Date:27/01/2005 URL: http://www.thehindubusinessline.com/2005/01/27/stories/2005012702240100.htm

Back Indian Khadi designs get a Swiss touch

Anna Peter

Mumbai , Jan. 26

KHADI is an all-Indian effort, right? Perhaps not. The next time you are in Switzerland, do not be surprised if you find a few khadi-clad Europeans.

The Confederation for Promotion of Khadi and Village Industries (CPKVI), the organisation entrusted with boosting khadi's fortunes in India, is reaching across the nation's borders to enlist the help of organisations in the UK and Switzerland.

According to the CPKVI Chairman, Mr Haresh Shah, it has been approaching organisations in Italy, South Africa, the UK and Switzerland to promote the desi fabric.

While Indian wear is all about the `drape', tailors here have not mastered the art of cutting which is the cornerstone of Western clothing. So, the attempt now is to tie up with organisations abroad to change the face of khadi.

Some of these efforts have borne fruit, especially with Pro Helvetia of Switzerland.

The Swiss Council has zeroed in on two Indian designs. The game plan is to finalise one garment that can be successfully cut and stitched by Indian tailors and sold in Europe.

The design will be created in khadi and exhibited in Switzerland through bodies such as Pro Helvetia, which is responsible for spreading Swiss culture abroad and regional understanding.

Mr Shah is hoping that such designs will attract the interest of garment exporters or retail stores in Switzerland. "The same goes for the UK. If entrepreneurs like what they see, it could mean the chance to capture orders... and mean sustainable source of employment."

The khadi body has set up an online design bank and data centre that provides designs and samples with ready colour combinations. The confederation has also been using the help of young designers through various contests.

The new efforts are there for all to see in imaginative products in the home furnishings segment. "How many people know that one could fully furnish a home with all the khadi products available? We have everything from dusters to cushion covers," Mr Shah said.

Clearly, the CPKVI has ensured that things are changing for the khadi industry. Thus, some 200 out of the 2,000 institutions that form the confederation have been asked to set aside 20-30 per cent of their production for the Government, a segment it considers a captive market.

In the year ended September 2004, the first year of its operations, CPKVI clocked a turnover of Rs 21 crore, all of which were orders for linens, boots, towels, dusters, sponge clothes, etc, from the Railways and paramilitary forces. "While the business is high volume and an assured one, there are also no chances of bad debts," Mr Shah said.

Interestingly, CPKVI has hired retired inspectors of the Directorate-General of Supplies and Disposals to go to various centres and train weavers on quality aspects and to spot flaws while weaving. They also help weavers plan and understand the logistics of creating and executing orders.