Madhuri Dixit charging Rs 1.6 crore as Odisha handloom brand ambassador: Minister tells Assembly

Bollywood actress Madhuri Dixit is charging Rs 1.6 crore for her engagement as the Brand Ambassador of Odisha Handloom for 2025, the state government informed the Assembly on Wednesday.

Replying to a question of BJD MLA Arun Sahoo, Textiles & Handloom Minister Pradeep Bal Samanta said the amount has been sanctioned from the state exchequer.

In addition to this fee, the government will separately cover airfare, accommodation and hospitality for her visits related to the assignment, the Minister informed.

According to the Minister, the state government has appointed internationally acclaimed Bollywood actress Madhuri Dixit Nene as the Brand Ambassador for Odisha Handloom to enhance the global appeal of Odisha’s traditional handloom sector.

Officials believe that associating with a celebrity of her stature will help promote Odisha’s rich textile heritage and craftsmanship across global markets, reaching audiences in different countries and cultural spheres.

The government expects that this strategic branding initiative will not only increase the demand and recognition of Odisha’s handloom products internationally, but will also lead to significant socio-economic upliftment of local weavers. 

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By expanding market opportunities, boosting sales and enhancing brand value, the move is projected to improve the income levels, living standards and overall economic wellbeing of artisan communities engaged in the handloom sector.