KHADI GOES CHIC
Khadi, once the dowdy sartorial symbol of India's independence movement, is now trendy and makes the cash registers ring. Designers are rocking the ramp with khadi collections and brands are seeing profit by selling their range made from hand-woven cotton fabric. The khadi collection by Fabindia, a brand that retails handcrafted clothing and home furnishings, sells like hot cakes.
"We have witnessed growth in khadi business in terms of the offering as well as the customer base. In addition, the business has grown almost three times in the last five years. The market is definitely growing faster than the production capacities," says Anuradha Kumar, creative head, Women's Wear, Fabindia.
She said that its classic khadi kurtas for men and women have always been one of the fast sellers. Many designers are endorsing the fabric. Designer Gaurang Shah, who showed his khadi line at the Berlin Fashion Week and the New York Fashion Week in 2012, says that people's perception towards the humble fabric has changed.