The Odisha government unveiled its ambitious initiative ‘EKTA’ at Janata Maidan, Bhubaneswar, on National Handloom Day, aimed at revitalising the handloom sector and strengthening cooperative efforts.
Chief Minister Mohan Majhi announced a series of transformative measures to elevate Odisha’s handloom industry to global prominence.
Bollywood icon Madhuri Dixit has been appointed as the brand ambassador for Odisha Handloom for one year, tasked with promoting the state’s rich textile heritage both nationally and internationally.
🔹 Key Highlights of the Launch
- Strategic Collaborations: 33 Memorandums of Understanding (MoUs) worth Rs 7,808 crore were signed, expected to generate over 35,000 employment opportunities.
- Crackdown on Counterfeits: The government is actively addressing counterfeit handloom products. Officials have been directed to take strict action, including arrests, against those involved in duplication.
- Cultural Revival: “Reviving Odia identity is our responsibility,” said the Chief Minister, emphasising that handloom is not just an economic pillar but a symbol of pride and heritage.
- National Impact: Since the inception of National Handloom Day in 2015, India has witnessed Rs 150 crore worth of Khadi and handloom sales, with a 315% increase in sales and 400% growth in production. Employment in the sector has surged by 81% nationwide.
- Global Reach: Odisha handloom products are in demand in countries like France, Japan, the USA, and Singapore. Local weavers are participating in international expos to showcase their craftsmanship.
- Youth Engagement: The state will introduce fellowship and internship programs to inspire youth participation in the handloom sector.
- Infrastructure Boost: Six textile parks are planned across Odisha to support production and innovation.
- Public Appeal: Citizens are encouraged to wear handloom garments at least once a week to promote indigenous products and embrace the spirit of Swadeshi.
With over 1.3 lakh weavers across 30 districts, the EKTA initiative marks a significant step toward socio-economic empowerment and cultural resurgence in Odisha
