our impact efforts on weaving communities and livelihood generation. She epitomizes our belief in creating #HeirloomsForTheFuture be it textiles, films, performing arts or just pure legacy.”
Expressing her perspective on the collaboration, Konkona Sensharma said, “Textiles have been part of my life since childhood- in the clothes I wear, the spaces I inhabit, and the stories I carry. I’m drawn to Aadyam’s commitment to creating handwoven heirlooms that feel alive in a contemporary home, and equally meaningful in the sarees we choose to wear — rich with texture, presence and quiet depth. It’s rare to find a brand that sees craft as a living dialogue — not just heritage on display. That’s why I chose to associate with Aadyam — because I genuinely feel at home in their world of craft, and I see in their textiles and garments the same emotional continuity that I value in life.”
The association moves beyond conventional brand ambassador narratives, positioning Sensharma more as a patron of handloom and craft. It reinforces Aadyam’s belief that handloom textiles are tactile luxury essentials and thoughtful design objects that enrich both wardrobes and living spaces.
Through initiatives such as #CultureBeyondTextiles, Aadyam continues to celebrate Indian heritage as a living, evolving continuum that extends beyond fabric into music, performance, literature and shared cultural experiences. With Konkona Sensharma’s voice and sensibility aligning with this vision, the brand further strengthens its mission to spotlight weaving communities and champion slow, meaningful creation.
