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Raymond launches 'Khadi by Raymond'
22
May '17
India's leading textile and apparel conglomerate Raymond Limited has launched its first branded khadi label – 'Khadi by Raymond'. This is an exquisite range of fabric blends and ready to wear garments that resonate with the Indian culture, upholding the company's rich legacy that strikes a chord with the growing demand of Indian customers.

This initiative is conceptualised under Khadi & Village Industries Commission (KVIC) mark regulation act and permits Raymond to promote the sale and marketing of khadi or khadi products of village industries or handicrafts and forge links with established marketing agencies through the PPP mode. Under this convergence, Raymond has agreed for a guaranteed minimum procurement of khadi and khadi products for a period of 5 years with primary purchases of muslin cotton, wool blends and silk.

"It is indeed a moment of pride to have khadi – the fabric of our nation as a part of our product portfolio. Embodying some of the latest design trends and enhancing its quality Raymond Khadi is set to reposition khadi as a fabric of choice, in line with prime minister's vision of promoting khadi for fashion and reinstating our commitment to Make in India initiative," Gautam Hari Singhania, chairman & managing director – Raymond Limited said.

"“It is a historical moment that the best brains are coming in to get involved with khadi. The agreement signed between KVIC and Raymond is bearing its first fruit and the exclusive display of khadi apparels will open a new avenue for khadi market and this will serve the cause of rural artisans of our country and support the cause of prime minister Narendra Modi for greater use of khadi by every Indian," VK Saxena, chairman KVIC said.

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. However, this strategic partnership will open new doors for khadi through numerous Raymond outlets across the country as well as select international markets.

"The ministry of MSME has been undertaking numerous measures to not just revive but also strengthen the ailing units of khadi. Public Private Partnerships such as the one with Raymond boosts industry confidence by ensuring market linkages that can lead to demand generation. The increase in demand for khadi will thus be a positive measure for the economy creating numerous employment opportunities for artisans," said Giriraj Singh, minister of State, MSME during the launch programme.

As part of the initiative, Raymond will procure all India khadi varieties and will send it to manufacturing plants for final finishing process ensuring superior product handle and finesse. Raymond will also bring in the design interventions at khadi manufacturing clusters across the country along with providing technical expertise. The story Re-Spun signifies the value addition done by Raymond in entire value chain of khadi production. Raymond khadi products will be available at KVIC outlets, Raymond shops across India and leading e-commerce portals. (RR)

Fibre2Fashion News Desk – India


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