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Wednesday, Oct 16, 2019

Brand Khadi set to get a leg-up with exclusive ‘Khadi Mark’

Khadi is set to get a leg-up in its brand identity, with the introduction of an exclusive Khadi Mark in the next fiscal year.

delhi Updated: Jan 11, 2011 00:13 IST
Debobrat Ghose
Debobrat Ghose
Hindustan Times

Khadi is set to get a leg-up in its brand identity, with the introduction of an exclusive Khadi Mark in the next fiscal year.

The mark will be registered under the Trademarks Act 1999 and the entire process from designing, setting up of testing labs to infrastructure will cost Rs 20 crore.

Similar to Hallmark that authenticates gold, Khadi Mark will guarantee genuine Khadi, hand woven, hand spun and natural fibre.

All genuine Khadi fibre and garments — whether produced by the government or the private sector — will carry the mark for effective competition with global brands.

Consumers, however, may have to shelve extra money for Khadi Mark unlike now when Khadi is subsidised.

“The design and other formalities have been completed and Khadi Mark will be introduced in the next fiscal year, which will give a big boost to Khadi’s domestic sale and exports,” said Dinsha Patel, minister of state (independent charge), micro, small & medium enterprises (MSME).

While, the National Institute of Design (NID) has designed the mark, the Khadi and Village Industries Commission (KVIC) as a promoter and guardian of the proposed mark will monitor, verify and enforce the genuineness of Khadi products.

At present, a large number of handloom products are sold in the name of Khadi. Even the Khadi being sold at many government outlets lacks in quality or design.

“Through Khadi reform programme, we’ll also ensure attractive designs and permanent colours for the Khadi fabric,” Patel said.

“At present, lack of consumer-centric approach and low consumer awareness has led many players taking advantage of non-genuine Khadi,” a KVIC official said.

Gandhian chic
RS 20cr Total cost of setting up the Khadi Mark brand.
RS 800c rAnnual sales of Khadi clothes.
Khadi Mark to be implemented in 2011-12.
Mandatory for all Khadi fabrics.
Designed by the National Institute of Design.
Certified Khadi will compete with global brands.

First Published: Jan 11, 2011 00:10 IST

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