Soon, you would be able to buy ready-made apparel under the Khadi brand at Fabindia and Raymond outlets.
These premium garment retailers have applied for the “Khadi” mark, to sell ready-made garments as well as fabric under the khadi brand, KVIC CEO Arun Kumar Jha told HT. “We want the Khadi brand and its apparels to be as popular as possible and with Fabinidia and Raymond coming forth, we hope to reach the younger generation.”
The Khadi and Village Industries Commission (KVIC) plans to launch a massive marketing drive to push the handspun and hand-woven cloth khadi — the symbol of India’s independence movement. KVIC also plans to hire at least 10,00,000 in the next two years. It currently has 12,00,000 direct employees.
Prime Minister Narendra Modi, in his “Mann Ki Baat” on October 3, 2014, urged every Indian to buy at least one khadi outfit for the festive season to give a push to the fabric. Following Modi’s address, the sale of Khadi Gramodyog Bhawan in the Capital, the departmental flagship outlet of the commission, rose 125% in the subsequent fortnight. Sales have risen around 68% in value terms during the period from October 2014 to March 2015.
Efforts are on to deliver quality goods at competitive prices with extra inputs of branding, quality control and standardisation, to cater to the taste of the generation next, Jha said. khadi in wool, linen, silk and muslin are also being produced, he added.
The assistance provided through various schemes of KVIC has enabled Khadi institutions to provide employment opportunities to traditional artisans living in rural areas. Around 80% of Khadi artisans are women and every third Khadi artisan belongs to socially-backward communities. “Thus, the Khadi programme has been playing a pivotal role in the socio economic empowerment of the rural women, Jha said.