Aadyam Handmade Opens New Store at Ireo Boulevard with actor Sobhita Dhulipala as brand ambassador

Aadyam Handmade, the Aditya Birla Group’s craft-led social enterprise, celebrated the opening of its new store at Ireo Boulevard, Gurugram, with brand ambassador and actor Sobhita Dhulipala. The brand celebrates India’s heritage, artistry and weaving traditions through tactile retail experiences with stores in Mumbai, Hyderabad, Delhi and now, Gurugram.

The new store marks an important milestone in Aadyam Handmade’s retail journey, bringing its distinctive approach to handcrafted products to Gurugram. Rooted in India’s rich artisanal traditions, the brand brings together the skills of artisan communities, the revival of traditional crafts and a contemporary design sensibility to create products that carry stories of heritage, authenticity and human connection.

Speaking on the occasion, Manish Saksena, Business Lead, Aadyam Handmade, said, “At Aadyam, our work has always been guided by a belief that craft is much more than the finished product. The opening of our Gurugram store gives us another opportunity to bring these stories closer to consumers and create a meaningful connection between the craftspeople behind our products and the people who bring them into their lives. As we grow, our focus remains on keeping these traditions relevant while staying true to the principles of revival, authenticity and livelihood.”

Sobhita Dhulipala, Brand Ambassador, Aadyam Handmade, added, “What draws me to handcrafted creations is the thought, skill and individuality that go into making them. There is a personal story behind every piece, and I find that connection between the maker, the craft and the person who experiences it very charming. I am delighted to be part of Aadyam’s journey as it continues to bring India's rich craft traditions into contemporary spaces. The new Gurugram store is an invitation for more people to discover the beauty and significance of things made by hand.”

The store opening comes at a significant moment for the brand, which has recently transitioned from Aadyam Handwoven to Aadyam Handmade, reflecting its expanding universe beyond textiles into categories such as jewellery, fragrances and wellness. While its portfolio evolves, the brand remains anchored in the same core principles of handcrafted excellence, the revival of traditional practices, authenticity and the creation of sustainable livelihoods for artisan communities.

Extending the celebrations beyond craftsmanship, the evening also featured #CultureBeyondTextiles, Aadyam's ongoing campaign celebrating India’s diverse cultural expressions. The event marked the inaugural episode of Humsaaz Season II, a three-part live series envisioned to remember and celebrate the legacy of women in Hindustani classical and semi classical music. The evening featured a performance by acclaimed vocalist Ronkini Gupta, bringing music into a larger conversation about India’s living artistic heritage.

With its new Gurugram store, Aadyam Handmade continues to strengthen its engagement with contemporary consumers while championing the crafts, communities and cultural narratives that remain at the heart of its identity.