Aadyam Handwoven names Sobhita Dhulipala as its brand ambassador

Aadyam Handwoven, the corporate social enterprise by the Aditya Birla Group, today announced actor  Sobhita Dhulipala as the official brand ambassador. The announcement marks a new chapter in Aadyam’s evolving vision of Culture Beyond Textiles—an initiative that brings together the many facets of lived Indian traditions.

Recognised globally for her distinctive style, depth of performance, and respect for Indian craft traditions, Sobhita embodies the thoughtful modern Indian consumer Aadyam speaks to—one who values authenticity, artistry, and the stories behind what they choose to wear and live with.

Speaking on this association, Manish Saksena, Business Lead at Aadyam Handwoven, said, “Aadyam has always stood for the people behind the loom, the cultures that shape our craft, and the traditions that continue to evolve. Sobhita is a woman of today who exemplifies this thinking with an innate sensitivity that is in tandem with our narrative. Her connection to handlooms is personal and intuitive, and her presence strengthens our endeavour to make Indian craftsmanship aspirational for a new generation.”

Sobhita Dhulipala expressed her excitement about the collaboration, saying, “I’ve always believed that craft carries emotion. When something is made by hand, it holds the imprint of the person who created it. Aadyam’s work with weaving communities, combined with its philosophy of celebrating culture in all its forms, makes this association very special for me. I am honoured to lend my voice to a brand that champions artistry with purpose.”