Bhubaneswar: Bollywood actress Madhuri Dixit Nene has been appointed as the brand ambassador of Odisha Handloom, with the state government sanctioning Rs 1.6 crore for the assignment. The amount will cover her travel, accommodation, and other related expenses, Handlooms Minister Pradeep Bal Samanta informed the state assembly on Wednesday.
In a written reply to a question by Nayagarh MLA Aruna Kumar Sahoo, Minister Samanta said the appointment aims to promote Odisha’s traditional handloom sector on the global stage.
“Through this initiative, the rich heritage of Odisha’s handloom will gain international recognition, and the social and economic conditions of the state’s weavers are expected to improve significantly,” he added.
The minister also said that the appointment is expected to give a major boost to Odisha handlooms, showcasing traditional craftsmanship and helping local weavers gain better market access both nationally and internationally.
