Brand India1

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INDIA

� ³ Unity in Diversity´

� Everything is ³Special´ in this ³Land of Gods´

� Brand India is an idea whose time hastruly arrived.

� India is today a preferred investment

destination



Contd..

� One of the world¶s most rapidlygrowing markets

� Indian products and services arerecognised for their quality all over theworld.

� Truly Indian



Traditional yet Contemporary

� Surviving with pride in the modern era.

� Indian culture«it moves on with thetime

� There are certain things about India

that are famous worldwide.



WHAT IS FASHION??

� Style

� ³Fashion" in the more colloquial sense

refers to the latest version of thesestyles



FASHION IN INDIA

� Vibrant scene, a nascent industry and a

colorful and glamorous world where

designers and models start new trendsevery 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 customsand traditions .

� Rich and varied textile heritage.



Contd«.

� Cotton clothing was predominantly used inIndia during the olden days .

� A startling fact about ancient Indianfashion was that the clothes were notstitched together at all .

� Ready-to-wear, as soon as they left theloom.





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.



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 wornover the salwar that is baggy

with folds or fitting as well.

� Bandhani, beaded sequins,

block prints, chikankari aresome 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 ³ I am for India¶ ´spirit ???





KhadiA window to India

Carrying the smell of the soil

Blending the window of the oldWith the needs of the present

Offering a way to

Return to nature



What is Khadi??

� ³ What I object to is t he craze for mac hi nery,not mac hi nery as suc h. T he craze is for w hat t hey call labor-savi ng mac hi nery ...T he

impetus beh

i nd it is not ph

ilant h

ropy to savelabor, but g reed ³

� T he clot hi ng of revolution.

� T his is sacred clot h... Mahatma Gand hi

� Mahatma Gand hi ur g ed Indians to t hrow out t heir British colonial rulers wit h two weapons² non-violence and handspu n clot h.



Contd..

� K hadi or k haddar refers to varieties of

coarse cotton clot h, w hic h have been

hand woven usi ng hand spu n yar n.

� U nlike cotton, t he material is starc hed

and hence, does not crumple as easily .

K hadi has t he u nique quality of bei ng

cool i n summers and warm i n wi nters.



History Of Khadi� The first true Indian designer was Mahatma Gandhi

� Mahatma Gandhi urged Indians to throw out their Britishcolonial rulers with two weapons ² non-violence andhandspun cloth :- ³Unity 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 ³Devika

Bhojwani´.

� 1990 - Designer Ritu Kumar presented her first

Khadi collection at the Crafts Museum.

� 1997 - Ritu Kumar presented the Tree of Lifeshown 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.

� ³K hadi may have dimi nished i nter nally, but

outside India it still enjoysh

i g h

patronag e´ .

� A fabric that breathes.

� A thriving Rs 5,076 crore industry



State Type Varieties Items

West Bengal Cotton, Silk Shirting, Dress

Material, Saree

Murshidabad Silk

Sarees, Muslin

Gujrat Cotton, Silk Shirting, Dress

Material, Saree

Kuchchi mirror

work, Patola

Assam Cotton, Silk Bed Spread, shawl,

saree

Mooga Endi

Laishampee

Jammu And

Kashmir

Wool Shawl and Furnishing Merino Embroidery

Pashmina Shawls /

Namda

Punjab Wool Blanket/Hosiery/

Coating

Merino & Mix

Merino Sweaters,Tweeds

Rajasthan Cotton, Wool Shirting, Suiting,

Blankets

Wool, Merino & Mix

Merino, Upkar,

Gavdha



State Type Varieties Items

Andhra Pradesh Cotton, Silk Shirting,

Furnishings, Bedspread, Saree

Muslin (DT) Kalamkari,

Dharmavaram Silk,Pochampalli Tie & Dye

Sarees

Himachal

Pradesh

Wool Shawl Kulu Shawls

Madhya

Pradesh

Silk Saree Tassar, Chanderi

Tamil Nadu Silk,

Polyvastra

Saree, Shirting Kanjipuram /Polyester 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

� ³Global 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

� ³Fabindia and Anokhi´

� R&D

± High productive 6, 8 and 12 spindle all steelnew 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

2008

Osaka, Japan 29th India Garment Fair &

19th India Home Furnishing

Fair

2 13-21 Sept.

2008

Ghent, Belgium Accenta ± Flanders Intl.

Trade Fair ± Multi product

show

3 Jan 2009 Gudalajara,

Mexico

Men¶s Women¶s &

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 NarendraKumar 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

Documents

Brand India1