Mumbai,
6th March 2026 : Aadyam Handwoven, the corporate social
enterprise from the house of Aditya Birla, proudly announces its collaboration
with acclaimed actor and filmmaker Konkona Sensharma. Working closely with
weaver communities across Bhuj, Bhadohi Mirzapur, Gadwal, Kashmir, Pochampally,
Varanasi, Angara, Pulagurtha and Venkatagiri, Aadyam Handwoven was born from a
deep respect for India’s enduring handloom traditions. With a vision to create
a self-sustaining ecosystem for artisans, the brand co creates with them each season
by blending international design perspectives with time honored techniques.
At
the heart of Aadyam lies its philosophy of #HeirloomsForTheFuture. An
heirloom is not defined by age. It is cherished, lived with, and passed on.
Konkona Sensharma’s association emerges from this very ethos. Raised amidst
literature, cinema, and layered artistic discourse, her aesthetic reflects a
deep appreciation for authenticity and meaning. Her intuitive elegance and
understated choices mirror the handloom spirit that Aadyam champions. She
embodies the modern cultural connoisseur who values craftsmanship, narrative,
and soul in both art and attire.
Sharing
his thoughts on the association, Manish Saksena, Business Lead, Aadyam
Handwoven, said:
“She
is a thinking person’s actor and director. Her repertoire in films speaks to
all sections of the society; equally and homogeneously. Moreover her lineage
which is culturally immersive is something that sits unequivocally with our
brand, Aadyam Handwoven’s ethos. We are delighted to join hands with her and
have her voice to amplify our impact efforts on weaving communities and
livelihood generation. She epitomizes our belief in creating #HeirloomsForTheFuture
be it textiles, films, performing arts or just pure legacy.”
Expressing
her perspective on the collaboration, Konkona Sensharma said:
“Textiles
have been part of my life since childhood- in the clothes I wear, the spaces I
inhabit, and the stories I carry. I’m drawn to Aadyam’s commitment to creating
handwoven heirlooms that feel alive in a contemporary home, and equally
meaningful in the sarees we choose to wear — rich with texture, presence and
quiet depth. It’s rare to find a brand that sees craft as a living dialogue —
not just heritage on display. That’s why I chose to associate with Aadyam —
because I genuinely feel at home in their world of craft, and I see in their
textiles and garments the same emotional continuity that I value in life.”
This
association is not anchored in conventional ambassador narratives. Instead, it
is a meeting of values, more like a handloom patron. It reinforces Aadyam’s
belief that handloom textiles are tactile luxury essentials and design objects
that enrich both wardrobes and living spaces.
Through
initiatives like #CultureBeyondTextiles, Aadyam continues to celebrate
Indian heritage as a living, evolving continuum that extends beyond fabric into
music, performance, literature and shared cultural experiences. With Konkona’s
voice and sensibility aligning with this vision, the brand further strengthens
its mission to spotlight weaving communities and champion slow, meaningful
creation.
About
Aadyam Handwoven
Aadyam Handwoven is a corporate social enterprise from the house of
Aditya Birla, dedicated to creating a self sustaining ecosystem for India’s
finest artisans. By supporting and selling handcrafted textiles rooted in
tradition yet shaped by contemporary design, Aadyam works to positively impact
artisan livelihoods while bringing enduring craft into modern homes and
wardrobes worldwide.
Instagram:
https://www.instagram.com/aadyamhandwoven/
Website:
https://handwoven.aadyam.co.in/
For
further information, please contact:
Vishesh Sharma: Marketing Head, Aadyam Handwoven
+91-9650063161
