The initiative has been conceptualised under KVIC Act that permits it to promote the sale and marketing of khadi or products of village industries or handicrafts and forge links with established marketing agencies through the PPP mode. Under this convergence, Peter England has agreed for a guaranteed minimum procurement of khadi and khadi products for a period of 5 years with primary purchases of muslin cotton and silk.
The partnership will not only provide assured market to khadi artisans and institutions, but will also give opportunity to upgrade the skill and designs of fabric and garments and also create sustainable employment opportunities in rural areas through khadi, said the company in a press release.
The initiative is in line with Prime Minister Narendra Modi’s vision of promoting ‘Khadi for Fashion’ and hand-woven fabric. The agreement document was exchanged between Anshu Sinha, CEO, KVIC and Ashish Dikshit, business head, ABFRL in the august presence of Vinai Kumar Saxena, chairman KVIC, and other dignitaries.
‘Khadi by Peter England', a mélange of Indian ethos and latest trends is sure to position khadi as a fashion fabric. As a part of this strategic association, Peter England will also bring in the design interventions at khadi manufacturing clusters across the country along with providing technical expertise.
Peter England will procure all India khadi varieties from departmental sales outlets of KVIC for OTC sales as well as crafting garments for its apparel brands. Additionally, khadi Logo will be displayed across Peter England stores through visual merchandising, where khadi products are displayed. Currently, khadi is being marketed by Khadi Gramodyog Bhavan’s stores as well as through the sales outlets run by the institutions financed by KVIC and KVIB.
"The KVIC - Aditya Birla Fashion and Retail Ltd convergence is a major initiative to bring khadi into the branded garments market in a big way with better designs, colours, and style to cater to the youth segment and the high end market. This convergence will provide around 2 lakh man hours to the khadi artisans and will definitely bring in much needed professional input in khadi readymades," said Saxena.
"Our partnership with Khadi & Village Industries Commission is a testimony of our commitment towards innovative and sustainable fashion. Reckoned as ‘Fabric of the Nation’, Khadi is a symbol of self – sufficiency, a versatile fabric that is trendy, with high-fashion appeal in its pure, rustic form. Through our partnership with KVIC, we aim to bring the rich Indian heritage of hand-woven fabric closer to our discerning consumers," said Dikshit.
Elaborating on this strategic initiative, Sinha said, "KVIC has been taking many new marketing initiatives to promote khadi and village industries products. KVIC has developed convergence with major market leaders like Raymond Ltd. and Aditya Birla Fashion and Retail Ltd. This will be a win-win proposition for both the organisations and will bring in sustainable employment to Khadi artisans."
Khadi by Peter England will be available at Peter England stores across the country, KVIC outlets and leading ecommerce portals. There are around 700 retail points selling Peter England brand and they all be involved for marketing of the new Khadi range. (KD)
Fibre2Fashion News Desk – India
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