Bhubaneswar, 3 December (H.S.): Bollywood star Madhuri Dixit Nene has been appointed the brand ambassador for Odisha Handloom, with the state government approving an allocation of ₹1.6 crore for the campaign. The sanctioned amount will cover her travel, accommodation, and other associated expenses, Handlooms Minister Pradeep Bal Samanta informed the State Assembly on Wednesday.
Responding to a question from Nayagarh MLA Aruna Kumar Sahoo, the Minister stated in a written reply that the appointment is aimed at promoting Odisha’s traditional handloom sector on a global platform.
“Through this initiative, the rich heritage of Odisha’s handloom sector will gain international visibility, and the social and economic conditions of the state’s weavers are expected to improve significantly,” the Minister said.
He further added that Madhuri Dixit Nene’s association with the campaign is expected to provide a major boost to Odisha handlooms by highlighting the state’s unique craftsmanship and enhancing market opportunities for local weavers both in India and abroad.
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Hindusthan Samachar / Monalisa Panda
