INDIA: EKMATRA - Khadi luxury wear for the urban class

NEW DELHI: Shri Virbhadra Singh, Minister for Micro Small & Medium Enterprises inaugurated the UP based Sarvoday Ashram's Ekmatra store here today. Following the Gandhian philosophy of simplicity the store has Handspun & Handwoven khadi. 

Speaking on the occasion Shri Virbhadra Singh said "From being synonymous to Mahatma Gandhi's Swadeshi movement to becoming a fashion symbol, Khadi has come a long way. Woven with a hand spun yarn, Khadi breaks away from the monotony of machine made textiles. Sarvoday Ashram has constantly worked towards creation of employment for weavers & artisans and promotion of this handicraft industry." 

Under the Ekmatra brand the Sarvoday Ashram Trust sells premium lifestyle fashion for men and women. The brand targets the urban customers. 

Ekmatra's second outlet here, offers a complete and exclusive range of collection of handwoven natural apparels, including fabrics, garments, home furnishings and accessories.

Sarvoday Ashram's Ekmatra follows the Gandhian philosophy of simplicity and finds its base in an effort of making handspun and handwoven fabrics that support the environment, comprehensive growth and sustainable development.

The khadi fabrics are considered as earthy and traditional and give an elegant, classy and fashionable appeal to the clothing.

Sarvoday Ashram is planning to open as much as 25 additional Ekmatra stores in 7-8 cities in the next three years with an expected turnover of Rs 25-28 crore.

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Added: January 11, 2012 Source: Agencies
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