Khadi sales gets a boost with new marketing strategy

Prime Minister Narendra Modi’s radio address appealing everyone to buy at least one khadi garment, has had a positive impact on boosting sales of khadi. Meanwhile, Khadi and Village Industries Commission (KVIC) is taking various initiatives to provide a global appeal to this humble weave of India.

For instance, this October 2, the birth anniversary of Mahatma Gandhi, will witness KVIC announcing its e-commerce plans along with tie-ups with non-khadi players. It has already finalised Raymond as its first franchise partner. The company would retail premium khadi products as a part of the deal, across its outlets.

After launching khadi denim to woo young customers, the organisation would now focus on doubling the share of its offerings under readymade clothing to around 40 percent of its sales. The new range, would see more denim wear and T-shirts in high-end khadi fabrics donning the Khadi Mark. It also has tie-ups with NIFT and National Institute of Design to provide a modern twist to the khadi garment. In future, it also plans to work with popular designers.