Odisha Appoints Madhuri Dixit as Brand Ambassador for State’s Handloom Industry.
Appointment
In August 2025, Odisha Chief Minister Mohan Charan Majhi announced the appointment of Bollywood legend and Padma Shri awardee Madhuri Dixit as the brand ambassador for the state’s handloom industry, aiming to promote its rich heritage and empower local artisans.
- The appointment was declared during the inauguration of the Exhibition-cum-Knowledge Sharing for Textile Advantage (EKTA) programme, coinciding with the 11th National Handloom Day celebrations on August 7, 2025, at Janta Maidan, Bhubaneswar.
- EKTA is a flagship effort by the Odisha government to provide handloom artisans with enhanced market access, skill training, and financial assistance, thereby ensuring sustainable growth and preservation of traditional weaving practices.
Main Point :- (i) As brand ambassador, Madhuri Dixit will promote Odisha’s handloom products at national and international platforms, increasing awareness about the craftsmanship and cultural significance of the state’s textile industry.
(ii) A celebrated Indian actress, dancer, and philanthropist, Madhuri Dixit has acted in over 70 films in a career spanning four decades, becoming a cultural icon and a symbol of grace and artistic excellence.
(iii) Madhuri Dixit received the Padma Shri in 2008 in the ‘Arts’ category and was honoured in 2023 with the Special Recognition to Bharatiya Cinema Award at the 54th International Film Festival of India (IFFI) held in Goa.
About Odisha
Chief minister: Mohan Charan Majhi
Governor: Hari Babu Kambhampati
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