Thursday January 18, 2018
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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)

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15 Amazing Facts About The Revolutionary Bhagat Singh

Bhagat Singh is considered to be a legend. Many of his actions are well-known. Even after his death, his inspiring actions continued to stir the desire for freedom.

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Bhagat Singh belonged to Punjab and popularly referred as legendary revolutionary Shaheed-e-Azam Bhagat Singh. Wikimedia Commons
Bhagat Singh belonged to Punjab and popularly referred as legendary revolutionary Shaheed-e-Azam Bhagat Singh. Wikimedia Commons
  • Bhagat Singh was born on 28 September 1907
  • At a very early age, he got inclined towards socialism and socialist revolutions
  • Bhagat Singh was a very versatile theatre artist

Bhagat Singh stands out to be one of India’s greatest revolutionary freedom fighter who was given the death penalty by the British colonizers. Although he died at a very young age of 23 but his actions inspired the youth of the nation to fight for the nation’s freedom.

Bhagat Singh belonged to Punjab and popularly referred as legendary revolutionary Shaheed-e-Azam Bhagat Singh. He was born on 28 September 1907 in the village of Banga, Lyallpur district (now in Pakistan). Bhagat Singh is considered to be one of the most influential revolutionaries of the Indian independence movement. He inculcated the spirit of martyrdom since his childhood.

Due to the utter influence of Bhagat Singh, Britishers hanged him an hour ahead of the official time. Wikimedia Commons
Due to the utter influence of Bhagat Singh, Britishers hanged him an hour ahead of the official time. Wikimedia Commons

At a very early age, he got inclined towards socialism and socialist revolutions led by Lenin and soon he started to follow and read about them. The leaflet that he threw in the Central Assembly on 9 April 1929, he stated, “It is easy to kill individuals but you cannot kill the ideas. Great empires crumbled while the ideas survived.”

Also Read: 8 must-read works of Rabindranath Tagore

Take a look at the life of one of the most celebrated Indian freedom fighters.

  1. Bhagat Singh was a great actor in college and a theatre artist. He took part in several plays. The most notable plays he was part of were ‘Rana Pratap’, ‘Samrat Chandragupta’ and ‘Bharata-durdasha’.
  2. When the Jalianwala Bagh incident occurred, Bhagat Singh was in school. He immediately left the school and went straight to the place of the tragedy. He collected the mud of that place which was mixed with the blood of Indians and worshipped the bottle every day. At that time, he was just 12 years old.
  3. In his childhood, Bhagat Singh often talked and wanted to grow guns in the fields, so that he could fight the British and push them back.
  4. Being a kid, he never talked about toys or games. He used to speak about driving out Britishers from India.
  5. The bomb that Bhagat Singh and his associates threw in the Central Assembly, were made of low-grade explosives. They were thrown away from people in the corridors of the building and were only meant to startle and not harm anyone. The British investigation report and forensics details also confirmed this.
  6. Bhagat Singh coined the word “political prisoner” during his stay in prison in 1930. He demanded basic amenities for his comrades in the prison which were even given to British looters and goons in the jail.
  7. ‘Inquilab Zindabad’ was the very famous phrase of Bhagat Singh. It fueled the independence vision of the people and later on became the slogan of India’s armed freedom struggle.
  8. Due to the utter influence of Bhagat Singh, Britishers hanged him an hour ahead of the official time. He was then secretly cremated on the banks of the river Sutlej by jail authorities. However, on hearing the news of his execution, thousands of people gathered at the spot of his cremation and took out a procession with his ashes.
  9. When Bhagat Singh was imprisoned in Lahore Jail, he kept a diary with him in which he penned down his fervent thoughts about freedom and revolution.
  10. At the very young age of 14 years, Bhagat Singh took part in a protest against the killing of a large number of unarmed people at Gurudwara Nankana Sahib.
  11. Bhagat Singh debunked Mahatma Gandhi’s philosophy of non-violence. After the 1922 Chauri Chaura incident, he joined the Young Revolutionary Movement and began to advocate for the violent methods to overthrow the British Government in India.
  12. To avoid a forced marriage by his family, Bhagat Singh ran away to Kanpur and left a letter, which read, “My life has been dedicated to the noblest cause, that of the freedom of the country. Therefore, there is no rest or worldly desire that can lure me now.”
  13. When the British police became aware of Singh’s influence on youth, they immediately arrested him on the false pretext of having been involved in a bombing.
  14. After witnessing the Hindu-Muslim riots that broke out after Gandhi disbanded the Non-Cooperation Movement, he began to question religious ideologies of the society. After that point, Singh dropped his religious beliefs. He believed that the religion hinders the revolutionaries’ struggle for independence, and started studying the works of Bakunin, Lenin, Trotsky – all atheist revolutionaries. Later on, Bhagat Singh also wrote an essay titled ‘Why I am an Atheist’ in 1930 in Lahore Central Jail.
  15. Bhagat Singh wrote for Urdu and Punjabi newspapers which used to get published from Amritsar. He also contributed to the publishing of pamphlets by the Naujawan Bharat Sabha that excoriated the British. In his college time, Singh won an essay competition set by the Punjab Hindi Sahitya Sammelan. Bhagat Singh also published a series of articles on anarchism in Kirti and used many pseudonyms such as Balwant, Ranjit and Vidhrohi for publishing his writings.
    ‘Inquilab Zindabad’ was the very famous phrase of Bhagat Singh. Wikimedia Commons
    ‘Inquilab Zindabad’ was the very famous phrase of Bhagat Singh. Wikimedia Commons

     

    Also Read: 10 Facts You Need To Know About Homi Bhabha

    Bhagat Singh is considered to be a legend. Many of his actions are well-known. His execution ignited the feeling of unity in many people to take up the revolutionary path, playing an important role in India’s freedom struggle. On the other hand, many didn’t agree with his radical approach to attain freedom. Even after his death, his inspiring actions continued to stir the desire for freedom.

    Once Bhagat Singh said, “They may kill me, but they cannot kill my ideas. They can crush my body, but they will not be able to crush my spirit.