HERALD: KVIC has a legacy and in some way connected to our freedom struggle. How far have we come since?
VINAI KUMAR SAXENA: Khadi, as Gandhiji believed, is not only the tool of self-reliance or symbol of nationalism; it can also play a vital role in economic growth of the nation. But, due to lack of vision and focus by successive governments, it could not accelerate in terms of growth and job creation for many years.
Until 2014 the growth of this sector could not even touch double digits as the highest growth rate recorded prior to 2014 was a mere 8%. It was the vision of Prime Minister Modi that this untapped sector witnessed rocketing growth after 2015. In 2017, the low-profile Khadi industry saw sales worth Rs 5,000 crore for the first time in India. Products manufactured in villages by small-scale industries and social entrepreneurs, most of which are run by women, also saw huge demand. The sales of village industry produce, or Gramodyog, grew 24% in that fiscal. In the last fiscal 2018-19, the KVIC has hit a bigger growth trajectory as the sale of Khadi products has shot up to Rs 3,215.13 crore, which is almost 246% more than Rs 1,310 crore in 2014-15. Even in the production – with a figure of Rs 1,902 crore in FY 2018-19, it had recorded a growth of over 197% from the production of 961.67 crore in fiscal 2014-15. We are very hopeful to surpass the sales target of Rs 5,000 crore by the end of 2019-20.
HERALD: How have the sales performed?
VKS: Besides Prime Minister’s push, the credit also goes to KVIC’s aggressive marketing and proper utilisation of manpower for this success. With limited resources and round-the-clock efforts of the artisans and KVIC staff resulted in our success. The quantum of this success can be understood that in the fiscal 2014-15 – Khadi’s sale was Rs 1,310.90 crore with 2002 number of manpower, but in the fiscal 2018-19, it was Rs 3215.13 crore with only 1535 manpower, ie even with 24% drop in manpower, Khadi’s sale has been increased by more than 245% in the last five years. In 2014-15, the per capita utilisation was mere 65%, which has gone up to over 210% in fiscal 2018-19.
HERALD:Your organization’s priority along with spreading the reach of Khadi is also to ensure that there is employment generation. What measures has KVIC taken for job creation?
VKS: The KVIC has generated as many as 21,70,702 new employment through its various schemes like Khadi and Polyvastra, Prime Minister Employment Generation Programme, Honey Mission and Kumhar Sashaktikaran Yojana in the last five fiscals, ie between 2014-15 and 2018-19. Not only that, in the last five financial years, we have also added 4.95 lakh new artisans to KVIC.
HERALD:What are your expansion plans pan India and are there any export plans?
VKS: Khadi is no longer an item of outdated Khadi Bhandars. Taking serious note of ensuring availability of this signature fabric at every doorstep, the KVIC has introduced some new initiatives of opening exclusive Khadi Korners in major malls and supermarkets in the country. After signing the MoU between KVIC and Globus chains of stores for setting up of exclusive Khadi stores named ‘Khadi Korner’, many shop-in-shop ‘Khadi Korners’ were opened across the country. It is a good platform where customers would get a wide range of Khadi products, without having to travel much. It will certainly be a major marketing push for Khadi in retail and is expected to give a major push to Khadi sales.
Another innovation in form of ‘Khadi Mitra’ on cards, where the housewives could sell Khadi with a very nominal capital investment initially as Khadi had always been associated with women empowerment.
KVIC had also organised an interaction with CEOs of retail chains and designers at World Trade Centre (WTC) Mumbai, with the objective to give retail presence to Khadi in major malls and retail stores. Tie-up has also been made with Cotton Bazaar. Even discussions are on with Pantaloon, Apna Bazaar, Shoppers Stop, Big Bazaar etc for Khadi Korner tie-up.
We will leave no stone unturned in extending best of marketing support and export opportunities to Khadi institutions, PMEGP/REGP units to help market their products and services, besides making convergence with the trusted corporate giants to market Khadi. Designer intervention has also been made by KVIC to introduce market trendy designs in Khadi. Reputed designers like Ritu Beri, Nachiket and institutes like NIFT, SNDT and Pearl Academy are also being involved in this initiative.
The KVIC is also setting up export cells to promote overseas sales of the products. Currently, we are not doing direct exports but are trying to kick it off. It’ll help in making Khadi an international brand.
HERALD: What issues did you discuss in your meetings with CM and Governor of Goa?
VKS:Both of them were impressed with Khadi’s growing journey in the last five years. Both laid stress on creating jobs in the State. Since Goa does not have any Khadi activities till date, we have decided to adopt a village as ‘Khadi Gram’ – from where Khadi activities could be kicked off after distribution of charkha and looms there. We have also decided to launch several village industries activities relating to food processing in Goa as it has abundance of fruits like jackfruit, cashew, pistachio and coconut. KVIC will also open more outlets in the State. When the CM came to know about implementation of Khadi school uniforms and Khadi uniforms for postal employees and safai karmacharis in other states, he immediately asked me for the proposal in this connection. He has assured to implement Khadi uniform in the State at schools and municipal bodies. Most importantly, the Goa CM asked us to provide PMEGP loans for auto-rickshaws, taxis and motor-boats. Valuing his suggestions, this subject has been approved at the KVIC meeting on May 21, 2019.
HERALD: According to you, how important is the Goa market for you and what can Goa expect from KVIC in near future?
VKS: Since Goa has immense forest cover, it could be one of the best places to explore KVIC’s Bee-Keeping Programme named ‘Honey Mission’. As Goa is also known for its coconut cultivation – it will supplement ‘Honey Mission’ in a big way as KVIC has planned to cultivate exclusive ‘Coconut Honey’ there. We have also planned to set up many PMEGP units in this State. I am sure that by the end of this fiscal, KVIC will create over one lakh job in Goa through its various schemes.
