The Khadi and Village Industries Commission (KVIC) has launched ‘Vichar Vastra’ garments designed by fashion designer Ritu Beri, who was roped in as KVIC’s advisor as part of measures revive the ‘neglected’ sector. These easy-to-wear garments have been endorsed by many celebrities and politicians, and would be soon available throughout the country.
The launch of garments conceptualized by Beri is expected to increase the sales of khadi items, according to KVIC, which functions under the ministry of micro, small and medium enterprises (MSME).
In her role, Beri advised and gave new designs to KVIC, which will be appealing to youth.
To attract youth, KVIC is now sending vans to colleges to sell khadi clothing. These vans have met with encouraging result.
KVIC is also making an effort to promote and project khadi as a brand, as a product which is environment-friendly and as a product which is good for the country.
In fiscal 2015-16, sale of khadi products increased by 29 per cent to Rs 1,510 crore from Rs 1,170 crore for the previous fiscal. For the current fiscal, KVIC has set a target to achieve 35 per cent increase in its sales.
– Indian Apparel, Apparel Talk
