Raymond makes the push for Khadi to become the 'Fabric of the Nation' #Sales @MondoPlayer [Video]

Sandra GiffinFeedToPost, Sandra Giffin Twitter

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Clothing brand Raymond aims to re-position Khadi, a hand-spun, hand-woven natural fiber cloth from India, as the "Fabric of the Nation" in its latest TVC.The campaign, which was conceptualised in-house, portrays the transformation of Khadi from a niche product to become a new-age fashion...

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Clothing brand Raymond aims to re-position Khadi, a hand-spun, hand-woven natural fiber cloth from India, as the ‘Fabric of the Nation’ in its latest TVC.

The campaign, which was conceptualised in-house, portrays the transformation of Khadi from a niche product to become a …

As part of the initiative, Raymond has formed a strategic association with Khadi and Village Industries Commission (KVIC) to bring in design and technical interventions at Khadi manufacturing clusters across the country.

Madhu S Dutta, head of marketing, Raymond said: “‘The Story Re-Spun’ is a delightful narrative, a pledge by Raymond to help rejuvenate the traditional Indian craft by collaborating with artisans and designers, to create products that are relevant and compelling for consumers of today.

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