In a bid to popularise indigenous products among India’s youth and generate new employment opportunities in remote areas, the Khadi & Village Industries Commission (KVIC) is taking new measures to promote khadi wear in India in the form of denims for both men and women.

One such initiative by KVIC – an apex organization under the Ministry of Micro, Small and Medium Enterprises – was the launch of a unique range of khadi denim wear at an event in Khadi Gramodyog Bhavan here on Tuesday.

Union Micro, Small and Medium Enterprise Minister Kalraj Mishra launched the exhibition. His deputy Giriraj Singh and MSME Secretary Madhav Lal were also present.

The aim of the exhibition was to promote youth-specific indigenous products from northeast India under Prime Minister’s Employment Generation Programme (PMEGP).

“I am happy that different states of northeast India are present here. PMEGP has boosted production in those states. Small families have benefited with this program. We have thought about the youngsters in those areas and have tried to encourage them,” Mishra said.

Talking about the popularity of denim wear among India’s youth, the minister opined: “Youngsters should experience khadi as the product of their nation and should buy khadi denim as it is better than the average denim wear available in the market.”

“Be it design or fashion, we are trying to improve khadi products in every field and improve its quality. Youngsters should experience that khadi is our own product. It’s the pride of India, symbol of our country,” he added.

The khadi collection unveiled at the exhibition, which has a smooth texture and is a little softer than regular denim, boasts of an array of jackets, jeans and shirts for men and women. The design of the clothes, which are hand-spun and hand-woven, reflects a strong Indo-western flavour and is especially crafted to cater to the style needs of India’s youth.

The price of the range starts from Rs.2,300. Shirts are priced at Rs.1,700 and Rs.1,900.

The organization is planning to promote this exclusive range across its sales outlets in India, said D.S. Bhati, assistant director, marketing, KVIC.

“We have launched khadi denim in Delhi. KVIC’s stores are run by our NGOs. There are approximately 7,500 sales outlets from towns to metros”, Bhati told IANS.

Overall, KVIC has departmental sales centers in New Delhi, Goa, Patna, Agartala, Bhopal, Jodhpur, Kolkata and Mumbai.

“KVIC’s khadi denim is produced by our khadi institutions. It will definitely give a boost to the sector. The cloth is eco-friendly and skin-friendly. It is hand spun and hand-woven fabric,” Bhati added.

He also said that this initiative will create “maximum employment opportunities” in remote areas and KVIC is now planning to launch the product across the country.

“We are planning to launch franchise schemes so that these products are available in local markets. Stores with our franchise will be able to sell this product”, he added.

With the advent of e-commerce in India, KVIC is also looking forward to take khadi denim online.

“KVIC CEO Arun Kumar Jha has taken this step to enter in the online market. We will very shortly go online”, he said.

Emphasising on the eco-friendly nature of khadi, Bhati said: “Except khadi, no one can produce skin-friendly fabrics”.

He also said that KVIC is a body of “providers and not traders”.

“We have no competition in market. Except khadi, no one can produce skin-friendly fabrics. Our motto is to generate employment in remote areas. We aren’t traders; we are providers”, he signed off.

With KVIC’s exhibition, the government wishes to “create awareness for the first time” for khadi denim and boost the economy of the northeast states through the PMEGP programme.