Lok Sabha Question No. 110 (STARRED), answered on 2019-02-11
Subject: Promotion of Khadi
Ministry: MICRO,SMALL AND MEDIUM ENTERPRISES
Asked by: RAMCHARAN BOHARA

## GOVERNMENT OF INDIA

## MINISTRY OF MICRO, SMALL AND MEDIUM ENTERPRISES

## LOK SABHA STARRED QUESTION NO. *110

## TO BE ANSWERED ON 11.02.2019

## PROMOTION OF KHADI

## *110.          SHRI RAM CHARAN BOHRA:

Will the Minister of MICRO, SMALL AND MEDIUM ENTERPRISES be pleased to state:

- (a)   the  details  of  the  schemes  being  implemented  for  promoting  the  use  of
- Khadi clothes;
- (b)  whether  the  Government  has  taken  any  steps  for  technology  upgradation
- and value addition to promote khadi clothes; and
- (c)   if so, the details thereof?

## ANSWER

MINISTER OF STATE (INDEPENDENT CHARGE)

FOR MICRO, SMALL AND MEDIUM ENTERPRISES (SHRI GIRIRAJ SINGH)

- (a) to (c): A statement is laid on the Table of the House.

## STATEMENT REFERRED TO IN REPLY TO PART (a) TO (c) OF LOK SABHA STARRED QUESTION No.*110 FOR ANSWER ON 11.02.2019

(a)to(c): Ministry through Khadi and Village Industries Commission(KVIC) has taken various initiatives to promote Khadi clothes.  Details of the initiatives taken are placed at Annexure-I.

In  addition  to  the  above,  Ministry  has  been  implementing  a  number  of schemes for the holistic development and promotion of Khadi through KVIC, which include:

## i) Khadi Grant:

1. Strengthening Infrastructure of existing Khadi Institutions and Assistance for Marketing Infrastructure provides for renovation of khadi sales outlets and providing assistance for strengthening infrastructure of existing weak selected institutions
2. Workshed  Scheme  for  Khadi  Artisans  for  providing  assistance  for construction of worksheds.
3. ii) Market Promotion Development Assistance (MPDA) - A unified scheme by merging  Market  Development  Assistance,  Publicity,  Marketing  and  Market Promotion. A  new  component  for  Infrastructure namely  setting up of Marketing Complexes /Khadi Plazas has been added to expand the marketing network  of  Khadi  &  Village  Industries  products.  Under  the  Modified  MDA (MMDA) financial assistance at 30% of the Prime Cost, is distributed amongst Producing Institutions (40%), Selling Institutions (20%) and Artisans (40%).
4. iii) Khadi Reform and Development Programme (KRDP) aims to revitalize the khadi  sector  with  enhanced  sustainability  of  khadi,  increased  incomes  and employment  for  spinners  and  weavers,  increased  artisans'  welfare  and  to achieve  synergy  with  village  industries.  Khadi  Reform  Package  envisages reform support in the following areas: (i) Artisan Earnings and Empowerment, (ii) Direct Reform Assistance to 400 Khadi Institutions & (iii) Implementation of a well-knit Management Information System.

## Annexure-I referred to in reply to part (a)to(c) of the Lok Sabha Starred Question No. *110 for answer on 11.02.2019

## Following are the new initiatives taken to promote Khadi clothes:

1. One of the key interventions is the development and implementation of 'Khadi Mark'. The  Khadi  Mark  was  launched  by  Hon'ble  President  of  India  in  September  2013 subsequent  to  notification  of  the  Khadi  Certification  Regulations  2013.  The  Khadi Mark not only guarantees the genuineness of Khadi products but also promotes Khadi as a brand that connotes social, cultural, and environmental values.
2. KVIC  engaged  a  fashion  designer  of  national  and  international  repute  for  Fashion Designing to make Khadi products more competitive and appealing in the domestic as well as overseas market segment.
3. A MoU was signed between KVIC and Aditya Birla Fashion & Retail Ltd. (ABFRL), Raymond and Arvind Mills for sale of Khadi fabric in the country and abroad.
4. Tie-up was made with premier institutions like Federation of Indian Export Organization (FIEO), World Trade Centre (WTC), Indian Trade Promotion Organization (ITPO), Trade Promotion Council of India etc., for invigorating business opportunities in the overseas market.
5. KVIC has entered into an agreement with M/s. GLOBUS, a retail clothing stores chain for setting up of 'Khadi Korner', a shop in shop concept, initially in Globus Showroom at Noida, followed by Globus showrooms in Chennai and Ahmedabad.
6. Setting up of modern 'Khadi Lounge' with exquisite Khadi designer garments.
7. Launching of 'franchise scheme' to expand the sales distribution network.
8. Tie up with e-Commerce  platform  for  on-line  marketing  through  e-Commerce companies like Paytm.
9. Special efforts to attract youth by introducing attractive T-shirts, Khadi jeans, jackets, kurtis, etc. as well as launching a range of casual wear called 'vicharvastra' specially designed by Ms. RituBeri.
10. Opening of sales outlets at domestic as well as international airports like Visakhapatnam, Lucknow, Ahmedabad and Varanasi.
11. Opening Khadi Outlets in Post Offices.
12. Tie  up  arrangements  for  bringing  out  innovative  export  quality  product  designs  with NIFT, etc.
13. Ensuring  strong  digital  presence  with  a  vision  to  reach  out  to  the  required  target audience through online social media such as Face book, Twitter, LinkedIn, YouTube, Instagram etc.
14. Launched'store  app'  through  mobile  application  to  facilitate  the  customers  to  locate Khadi  India  sales  outlet  at  various  geographical  locations  to  increase  foot  falls  at various stores under Khadi sector.
15. Introduction of pre-paid Gift Voucher Scheme for corporate gifting including PSU and Government Departments.
16. Participation in domestic international exhibitions at State and National levels wherein KVIs are allowed to participate and market their products. Assistance is also provided to Exporters  participating in International Trade  Fairs  held  in India like India International Trade Fair (IITF), New Delhi, where stall rentals are subsidized for the exporting institutions.
17. KVIC has applied to register 'Khadi' as a word mark and 'Khadi India' as a Trade mark in 27 classes for various products among 45 classes listed out in the IPR Act at National Level as well as has filed an online application for registering 'Khadi' as a trade mark under International bureau in European Union and other countries under 16 different classes.