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Peter England gets a khadi twist

Aditya Birla Fashion and Retail Ltd. joins hands with Khadi and Village Industries Commission to announce a strategic tie-up in line with Prime Minister Modi’s vision of promoting khadi for fashion

Aditya Birla Fashion and Retail Ltd. and Khadi and Village Industries Commission, Ministry of MSME, Government of India on May 23 announced a strategic collaboration in line with Prime Minister Modi’s vision of promoting ‘Khadi for Fashion’ and hand-woven fabric.

As a part of this strategic partnership, Peter England, the menswear brand from the fashion brands portfolio of Aditya Birla Fashion and Retail, will be among the leading brands to develop an exclusive product line branded as ‘Khadi by Peter England’.

This initiative is conceptualised under KVIC Act that permits it to promote the sale and marketing of khadi or products of village industries or handicrafts and forge links with established marketing agencies.

In another development, fabric brand Raymonds too launched Khadi -- The Story Re-spun in an event on May 23.

Ashish Dixit, Business Head, Aditya Birla Fashion and Retail, told BestMediaInfo.com that there was a specific reason for choosing Peter England for this partnership, out of the many brands. He added, “We feel that Peter England costumer is the average Indian middle-class customer with a good understanding of khadi as a product. They have different forms in clothing khadi and khadi-like products, except they haven’t received it from brands. So, after we go perfect in promoting khadi with Peter England, we will definitely try to take it to the other brands as well.”

As a part of this strategic association, Peter England will also bring in the design interventions at khadi manufacturing clusters across the country along with providing technical expertise. Peter England will procure all-India khadi varieties from departmental sales outlets of KVIC for OTC sales as well as crafting garments for its apparel brands. Khadi logo will be displayed across Peter England stores through visual merchandising, where khadi products are displayed. 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.

The partnership will give khadi a bigger and better platform to expand its availability. Khadi by Peter England will be available at Peter England stores across the country, KVIC outlets and leading ecommerce portals. There are around 700 retail points selling Peter England brand and they all will be involved for marketing of the new Khadi range and with this agreement, KVIC has a vision for increasing khadi production to five times in five years and providing better wages and sustainable employment to its artisans.

As per the new set up, Peter England will procure khadi and khadi products for a period of at least five years with primary purchases of muslin cotton and silk. This partnership will not only provide assured market to khadi artisans and institutions but will also give opportunity to upgrade the skill and designs of fabric and garments and also create sustainable employment opportunities in rural areas through khadi.

Speaking on this partnership, VK Saxena, Chairman, KVIC said, “The KVIC-Aditya Birla Fashion and Retail Ltd convergence is a major initiative to bring khadi into the branded garments market in a big way with better designs, colours and style to cater to the youth segment and the high-end market. This convergence will provide around 2 lakh man hours to the khadi artisans and will definitely bring in much needed professional input in khadi ready-mades.”

Anshu Sinha, CEO, KVIC, said, “KVIC has been taking many new marketing initiatives to promote khadi and village industries products. Bulk orders has been received from corporates, PSUs and Govt. Departments like ONGC, Air India, Ministry of Health, J. K. Cement etc. to develop the market for khadi and also provide professional expertise in area of designing product development etc. KVIC has developed convergence with major market leaders like Raymond Ltd. and Aditya Birla Fashion and Retail Ltd. This will be a win-win proposition for both the organisations and will bring in sustainable employment to Khadi artisans.”

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