Khadi by Peter England
The apparel brand will bring in its designs at Khadi manufacturing clusters in India

After Raymond, Aditya Birla Group has decided to foray into khadi to create a new brand –Khadi for Peter England. This initiative is in line with the Hon. Prime Minister’s vision of promoting ‘Khadi for Fashion’ and hand-woven fabric.
As a part of this strategic partnership, Peter England, leading menswear brand from the portfolio of Aditya Birla Fashion and Retail will be among the leading brands to develop an exclusive product line - Khadi by Peter England.
Speaking to Financial Chronicle, KVIC Chairman VK Saxena said, “Khadi, the heritage fabric of India which was discovered and promoted by none other than Mahatma Gandhi, has grown with passage of time and has come to become a major job provider in rural areas at a very low cost capital investment. Khadi and Village Industries sale has crossed Rs 50,000 crore mark during 2016-17. The KVIC - Aditya Birla Fashion and Retail Ltd. convergence is a major initiative to bring Khadi into the branded garments market in a big way with better designs, colours, and style to cater to the youth segment and the high-end market.”
KVIC has been taking many new marketing initiatives to promote Khadi and village industries products. KVIC has developed convergence with major market leaders like Raymond Ltd and Aditya Birla Fashion and Retail Ltd
Commenting on the collaboration, Ashish Dikshit, business head of Aditya Birla Fashion and Retail said, “Our partnership with Khadi & Village Industries Commission is a testimony of our commitment towards innovative and sustainable fashion. Reckoned as ‘Fabric of the Nation’, Khadi is a symbol of self – sufficiency, a versatile fabric that is trendy, with high-fashion appeal in its pure, rustic form. Through our partnership with KVIC, we aim to bring the rich Indian heritage of hand-woven fabric closer to our discerning consumers.”
This initiative, conceptualised under KVIC Act permits it to promote the sale and marketing of Khadi or products of village industries or handicrafts and forge links with established marketing agencies through the PPP mode.

Peter England has agreed for a guaranteed minimum procurement of Khadi and Khadi products for a period of five years with primary purchases of muslin cotton and silk. This partnership will prove not only provide assured market to Khadi artisans and institutions but will also give opportunity to upgrade the skill and designs of fabric and garments and also create sustainable employment opportunities in rural areas through Khadi.
As a part of this strategic association, Peter England will also bring in the design interventions at Khadi manufacturing clusters across the country along with providing technical expertise. Additionally, Peter England will procure all India Khadi varieties from departmental sales outlets of KVIC for OTC sales as well as crafting garments for its apparel brands. Additionally, Khadi Logo will be displayed across Peter England stores through visual merchandising, where Khadi products are displayed. Khadi by Peter England will be available at Peter England stores across the country, KVIC outlets and leading ecommerce portals. There are around 700 retail points selling Peter England brand and they all be involved for marketing of the new Khadi range.

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