Madhuri Dixit Becomes Brand Ambassador for Odisha Handloom, Adds Star Power to ‘Ekta’ Fair

Bhubaneswar – Glamour met tradition as Bollywood diva Madhuri Dixit graced the grand opening of Odisha’s handloom fair “Ekta”, held at Janata Maidan on the occasion of National Handloom Day. In a star-studded ceremony, Chief Minister Mohan Charan Majhi officially announced Madhuri as the Brand Ambassador of Odisha Handloom for the next one year, setting the tone for a stylish blend of heritage and haute couture.

The event was nothing short of spectacular. The CM called Odisha’s handloom “a living art form and a pillar of Odia identity,” and expressed confidence that with Madhuri’s influence, Odisha’s handwoven fabrics would soon dominate both national and international fashion platforms.

Clad in a stunning traditional handloom saree, Madhuri Dixit charmed the audience and shared her admiration for the state’s rich textile heritage. “This is not just about fabric; it’s a reflection of our culture, identity, and soul,” she said. “Every thread carries the heartbeat of the weaver. Odisha’s handloom is not just livelihood—it’s legacy.”

The fair also witnessed the launch of “Resha”, the official mascot for Handloom Day, and the screening of a short film showcasing the stories of Odisha’s weavers. Adding emotional depth, the Chief Minister also felicitated several master weavers, honoring their craftsmanship and contributions.

The handloom fair “Ekta” will run till August 13, inviting visitors to witness, experience, and celebrate Odisha’s glorious weaving tradition—now with a touch of Bollywood magic.

With over 1.3 lakh weavers across the state and investments flowing into the textile sector, Odisha is poised to become the next big name in handcrafted fashion. And with Madhuri Dixit as its ambassador, the runway ahead just got a whole lot more glamorous.

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