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Khadi to be bestowed with exclusive 'Khadi Mark'
Jan '11
Khadi earns a brand identity by means of a Khadi Mark in the forthcoming financial year. It is estimated that the whole process of establishing the testing labs, infrastructural set up and designing the mark that would be registered under the Trademarks Act 1999, would require an investment of Rs200 million.

Just like the Hallmark which serves the purpose of authenticating gold, the new Khadi Mark would stand to authenticate the genuineness of the hand woven, hand spun natural khadi fabric.

All this is being done under the Khadi reform programme, which also focuses on ensuring attracting designs and permanent colours for the handmade fabric.

The brand would be conferred on all the Khadi fibres and garments produced in the country regardless of the sector producing them whether by the government or the private sector. Such branding would help it better compete with the international brands.

However, the buyers may have to pay an extra sum for the Khadi Mark, unlike now when Khadi is available at a subsidised rate.

The designing of the mark and other formalities of launching the mark have been completed. Once this mark is introduced it is believed to greatly boost the sale of Khadi in the domestic market and would also lead to a rise in its exports.

While the mark has been designed by the National Institute of Design (NID), the Village Industries Commission (KVIC) has been assigned the task of monitoring, authenticating and enforcing the genuineness of the Khadi products in the capacity of a promoter and a guardian of the mark.

Presently, many of the handloom items are also being sold under the tag of Khadi, and at times the khadi products offered by the government shops even lack in quality or design.

Fibre2fashion News Desk - India

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