Fabric makeover

The person leading the charge on behalf of Khadi,ensuring that they match the demands of the discerning customer is Kumud Joshi,national chairperson of the Khadi and Village Industries Commission (KVIC) and former governor of Andhra Pradesh. The elderly lady,sporting a salt and pepper mop and dressed in a crisp cotton saree,is however,far from the sereotype and not at all resistant to change. “We too have to be,as you youngsters say,with-it,” quips Joshi,at the Khadi store in Sector 22,Chandigarh,where she dropped in with with “good friend and advisor” Dr Isher Judge Ahluwalia,chairperson of the Indian Council for Research on International Economic Relations,and wife of Montek Singh Ahluwalia,Deputy Chairman,Planning Commission. “The stores are being revamped across the country,from products on the shelves to marketing strategies. I was curious to see how it all looks on ground,” says Joshi,stepping inside the quaint store.

A quick survey later,Joshi declares herself satisfied. “It is a welcome change but there is still a lot of work to do,” she smiles. “Before waiting for the government to act,we decided to get going. At a time when consumers are spoilt for choice,why should we lag behind?” she says,having managed to get support from the Asian Development Bank (ADB). “We have been sanctioned $150 million for our Khadi Reform and Development Programme,” says Joshi,who got the new look khadi products designed by a team comprising designers from National Institute of Design (NID),Ahmedabad and National Institute of Fashion Technology (NIFT).

Joshi has also over-seen the launch of honey cafes that offer natural products. “In our next phase,we take these stores overseas,to cities like New York and Washington. Natural fabrics and products are all the rage and it is time we shifted gears,” she adds. To make khadi further attractive,Joshi says the team is working on modern designs as well as customisation facilities.

Dr Ahluwalia,however,inserts an economist’s word of advice. “Society today is market-driven and I am glad KVIC is moving with the times. But to maintain the momentum,they need to be open to public-private partnerships,” she says.