Khadi goes contemporary…

khadiFor a generation of Indians, Khadi Bhandars conjure images of dusty, dimly lit stores filled with ill-fitting clothes that their grandfathers wore. In recent years, however, the staid sarkari outlets have tried to catch up with a new range – including recently launched denims, khadi trousers and T-shirts – in addition to a variety of food and cosmetic products. The renovated khadi flagship store in Delhi is doing brisk business. It is finalizing plans to take the e-commerce route and talks are on for tie-ups. Raymond is its first franchise partner. It will be the first time khadi will “officially” go out of 7,000-odd outlets. The revamp goes beyond retailing — the plan is to rework the product mix.