9:20 PM IST - Wednesday August 27, 2014

Ekmatra redefines khadi, opens second outlet

New Delhi, Jan 6 Ekmatra, a concept store that promotes hand spun fabrics, opens it’s second outlet here. The high point of the store is its exclusive collection of designer clothes made from khadi.

“In contrast to a personality-led brand, this is an organization-led brand that will usher in a fashionable avatar of khadi. Khadi is the fabric of new age. The healthy lifestyle says whatever we wear, it should allow free passage of air in order to act as natural conditioning for the skin,” said Ekmatra design consultant Pallav Chandra.

Ekmatra is an umbrella brand of Sarvoday Ashramm, which came into being during Bhoodan movement started by late Acharya Vinobha Bhave. Founded by late Rohan Lal Chaturvedi in 1951 in Etah (Uttar Pradesh), Sarvoday Ashram was formed to create, provide and explore employment avenues in rural sector.

Every piece in Ekmatra is made by villagers.

“Sarvoday Ashram was set up with a very clear objective that it should provide employment opportunities to its neighbouring areas to improve their standard of living. At present, weavers from Andhra Pradesh, Bihar, West Bengal, Rajasthan and other different parts of the country are associated with the organization. They not only provide some of the best and trendy designs, but also paid enough to feel motivated,” said Chandra.

“Products are simple, earthy and classy. Customers can easily correlate with them as they are stylish but simple. The primary focus here is that customers are able to form their own identity by using our brand,” he added.

The store also offers bed and cushion covers, napkins, bedsheets, pillow covers, curtains and bags.

Prices start from Rs.800.

IANS

ekmatra store

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