INDIA

• “ Unity in Diversity”
• Everything is “Special” in this “Land of
Gods”
• Brand India is an idea whose time has
truly arrived.
• India is today a preferred investment
destination
 Contd..
• One of the world’s most rapidly
growing markets
• Indian products and services are
recognised for their quality all over the
world.
• Truly Indian
 Traditional yet Contemporary
• Surviving with pride in the modern era.

• Indian culture…it moves on with the

time

• There are certain things about India

that are famous worldwide.
 What is Fashion??

• Style
• “Fashion" in the more colloquial sense
refers to the latest version of these
styles
 Fashion in India

• Vibrant scene, a nascent industry and a

colorful and glamorous world where
designers and models start new trends
every day.
• Indian fashion has seen a metamorphosis
since the ancient days.
• Continuously Evolving
• Indo Western
So, what was ancient Indian fashion
actually like?
• No designers displaying their haute
couture.
• Ancient India had its own kind of customs
and traditions .

• Rich and varied textile heritage.

 Contd….
• Cotton clothing was predominantly used in
India during the olden days .

• A startling fact about ancient Indian

fashion was that the clothes were not
stitched together at all .

• Ready-to-wear, as soon as they left the

loom.
 Indian Clothing
• Traditional costumes in India vary widely
depending on the climate and natural
fibres grown in a region.
 Indian Women
• Indian women and the
sari have always
been a longstanding
affair
• Most sensual and
glamorous outfit that
has gone through
various modifications
along the way
 Contd…
• Garment can be patterned, plain, having
detailed embroidery to almost sheer in its
material .
• Different ways of draping a sari.
 Nin
e yar
ds
are
e

Six yard saree

 Contd…
• Indian clothes also incorporate
the Salwar Kameez .
• The three elements-the salwar,
kurta and the dupatta.
• The kameez is a tunic worn
over the salwar that is baggy
with folds or fitting as well.
• Bandhani, beaded sequins,
block prints, chikankari are
some of the most favorites
 Indian Men
• The traditional Indian
clothing for men has
always been the dhoti
kurta
• dhoti is a rectangular
piece of cloth that is
worn around the waist
and legs.
 Contd..
• The Sherwani is
another such popular
garment amongst
Indian clothes
• This coat often fits the
body snugly and is
generally worn with a
loose pant, churidar
or even a dhoti.
 Indian Wedding
• Most Indian weddings
can never be complete
without the heavily
embroidered or
embellished saris
• Ghaghra Choli or the
Lehenga Choli. Also
known as the Sharara
 Fashion Trends
• From leaves and the barks of the trees, the
garment history of the world has constantly been
witnessing major changes with each passing
era.
• While previously a master weaver was
recognized for his skill, today a fashion designer
is celebrated for his or her creativity.
• Fashion in India has become a growing industry
• Indian beauty queens in International events
 Contd…
• Traditional Indian techniques of
embroidery such as chikhan, crewel and
zardosi, and traditional weaves and fabrics
have been used by Indian designers to
create Indo-western clothing in a fusion of
the best of East and West.
• But what is that raises the “I am for India’
”spirit ???
 Khadi
A window to India
Carrying the smell of the soil

Blending the window of the old

With the needs of the present

Offering a way to
Return to nature
 What is Khadi??
• “What I object to is the craze for machinery,
not machinery as such. The craze is for what
they call labor-saving machinery...The
impetus behind it is not philanthropy to save
labor, but greed “
• The clothing of revolution.
• This is sacred cloth... Mahatma Gandhi
• Mahatma Gandhi urged Indians to throw out
their British colonial rulers with two weapons
— non-violence and handspun cloth.
 Contd..
• Khadi or khaddar refers to varieties of
coarse cotton cloth, which have been
hand woven using hand spun yarn.
• Unlike cotton, the material is starched
and hence, does not crumple as easily.
Khadi has the unique quality of being
cool in summers and warm in winters.
 History Of Khadi
• The first true Indian designer was Mahatma Gandhi

• Mahatma Gandhi urged Indians to throw out their British colonial

rulers with two weapons — non-violence and handspun cloth :-
“Unity of INDIA”

• Not only a symbol of revolution and resistance but part of an

Indian identity.

• Confusion between Khadi and handloom yarn.

• Khadi charkha a gift for the Indian Bride

• Uniform for the first Non Cooperation movement

• In 1953 when the Khadi and Village Industries Board was

established
 HOW DID IT CAME INTO WORLD
MARKET??
• 1989 - First high fashion KHADI SHOW,
presented in Mumbai by KVIC.
• 85 dazzling garments created by “Devika
Bhojwani”.
• 1990 - Designer Ritu Kumar presented her first
Khadi collection at the Crafts Museum.
• 1997 - Ritu Kumar presented the Tree of Life
shown this time in London where the British
were amazed with her khadi collections.
 ABOUT KHADI IN TODAY‘S WORLD

• Once the sign of freedom, Khadi today holds it

own on the fashion scene.
• Dressing Inspiration.
• Kamal Wadkar, the well know promoter of
traditional crafts.
• “Khadi may have diminished internally, but
outside India it still enjoys high patronage”.
• A fabric that breathes.
• A thriving Rs 5,076 crore industry
State Type Varieties Items
West Bengal Cotton, Silk Shirting, Dress Murshidabad Silk
Material, Saree Sarees, Muslin

Gujrat Cotton, Silk Shirting, Dress Kuchchi mirror

Material, Saree work, Patola
Assam Cotton, Silk Bed Spread, shawl, Mooga Endi
saree Laishampee
Jammu And Wool Shawl and Furnishing Merino Embroidery
Kashmir Pashmina Shawls /
Namda

Punjab Wool Blanket/Hosiery/ Merino & Mix

Coating Merino Sweaters,
Tweeds

Rajasthan Cotton, Wool Shirting, Suiting, Wool, Merino & Mix

Blankets Merino, Upkar,
Gavdha
State Type Varieties Items

Andhra Cotton, Silk Shirting, Muslin (DT) Kalamkari,

Pradesh Furnishings, Bed Dharmavaram Silk,
spread, Saree Pochampalli Tie & Dye
Sarees

Himachal Wool Shawl Kulu Shawls

Pradesh

Madhya Silk Saree Tassar, Chanderi

Pradesh

Tamil Nadu Silk, Saree, Shirting Kanjipuram /Polyester

Polyvastra cotton blended

Karnataka Cotton, Silk Coating, Saree DT Coating, Mysore Silk

 Market Demand
• Khadi over the decades has moved from a
freedom fighter’s identity fabric to a
fashion garment
• “Global Trend” in fashion
Production Performance of Khadi
 Khadi - Recent Status and Future
Scope
• Cotton, Silk, Wool &
Muslin
Spindles installed 2.18 million

Yarn Produced 25.91 million kgs

Looms installed 1,33,270 nos

Employment 14.97 lakhs

Total Production 111.49 million sq.mtrs

Sales Rs.581.20 crores

 Contd...
• Polyvastra

Spindles installed 0.20 million

Yarn Produced 1.45 million kgs

Looms installed 8,727 nos.

Employment 0.46 lakh

Total Production 10.05 million sq.mtrs

Sales Rs. 42.35 crores

 Khadi Promotion
• “Fabindia and Anokhi”
• R&D
– High productive 6, 8 and 12 spindle all steel
new model charkha (NMC).
– Development of nine spindle charkhas for
muslin khadi
– New shades of herbal dyes
– Improvement in loom for northeastern states
 INTERNATIONAL EXHIBITIONS PROPOSED
FOR PARTICIPATION DURING 2008-09

SN Period Venue Theme

1 17-20 August Osaka, Japan 29th India Garment Fair &
2008 19th India Home Furnishing
Fair

2 13-21 Sept. Ghent, Belgium Accenta – Flanders Intl.

2008 Trade Fair – Multi product
show

3 Jan 2009 Gudalajara, Men’s Women’s &

Mexico Children’s wear,
accessories, etc.
 Indian Fashion ventures abroad

The world of fashion, has discovered India

Why did Indian designers fail to
make an impression
internationally?
• Appoint buying agents
• Setting up of Marketing Team
• Consistent participation in Fashion shows
• Tie up with big companies
• Huge Investments
• Lack of professionalism
 Indian Designers Famous Abroad
• Sabyasachi Mukherje – Khadi with velvet
• Ritu Beri
• Tarun Tahiliani
• Manish Arora
• Manish Malhotra
• Priyadarshini Rao and Surily Goel
• Anshu Arora Sen, Rocky S and Savio Jon
• Nandita Mahtani, Sonam Dubal and Narendra
Kumar Ahmed
 Indian & International Fashion Show
• Show stage where exotic varieties of fashion are
displayed
• Fashion show itself is a great business
• Sponsored by major corporates
• Fashion shows like Lakme India Fashion Week,
L'Oreal Fashion Week, India International
Garments Fair, Hong Kong Fashion Week,
National Garment Fair, Bridal Asia and Helsinki
International Fashion Fair
 Khadi

A gift for today

From the treasury of the past

A gift from India

The fabric of Freedom