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Hema Malini is a trained Bharatanatyam artist. Her daughters are well trained in the same dance form; the three have performed together at charity dance concerts. Malini is also trained in Odissi by Guru Kelucharan Mahapatra. Her refulgent smile eased her portrayal of a wide range of characters ranging from the fiery Narasimha to a graceful Rama in Tulasidas's Ramcharitmanas. In 2007, she performed in Mysore on the eve of Dussera, where she played the roles of Sati, Parvati and Durga. She had performed at the Khajuraho Dance Festival with her daughters.
In 2003, she played the role of Goddess Durga in television serial Jai Mata Ki, directed by Puneet Issar and aired on Star Plus.. She then starred in the title roles of twin sisters in the Sahara One serial Kamini Damini. She directed and starred in the television serial Noopur, in which she played the role of a Bharatanatyam dancer. She owned the editorship of New Woman, a Hindi woman's magazine. In 2000 she was appointed as the first-ever woman chairperson of the National Film Development Corporation for three years. She owns a dance school, Natya Vihar Kalakendra.
In 2007, she was signed by Kent, a mineral water purifier system, as its brand ambassador. She is one of the three brand ambassadors of Pothys, a textile showroom in Chennai (the others being Sudha Ragunathan and Trisha Krishnan).
The first biography of Malini, Diva Unveiled-Hema Malini, was written by Ram Kamal Mukherjee and first published in 2005.
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