Aadyam Handmade Opens New Gurugram Store with Sobhita Dhulipala
The Aditya Birla Group’s craft-led enterprise expands its retail presence while celebrating Indian craftsmanship, artisan communities and cultural heritage.
Aadyam Handmade, the Aditya Birla Group’s craft-led social enterprise, has opened a new store at Ireo Boulevard, Gurugram. Actor and brand ambassador Sobhita Dhulipala joined the celebrations, marking a new step in the brand’s retail journey.
The brand celebrates India’s artistic heritage and traditional weaving skills through its retail experiences. With the new store, Aadyam Handmade now has a presence in Mumbai, Hyderabad, Delhi and Gurugram.
Bringing Indian Craftsmanship to Modern Retail
Aadyam Handmade draws on India’s rich craft traditions to create handcrafted products for modern consumers. It works with artisan communities and supports the revival of traditional skills. At the same time, the brand brings a contemporary design approach to its collections.
Each product reflects the skill and stories of the people who make it. Through its retail spaces, the brand aims to build a stronger connection between artisans and consumers.
Speaking at the opening, 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 Celebrates the Beauty of Handmade Products
Brand ambassador Sobhita Dhulipala also spoke about the value of handcrafted creations. She highlighted the skill, thought and individuality behind each piece.
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.”
From Aadyam Handwoven to Aadyam Handmade
The store opening follows the brand’s recent transition from Aadyam Handwoven to Aadyam Handmade. This change reflects its expansion beyond textiles into categories such as jewellery, fragrances and wellness.
Despite this wider product range, the brand remains committed to handcrafted excellence and traditional skills. It also continues to focus on authenticity and sustainable livelihoods for artisan communities.
Celebrating Culture Through Music
The launch also featured #CultureBeyondTextiles, Aadyam’s ongoing campaign celebrating India’s diverse cultural expressions.
The event marked the opening episode of Humsaaz Season II, a three-part live series honouring women’s contributions to Hindustani classical and semi-classical music. Acclaimed vocalist Ronkini Gupta performed at the event, adding a musical dimension to the celebration.
Through this initiative, Aadyam Handmade brings together craftsmanship, music and cultural heritage. The new Gurugram store further strengthens the brand’s connection with modern consumers while keeping India’s artistic traditions at the centre of its work.
