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Khadi trust to target youth with innovative shirt range

By FashionUnited


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Khadi and Village Industries Trust, a unit of Gandhigram Trust plans to undertake a

major structural change to take khadi products to the younger generation and to compete with commercial institutions in the highly potential branded shirt market this festive season. The aim is also to promote organic and natural dyed clothes and readymade items, for which there is a very high demand in the market.

To achieve its aim, the trust has brought on board designers from Craft Council of India to redesign khadi shirts on par with the trends and styles in demand. A Special Design and Rejuvenation Committee had also been formed. It is also working with Khadi Mission to promote khadi materials on large scale by strengthening Khadi Mission network.

Taking a step towards its goal, khadi has already been introduced in five new designs of saris and shirting materials for the occasion of Diwali. Initially, these aesthetically designed saris will be sold only at the Chinnalapatti khadi showroom. Mass production of these saris has commenced and a total of 100 saris of these new designs will hit the New Delhi market in 2015. Shirting cloth in dark colour stripes and plain colours are also displayed at the khadi showroom at Chinnalapatti. Besides, bed sheets, bed covers, pillow covers, towels, kurta materials and chudidar materials are also on display at the showroom for the festival season.