Khadi and Village Industries Commission (KVIC) is looking at modern retailing concepts and style to popularise Khadi among the youth and the upwardly mobile.
KVIC has planned to launch 20 khadi plazas in the major cities of the country to retail Khadi apparel in trendy setting and ambience.
“The rollout of these plazas would begin from 2013,” KVI commissioner J S Mishra told Business Standard here.
Besides, KVIC also plans to train sales personnel manning Khadi outlets in modern retailing in the backdrop of tough competition from apparel retail majors.
Meanwhile, KVIC has already started the process of modernising about 1,200 Khadi outlets across India under an Asian Development Bank (ADB) funded programme.
“Some Khadi institutions have started to produce trendy shirts in colours other than our signature white Khadi shirts to attract youngsters as well as other uninitiated consumers,” he added.
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Mishra said several retail majors bought apparel directly from select Khadi institutions, labelled them for retailing in their outlets.
“We may also explore the possibility of introducing kids wear in Khadi in future, besides accessories, such as wooden beads, jewellery and decorative items,” he added.
KVIC is further set for a makeover in terms of its signage, hologram and other images associated with it.
“We have signed a memorandum of understanding with the National Institute of Design under which it would help in these facets, including layout design of our outlets, apparel design, product line and colour schemes. They would also help in designing our corporate logo,” he said.
KVIC has already proposed total inflow of about Rs 55,000 crore towards Khadi and village industries in India during the 12th Five Year Plan (2012-17). This includes Rs 15,000 crore of planned outlay to be provided by the Centre and Rs 40,000 crore of bank credit to KVIs.
The proposed outflow of funds during 2012-17 would be over three times the funds flow during the current 11th Plan, wherein total funds are estimated at Rs 15,000 crore.