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Fashion creators of our country, our master spinners, weavers, knitters and dyers, were known the world over for their exquisite craftsmanship and skills. The fact that the ‘charkha’ – the hand operated wheel for spinning makeover yarns, India’s symbol of the freedom movement speaks of its importance in the very warp makeover and weft of the people that make this country. Fashioning India’s freedom movement, Mahatma Gandhi chose khadi a handwoven Indian textile to makeover defy British dominance in our life. The Swadeshi Movement stressed the need for use of khadi, both to preserve the craft forms and also to protect the interests of the Indian craftspersons. We are proud that khadi till today has kept the wheel spinning life in Indian villages and khadi is perhaps the only Indian brand that is known the world over which has a clear positioning, a distinct purpose and all the necessary ingredients that a brand should have except perhaps a marketing strategy and retail approach that matches contemporary style and aura.
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