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KVIC focuses on marketing strategy
Dec '15
The Khadi and Village Industries Commission (KVIC) is pulling out the stops to push khadi as upmarket clothing. Pulling khadi out of relative obscurity, the Commission is roping in apparel chains to market the product in its quest to reach a sales figure of Rs 1500 crore, a little less than double of last year's figure.

Over the next two months, Raymond Fabric and Fabindia will dedicate a section to khadi outfits in 600 of their outlets. The designs would have a Khadi mark on them and sold with a new label. In order to brand and sell Khadi all over the world, KVIC had taken the initiative for the registration of Khadi as a brand under World Intellectual Property Organization (WIPO) to promote KVI products worldwide. As part of its marketing strategy, KVIC recently renovated around 200 stores across many cities.

Last month, KVIC chairman Vinai Kumar Saxena told reporters that efforts are under way to to popularise khadi by making its design contemporary. He said KVIC is making contemporary designs and has engaged designers.

KVIC is aiming at doubling its sales and reaching out to the youth of the country, he said. The KVIC chief also said talks are on with the military, railway and other establishments to find more scope for khadi. (SH)

Fibre2Fashion News Desk – India

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