Khadi board sets ₹100 crore Onam sales target with ‘I Also Want Khadi' campaign
Announcing the initiative at a press conference held at Payyambalam Rest House on Wednesday, board vice-chairperson P. Jayarajan said the campaign will feature a 30% rebate on Khadi clothes and gifts schemes worth ₹25 lakh.
In a major push to popularise Khadi among youth and government employees, credit facilities of up to ₹1 lakh will be provided to eligible people. Highlighting the success of recent marketing strategies, Mr. Jayarajan said that the diversification into online sales through Khadi Trends and Vibes and partnership with the Kerala Institute of Fashion Technology for branding Dees clothing line have significantly boosted Khadi's acceptance. Export of Khadi products to Italy, Gulf and other countries has also commenced, he added.
To further enhance the board's revenue, a special officer has been appointed to study the commercial potential of available materials. Based on the report, surplus resources will be converted into income- generating products. An agreement with Indian Oil Corporation have paved the way for opening petrol outlets in Pappinissery, Kannur, and Mavungal, Kasaragod, Mr. Jayarajan said.
Plans are also under way to rejuvenate Khadi Cooperative Societies, including those under Scheuled Caste and Scheduled Tribe categories, with new schemes and financial support.
In a parallel development, the Pattiam Social Service Society, under the Khadi Board's Special Employment Generation Programme Scheme, launched a new fabric enhancer - Pattiam's Super Stiffy After Wash. The product was officially released by Mr. Jayarajan, who handed over the first purchase to Khadi Nassar, a consumer. It is priced at ₹210 for 1 litre, ₹110 for 500 ml and ₹50 for 200 ml and will be available at Khadi outlets across Kerala.
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