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Wednesday, Dec 08, 2021
Outlook.com
bangalore, karnataka

The Global Village Sizzles In Sultry Swadeshi

The Global Village
Sizzles In Sultry Swadeshi
The Global Village Sizzles In Sultry Swadeshi
outlookindia.com
-0001-11-30T00:00:00+05:53
From swadeshi assertion to haute couture, that in short has been khadi’s trajectory. And no, the Mahatma is now no longer the reigning mascot of Indian self-reliance, it’s sultry superbabe Naomi Campbell instead. All thanks to the Karnataka Khadi Board, which has tied up with big-time fashion players like Lenzing Modal of Austria—who, in turn, have roped in the supermodel as their brand ambassador—to take India’s handloom to the western fashion capitals of Milan and Paris.

The tie-ups with UK-based Tencel, besides Lenzing Modal, will help the board market blends of khadi that are eco-friendly and wrinkle-free in a wide range of garments. Says P. Bore Gowda, CEO of the Khadi and Village Industries Board: "We have not decided on the name yet. We might call it Soft Khadi or Khadi-Modal or even Prakruti. Samples of this variety of khadi will be displayed at a show in Paris next month."

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