The perfect amalgamation


Heritage’s fusion with modernity was witnessed, when the first Khadi shop-in-shop was inaugurated by Giriraj Singh, Union Minister of State (Independent Charge) for micro, small and medium enterprises.

The minister, in his inaugural address, said that by tying up with various retail chains to launch Khadi Korner, Khadi has once again added a new dimension in retailing. “Gone are the days when people used to believe that Khadi was a dress of either netas (politicians) or  elderly (grandparents). In those days, loyal customers of Khadi used to travel huge distance to reach Khadi Bhandars in order to purchase it. But today, it has not only become the favourite fabric for one and all, it has also marked its presence right from the sleepy hamlets to mega malls of the cosmopolitans,” he said.

Echoing similar views, Vinai Kumar Saxena, Chairman, Khadi and Village Industries Commission (KVIC), said that as availability is one of the key factors of selling in modern world. KVIC has also introduced a new initiative of opening exclusive Khadi Korners in major malls and supermarkets in the country to ensure its presence at every doorstep. “As the average daily sale at Khadi Korner will be around Rs 30,000, it will certainly be a major marketing game-plan for the brand in retail and expected to give a major push to Khadi sales,” he said, adding, “Designer intervention is also planned by KVIC to introduce market trendy designs in Khadi. Reputed designers like Ritu Beri, Nachiket and institutes like NIFT, SNDT, Pearl Academy are also being involved in this initiative.”

On November 16, KVIC had organised an interaction with CEOs of Retail Chains and Designers, which was addressed by VK Saxena, Chairman, KVIC and AK Panda, Secretary MSME . The aim was to increase Khadi’s retail presence. Subsequently, convergence has been established with Globus Stores, unit of Raheja Group and Khadi Korners that have been planned for opening at Globus in Noida, Chennai, Varnasi and Ahemedabad in the first phase.



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