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Re-branding khadi for high-end consumers

Kochi: Khadi products need to be redesigned and repositioned, T. Balakrishanan, Principal Secretary, Industries Department, has said.

Inaugurating a buyer-seller meet organised in connection with the All Indian Exhibition of Khadi and Village Industries products here, he said that khadi products should be considered as special products. Khadi garments could not be regarded as poor man’s cloths a there were many takers for khadi among the upper crust of society. In fact, the production cost of khadi garments was very high and so the products were slightly expensive. But people who buy products made of natural ingredients would prefer khadi products.

If khadi products could be properly marketed among upper-segment consumers, the khadi sector and employees working in this sector would be benefited. The employees would be able to earn high wages. Worker in this sector were now getting only Rs.25 to Rs.75 a day as wages. This wage structure could not be allowed to continue for long. That was why the new industrial policy had given emphasis on identifying the right segment for marketing and re-branding and repositioning khadi and village industry products, he said.

Presiding over the function, T.M. Mani, member of the Khadi and Village Industries Board stressed the need for formulating an export policy for khadi products.

In his address, E.M. Govindankutty, Director of the Board, said that there were 220 stalls at the exhibition. Khadi institutions from Uttar Pradesh, West Bengal, Karnataka, and Andra Pradesh were participating in the exhibition. Rs.450 crore had been spent in the rural sector of the State for development of khadi and village industries in the last fifty years. .

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