Actress Vidya Balan, who often sports saris, has been roped in by online ethnic products marketplace Craftsvilla.com as the face of the World Ethnic Day, which will be celebrated globally by the company on June 19.
"By celebrating World Ethnic Day, we get an opportunity to go back to our roots. I feel strongly about the dying art of handlooms in the country, and also about the plight of artisans who are struggling for livelihood. I am delighted with the opportunity to spread awareness about it," Vidya said in a statement.
World ethnic Day envisages a world held together by its roots - a world that respects heritage, civilisation, anthropology, art and culture.
The company has brought the traditionally disorganised ethnic craft industry on to a structured platform.
"We are thrilled to have Vidya Balan endorse World Ethnic Day. There is tremendous synergy between her vision and ours. Vidya is a living ambassador for everyday ethnic. Her remarkable success and body of work stand testimony to ethnic is cool," said Manoj Gupta, founder of Craftsvilla.com.