Khadi is making modern strides with new ‘Vichar’ as Khadi and Village Industries Commission (KVIC) has launched ‘Vichar Vastra’, a single, simple, easy-to-wear garment that would gel with any pair of trousers or even a skirt.
The poor man’s ‘Khadi’ that was spun by Mahatma Gandhi to inspire all Indians to promote ‘Swadeshi’ has seen many changes over last several decades and adopted ‘new colour and texture’ to cater to the emerging market needs.
Conceptualized by designer Ritu Beri, the KVIC is experimenting with new themes to suit new requirements of the new age while retaining the essential spirit of Indianness in all its garments.
“Vichar Vastra has versatility and can be worn by anyone and it gels with any pair of pants, salwar, skirt or even jeans,” said KVIC Chairman VK Saxena who launched the garment from KVIC’s flagship sales outlet at Connaught Place.
‘Vichar Vastra’ has been bought to the market in pursuance of Prime Minister Narendra Modi’s recent comment that Khadi kewal vastra nahi, ek vichar hai. The new range of will be available through out the country very soon.
According to the KVIC Chairman, “Priced at Rs 1,299/- the garment is affordable and worthy of making its own statement and it is a tribute to the spirit of Mahatma Gandhi.” Saxena said the Prime Minister had often appealed to every Indian to buy khadi and promote it globally.
“The sales from 11 am to 5.00 pm today were 1,472 pieces which showed its growing appeal to general public. This time in a novel approach KVIC invited customers by SMS and the response was overwhelming”, said a KVIC Press statement.
Many known personalities and politicians have endorsed the ‘Vichar vastra’.
Meanwhile, with Prime Minister pitching for embracing Khadi, Gandhi Smriti and Darshan Samiti (GSDS) will be paying tribute to Mahatma Gandhi by switching to the fabric as its office dress on his birth anniversary.
“It is good attempt to spread the use of Khadi with the staff of GSDS voluntarily switching to Khadi from October 2,” Culture Minister Mahesh Sharma said.
GDSD, under Union Culture Ministry, has a staff of over 200 people who have given their consents to wear Khadi while being on duty, an official said. However, he clarified that the organisation has about 50 staff on contractual basis for whom it will not be compulsory.