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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

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