Home / Knowledge / News / Apparel/Garments / Khadi clothing turns premium with 'Ekmatra'
Khadi clothing turns premium with 'Ekmatra'
20
Apr '11
UP based Sarvoday Ashram, a not-for-profit organization which sells 'Khadiline' brand and has been actively campaigning for use of khadi clothes in India for over last 60 years, recently announced introduction of new premium khadi brand 'Ekmatra'.

The organisation which at a point in time, had trustees like Acharya Kriplani and Lal Bahadur Shastri, presently operates 14 'Khadiline' outlets pan-India. These outlets sell khadi wear for both men and women, with their prices varying in the range of Rs. 500 to Rs. 1,000.

Partho P Kar, trustee of the organization said that, through launch of the new brand they intend to link the modern generation with heritage, and hence they need to make their products in a way that, they appeal to today's youth.

He said of 'Ekmatra' to be the organization's first ever premium brand, and added that, they intend to launch some 25 brand outlets across seven to eight cities in the country, over the next three years. The turnover of these outlets for the next three years is expected to come to around Rs. 250 to 280 million.

He further stated that, under the Ekmatra brand, the trust would sell premium khadi wear both for men and women, with their price varying between Rs. 1,000 to Rs. 6,000. The brand would particularly target the urban customers in the age group of 33 years and above, he added.

Launching of these new outlets would require a funding of Rs. 150 million over the next three years, which would be provided by the organization.

Social activist Rohan Lal Chaturvedi inspired by Acharya Vinoba Bhave, established this organization in Uttar Pradesh's Etah in 1951, with a view to generate job opportunities for rural workers.

The organization, presently while employing around 500 weavers and 5,000 spinners, churns out around 50,000 metres of khadi fabric each year.

Fibre2fashion News Desk - India


Must ReadView All

Textiles | On 16th Aug 2017

USITC to continue investigations on PSF imports

The US International Trade Commission (USITC) has determined that...

Textiles | On 16th Aug 2017

India’s apparel exports stumble in July 2017

Exports of readymade garments (including those made of cotton,...

Apparel/Garments | On 16th Aug 2017

EU displaces Japan as Myanmar’s largest apparel market

After the reinstatement of Generalised Scheme of Preferences (GSP)...

Interviews View All

Pratik Bachkaniwala
Palod Himson Machines

Fabric processing machines are picking up

Abhishek Samdaria
Reflete

GST will certainly reduce a lot of paperwork in future

Sunil Kumar Sharma
Loknayak JPNSSSG Ltd

'The blend of cotton–linen yarn has high demand in the domestic and...

Silke Brand-Kirsch
Schlegel und Partner

Silke Brand-Kirsch, executive partner of Schlegel und Partner, a leading...

Larry L Kinn
Suominen Corporation

Larry L Kinn, Senior Vice President - Operations Americas of Suominen...

Marcel Alberts
Eurofibers

Coating at a fibre level is a practice not usually seen in the...

Ritu Kumar
Label Ritu Kumar

‘Classics will return’ "There are a lot of people wearing western clothes ...

Igor Chapurin
Chapurin

"Now we can see the Russian trend in international fashion. And Russian...

Madhu Jain
Madhu Jain

She grew up in the walled city of Old Delhi, completed her studies, and...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

August 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Active Poll

Do you see sustainability as a route to business growth?

Yes
66.7%
No
18.5%
Skip
14.8%

Total Votes: 27

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Active Poll

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes
37.0%
No
40.7%
Skip
22.2%

Total Votes: 27

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Active Poll

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes
81.5%
No
7.4%
Skip
11.1%

Total Votes: 27

Thanks for your valuable feedback. Claim your free latest sustainability e-book.

Active Poll

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes
55.6%
No
11.1%
Skip
33.3%

Total Votes: 27


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search



X