Mumbai: In a bid to promote Khadi across India, Prime Minister Narendra Modi has modelled for the 2017 wall calendar and table diary published by the Khadi Village Industries Commission (KVIC), replacing Mahatma Gandhi.
Most employees and officials were pleasantly surprised to see the cover photo of the calendar and diary released on January 12, showing Prime Minister weaving ‘Khadi’ on a large ‘Charkha’, in the same classic pose as Gandhiji.
Modi has been promoting Khadi for a long time through his weekly radio programme “Mann Ki Baat”, exhorting people to buy at least one Khadi product every month. According to KVIC sources, Khadi sales jumped by 38 per cent after Modi started promoting Khadi.
In the table calender and diary released today, Modi comes across in his signature attire of kurta-pyjama-waistcoat, weaving Khadi on a slightly modern Charkha while Gandhi’s historic picture weaving khadi on a simple charkha, wearing his trademark loin cloth, is legendary and imprinted in the minds of the masses since generations,
When contacted KVIC Chairman Vinai Kumar Saxena said this was “not unusual” and there have been deviations in the past.
“The entire Khadi industry (Udyog) is based on Gandhiji’s philosophy, ideas and ideals, he is the soul of KVIC, so there is no question of ignoring him”, Saxena told.
He added that Modi has been wearing Khadi since long, and has popularized it among the masses and even among foreign dignitaries, while developing his own styles around Khadi.
“In fact, he is Khadi’s biggest brand ambassador, and his vision matches KVIC’s, of ‘Make In India’ by making villages self-sufficient, ‘skill development’ by generating employment among the rural masses, infuse modern technology for Khadi weaving, innovations and marketing. Plus, the PM is a youth icon”, Saxena explained.
Incidentally, Modi already has a Khadi garment unofficially named after him – the casual and comfy, half-sleeved ‘Modi Kurta’ – since the days he was Gujarat Chief Minister and sported it regularly in public in various shades and styles.
During the four-month period between Gandhi’s birthday on October 2 and his martyrdom on January 30, the KVIC launches special promotions and offers special rebates to boost Khadi sales across India
