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Khadi
share in textile consumption falls to 0.77% in 2000
Reena
Mital - Mumbai
Even as the Khadi and Village Industries Commission (KVIC) and the
Centre are making efforts toward making khadi a contemporary choice,
the attempts do not seem to be bearing fruit.
A recent study on textile consumption by the household sector, conducted
by the Textiles Committee, reveals that khadi’s share in total
textile production and consumption has been falling significantly.
The share of khadi production, which was 1.84 per cent of total
textile production in the country during 1990, has gone down to
1.47 per cent during 2000. Similarly, the share of khadi in total
textile consumption which was 1.27 per cent during 1990, is down
to 0.77 per cent in 2000.
“Consumption
of khadi during the ’80s was around 75 per cent of the total
khadi production. But today, consumption is down to 45-50 per cent
of the khadi production. The rate of rejection in khadi is much
higher than the rate of reduction in production. If this trend continues,
it could well sound the death knell for this sector,” according
to Mr P Nayak, director, marketing, Textiles Committee.
However, quantumwise, there has been a slight increase. During the
year 2000, the estimated per capita purchases of cotton textiles
manufactured in this sector stood at 0.06 metres, slightly higher,
as compared to 0.04 metres in 1999. In urban areas, the estimated
per capita consumption of cotton textiles manufactured in 2000 is
0.04 metre, as against 0.05 metre in 1999, a slight decrease. In
rural areas, the estimated per capita consumption of cotton textiles
manufactured in khadi is 0.05 metre, against 0.04 metre in 1999.
The estimated aggregate purchase of all textiles manufactured in
this sector is 55 million metres in 2000, as against 40 million
metres in 1999. The estimated aggregate consumption of khadi textiles
in the urban areas is 12 million metres, as against 13 million metres
in 1999. Whereas, in the rural areas, consumption showed a significant
increase from 27 million metres during 1999, to 43 million metres
during 2000. However, other textiles, including mill-made and powerloom
cotton textiles, non-cotton textiles, and blended textiles are eating
into the already meagre share of khadi. “A number of factors
are responsible for this state of affairs. Khadi has not been able
to achieve acceptable quality levels, the price is much higher,
and the life of khadi textiles short. Besides, design, product innovation,
fibre blends, have not been given much attention in khadi. Marketing
is also very poor,” stated Mr Nayak.
The KVIC had, a couple of years back, roped in fashion designers
for ‘Khubsoorat Khadi’, a good concept to popularise khadi,
especially in the urban segment, but failed largely due to lack
of proper marketing. “In fact, this was almost a half-hearted
attempt, which was discontinued in the initial stages itself. And
even as the concept recognised the need to build up the design content
of khadi, no efforts have since been made towards this,” opine
sources.
According to Mr Nayak, “The focus needs to be on marketing
of khadi and developing a good brand, without which khadi cannot
survive in this highly competitive market. The government spends
crores of rupees on providing subsidies to the sector, but without
a professional outlook and management style, survival would probably
be difficult.”
However, even as the KVIC has made efforts to boost marketing, design,
and create brands, these look to be futile, with no noticeable change
in the sector.
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