From Arvind Mills, Raymond and other branded textile manufacturers to the fraternity of fashion designers, the past few years have had a whole new set of suitors standing attendance to Brand Khadi.
Its identity—from a fabric favoured by politicians and a symbol of national pride to an embodiment of sustainable fashion and millennial values—is undergoing a massive change and the makeover is opening the door to a new world of consumers for the government-owned Khadi and Village Industries Commission (KVIC). Khadi’s proponents are talking to a new audience, in a ...
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