After 60 years of actively promoting the use of khadi wear in India, Sarvoday Ashram that sells 'Khadiline' brand, today announced entry into premium segment with the launch of a new brand 'Ekmatra'.
The UP-based non-profit organisation, which once had trustees like Lal Bahadur Shastri and Acharya Kriplani, said it plans to open 25'Ekmatra'stores and expects a turnover of up to Rs 28 crore from the brand in the next three years.
"Through Ekmatra, we are trying to bridge heritage with the modern generation. We have to make our product relevant to our youth. That is our aim in launching the brand,"Sarvoday Ashram Trustee Partho P Kar told media.
At present, the organisation runs 14 'Khadiline' stores across the country, selling both women and menswear made from khadi. It is positioned in the mass market with prices ranging between Rs 500-1000.
"Ekmatra is our first premium brand. We plan to open around 25 stores in the next three years in around 7-8 cities.
We expect that it will generate a turnover of Rs 25-28 crore in three years period,"he said.
He said under the brand the organisation will sell attires for both men and women within the price range of Rs1000- Rs 6000. It will target the urban customers of 33years and above, he added.
For opening the stores, Kar said it would require anamount Rs 15 crore in the next three years, which will befunded by the trust.
Inspired by Acharya Vinoba Bhave, Sarvoday Ashram wasfounded in 1951 by social activist Rohan Lal Chaturvedi atEtah in Uttar Pradesh, with an aim to create and provideemployment to the rural people.
At present, the organisation employs around 5,000spinners and 500 weavers and makes around 50,000 metres ofkhadi fabrics every year.
Showing posts with label Industry. Show all posts
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