Ashish Dik­shit, Busi­ness Head, Aditya Birla Fash­ion and Re­tail Ltd.

Business Sphere - - CONTENTS - By Our Cor­re­spon­dent

Aditya Birla Fash­ion and Re­tail to­day said it has tied up with the Khadi and Vil­lage In­dus­tries Com­mis­sion (KVIC) and launched a prod­uct line 'Khadi by Peter Eng­land'. Peter Eng­land is a menswear brand from the fash­ion brands port­fo­lio of Aditya Birla Fash­ion and Re­tail Ltd (ABFRL). As part of the col­lab­o­ra­tion, Peter Eng­land will de­velop an ex­clu­sive prod­uct line branded as 'Khadi by Peter Eng­land', the com­pany said in a state­ment. Un­der the part­ner­ship, Peter Eng­land has agreed for a guar­an­teed min­i­mum pro­cure­ment of Khadi and Khadi prod­ucts for a pe­riod of five years with pri­mary pur­chases of muslin cot­ton and silk. Com­ment­ing on the de­vel­op­ment, ABFRL Busi­ness Head Ashish Dik­shit said: "Through our part­ner­ship with KVIC, we aim to bring the rich In­dian her­itage of hand-wo­ven fab­ric closer to our dis­cern­ing con­sumers." The com­pany said the new la­bel will be avail­able at around 700 Peter Eng­land stores and KVIC out­lets be­sides lead­ing ecom­merce por­tals. t fur­ther said KVIC has per­mit­ted ABFRL to pro­mote the sale and mar­ket­ing of Khadi or prod­ucts of vil­lage in­dus­tries or hand­i­crafts and forge links with es­tab­lished mar­ket­ing agen­cies through the PPP mode. 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. Ad­di­tion­ally, Khadi logo will be dis­played across Peter Eng­land stores through vis­ual mer­chan­dis­ing, where Khadi prod­ucts are dis­played, the com­pany said. 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.

Mar­ket­ing Con­ver­gence be­tween Khadi And Vil­lage In­dus­tries Com­mis­sion, Min­istry Of MSME, Gov­ern­ment of In­dia And Aditya Birla Fash­ion and Re­tail Ltd.

Adding a new strength to Khadi In­dia's fash­ion power-house, Aditya Birla Fash­ion and Re­tail Ltd. and Khadi and Vil­lage In­dus­tries Com­mis­sion, Min­istry of MSME, Gov­ern­ment of In­dia to­day an­nounced a strate­gic col­lab­o­ra­tion to strengthen the syn­er­gies be­tween the two iconic In­dian brands. This ini­tia­tive is in line with the Hon. Prime Min­is­ter's vi­sion of pro­mot­ing 'Khadi for Fash­ion' and hand-wo­ven

fab­ric. The agree­ment doc­u­ment was ex­changed be­tween Ms. An­shu Sinha, CEO, KVIC and Mr. Ashish Dik­shit, Busi­ness Head, Aditya Birla Fash­ion and Re­tail Ltd. in the au­gust pres­ence of Shri Vi­nai Kumar Sax­ena, Chair­man KVIC and other dig­ni­taries. As a part of this strate­gic part­ner­ship, Peter Eng­land, lead­ing 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'. Speak­ing on this part­ner­ship, KVIC Chair­man V. K. Sax­ena said, "Khadi, the her­itage fab­ric of In­dia which was dis­cov­ered and pro­moted by none other than Ma­hatma Gandhi, has grown with pas­sage of time and has come to be­come a ma­jor job provider in ru­ral ar­eas at a very low cost cap­i­tal in­vest­ment. Hon'ble Prime Min­is­ter Shri Naren­dra Modi has given a ma­jor boost to Khadi Pro­gramme by reg­u­larly ap­peal­ing to the coun­try­men to buy Khadi and sup­port ru­ral ar­ti­sans. This has cre­ated a great de­mand for Khadi and I am happy to in­form that the Khadi and Vil­lage In­dus­tries sale has crossed Rs. 50,000 Crore mark dur­ing 201617. 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 lakhs man hours to the Khadi ar­ti­sans and will def­i­nitely bring in much needed pro­fes­sional in­put in Khadi ready­mades." Com­ment­ing on the col­lab­o­ra­tion, Mr. Ashish Dik­shit, Busi­ness Head, Aditya Birla Fash­ion and Re­tail said, "Our part­ner­ship with Khadi & Vil­lage In­dus­tries Com­mis­sion is a tes­ti­mony of our com­mit­ment to­wards in­no­va­tive and sus­tain­able fash­ion. Reck­oned as 'Fab­ric of the Na­tion', Khadi is a sym­bol of self - suf­fi­ciency, a ver­sa­tile fab­ric that is trendy, with high-fash­ion ap­peal in its pure, rus­tic form. Au­then­tic, In­dian prod­ucts res­onate strongly with the In­dian con­sumers and there is an in­creas­ing de­mand for hand-made fab­ric, that stays true to its roots and ex­udes sim­plic­ity and vogue at the same time. Through our part­ner­ship with KVIC, we aim to bring the rich In­dian her­itage of hand-wo­ven fab­ric closer to our dis­cern­ing con­sumers." Elab­o­rat­ing on this strate­gic ini­tia­tive, Ms. 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 or­ga­ni­za­tions and will bring in sus­tain­able em­ploy­ment to Khadi ar­ti­sans." This ini­tia­tive is con­cep­tu­al­ized 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 through the PPP mode. Un­der this con­ver­gence, Peter Eng­land has agreed for a guar­an­teed min­i­mum pro­cure­ment of Khadi and Khadi prod­ucts for a pe­riod of 5 years with pri­mary pur­chases of muslin cot­ton and silk. This part­ner­ship will prove 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. 'Khadi by Peter Eng­land', a melange of In­dian ethos and lat­est trends is sure to po­si­tion Khadi as a fash­ion fab­ric. 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. Ad­di­tion­ally, 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. Ad­di­tion­ally, 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. 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 be in­volved for mar­ket­ing of the new Khadi range.

Ashish Dik­shit, Busi­ness Head, Aditya Birla Fash­ion and Re­tail Ltd

KVIC Chair­man V. K. Sax­ena

Newspapers in English

Newspapers from India

© PressReader. All rights reserved.