India-based fabric and apparel major, Raymond has partnered with Khadi and Village Industries Commission (KVIC) to foray into a new line of clothing under the brand Khadi which will directly compete with Fabindia, an Indian chain store retailing garments, furnishings, fabrics and ethnic products handmade by craftspeople across rural India. Apart from retailing the brand, Raymond will provide technical and design expertise to Khadi manufacturing clusters for crafting readymade garments for its apparel brands.
Sanjay Behl, CEO – Raymond told a leading Indian daily, “Khadi is looking for an economic revolution and Raymond has technical expertise as well as significant global presence. This is a perfect match. Our idea was really to own the complete value chain by getting directly into the source of Khadi in India and the most widest and proficient in Khadi is KVIC.”
The initiative, which is taken under the KVIC Act that permits it to promote the sale and marketing of Khadi or Khadi products of village industries or handicrafts and forge links with established marketing agencies, will certify Raymond to use Khadi mark to sell readymade garments and fabric which will be available at KVIC and Raymond outlets across the country.
Also Read – Raymond – The most attractive Indian apparel brand: TRA
As per the MoU signed by the two parties, Raymond has agreed for a guaranteed initial procurement of a substantial amount of Khadi fabrics from the 2,300 clusters under KVIC in the initial year. The association is expected to add an incremental employment of 2.1 lakh man hours for spinners and weavers.
