Aadyam Handwoven, the corporate social enterprise by the Aditya Birla Group dedicated to preserving India’s weaving legacies, today announced acclaimed actor and cultural tastemaker Sobhita Dhulipala as the official brand ambassador. The announcement marks a new chapter in Aadyam’s evolving vision of Culture Beyond Textiles, an initiative that brings together the many facets of lived Indian traditions.
For Aadyam Handwoven, textiles are vessels of memory, identity and artistry. The partnership with Dhulipala reflects a shared commitment to representing India’s heritage with contemporary relevance. Recognised for her style, performances and interest in craft traditions, Dhulipala is positioned as the thoughtful modern Indian consumer Aadyam aims to reach.
Aadyam Handwoven is a corporate social enterprise from the Aditya Birla Group working with weaver communities in India with a vision to create a self-sustaining ecosystem for the country’s finest artisans by supporting and selling their crafts and improving their quality of life. By blending international trends with traditional heritage, it aims to co-create heirloom-worthy pieces that can resonate globally.
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 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.”
