Johar, the new fashionable khadi label

Khadi the traditional Indian fabric, is making inroads in the

fashion space. The latest khadi label to be launched is Johar, an ethnicwear label from Jharkhand. The label is all set to grab retail space this festive season. The name Johar has been coined from the local dialect which means greetings. It will offer a new range of khadi-based designer wear for men and women. The brainchild of Jharkhand State Khadi Gram Udyog the new label will be available across the state and even overseas. They are looking at exports to countries like Dubai, Singapore, America and Australia.

The board, with over two dozen centers in Jharkhand and an outlet in New Delhi, plans a complete range that will include khadi shirts, salwar-suits and saris. Incidentally, Jharkhand State Khadi Gram Udyog was recently judged the youngest, biggest and best in India by the Union ministry for micro, small and medium enterprises. It has also won the national award from President Pratibha Patil. It is one among the few khadi boards making profits. The board was established only in 2005 with zero capital. Initially, it had taken a bank loan of Rs 50,000 to begin its venture. Six years on, it boasts an annual turnover of more than Rs 30 crores. It offers employment to more than 25,000 people in micro, small and medium enterprises. It is hiring professional designers to make Johar outfits in tune with the latest fashion trends.

Within India, Johar shirts have already got a good response and are selling between Rs 350 and Rs 800. The women’s designer wear will be launched shortly. The board has launched a production unit in Jamshedpur where the shirts are being produced. Everyday more than 500 shirts are being stitched and supplied to various outlets. They have announced a 20 per cent discount on khadi in the showrooms from September 9.