India'S Homespun Charm Was Personally Endorsed By The Prime Minister Himself?

India Prime Minister Narendra Modi (Narendra Modi) did not hide his love for India's Khadi.

khadi is a fabric woven by hand, praised by Sancho Gandhi. Now it is a large-scale production.

The environmental protection substitute has aroused people's interest again.

Modi not only wears khadi himself

It also encourages other Indians to wear this kind of homespun cloth, which is famous for its rough texture and natural luster.

Companies and designers are now seeking to take advantage of the growing interest in this fabric.

In recent years, this kind of

Sales surged sharply.

According to the world clothing shoes and hats net, from 2004 to 2014, the sales of Khadi products increased by 6.68% annually.

But the government Khadi and Vinai Kumar Saxena, chairman of the rural industry committee, say that the proportion has averaged 37.1% since 2015.

According to Saxena, in the past 60 years, no leader has contributed so much to promoting Khadi as Modi did.

Since he became prime minister in May 2014, he has been doing all kinds of sales work for Khadi.

Khadi is mainly produced by a textile workshop in the countryside.

His fashionable clothing such as Khadi and Khadi represents fashion, attracting young people's interest in traditional fabrics, attracting some top fashion designers, hoping to profit from this emerging trend.

This year, Khadi entered the Lakme fashion week for the first time in Mumbai. Its brands include Lars Andersson, Buna, the Third Floor Clothing and Jewellyn Alvares, all of which are displayed in series of garments made of this inconspicuous fabric.

Khadi was spun by natural spinning fibers such as cotton, silk and wool. It was a symbol of national self-reliance during the first half of the twentieth Century India freedom movement.

Gandhi urged Indians to boycott British factories' clothing and wear local clothes.

Now, Khadi's business is booming.

In the fiscal year ending March this year, the fabric sales increased by three times, from 8 billion 110 million rupees in March 2015 to 25 billion 90 million rupees ($349 million).

According to Saxena, the goal now is to double sales in two years.

He said: "our goal this year is to have a turnover of around 35 billion rupees.

We hope to achieve sales of 50 billion rupees in the next two years. "

The Khadi Committee of the government purchased the fabric from 2600 associated suppliers and sold clothing and other products through its 8060 stores across the country.

The objective of the committee is to create employment opportunities for as many villagers as possible in poor rural areas of India.

In a radio address to the nation, Modi said, "after Khadi represents the nation and Khadi represents fashion, it is becoming" Khadi represents change ".

Khadi and hand-held spinning machines have changed the lives of the poorest of the poor, and are becoming a powerful means of giving them power. "

At the same time, private enterprises have seen a broader market for Khadi.

Saxena said the European Commission has signed agreements with clothing group Raymond, Aditya Birla Fashion and Retail and Arvind Mills.

"They buy Khadi from our country and sell them overseas through their stores overseas," he said.

Last year, Raymond purchased 726 thousand meters of fabric from the European Commission, while the European Commission's agreement with Arvind Mills provided 1 million meters per year.

According to Saxena, these big orders helped save 326 "bankrupt" Khadi suppliers.

Saxena said the Committee has a partnership with retailers like Big Bazaar of Future Group and Rajan Raheja Group's clothing chain store Globus.

"Because of the growing demand for Khadi, these companies are also eager to work with us."

The state-owned enterprises that purchase Khadi clothing include India oil, oil and natural gas, state power generation and rural electrification.

Saxena said the Commission recently signed an agreement of 440 million rupees with India petroleum.

"The company gives employees 10 thousand rupees a year as a bonus," he said.

On the contrary, we ask them to convert the 10 thousand rupees into Khadi coupons. Besides, we offer a 25% discount.

The internationally renowned India fashion designer, Ritu Beri, is also working with the Committee and has launched a product specially designed for Khadi for the Committee.

According to New Delhi fashion designer Aashima Dahiya, Khadi can keep skin cool in summer and keep warm in winter.

Like decades ago, traditional cloth is no longer confined to politicians, journalists and activists.

"Now, designers are trying this kind of fabric, which caters to the young people's preferences," she said.

She points out that Bollywood is showing a love for Khadi.

Actress Kangana Ranaut will wear a Khadi costume in a biographical film about the upcoming nineteenth Century Rani Laxmibai, a famous freedom fighter.

September 17th is Modi's 68 birthday. The Khadi Committee has released a "moody jacket" at some stores in New Delhi and Mumbai.

Saxena said: "Modi jacket is very popular, and there are about 1400 to 1500 items sold every day."

Although the cloth is still hand-made, the new method improves productivity.

Saxena describes Khadi as the most environmentally friendly fabric, "zero carbon emissions".

He added that 1 liters of Khadi cloth needed 3 litres of water, compared with 56 liters of water produced in the factory.

The Committee has held Khadi exhibitions in many countries including the United States and the United Kingdom to familiarise overseas people with this fabric.

He added that a Khadi fashion show was recently held in Johannesburg.

"The advantage of this fabric is," Saxena said. "The brand ambassador of Khadi is the Prime Minister of the country."

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