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Khadi redefined



Khadder: back to roots, in style

GONE ARE the days when khadi was perceived to be the signature fabric of hard-nosed journalists, intellectuals, politicians, and the like. Khadder, India's first ever unisex khadi brand, is trying to redefine the image. Launched by Tropical Clothing Company, an entrepreneurial effort that is nearly three years old, there are now two Khadder outlets in the city.

"It's now fashionable to include khadi in one's wardrobe," quips Radhika Gupta of People Skills Inc., Retail Management Partners of the store. One sees what she means when one looks at the vibrant hues and the chic designs on display. The fabric has clearly shed its boring, old image, and Bangaloreans are very enthusiastic about wearing it. "Khadi is very Indian, and there is a lot of cultural baggage that comes with it," says Nandini Gurjer, also from People Skills Inc. The store, which has clothes for men and women, houses traditional and fusion Indian wear across nine generic product types.

Spaghetti tops, full-length and short kurtas, trousers and formal tops, are available. While Silk Route, a line in tussar, moonga, matka, and noile is exclusively meant for women, Rikyu

features formal wear for both men and women. The shop also offers drawstring pants, formal shirts, and wrap around skirts for women. Khadder has some striking muslin duppattas too.

Both Nandini and Radhika emphatically state that awareness is on the rise as far as their clientele is concerned. "It is, in a sense, the revival of a dying industry and the economy in villages across the nation will look up," says Radhika passionately. "It is about coming back to one's roots."

The store, at Forum Mall in Koramangala, can be contacted on 22067662.

HARIPRIYA SRINIVASAN

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