Sobhita Dhulipala Becomes the New Face of Aadyam Handwoven

Aadyam Handwoven, the Aditya Birla Group initiative dedicated to keeping India’s weaving traditions alive, has chosen actor Sobhita Dhulipala as its new brand ambassador. The collaboration signals a fresh direction for the brand as it expands its philosophy of Culture Beyond Textiles a space where heritage craft meets contemporary culture.For Aadyam, handwoven textiles aren’t just products they carry stories, emotions, and histories. Sobhita, known for her refined aesthetic and deep connection to Indian crafts, mirrors the mindset of today’s conscious Indian consumer: someone who values authenticity and understands the beauty of handmade work.

Manish Saksena, Business Lead at Aadyam Handwoven, said that Sobhita naturally aligns with the brand’s ethos. Her affinity for handlooms and her effortless blend of modernity with culture, he noted, make her an ideal voice for a brand rooted in the people and traditions behind the loom.Sharing her thoughts, Sobhita said that handmade craft holds an emotional weight that mass-produced items simply can’t match. For her, partnering with Aadyam an organisation committed to supporting artisans and celebrating culture felt meaningful and personal.

Aadyam Handwoven works closely with weaving communities across India, aiming to build a self-sustaining ecosystem for artisans by supporting their craftsmanship and expanding their reach. Through a blend of international sensibilities and traditional techniques, the brand collaborates with artisans to create contemporary heirloom pieces that resonate in India and globally.