Khadi much in vogue and lures the young

‘In first three weeks, the off-take has gone up by 183 per cent in money terms,’ says Assistant Director at Khadi Gramodyog Bhawan, D.S. Bhati.

October 25, 2014 10:48 am | Updated May 23, 2016 06:33 pm IST - NEW DELHI:

NEW DELHI, 03/10/2014: Large crowds at the Khadi Gramodyog store in Connaught Place in New Delhi on October 03, 2014, following Prime Minister Narendra Modi’s appeal on radio to buy Khadi products.   
Photo: Sushil Kumar Verma

NEW DELHI, 03/10/2014: Large crowds at the Khadi Gramodyog store in Connaught Place in New Delhi on October 03, 2014, following Prime Minister Narendra Modi’s appeal on radio to buy Khadi products. Photo: Sushil Kumar Verma

Khadi sales have jumped a phenomenal 183 per cent in Delhi. While Prime Minister Narendra Modi had on October 3 issued an appeal to the people to buy at least one khadi product “to help burn a lamp in a poor family’s house”, a slew of other initiatives taken by the Khadi Gramodyog Bhawan – including a five per cent additional discount for students – have also done wonders for the business.

Assistant Director at Khadi Gramodyog Bhawan, D.S. Bhati, said already in the first three weeks of the 108-day-long sale, the off-take has gone up by 183 per cent in money terms.

“We are offering a 20 per cent discount to all, but it is for the first time that a special student discount is being offered to lure the youngsters.”

The plan seems to have worked. The Bhawan at the Regal Building in Connaught Place has already registered sales of nearly Rs 4 crore.

In all the Khadi and Villages Industries Commission runs seven branches on its own while 48 others are operated through non government organisations in Delhi.

Mr Bhati said the sales at the main outlet in Connaught Place have seen a steady increase ever since it opened after major repairs and renovation that had lasted nearly two years.

New designs

To promote its products among the youngsters, the Bhawan has also been regularly introducing new designs and products.

“We have about 10 designers who operate out of our premises on the first floor. They interact with the visitors and develop ideas on new designs. Many of these designers are products of leading institutions like the National Institute of Design and the National Institute of Fashion Technology,” said Mr Bhati.

Previously, famous designers like Rohit Bal and Malini Ramani have been associated with the Bhawan.

The official said there are certain categories of products whose sale has risen sharply in the past.

These include readymade shirts and kurtas, designer shirts and salwar kurtas.

“We keep a watch on the new trends in the market and come up with newer designs.”

This apart, he said, the sale of herbal and beauty products has also witnessed a sharp increase. “Some of the herbal items being sold in gift packs also registered a marked rise in sales. The biggest advantage of khadi items being sold by us is their purity and our customers know that it is ensured.”

To reach out to the younger generation, the KVIC has also drawn up plans to organise a fashion show during India International Trade Fair this year. Like last year, this time too it would be having a full hall – No. 15 – that would allow it to display products from all across the country.

Coupled with the fact that the items would be sold at a 20 per cent discount in keeping with the 108-day sale, the organisation is hopeful of registering good sales there as well.

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