Aadyam Handwoven Launches #CultureBeyondTextiles Initiative

Aadyam Handwoven, the CSR arm of Aditya Birla Group, unveiled the #CultureBeyondTextiles platform to showcase handloom crafts, music, dance, literature and food.
The launch features the original music album “Humsaaz” with artists like Swanand Kirkire, Vidya Shah and Sonam Kalra, streaming on major platforms.
Brand ambassador Sobhita Dhulipala and cultural patron Konkona Sensharma endorse the initiative, while #ConversationsWithAadyam will host dialogues with writers, designers and musicians.
The cultural campaign aims to boost brand visibility and premium demand for Indian handloom products, offering long‑term brand‑value uplift for the sector.