The Khadi and Village Industries Commission is all set to undergo an image makeover to reach youth by introducing contemporary ensembles.

In line with popularising the versatile fabric in a big way, the KVIC aims at bringing about designs by teaming up with the National Institute of Fashion Technology across India.

“The first batch of training process engaging the students of NIFT has already begun in Karnataka and soon will spread wings in other States. With over 200 assorted products already in the market, the collaboration with NIFT helps in catering to the needs of the buyers and increasing the product range. The clothes designed by trained craftsmen and tailors will be in tune with the present trends,” Vinai Kumar Saxena, Chairman of KVIC said.

With leading designer Ritu Beri providing insights as an adviser, the tie-up with NIFT students would eventually enhance the livelihood of artisans, spinners and weavers in rural sector, he said.

Apparently, the Ponduru Khadi Bhandars in the city has been witnessing an unusual rise in the business over the past three years. Apart from saris, the demand for the unbleached plain Khadi has grown manifold in recent years.

“There is a significant improvement in sales figures as far as Khadi garments are concerned. Earlier, only a limited section of clients used to visit the store. Now, the trend has totally changed as Khadi has become the most sought-after fabric for the comfort and style it lends. We have seen more youngsters picking up the material to get it contoured to short and medium length kurtas and pair them up with jeans,” says T. Kondala Rao, Manager of the Ponduru Khadi Bhandar.

According to Rao, the sale of Khadi garments in the store touches approximately Rs 20,000 a day during summer.

Rushi, who runs the Visakha Handloom House, opines that many are now open to the idea of experimenting with Khadi fabric and that the new products that are likely to hit the market in a while will only boost sales growth.

Source: The Hindu