Reviving Khadi in India

Reviving Khadi: From Freedom Fabric to Fashion Fabric

In 1985, designer Devika Bhojwani pioneered the Swadeshi label of Khadi ensembles. Those were distributed through nearly 5000 Khadi Emporia. To display Khadi's potential, KVIC organized a fashion show in Mumbai in 1989. Nearly 85 dazzling garments created by Devika Bhojwani were presented at the show. This was the first step towards changing Khadi's earlier image of being unfashionable. Commenting on the poor state of Khadi, Devika Bhojwani said that failures in the Khadi sector were a result of red tapism and bureaucracy prevalent in the Indian system.

Even though the country had a wide distribution network, the middlemen, commissions and cuts had gradually weakened the system.

She further said that though the government was taking the initiative to revive Khadi, nothing much would improve until the implementation, and the cost per garment etc. were controlled.

In 1990, the Delhi based designer, Ritu Kumar presented her first Khadi collection, Tree of Life, which helped put Khadi in the fashion circuit. With increasing interest of the western world in use of handloom and Khadi, many Indian designers began to use Khadi for their designs.

The government also made efforts to promote Khadi. In September 2000, Vasundhara Raje, Minister for Small Scale Industries, initiated a movement to revive all the 7,000 KVIC shops in India and make Khadi more fashionable and affordable. The KVIC Board hired the services of leading fashion designers to help create a new range and brand of Khadi wear. In May 2001, KVIC set up the first air-conditioned shop in New Delhi.

The décor was modern and the clothes were neat and fashionable. The outlet sold Khadi garments designed by high profile designers. On the opening of this outlet, well-known fashion designer, Rohit Bal commented, "Khadi is the Indian alternative for linen. It is as comfortable and now, we've proved that it is as fashionable"⁶.

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6] Sengupta, Hindol , Khadi-Much More than a Fabric, Indo-Asian -News –Service.

Case Details

Case Code : BSTR055
Themes: Corporate Restructuring
Case Length : 9 Pages
Period : 1985-2003
Organization : Minister for Small Scale Industries
Pub Date : 2003
Teaching Note : Not Available
Countries : India
Industry : SSI

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