The Bihar government has tied up with the Patna unit of the National Institute of Fashion Technology (NIFT) to rebrand khadi with a global appeal and make it more appealing for the fashion conscious youth.

Under an agreement between the Bihar State Khadi Gramudyog Board and the NIFT to rejuvenate khadi for the new generation, the brand, now named ‘Santiti’ officially was launched on November 22 at the Bihar Pavilion of the India International Trade Fair 2015.

Over the past decade, the Patna unit of the NIFT has been working on several projects on Bihar, and the Santiti project seeks to take khadi to contemporary global standards. The idea is to “reboot” the khadi industry, and make the youth connect to their heritage, Sanjay Shrivastava director, NIFT, Patna said.

He said the garments which are targeted at the youth, have been designed from the fabric produced by the weavers of Bihar. NIFT’s role will be that of a consultant for the khadi Board for a period of three years.