Khadi appears to be coming out of the stereotype considering the rising sales of Khadi products and the new designs being sold in the market here. The popularity of khadi products can be gauged from the fact that businessmen from outside Uttarakhand are visiting Chamba to purchase khadi products.
Khadi was once considered old fashioned and associated more with activists. To break this stereotype, the Chamba Khadi Board initiated experimental designing of khadi products some months ago.
The designers began giving a new look to khadi products to suit the market trends. Following the introduction of new designs in khadi products in the market, there is a rise in the number of people- from youngsters to adults- who are now opting for khadi clothes instead of branded items. This year, the Chamba Khadi Board has sold khadi products worth more than Rs65 lakh.
According to officials, apart from businessmen based in Uttarakhand, those from Saharanpur and other areas in the plains neighbouring Uttarakhand are reaching Chamba to purchase khadi items.
The Chamba Khadi Board has purchased about 300 quintals of wool from 185 sheep rearers in Dunda, Harshil, Mori, Naugaon, Purola and other areas. According to the Chamba Khadi Board regional officer SS Bonal, new designs were made for khadi products to keep abreast of latest trends and customer tastes.
This has elicited a very good response from the customers with people from various segments of society and different age groups preferring to buy khadi products. This is encouraging the sale of domestic items instead of foreign brands.
Statistics reveal that sales of the Chamba Khadi Board have been increasing for some time now. In 2010-11 the board sold khadi items worth Rs22 lakh which increased to Rs32.52 lakh in 2011-12, Rs53.49 in 2012-13 and Rs65 lakh in 2013-14.