Aadyam Handwoven, announced actor Sobhita Dhulipala as its official brand ambassador. The announcement aligns with Aadyam’s Culture Beyond Textiles initiative, which highlights different aspects of Indian cultural practices.
For Aadyam Handwoven, textiles represent memory, identity and craft. The partnership with Sobhita reflects an effort to present India’s heritage in a contemporary context. Known for her style and interest in Indian craft traditions, Sobhita represents the modern Indian consumer Aadyam aims to reach one who values authenticity, artistry and the stories behind what they choose to wear and live with.
Aadyam Handwoven is a corporate social enterprise from the Aditya Birla Group that works with weaver communities in India to build a self-sustaining ecosystem for artisans by supporting and selling their crafts, with the aim of improving their quality of life. It blends international trends with traditional heritage to co-create pieces with artisans that can appeal to a global audience.
Speaking on this 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 connection to handlooms is personal and intuitive, and her presence strengthens our endeavour to make Indian craftsmanship aspirational for a new generation.”
Sobhita Dhulipala expressed her excitement about the collaboration, saying, “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.”
