The Khadi Village Industries Commission (KVIC) has signed an agreement with Aditya Birla Fashion and Retail and they will now be working together to take the fashion industry to another level. As per this agreement, the Aditya Birla Fashion and Retail would be launching shirts and jackets under its exclusive brand Khadi by Peter England by the end of 2017. The ultimate aim is to create products that are not only beautiful but natural too.
Now the Aditya Birla Fashion and Retail would be working along with the artisans of KVIC and give them designs that would be competing in the market. The collaboration is a win situation for all the artisans as they will be able to get sustainable employment.
Mr. Ashish Dikshit, Business Head, Aditya Birla Fashion and Retail said, “Our partnership with Khadi & Village Industries Commission is a testimony of our commitment towards innovative and sustainable fashion. Reckoned as ‘Fabric of the Nation’, Khadi is a symbol of self – sufficiency, a versatile fabric that is trendy, with high-fashion appeal in its pure, rustic form. Authentic, Indian products resonate strongly with the Indian consumers and there is an increasing demand for hand-made fabric, that stays true to its roots and exudes simplicity and vogue at the same time. Through our partnership with KVIC, we aim to bring the rich Indian heritage of hand-woven fabric closer to our discerning consumers.
KVIC Chairman V.K. Saxena shared how Khadi is growing rapidly across the nation. He said,“Khadi, the heritage fabric of India which was discovered and promoted by none other than Mahatma Gandhi, has grown with passage of time and has come to become a major job provider in rural areas at a very low cost capital investment. Hon’ble Prime Minister Shri Narendra Modi has given a major boost to Khadi Programme by regularly appealing to the countrymen to buy Khadi and support rural artisans. This has created a great demand for Khadi and I am happy to inform that the Khadi and Village Industries sale has crossed Rs.50,000 Crore mark during 2016-17. The KVIC – Aditya Birla Fashion and Retail Ltd. convergence is a major initiative to bring Khadi into the branded garments market in a big way with better designs, colours, and style to cater to the youth segment and the high end market. This convergence will provide around 2 lakhs man hours to the Khadi artisans and will definitely bring in much needed professional input in Khadi readymades.”
Ms. Anshu Sinha, CEO, KVIC added about the strategy they are working with. He said, “KVIC has been taking many new marketing initiatives to promote Khadi and village industries products. Bulk orders has been received from Corporates, PSUs and Govt. Departments like ONGC, Air India, Ministry of Health, J. K. Cement etc. to develop the market for Khadi and also provide professional expertise in area of designing product development etc. KVIC has developed convergence with major market leaders like Raymond Ltd. and Aditya Birla Fashion and Retail Ltd. This will be a win win proposition for both the organizations and will bring in sustainable employment to Khadi artisans.”
This initiative is conceptualized under KVIC Act that permits it to promote the sale and marketing of Khadi or products of Village industries or handicrafts and forge links with established marketing agencies through the PPP mode. Under this convergence, Peter England has agreed for a guaranteed minimum procurement of Khadi and Khadi products for a period of 5 years with primary purchases of muslin cotton and silk. This partnership will prove not only provide assured market to Khadi artisans and institutions but will also give opportunity to upgrade the skill and designs of fabric and garments and also create sustainable employment opportunities in rural areas through Khadi.
Khadi by Peter England will bring together the latest fashion trends and Indian traditions. The exclusive range will be available at Peter England stores all across the country, KVIC outlets and e-commerce portals. With 700 retail points, Khadi by Peter England will be marketed on a large scale.