BJD legislator questions govt’s appointment of Madhuri Dixit as Odisha Handlooms Brand Ambassador
Bhubaneswar, Dec 3 (LatestNewsX) – Arun Kumar Sahoo, a senior leader of the BJD and sitting MLA, voiced his concerns on Wednesday regarding the state government’s recent move to name the celebrated actress Madhuri Dixit as the brand ambassador for Odisha Handlooms.
Earlier that day, Sahoo approached the Minister of Textiles, Handlooms and Handicrafts to inquire about the financial and facility arrangements granted to the ambassador. He also challenged the choice of a non‑Odia for such a representative role.
In response, Handloom Minister Pradeep Bal Samanta told the House that Madhuri Dixit Nene has been paid Rs 1.60 crore from the state exchequer for her ambassadorship. The government has also sorted out her travel—flight tickets—as well as accommodation and meals.
“To enhance the demand for Odisha handloom in the international market, and to ensure that the traditional handloom art and reputation of Odisha reach every nook and corner of the world, the globally renowned Bollywood actress Madhuri Dixit Nene has been appointed as the brand ambassador of Odisha Handloom. This initiative is expected to bring significant social and economic development to the weavers of Odisha,” the minister said.
Speaking to LatestNewsX, Sahoo questioned, “As the brand ambassador, how many times has she worn handloom products of Odisha? Where has she campaigned for Odisha handloom products? How will this benefit Odisha and its weavers? The state government should properly analyse these questions.”
Sahoo added that, although Madhuri Dixit is a globally recognised name, the government must present clear data showing how her brand value will boost the visibility of Odisha’s handloom products in national and international markets. He stressed that such promotional initiatives should directly help local artisans, improve market access, and lead to tangible economic growth for the weaver community.
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