Gov­ern­ment plans to launch ‘su­per pre­mium’ Khadi to at­tract lux­ury con­sumers

Apparel - - Market Watch -

The gov­ern­ment plans to cre­ate a ‘su­per pre­mium’ seg­ment for Khadi in or­der to in­crease sales by tap­ping the lux­ury cus­tomer base. “We will first make a list of the ac­tual su­per pre­mium Khadi prod­ucts which are al­ready be­ing man­u­fac­tured in many parts of the coun­try which we do not know of. We know one or two, but now we should have a di­rec­tory of that and should try to show­case that in one place so that the young­sters if they are look­ing for some­thing stylish they can ac­tu­ally opt for su­per pre­mium Khadi prod­ucts, said A K Panda, Sec­re­tary in the MSME Min­istry.

The MSME Min­istry also plans to re­cruit top de­sign­ers for the su­per pre­mium seg­ment prod­ucts with the help of the Min­istry of Tex­tiles. The su­per pre­mium prod­ucts will ini­tially be sold in lounges at se­lect Khadi out­lets. In the fu­ture, the Khadi and Vil­lage In­dus­tries Com­mis­sion (KVIC) hopes to part­ner with top global lux­ury brands to en­hance the reach of the prod­ucts, ac­cord­ing to of­fi­cial sources.

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