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

Apparel/Garments | On 26th Jun 2017

GSTN registration reopens

E-commerce operators and TDS (tax deducted at source) deductors can...

Textiles | On 26th Jun 2017

Expedite release of ROSL pending claims: TEA to Centre

The Tiruppur Exporters' Association (TEA) has again urged Union...

Textiles | On 26th Jun 2017

'Export promotion schemes to continue under GST regime'

The export promotion schemes will continue under GST regime, said...

Interviews View All

Karan Suratwala
Key Textile Accessories Private Limited

Chinese imports are destroying the supply chain

Giovanni Pizzamiglio, Paolo Crespi & Riccardo Robustelli
Epson, For.Tex & F.lli Robustelli

‘The percentage share of printing in the global textile market is pretty...

Luke Otten
Wigwam Mills Inc

Wigwam aims to recycle discarded yarn that doesn’t make it through the...

Kerem Durdag
Biovation II LLC

Kerem Durdag, CEO, Biovation II LLC, provides an insight into future...

Johan Berlin
InvestKonsult Sweden AB

Investkonsult Sweden AB has been buying and selling second-hand textile...

Kevin Nelson
TissueGen

Kevin Nelson, Chief Scientific Officer, TissueGen discusses the growing...

Silvia Venturini Fendi
Fendi s.r.l

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

Rupa Sood and Sharan Apparao
Nayaab

Nayaab, an exhibition meant to celebrate Indian weaves, is in its second...

Judy Frater
Somaiya Kala Vidya

Among the many honours showered on Frater, including Fulbright and Ford...

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

news category


Related Categories:
July 2017

July 2017

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

SUBSCRIBE


Browse Our Archives

GO


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