Home / Knowledge / News / Apparel/Garments / Khadi clothing turns premium with 'Ekmatra'
Khadi clothing turns premium with 'Ekmatra'
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

Courtesy: Applied DNA Sciences

Apparel/Garments | On 24th Feb 2017

SigNatureT DNA can help prevent apparel counterfeiting

SigNatureT DNA is forensic molecular tag by Applied DNA Sciences...

Textiles | On 24th Feb 2017

Pakistan's textile exports down 1.54% in July-Jan FY17

The value of textile and garment exports made by Pakistan decreased...

Courtesy: The Irish News/Christian Cowan (Google)

Fashion | On 24th Feb 2017

Google & Christian Cowan create 'really blue' jeans

Google has partnered with British fashion designer Christian Cowan to ...

Interviews View All

Poojaa Kumar Deepak

Zeven's performance sports apparel is designed for the Indian body type,...

Sunil Kumar Sharma
Loknayak JPNSSSG Ltd

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

Claudia Kersten
Global Organic Textile Standard

‘GOTS is a very efficient supply chain management tool, especially for...

Mark Paterson
Technical Absorbents Ltd

Mark Paterson, R&D manager of Technical Absorbents Ltd talks about Super...

Steve Cole
Xerium Technologies

Steve Cole of Xerium Technologies discusses the industry. Xerium is the...

Giorgio Mantovani
Corman S.p.A

Giorgio Mantovani, MD of Corman, with a presence in both Milano and New...

Prathyusha Garimella
Prathyusha Garimella

Hyderabad-based designer Prathyusha Garimella is known for blending...

Silvia Venturini Fendi
Fendi s.r.l

"Yes, my confidence and positive attitude are my strengths and should be...

Wendell Rodricks
Wendell Rodricks

"We should not compare India and the West. There are things we do that...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies

February 2017

February 2017

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


Browse Our Archives


Subscribe today and get the latest News update in your mail box.
Advanced Search