MoralFibre works towards increasing khadi sales

Shalini Sheth Amin, the founder and chief executive of MoralFibre recently supplied 2,000 meters of khadi fabric for a film titled Pan by Warner Bros. She has been sourcing and exporting the humble, natural weaves working with five co-operative societies and about 2,500 artisans in Gujarat. While the weaving technique remains the same, MoralFibre has assisted in introducing modern processing techniques and organic khadi.

As far as marketing of the khadi product is concerned, after Narendra Modi took over as the Prime Minister of this country, he has been appealing to people to use khadi products. Even Khadi and Village Industries Board (KVIB), has undertaken research on designer khadi to attract young consumers. The board also plans to launch a range of economical khadi products to popularize the fabric among masses and aims to open KVIB's shop in every village of the state.

Amin feels, there is a need to implement practices to achieve better quality and profitability. Solar khadi, she feels has prospects since experiments carried out have been successful. Promoted as swadeshi fabric by Mahatma Gandhi, India’s humble khadi has innovated itself to be the favourite of fashion designers and fashionistas alike. It is now the most preferred choice on the global and Indian fashion ramps.