Bhubaneswar- At a colourful gathering that celebrated Odisha’s rich handloom heritage, the state government took a major step to spotlight its weaving traditions by announcing Madhuri Dixit as the official Brand Ambassador for Odisha Handloom for the coming year. The announcement came during the inauguration of the “Ekta” Handloom Mela in Bhubaneswar, a vibrant celebration that will run until August 13 and showcases the craftsmanship of Odisha’s weavers.
This is the first time a celebrity of such stature has been chosen to represent the handloom sector of the state, marking a strategic move to bring global visibility to the work of thousands of local artisans. With Madhuri’s deep admiration for Indian textiles and wide international appeal, the hope is to place Odisha’s fabrics like Bomkai and Sambalpuri ikat on the world fashion map.
Speaking emotionally at the event, Madhuri shared her heartfelt connection with Odisha’s handlooms, describing them as more than fabric—calling them a voice of tradition and identity. Her words painted a poetic image of the weaver’s soul being woven into every thread, of silent patterns speaking volumes, and of each motif carrying a tale of resilience, culture, and dreams. She expressed a deep sense of reverence for the weaving community and the legacy they uphold through their art.
Chief Minister Mohan Charan Majhi also addressed the gathering, highlighting that more than 1.3 lakh weavers and allied workers in all 30 districts of Odisha are involved in this centuries-old tradition. He reaffirmed the government’s commitment to strengthening the sector through infrastructure support, including the development of modern handloom parks equipped with dye houses, design studios, and quality labs in places like Bargarh and Cuttack.
Further boosting the sector’s prospects, the Chief Minister shared that the recent Odisha Textile Conclave secured investments worth Rs 7,808 crore through 33 signed MoUs, promising over 53,000 new jobs in the textile industry. A short film on the handloom sector was screened, and the new mascot “Resha” was launched to symbolize the spirit of Odisha’s weaving culture. Several master weavers were honoured at the ceremony for their dedication and contributions to preserving traditional techniques, with more than 40 of them having already won national awards over the years.
The Chief Minister urged people to support swadeshi products and honour weavers by choosing handloom clothing in their daily lives. The event also saw participation from key figures in the state government, including Minister Pradeep Bal Samanta, Development Commissioner Anu Garg, Secretary Guha Poonam Tapas Kumar, and Director Prem Chand Chaudhary, who extended the vote of thanks.
The ongoing “Ekta” Handloom Mela offers a dynamic space for artisans to connect with the public, promote their creations, and take pride in a craft that is not only artistic but deeply tied to Odisha’s identity.
