Aadyam Handwoven, the craft focused initiative supported by the Aditya Birla Group, has named Sobhita Dhulipala as its new brand ambassador. The announcement marks an important step for the label, which has spent years building a space for Indian handloom artisans while giving traditional techniques a place in modern wardrobes.
Sobhita, known for her poise, sharp screen presence, and deep sense of cultural style, fits neatly into the vision Aadyam has shaped since its launch in 2015. The initiative works with weaving clusters across several states, supporting hundreds of artisans who continue age old textile practices. By choosing Sobhita, the brand hopes to draw more attention to the artistry behind these handwoven textiles and the people who keep them alive.
At the launch, Sobhita spoke about her personal respect for handmade craft and the emotional value of clothing that carries the mark of a human touch. Her appearance in a rich handwoven sari at the event reflected exactly what the initiative aims to highlight, which is the timeless beauty of Indian textiles when worn with confidence and care.
For Aadyam, the partnership comes at a moment when interest in Indian craft has grown among younger shoppers, especially those who want their clothing to tell a story. The brand believes Sobhita’s influence can help expand this movement by bringing in people who admire her natural style and her ability to blend tradition with contemporary taste.
With this collaboration, Aadyam is looking to strengthen its mission of giving artisans a wider stage and proving that handwoven textiles remain relevant in today’s fashion landscape. Sobhita’s presence gives the initiative a new spark and a familiar face that can help carry its message to a larger audience.
