Khadi is set to get a new push in its brand identity with the introduction of an exclusive mark from 2014, Khadi and Village Industry Commission (KVIC) announced here.

“The government, with the help of Asian Development Bank, has launched several programmes for the development of khadi, and all clothes made up of khadi sold at Khadi Bhandars across the country will have to carry the mark from next year,” KVIC president Devendra Desai said on Saturday.

Desai, who is also president of Saurashtra Rachnatmak Samiti (SRS), said President Pranab Mukherjee would dedicate the mark to nation on September 30 at a function in New Delhi.

Similar to the hallmark that authenticates gold, the khadi mark will guarantee genuine khadi, hand-woven, hand-spun and natural fibre.

Desai informed that the production and sale of clothes made from khadi has witnessed a surge at national level and in Gujarat too.

Desai announced discount for State customers on purchase of khadi for four months from October 2 to mark the birth anniversary of Mahatma Gandhi.

“We have introduced various designs, which are appealing to the younger generation, and also achieved our target of generating Rs 4 crore sale for FY13 in Gujarat. This time we have set a target to sell over Rs 5 crore of khadi clothes in FY 14,” Desai said.

He also expressed concern over fall in khadi purchase by the Gujarat and Central governments at 3 to 4 per cent in overall sales in last three years.

Appreciating the Narendra Modi government’s decision to offer 10 per cent discount on khadi produced in the State, Desai said the Centre had withdrawn the rebate and instead introduced Marketing Development Assistance policy for khadi producers.

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