The Khadi & Village Industries Commission and Raymond Ltd. have joined hands to launch India's first branded #Khadi label as part of a strategic marketing initiative for the product from February 2017, it was announced here on Tuesday.
By this, KVIC will permit Raymonds to use the Khadi Mark, branded as 'Khadi by Raymond' and the latter will source all its Khadi requirements from stores in Mumbai and Delhi.
Besides positioning Khadi as a "fashion fabric" globally, the initiative is expected to generate incremental employment of around 2.10 lakh man-hours for spinners and weavers.
'Khadi by Raymonds' will hit the stores at KVIC outlets and Raymond shops across the country from February 2017 and also be available online.
The agreement was signed between KVIC CEO Usha Suresh and Raymond Ltd CEO Sanjay Behl in the presence of KVIC Chairman Vinai Kumar Saxena and Raymond Ltd Chairman & Managing Director Gautam Hari Singhania.
Terming it as a historic partnership between KVIC and Raymond for value-added marketing of Khadi, Saxena said its in tune with the Make In India initiative and help bridge the rural-urban industry divide.
"Spinning the 'charkha' has always been a symbol of self-reliance and now Raymond has Khadi, a true Indian fabric as part of its product portfolio. It will create multiple employment opportunities and empower artisans, especially the women, in rural areas," said Singhania.
Suresh said by this partnership, Khadi would be promoted as a global and fashionable fabric and Raymond will provide a khadi niche among the fashion conscious global Indians who love genuine hand-spun fabric.
In view of evolving trends of customers' preferences, Behl said through the partnership, Raymond will promote Khadi globally and offer a wide array of fabric blends and garments spanning suits, jackets, shirts, trousers in tune with international design and quality trends.
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