Aadyam Handwoven, the corporate social enterprise by the Aditya Birla Group, has announced the appointment of Sobhita Dhulipala as the official brand ambassador.

As per the brand, the partnership with Dhulipala reflects a shared commitment to representing India’s heritage with contemporary relevance. Recognised for her distinctive style, depth of performance, and respect for Indian craft traditions, she 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.

Manish Saksena, business lead, 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.”