Khadi by Raymond – India’s First Branded Khadi Label
From khadi being the ‘fabric of passion’ to being ushered as the ‘fabric of fashion’. That, in short, is the story of ‘Khadi by Raymond’, the country’s first branded khadi label which was launched with a fashion show held in a Mumbai hotel.
An exquisite range of fabric blends, never-seen colours and ready-to-wear apparel that resonates with India’s textile culture, Khadi by Raymond upholds the 90-year-old fabric giant’s rich legacy striking a chord with contemporary Indian customer.
The initiative conceptualized under KVIC (Khadi and Village Industries Commission) mark Regulation Act and permits Raymond Limited to promote the sale and marketing of Khadi or Khadi products of village industries or handicrafts and forge links with established marketing agencies through the Public Private Partnership mode. Under this convergence, Raymond has agreed for a guaranteed minimum procurement of Khadi and Khadi products for a period of five years with primary purchases of muslin cotton, wool blends, and silk.
Dressed in a light gray and yellow woven motif khadi silk bandhgala Gautam Hari Singhania, Chairman & Managing Director, Raymond Limited said; “It is indeed a moment of pride to have Khadi – the fabric of our nation as a part of our product portfolio. Embodying some of the latest design trends and enhancing its quality Raymond Khadi is set to reposition Khadi as a fabric of choice and reinstating our commitment to ‘Make in India’ initiative.”
As part of the initiative, Raymond will procure all India Khadi varieties and send to manufacturing plants for final finishing process ensuring superior product handle and finesse. Raymond will also bring in the design interventions at Khadi manufacturing clusters across the country along with providing technical expertise.
Raymond Khadi products will be available at KVIC outlets and 350-odd Raymond Shops across India and leading e-commerce portals.
Calling it a historical moment, V.K. Saxena, Chairman, KVIC said, “The agreement signed between KVIC and Raymond some six months back is bearing its first fruit and the exclusive display of Khadi apparels will open a new avenue for Khadi market and this will serve the cause of rural artisans of our country.”
Currently, Khadi is being marketed by Khadi Gramodyog Bhavan’s stores as well as through the sales outlets run by the institutions financed by KVIC and KVIB. However, this strategic partnership will open new doors for Khadi through numerous Raymond outlets across the country as well as select international markets.
Also present in the evening do was Giriraj Singh, Minister of State, MSME, Government of India, who observed: “The partnership model such as the one with Raymond is likely to boost the industry’s confidence by ensuring market linkages that can lead to demand generation. The increase in demand for Khadi will thus be a positive measure for the economy creating numerous employment opportunities for artisans.”
The half-an-hour long fashion show with live music and compeered by actors Kabir Bedi and Tannishtha Chatterjee had models sashaying the ramp dressed in sari, bandhgala, jackets, kurta, trousers, tops, shirts, half-coats, evening gowns etc.