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'Modi kurtas' to dominate Gujarat govt's khadi marketing drive

In a bid to promote khadi on Mahatma Gandhi's birth anniversary the state government is launching an aggressive marketing drive that'll see "Narendra Modi kurtas" as a major attraction, alongside khadi-denim jeans to attract the youth.

india Updated: Oct 01, 2013 21:40 IST

In a bid to promote khadi as it commemorates Mahatma Gandhi's birth anniversary, Gujarat government is launching an aggressive marketing drive which will see "Narendra Modi kurtas" as one of the main attractions in the ensemble, along with garments like khadi-denim jeans to attract the youth.

"This year, the main attraction is the introduction of a wide range of apparels, both for men and women, in new styles that include Narendra Modi kurtas and a special set for Navratri festival," chairman of Gujarat State Khadi Gramodyog Board, Vadibhai Patel, told PTI.

The marketing campaign begins on Wednesday, the birth anniversary of Gandhiji.

Patel said that a special discount of 25% would be given on khadi products manufactured in Gujarat while products from other states will have a 15% discount.

"A special discount sale of khadi products will begin at khadi stores in Vadodara, Surat, Ahmedabad, Rajkot, Jamnagar, Porbandar and other parts of the state," he said.

The products include readymade garments, bed-spreads, towels and village industry products like soaps and honey.

"We are planning to open an outlet in tribal areas for making khadi popular among tribals and to generate employment for rural youth," Patel said.

On the khadi-denim combination 'first brought out in the mid 90s' Patel said that the sartorial invention had become a rage among youths.

First Published: Oct 01, 2013 19:07 IST