Modi’s endorsement creates buzz at Khadi pavilion

Khadi has been around for years but what has changed for it this year is its new brand ambassador -- Prime Minister Narendra Modi.

Khadi is now trendy and the Khadi pavilion at the India International Trade Fair is cashing in on this new-found acceptance by organising a Khadi Paridhan Utsav (Fashion Show) on November 25 at Pragati Maidan.

Models will walk down the ramp showcasing a variety of khadi products including sarees, kurtas, kids wear, bridal wear, and khadi products from the Northeast. The aim is to give khadi a more contemporary makeover by designing garments to attract young buyers as well as make it more glamorous.

Keeping with the theme of the event the contribution of women entrepreneurs and artisans in the growth of Khadi and Village Industries and their empowerment has been highlighted in the show at hall number 15.

Spread across 189 stalls set up by institutions, entrepreneurs and craft persons the stalls showcase products from across the country. Seventy-six of the stalls are run by women entrepreneurs.

The organisers of the Khadi pavilion say that the response has been fabulous as even before the fair was opened to the public they had over 40,000 footfalls and made a good number of sales. This is in addition to the Khadi store in Connaught Place that has sent the cash registers ringing with record daily sales ever since the Prime Minister endorsed it.