Khadi has been a rich part of Indian history for centuries. But this handspun and hand-woven fabric became a symbol of self-reliance during the Swadeshi Movement. Mahatma Gandhi famously popularized the use of Khadi as a political tool, advocating for the fabric as a means of economic empowerment for rural communities.
Post-independence, the Indian Government set up the Khadi and Village Industries Commission (KVIC) to promote the growth of Khadi and village industries and boost the rural economy. But despite these efforts, the sale of the fabric took a slump.
To revive the industry and empower artisans, Hon'ble Prime Minister Shri Narendra Modiji has launched various initiatives, such as the National Handloom Day and the KVIC scheme, which provides financial and marketing support to weavers and artisans.
Since the very first "Mann kiBaat" radio program in 2014, the Hon'ble Prime: Minister has urged citizens to buy Khadi. As a result, Khadi's sales have doubled, especially in the flagship Khadi India Sales Outlets in New Delhi.
The efforts of the Prime Minister have also translated to massive revenue generation by KVIC. In FY 2021-22, the commission recorded a whopping Rs. 1.15 lakh crore in turnover, beating all FMCG companies in the country. KVIC also became the only Indian company to record a turnover of Rs 1 lakh crore, growing at an annual rate of 13.38%.
USHERING IN A FASHION REVOLUTION
Modiji's famous campaign, "Khadi for Nation, Khadi for Fashion and Khadi for transformation", repositioned Khadi as a fashionable and modern fabric, appealing to younger consumers. The campaign showcases Khadi products in a contemporary and stylish light. Through this campaign, PM Modi hopes to increase the demand for Khadi products and create new economic opportunities for those involved in its production.
この記事は THE WEEK India の March 12, 2023 版に掲載されています。
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この記事は THE WEEK India の March 12, 2023 版に掲載されています。
7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、9,000 以上の雑誌や新聞にアクセスしてください。
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