Home / Knowledge / News / Textiles / KVIC appoints Ritu Beri as advisor to revive khadi
KVIC appoints Ritu Beri as advisor to revive khadi
16
Jun '16
Khadi and Village Industries Commission (KVIC) has appointed ace fashion designer Ritu Beri as its advisor as part of measures to attract youth to Khadi and revive the 'neglected' sector.

"Khadi was a neglected sector. Government of India is working very hard to revive this sector. We have launched various schemes. For example, we are now approaching government departments, private institutions, private companies to adopt Khadi and responses are very encouraging," KVIC Chairman Vinay Kumar Saxena told reporters in Chandigarh on Wednesday.

When asked what steps they were taking to attract youth to Khadi, he said: "KVIC has appointed leading fashion designer Ritu Beri as advisor. She is advising and giving new designs to us, which will be appealing to youth. If you see, there is a buzz in youth also. If you visit our Delhi outlet only, you will see 50 per cent customers are youths."

He said the KVIC's vans are now going to colleges to sell khadi clothing and the results are encouraging. He also described Prime Minister Narendra Modi as khadi's brand ambassador which is helping the product gain ground.

When it comes to pricing, Saxena said a wide range of price tags means that khadi if for everybody from commoners to connoisseurs.

"Our range starts from Rs 300 to Rs 3,000. But Ritu Beri designed cloth prices are different, we are launching very premium products also."

Two of India's largest public sector undertakings, Railways and Air India are also boosting the KVIC's coffers. Two months ago the Railways placed an order for khadi clothing products worth Rs 40 crore against previous orders of Rs 1 to 2 crores.

"Response from Air India to Khadi was poor earlier, now in the month of January this year, they gave an order of Rs 1.21 crore for supply of amenity kits which they supply to the business class passengers of international flights. Last week, we got another order worth Rs 8 crore from Air India, this is a very good sign," Saxena said.

The KVIC Chairman said he was making an endeavour to promote and project Khadi as a brand, as a product which is environmental-friendly and as a product which is good for the country. (SH)

Fibre2Fashion News Desk – India


Must ReadView All

APTMA decries duties on cotton imports in Pakistan

Textiles | On 17th Jul 2018

APTMA decries duties on cotton imports in Pakistan

The All Pakistan Textile Mills Association has termed the...

Luis Quijano

Textiles | On 17th Jul 2018

US varsity student cultivates bacterial cellulose in lab

Luis Quijano, a student at the Liberty University in Lynchburg,...

SAARC Development Fund plans cross-border e-comm platform

Apparel/Garments | On 17th Jul 2018

SAARC Development Fund plans cross-border e-comm platform

SAARC Development Fund (SDF), the cross-border umbrella financing...

Interviews View All

Top executives
Textile industry

Union budget 2018-19 will have positive impact on apparel industry

Rahuul Jashnani
Jashn

‘Online economy has changed the whole dynamics of buying habits.’

Arvind Saraf
Triveni Sarees

e-Commerce is still evolving fast with constant flux and surprises

Tejas N Patel, Navin D Patel

Founded in 1999 by Navin Patel in the name of Tejas Fabrics with 100...

Abhishek Pachauri

Reckon Industries adapts latest systems for manufacturing from designing...

Paolo Crespi

For.Tex is an Italy-based leading producer of dyes and thickeners, and is...

Iago Castro Asensio
RCfil Distribuciones S.L.

Iago Castro Asensio, International Business Manager of RCfil...

Ashok Desai
Bombay Textile Research Association

Bombay Textile Research Association (BTRA) is a leading name in textile...

Eamonn Tighe
Nature Works LLC

Eamonn Tighe, Fibres and Nonwovens - Business Development Manager of...

Sonam & Paras Modi
SVA

Sonam and Paras Modi's Sva Couture is synonymous with head-turning...

Silvia Venturini Fendi
Fendi s.r.l

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

Akta Adani
India Boulevard

India Boulevard is a San Francisco-based curated fashion marketplace that...

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

Leave your Comments


July 2018

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

news category


Related Categories:

Advanced Search