<p>For many years, khadi would become part of the collective consciousness and discourse only during patriotic occasions. But the fabric now sees a steady increase in popularity and sales with every passing year. In this, it is being helped by Indian designers, who are revamping its image and making it more acceptable to the younger generation.</p>.<p>Uma Haimavati Prajapati, founder and creative director of Upasana Design Studio, says, “Khadi is a truly sustainable textile and since India is the only country which produces Khadi, we should be proud. The fabric has gained more relevance in today’s technology-driven world, thanks to the younger generation that is becoming more aware and conscious of this rich textile legacy.”</p>.<p>Designer Sumona Parekh of Sumona Couture feels that consumers are becoming more conscious of the choices they are making. She opines that there needs to be a quick transition from fast fashion to sustainable choices, keeping in mind the environment and our social responsibility. “Khadi is considered to be the fabric for all seasons because there are so many variations of it. It is organic, comfortable and with a texture that can make a statement when used in the right way,” she says. </p>.<p>She feels that designers should invest more in naturally produced fabrics like khadi, while also sustaining the weaves and artwork of Indian ‘karigars’ (artisans). </p>.<p>Anchor and fashion blogger Pria Sethi says that she eagerly waits for summer to begin so that she can wear her favourite fabric -- khadi.</p>.<p>“The fabric is ideal for Indian weather conditions, it keeps the wearer cool during the scorching summers. Apart from this, it now has a cool quotient associated with it.”</p>.<p>She adds, “Designer Amin Farista creates some elegant, affordable and unique khadi outfits. Amin has a brand called ‘Gandhian Fab by Amin Farista’ and he designs comfortable and versatile garments made from handwoven fabric spun out of cotton, silk and sometimes wool. </p>.<p><strong>Head here for khadi products</strong><br />Khadi Utsav 2019, a national level khadi and village industries exhibition-cum-sale, is being held at Freedom Park till January 31. A variety of khadi products, cane items, artworks made of hay, readymade khadi apparel and more is being displayed there. A discount of 30 percent on all khadi products will be offered.</p>.<p><strong>Bollywood push to the fabric</strong><br />The cast of recently-released epic drama ‘Manikarnika: The Queen of Jhansi’, including Kangana Ranaut, will be wearing ensemble khadi costumes sponsored by the Khadi and Village Industries Commission. The khadi costumes have been designed by Neeta Lulla and are crafted in fabrics like raw cotton, brocade and paithani.</p>.<p><strong>Exploring new avenues</strong><br />Khadi had a good run in 2018. The fabric<br />recorded a 32 percent growth in sales and also made its presence felt in new avatars. Khadi and Village Industries Commission has opened many ‘new-format’ stores, including inside malls, in different cities. Several biggies, like Raymond, also unveiled khadi and khadi-based collections in the past year. Khadi was also taken up as the preferred uniform fabric across several establishments — both government and private.</p>
<p>For many years, khadi would become part of the collective consciousness and discourse only during patriotic occasions. But the fabric now sees a steady increase in popularity and sales with every passing year. In this, it is being helped by Indian designers, who are revamping its image and making it more acceptable to the younger generation.</p>.<p>Uma Haimavati Prajapati, founder and creative director of Upasana Design Studio, says, “Khadi is a truly sustainable textile and since India is the only country which produces Khadi, we should be proud. The fabric has gained more relevance in today’s technology-driven world, thanks to the younger generation that is becoming more aware and conscious of this rich textile legacy.”</p>.<p>Designer Sumona Parekh of Sumona Couture feels that consumers are becoming more conscious of the choices they are making. She opines that there needs to be a quick transition from fast fashion to sustainable choices, keeping in mind the environment and our social responsibility. “Khadi is considered to be the fabric for all seasons because there are so many variations of it. It is organic, comfortable and with a texture that can make a statement when used in the right way,” she says. </p>.<p>She feels that designers should invest more in naturally produced fabrics like khadi, while also sustaining the weaves and artwork of Indian ‘karigars’ (artisans). </p>.<p>Anchor and fashion blogger Pria Sethi says that she eagerly waits for summer to begin so that she can wear her favourite fabric -- khadi.</p>.<p>“The fabric is ideal for Indian weather conditions, it keeps the wearer cool during the scorching summers. Apart from this, it now has a cool quotient associated with it.”</p>.<p>She adds, “Designer Amin Farista creates some elegant, affordable and unique khadi outfits. Amin has a brand called ‘Gandhian Fab by Amin Farista’ and he designs comfortable and versatile garments made from handwoven fabric spun out of cotton, silk and sometimes wool. </p>.<p><strong>Head here for khadi products</strong><br />Khadi Utsav 2019, a national level khadi and village industries exhibition-cum-sale, is being held at Freedom Park till January 31. A variety of khadi products, cane items, artworks made of hay, readymade khadi apparel and more is being displayed there. A discount of 30 percent on all khadi products will be offered.</p>.<p><strong>Bollywood push to the fabric</strong><br />The cast of recently-released epic drama ‘Manikarnika: The Queen of Jhansi’, including Kangana Ranaut, will be wearing ensemble khadi costumes sponsored by the Khadi and Village Industries Commission. The khadi costumes have been designed by Neeta Lulla and are crafted in fabrics like raw cotton, brocade and paithani.</p>.<p><strong>Exploring new avenues</strong><br />Khadi had a good run in 2018. The fabric<br />recorded a 32 percent growth in sales and also made its presence felt in new avatars. Khadi and Village Industries Commission has opened many ‘new-format’ stores, including inside malls, in different cities. Several biggies, like Raymond, also unveiled khadi and khadi-based collections in the past year. Khadi was also taken up as the preferred uniform fabric across several establishments — both government and private.</p>
