Youth-centric designs to push khadi sales this season

On the back of new youth-centric designs and varieties that were launched in recent times, KVIC and Khadi Board anticipates 10-15 per cent sales growth in the khadi season sale in October. Commemorating the birth of Mahatma Gandhi on October 2, the khadi-promoting organisations and nodal bodies host season sale in October.

According to sources in Khadi Board and KVIC, new youth-centric designs and varieties are being introduced which have resulted in healthy rise in footfall at khadi stores.

"Though it began as an experiment but the new youth centric designs and varieties have clicked among the young consumers. The footfall is gradually rising, given the season sale in October, and we anticipate 10-15 per cent growth in sales," said a KVIC official on condition of anonymity, while refusing to divulge sales details of khadi stores. In recent times KVIC and Khadi Board have also been working with institutes like NIFT and NID for innovation in fabric and apparel design to promote khadi. Industry sources stated that experiments are also on for introducing market friendly blends of fabric since a pure cotton-based khadi is not finding enough takers among the young generation.

For instance, Ahmedabad-based Arvind Ltd. is learnt to be in talks with khadi weavers and their respective associations such as Khadi Board and KVIC for potential commercialisation of 'poly vastra', a blended fibre made of polyester and cotton used in weaving khadi.

According to sources in Khadi Board and KVIC, talks have been on since sometime on collaboration with Arvind for exploring commercial opportunities for 'poly vastra'. The fibre is made of 67 per cent cotton and 33 per cent polyester.

Already, the khadi-denim variant is becoming increasingly popular with even global brands expressing interest in the fabric.

It needs to be mentioned here that Rajkot-based Saurashtra Rachnatmak Samiti (SRS) had signed a memorandum of understanding (MoU) with Arvind for supply of at least 5000 metres of khadi denim.