Indians are Buying More Khadi than Hindustan Unilever Products

The Indian government’s retail division that boasts exclusively of ‘Made in India’ consumer products — Khadi Village Industries Commission (KVIC) — saw a 25% jump in sales in the year ending on 31 March, 2019.

In comparison to India’s largest fast moving consumer goods company, Hindustan Unilever (HUL), KVIC’s sales stood at ₹75,000 crore — twice that of HUL’s at ₹38,000 crore.

A large part of this explosive growth has come from khadi or handmade products, which grew at their fastest rate ever in the last four years.

Khadi in vogue

KVIC’s growth in sales is largely due to a rise in demand for khadi products — like papad, honey and cosmetics. Together they accounted for 4.3% of all sales.

And, then there’s khadi itself. KVIC is not only selling it in stores but also supplying to bigwig fabric companies like Raymond, Arvind Mills and Aditya Birla Fashion.

They’re also tying up with state-owned companies — like ONGC, Oil India and even the Indian Post Office — to give out gift coupons to employees, and use khadi for uniforms.

Not to mention that khadi is reportedly ‘chic’ fashion in the current era in part due to its comfort. Indian millennials look at khadi as an icon of sustainable fashion. Actress Kangana Ranaut is one of the many Indian celebrities who promotes homespun fashion at global film festivals.

Make in India and Buy Indian

Khadi, a hand spun and hand woven cloth, was one of the weapons of Mahatma Gandhi’s fight for freedom from the British. As a part of the Swadeshi movement, he inspired his countrymen to buy products made by Indians to support the local economy, than allowing Britain to market its own.

Today, KVIC is the statutory body responsible for the planning, promotion and organisation of the programmes that aid the use of khadi across. Their growth is also fueled by the current government’s push for local manufacturers with the ‘Make in India’ programme.

Source: BI

Image Courtesy: ET