Prime Minister Narendra Modi mentioned, twice, during his monthly radio address ‘Mann ki Baat’ in the year 2014, that his Khadi attire has fluctuated the sale of Khadi and have resulted in doubling of Khadi product sales. The reflection can be felt in Jharkhand too where similar craze for the Khadi products can be witnessed among the denizens.
From small stores to big retail brands all of them are in cashing the trademark Khadi in various forms to lure customers. To bring Khadi back in vogue, efforts are constantly being made to revive the Khadi culture and among all age groups.
“In order to enhance the sale of Khadi and promote its importance worldwide, dignitaries from Indo-America Chamber of Commerce will sign a Memorandum of Understanding (MoU) with the Khadi Board, Jharkhand to endorse Khadi brand worldwide,” informed Chairman, Khadi and Gramodyog Board, Jainandu.
“We are in consultation with the dignitaries of Indo-US chamber of Commerce on the matter. Khadi products export, marketing strategies will be decided accordingly. We are also recruiting people to meet the adequate demands. Approximately, 60,000 artisans are associated with us through Prime Minister’s Employment Generation Programme to enhance the Khadi industries,” added Jainandu.
With the aim to promote Khadi and other indigenous products, every year Rural Development Department, Jharkhand and Khadi and Gramodyog, Jharkhand organizes the Khadi and Saras Mela on a wide scale to enthrall visitors.
Denizens too feel that Khadi products are immensely stylish and can be adorned in various occasions especially in winter. “Khadi products, especially Nehru jacket gives an individual, a chic look. As Nehru jacket is affordable, it can be carried over a simple Kurta or even on casual get up,” said Abhinav Kumar, a private bank employee.
The designs have also been altered to an extent to suit the taste of the youth, with effective marketing strategies to support it. “We offer merchandise in the price range of Rs1000 to Rs2800 targeting youths. The supply has been increased to meet rising demand, with village based Khadi producing centres benefitting from it,” said Ravi Bahadur, Store Manager of Khadi and Gramodyog.
“Even production and supply chain are also receiving our attention. Almost all of our products come from rural artisans. The Khadi Board has some production and training centres which specialise in various varieties of yarn,” added Bahadur.
Notably, Khadi and Gramodyog stores nationwide offers 30 percent discount from October 2 to November 14 every year, giving another reason to customers to indulge and utilize Khadi and its products in various forms.