Aadyam Handwoven names Sobhita Dhulipala brand ambassador to champion Indian textile heritage.

Aadyam Handwoven, the corporate social enterprise under the Aditya Birla Group, has named actress Sobhita Dhulipala as its new brand ambassador. Dhulipala's appointment is intended to strengthen Aadyam’s "Culture Beyond Textiles" initiative, which focuses on preserving India’s rich weaving legacies. The partnership seeks to leverage Dhulipala’s appeal to connect a new generation with traditional Indian craftsmanship.

Manish Saksena, Aadyam Handwoven’s business lead, highlighted the brand’s alignment with Dhulipala in a recent press release. He explained that Aadyam has always championed the people behind the loom, the cultures that shape the craft, and the evolving traditions. According to Saksena, Dhulipala embodies this thinking as a "woman of today" who possesses an innate sensitivity that complements the brand's narrative. Saksena further noted that Dhulipala’s personal and intuitive connection to handlooms will help strengthen Aadyam’s mission to make Indian craftsmanship aspirational for modern audiences.

Aadyam Handwoven retails fashion and homeware products designed to celebrate Indian textile heritage. The brand aims to translate these traditional art forms for modern shoppers. By bringing Dhulipala on board, Aadyam hopes to harness her pan-India popularity to raise awareness about the brand's mission and the broader textile ecosystem it supports, bridging the gap between historical craft and contemporary relevance.

Sobhita Dhulipala expressed her enthusiasm for the collaboration, stating that she has always believed craft carries deep emotion. She emphasized that "When something is made by hand, it holds the imprint of the person who created it." Dhulipala remarked that Aadyam's work with weaving communities, combined with its overarching philosophy of celebrating culture in all its forms, made the association especially meaningful. She added that she is honored to lend her voice to a brand that champions "artistry with purpose."