The Khadi & Village Industries Commission (KVIC), a government body promoting small-scale industries, is in the revamp mode. It plans to take its designer garment brand, Khadi, nationwide. Currently the brand is available only in Delhi. The organisation also recently forayed into the organic foods segment, with the launch of wheat, jaggery, daliah, etc.
To back up its new brand-based initiative -- which comes in the backdrop of the government proposing to set up a professionally-managed marketing company for KVIC -- the organisation has decided to introduce a new logo for its packaging material and outlets.
The proposed marketing company, that will primarily focus on the marketing activities of the various KVIC brands, is expected to have at least three top functionaries -- a managing director, director finance and director marketing.
KVIC is also planning to launch promotional campaigns through the media. It has earmarked around Rs 10 crore (out of a total expenditure of Rs 25 crore) on advertisement and promotional activities to support these brands. "In the initial stage, we will focus only on the print medium, along with other promotional activities," said K K Gupta, deputy chief executive officer, KVIC.
Apart from Khadi and the newly launched organic foods, KVIC has another brand in its kitty _ Sarodaya, which has products like honey, pickles, toilet soaps, agarbatti and spice powders.
Gupta said: "The organic food products are currently being test-marketed in Delhi. We are yet to decide on the brand name for these products. Before rolling out these products into the other markets, we need to strengthen the supply chain".
Also, the professionally managed marketing company proposed by the finance ministry last year is all set to take shape by April this year.
KVIC is looking at a more savvy image for itself, and is scouting for a new logo design. Gupta said the logo will further build the brand identity of the organisation. As part of its refurbishment and modernisation drive, KVIC has earmarked Rs 25 crore for the coming fiscal.
The government has sanctioned Rs 95 crore for the modernisation of KVIC over four years. "We will focus on consolidating our existing 7,000 sales outlets in the country. We will change the look of the outlets and make them trendy and modern," Gupta added.
