‘Khadi Tricolours sell more during cricket matches than on I-Day’

During the international cricket season,Non-Resident Indians buy flags in bulk — to wave,drape from the pavilions and to even adorn their vehicles with.

The Tricolour comes in all sizes and for all purposes; 8 foot by 12 foot for flagpoles,in postcard sizes to be mounted on thin metal stands for display on desks,flags the size of walls to hang in the pavilions and from buildings,and an assortment of sizes in between.

“We sell a whole lot of flags throughout the year. But sales soar during the cricket season,” said Mahesh,the owner of Khadi Mandir,a shop selling khadi material.

Khadi,synonymous with Gandhi’s non-violent freedom struggle,has gained in popularity over the years with the government taking keen interest in its promotion through the setting up of Khadi and Village Industries Corporation (KVIC).

The Centre offers a 20 per cent subsidy on all khadi materials (including the Tricolour),while the state government offers a 10 per cent subsidy on garments made of cloth sourced from Gujarat. As such,the garments are sold at a 30 per cent subsidised retail price.

Besides,manufacturers (mainly cooperatives in villages and small towns across the country) — receive 12 per cent of the sales for cotton garments and 13 per cent for woollen and silk ones,with the role of middlemen almost negligible.

Most of the material in khadi shops in Ahmedabad is sourced from various parts of the country — Tamil Nadu,Andhra Pradesh,and so on. But most of the khadi Tricolours are from Karnataka and Maharashtra — all ISI certified,with KVIC printed in big bold letters on the packaging.

The 900 mm by 600 mm flags sell for Rs 260,while the face-towel sized ones come for about Rs 50. The postcard-sized Tricolours mounted on miniature metal stands sell for Rs 135,and “are a favourite with the government officials. They display it on their office desks,” said Deepak Shah,manager of a khadi chain.

Khadi garments have evolved with the new generation as well as with the officialdom.

From among the “khadi bermudas”,Shah pulled out a half-sleeved,colourful men’s kurta made of cotton.

“This is the bestseller,” he said,“Modi khadi.”