In what seems to be a result of the government’s push to promote village industries and use of khadi products, the low-profile segment notched up sales of over Rs 50,000 crore for the first time.
The massive sales is a result of the enormous increase in the demand for products such as honey, soaps, cosmetics, furniture and organic food items, which are being produced by village industries, many of which are run by women.
According to a Times of India report, the data gathered by Khadi & Village Industries Commission (KVIC) shows that during the last financial year, sales of village industries produce, or Gramodyog, grew by 24 per cent to just a shade under Rs 50,000 crore.
Meanwhile, the khadi products notched up sales of Rs 2,005 crore, 33 per cent more than Rs 1,635 crore in 2015-16.
The combined sales by the KVIC is larger than several consumer goods companies in the country. Also, khadi sales alone may be close to that of companies like Bombay Dyeing and Raymond, which are yet to disclose numbers for the last financial year, says the report.
While the government continues to promote khadi and village produce, consumers also seem to be more favourably inclined towards these products. The KVIC has now set a target of more than doubling khadi sales to Rs 5,000 crore by 2018-19.
“Earlier, khadi was only preferred by the political class, be it the kurta or the cap. But with consumers increasingly looking for natural products, the organisation is on a roll,” brand expert Harish Bijoor was quoted by Times of India as saying.
He further added that during a survey in 21 overseas markets, khadi was the most recalled Indian brand, along with yoga. That’s the reason why the government is now looking at exports.
“Currently, we are not doing direct exports. But we will soon kick it off. It will help make khadi an international brand,” said KVIC chairman Vinai Kumar Saxena.
