“Khadi can be popularised among the youth by branding and marketing,” D.K. Desai said at a function.
He said KVIC has signed a deal with Indian Institute of Technology-Delhi and National Institute of Design-Ahmedabad to launch khadi as a designer wear.
“Innovative and eco-friendly hand-spun and hand-woven khadi clothes will hit the stores soon,” Desai added.
Khadi had the potential to compete with international brands like Armani and Versace in the designer wear market, he said.
“The only thing is how should we brand it to attract the Indian youth,” he said.
KVIC’s focus is to popularise khadi in the 12th Five Year Plan.