Kerala Khadi products will make their official debut abroad at the ‘Keralotsavam’ to be held in Dubai on December 2 and 3 as part of the UAE National Day celebrations. This would be the first time that Khadi products from Kerala will officially be available in a foreign country, said Khadi Board Vice Chairman P. Jayarajan here on Thursday.
“Until now, independent shops have been selling Khadi products from Kerala abroad. However, the Dubai show and sales involve the Khadi Board directly, thanks to the initiative by Overseas Malayali Association (Orma),” he said.
He added that the decision to test the foreign market had come in the wake of the tremendous response that Khadi products had received in the State. The board expected sales to go up to ₹150 crore this year, and ₹40-crore worth sales had been achieved in the first half of the year, he said.
Mr. Jayarajan also said that the board had launched a collection of products for Sabarimala pilgrims. The sale of kits was launched at the Nilakkal showroom with the support of the Travancore Devaswom Board. The kits would be available at all Khadi showrooms, he added.
The success of Khadi products outside India would be a measure of the success of the traditional Khadi weavers in Kerala. “There are around 12,000 Khadi workers in the State who are assured the minimum wage fixed by the government. Increasing demand would help them realise a better standard of living,” he said.
The board will begin Christmas and New Year season rebate sales on December 13. The rebate sales will be open till January 6.
The board’s attempt to boost sales through online platforms had run into some issues, but they were sorted out, and Khadi products were now available on Flipkart, Mr. Jayarajan said. Sales had also been improved by the response of employees of government and quasi government departments, cooperative sector employees, teachers, and the network of Khadi lovers, he added.
The presence of spurious Khadi products was an issue. The problem was being addressed and steps taken to ensure that only genuine Khadi products were sold and bought by customers under the Khadi umbrella, he said.