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‘Khadi’ needs marketing, tech push to widen appeal in Indian textile arena

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Khadi
Image source: stitchwallah.com

New Delhi: The ‘Made in India’ fabric Khadi is slowly but steadily generating interest in the West. However, if it is to widen its appeal, there are certain issues which the sector should address, said the creative head of Moral Fibre Fabrics, who has supplied khadi to Hollywood as well.

“With encouragement to the khadi movement by Prime Minister Narendra Modi, khadi is generating a lot of interest. This is the time to go deeper and evaluate the sector and its impact from all angles,” Shailini Sheth Amin, the creative mind behind the Ahmedabad-based company, told reporters in an email interview.

“Right now we have some focus on this most valued but dying legacy of khadi,” he said.

Noting that today’s youth will not wear khadi for its symbolism or under any emotional pressure, Amin said the fabric needs to be seen as “much more than ‘heritage’ and a ‘fashion statement’. It should reach beyond ‘bhandars’ and fashion shows”.

Moral Fibre Fabrics is a web-based social enterprise set up in 2008, and works locally with a few khadi cooperatives around Ahmedabad, creating work opportunities in production, processing, dyeing, printing and tailoring.

With the business-to-business wholesale marketplace model, the brand has an international buyer base in Britain, the US, Australia and some European countries.

The company’s fabric has also been used in Hollywood films like “Pan”, and it regularly supplies Oscar-winning costume designer Jacqueline Durran, who has designed costumes for movies like “Pride and Prejudice”, “Atonement” and “Anna Karenina”.

When Amin set up her brand, her aim was to reinvent khadi as a socially and environmentally sustainable fabric while maintaining high-quality standards. But the journey has not been easy.

“I could see that there was a need to upgrade and reinvent khadi as the most environmentally-sustainable fabric and expand its varied uses. I realised that the lack of marketing orientation and technological obsolescence are the major obstacles for khadi to play a larger role in the Indian textile arena,” she said.

“When I started, almost no one believed in what we did. In fact, most of the people I came across in the field… themselves did not believe in the hand-crafted fabric. No one was interested in taking it forward.”

“Khadi fabric was considered to be badly made, badly sold and cheap-looking. This fabric had, and still has, big identity issues and it was considered an attire of corrupt politicians,” said Amin.

Of late, several fashion designers have been doing their bit to popularise the fabric, famously used by Mahatma Gandhi as a symbol of protest against the British Raj, in creative ways.

When she started out, Amin found that her brand had more international than domestic buyers, some 85 percent of sales came from abroad.

The milestone moment for the brand, she said, came when they supplied fabric to Hollywood projects.

“Our fabrics were seen by a sourcing agent for a film in a London shop and she got in touch with us. She was very pleased when she heard about the social and environmental sustainability credentials of these fabrics.”

Amin feels proud that the “rustic fabric made by spinners and weavers from small villages in Gujarat is now recognised the world over”. (Nivedita, IANS)

Next Story

India successfully test fires n-capable Agni-V ballistic missile

The missile was earlier tested successfully in 2012, 2013, 2015 and 2016.

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Nirbhay
The Defence Research and Development Organisation (DRDO) sources said the Nirbhay missile test was "successful".(Representative image) VOA
  • India successfully tests the Agni-V ballistic missile on Thursday
  • This was the fifth test that missile underwent
  • With this success India is now in ranks with US, UK, China and Russia

India on Thursday successfully test fired its indigenously developed intercontinental surface-to-surface nuclear-capable ballistic missile Agni-V — the most potent and with the longest range in the Agni series – that can reach targets as far as Beijing.

The test took place at the Abdul Kalam Island facility off the Odisha coast. Defence Minister Nirmala Sitharaman tweeted about its success, congratulating its makers DRDO, the armed forces and the defence industry.

You may also like : Ballistic missile Agni-IV test fired as part of user trial

India has many high tech and powerful missiles to its name. Wikimedia Commons
India has many high tech and powerful missiles to its name. Wikimedia Commons

She said the successful test of the 5,000-km-range missile that can carry a one-tonne warhead, was “a major boost to the defence capabilities of our country”.

“The Made in India canistered missile, having three stages of propulsion, was successfully test fired,” she tweeted.

Developed by the Defence Research and Development Organisation (DRDO), the Agni-V is the most advanced version of the Agni series, part of the Integrated Guided Missile Development Programme that started in the 1960s.

The missile was earlier tested successfully in 2012, 2013, 2015 and 2016.

This was the fifth test of the missile and likely to be its first user trial, though there was no official word on it.

India is developing new technologies everyday to strengthen its defence.
India is developing new technologies everyday to strengthen its defence.

Thursday’s test brings the missile closer to its induction in the tri-service Strategic Forces Command.

The missile has a much longer shelf life, with its container being made of special steel that absorbs the blast of the takeoff.

In the canisterised launch, a gas generator inside ejects the missile up to a height of about 30 metres. A motor is then ignited to fire the missile.

Also Read : Nikki Haley says North Korea Could Face Stronger Sanctions due to its 7th Missile test in 2017 .

With this missile, India joins the super-exclusive club of ICBM (missiles with a range of over 5,000-5,500 km) capable countries of the US, Russia, the UK, France and China. IANS