13 December 2025, Mumbai
Aadyam Handwoven has appointed actor Sobhita Dhulipala as its official brand ambassador, signaling a major strategic push to reposition premium handloom textiles for the aspirational Gen Z and young millennial consumer.
The partnership moves beyond simple celebrity endorsement, aiming to use Dhulipala’s distinctive, culturally-rooted yet contemporary style to inject relevance into traditional Indian weaving clusters like Varanasi, Pochampally, and Bhuj. The announcement directly supports the brand’s ‘Culture Beyond Textiles’ initiative, which focuses on weaving artistry with modern identity and sustainable living.
Closing the aspiration gap
While the Indian handloom sector is valued in the billions of dollars, a major challenge has been the perception gap, where traditional weaves struggle to compete with fast fashion or designer labels in the urban youth market. Aadyam is leveraging Dhulipala’s appeal to make handwoven apparel—which includes high-value sarees (priced from Rs 20,000 to over Rs 1 lakh) and dupattas—an aspirational choice. Manish Saksena, Business Lead, Aadyam Handwoven, notes, Dhulapia embodies the thoughtful modern Indian consumer who values authenticity and the story behind the craft. Her presence strengthens our endeavor to make Indian craftsmanship truly aspirational for a new generation. The move is anticipated to positively impact the financial sustainability of the 300+ artisans Aadyam currently works with, ensuring consistent loom activity and fair wages by broadening the market base.
A corporate social enterprise from the house of the Aditya Birla Group, Aadyam Handwoven focuses on creating a self-sustaining ecosystem for India’s finest artisans by reviving and promoting traditional handloom techniques. Its product portfolio spans apparel (sarees, dupattas, shawls, suit fabrics) and home textiles (rugs, cushion covers, bed linen). The brand works directly with weaving clusters across states to standardize quality, ensure timely delivery, and provide year-round livelihood, with a mission to blend international trends with rich traditional heritage to create heirloom-worthy pieces.
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