Why is the Odisha Government Appointing Madhuri Dixit as Handlooms Brand Ambassador?
Click to start listening
Synopsis
BJD leader Arun Kumar Sahoo raises important questions about the Odisha government's decision to appoint actress Madhuri Dixit as the brand ambassador for handlooms. With a hefty fee and significant responsibilities, the implications for local artisans and the handloom market are under scrutiny. Will this move truly benefit Odisha's weavers?
Key Takeaways
- Concerns over state fund allocation
- Appointment of a non-Odia raises questions
- Madhuri Dixit's compensation is Rs 1.60 crore
- Promotional initiatives must support local artisans
- Need for tangible benefits for weavers
Bhubaneswar, Dec 3 (NationPress) Senior BJD member and MLA Arun Kumar Sahoo on Wednesday expressed concerns regarding the state government's choice to designate renowned actress Madhuri Dixit as the brand ambassador for Odisha Handlooms.
It is significant to note that Sahoo had earlier queried the Minister of Textiles, Handlooms and Handicrafts about the financial support allocated from the state funds for the brand ambassador and the benefits she would receive. He also challenged the selection of a non-Odia for this position.
In response, Handloom Minister Pradeep Bal Samanta informed the House that Madhuri Dixit Nene has been compensated with Rs 1.60 crore from the state treasury for her role as the ambassador for Odisha Handloom. The state government has also arranged for her travel (flight tickets), lodging, and meals.
“In order to boost the demand for Odisha handloom on a global scale, and to ensure that the traditional handloom craft and reputation of Odisha penetrate every corner of the world, the internationally acclaimed Bollywood star Madhuri Dixit Nene has been appointed as the brand ambassador of Odisha Handloom. This initiative is anticipated to foster considerable social and economic advancement for the weavers of Odisha,” stated the minister in the House.
While speaking to IANS, Sahoo questioned, “As the brand ambassador, how often has she donned Odisha's handloom products? Where has she promoted these products? How will this initiative benefit Odisha and its weavers? The state government must thoroughly evaluate these concerns.”
Sahoo emphasized that although Madhuri Dixit is a globally recognized personality, the government should provide concrete data demonstrating how her brand value will elevate the profile of Odisha's handloom products in both national and international markets.
He asserted that the state must ensure that promotional efforts directly benefit local artisans, enhance market access, and result in meaningful economic growth for the weaver community.
Point of View
It's crucial to recognize the concerns raised by MLA Arun Kumar Sahoo about the appointment of Madhuri Dixit as the brand ambassador for Odisha Handlooms. While the initiative aims to elevate Odisha's handloom market, it is imperative that the state government provides tangible evidence of its potential benefits for local artisans. Balancing celebrity influence with grassroots support is vital for genuine economic development.
NationPress
03/12/2025
Frequently Asked Questions
What prompted Arun Kumar Sahoo to question the appointment of Madhuri Dixit?
Arun Kumar Sahoo questioned the appointment due to concerns about the allocation of state funds and the benefits for local weavers, emphasizing the need for transparency and tangible results.
How much is Madhuri Dixit being paid for this role?
Madhuri Dixit is reportedly being compensated with Rs 1.60 crore for her role as the brand ambassador for Odisha Handlooms.
What are the expected benefits of appointing a celebrity as a brand ambassador?
The government hopes that Madhuri Dixit's international fame will boost the demand for Odisha handloom products, promoting local artisans and enhancing economic growth.
What concerns did Sahoo raise regarding local artisans?
Sahoo expressed the need for the government to ensure that promotional initiatives support local artisans directly and lead to real economic benefits for the weaver community.
What arrangements has the state government made for Madhuri Dixit?
The state government has arranged travel, accommodation, and food for Madhuri Dixit as part of her role as brand ambassador.
