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8/7/2019 Brand India1
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INDIA
� ³ Unity in Diversity´
� Everything is ³Special´ in this ³Land of Gods´
� Brand India is an idea whose time hastruly arrived.
� India is today a preferred investment
destination
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Contd..
� One of the world¶s most rapidlygrowing markets
� Indian products and services arerecognised for their quality all over theworld.
� Truly Indian
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Traditional yet Contemporary
� Surviving with pride in the modern era.
� Indian culture«it moves on with thetime
� There are certain things about India
that are famous worldwide.
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WHAT IS FASHION??
� Style
� ³Fashion" in the more colloquial sense
refers to the latest version of thesestyles
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FASHION IN INDIA
� Vibrant scene, a nascent industry and a
colorful and glamorous world where
designers and models start new trendsevery day.
� Indian fashion has seen a metamorphosis
since the ancient days.
� Continuously Evolving
� Indo Western
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So, what was ancient Indian fashion
actually like?� No designers displaying their haute
couture.
� Ancient India had its own kind of customsand traditions .
� Rich and varied textile heritage.
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Contd«.
� Cotton clothing was predominantly used inIndia during the olden days .
� A startling fact about ancient Indianfashion was that the clothes were notstitched together at all .
� Ready-to-wear, as soon as they left theloom.
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Indian Clothing
� Traditional costumes in India vary widely
depending on the climate and natural
fibres grown in a region.
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Indian Women
� Indian women and the
sari have always
been a longstanding
affair � Most sensual and
glamorous outfit that
has gone through
various modifications
along the way
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Contd«
� Garment can be patterned, plain, having
detailed embroidery to almost sheer in its
material .
� Different ways of draping a sari.
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Contd«� Indian clothes also incorporate
the Salwar Kameez .
� The three elements-the salwar,
kurta and the dupatta.
� The kameez is a tunic wornover the salwar that is baggy
with folds or fitting as well.
� Bandhani, beaded sequins,
block prints, chikankari aresome of the most favorites
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Indian Men
� The traditional Indian
clothing for men has
always been the dhoti
kurta� dhoti is a rectangular
piece of cloth that is
worn around the waist
and legs.
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Contd..
� The Sherwani is
another such popular
garment amongst
Indian clothes� This coat often fits the
body snugly and is
generally worn with a
loose pant, churidar
or even a dhoti.
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Indian Wedding
� Most Indian weddings
can never be complete
without the heavily
embroidered or embellished saris
� Ghaghra Choli or the
Lehenga Choli. Also
known as the Sharara
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Fashion Trends
� From leaves and the barks of the trees, the
garment history of the world has constantly been
witnessing major changes with each passing
era.� While previously a master weaver was
recognized for his skill, today a fashion designer
is celebrated for his or her creativity.
� Fashion in India has become a growing industry
� Indian beauty queens in International events
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Contd«
� Traditional Indian techniques of
embroidery such as chikhan, crewel and
zardosi, and traditional weaves and fabrics
have been used by Indian designers to
create Indo-western clothing in a fusion of
the best of East and West.
� But what is that raises the ³ I am for India¶ ´spirit ???
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KhadiA window to India
Carrying the smell of the soil
Blending the window of the oldWith the needs of the present
Offering a way to
Return to nature
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What is Khadi??
� ³ What I object to is t he craze for mac hi nery,not mac hi nery as suc h. T he craze is for w hat t hey call labor-savi ng mac hi nery ...T he
impetus beh
i nd it is not ph
ilant h
ropy to savelabor, but g reed ³
� T he clot hi ng of revolution.
� T his is sacred clot h... Mahatma Gand hi
� Mahatma Gand hi ur g ed Indians to t hrow out t heir British colonial rulers wit h two weapons² non-violence and handspu n clot h.
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Contd..
� K hadi or k haddar refers to varieties of
coarse cotton clot h, w hic h have been
hand woven usi ng hand spu n yar n.
� U nlike cotton, t he material is starc hed
and hence, does not crumple as easily .
K hadi has t he u nique quality of bei ng
cool i n summers and warm i n wi nters.
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History Of Khadi� The first true Indian designer was Mahatma Gandhi
� Mahatma Gandhi urged Indians to throw out their Britishcolonial rulers with two weapons ² non-violence andhandspun cloth :- ³Unity of INDIA´
� Not only a symbol of revolution and resistance but part of an Indian identity .
� Confusion between Khadi and handloom yarn.
� Khadi charkha a gift for the Indian Bride
� Uniform for the first Non Cooperation movement
� In 1953 when the Khadi and Village Industries Board was
established
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HOW DID IT CAME INTO WORLD
MARKET??
� 1989 - First high fashion KHADI SHOW,
presented in Mumbai by KVIC.
� 85 dazzling garments created by ³Devika
Bhojwani´.
� 1990 - Designer Ritu Kumar presented her first
Khadi collection at the Crafts Museum.
� 1997 - Ritu Kumar presented the Tree of Lifeshown this time in London where the British
were amazed with her khadi collections.
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ABOUT KHADI IN TODAY¶S
WORLD
� Once the sign of freedom, Khadi today holds it
own on the fashion scene.
� Dressing Inspiration.
� Kamal Wadkar, the well know promoter of
traditional crafts.
� ³K hadi may have dimi nished i nter nally, but
outside India it still enjoysh
i g h
patronag e´ .
� A fabric that breathes.
� A thriving Rs 5,076 crore industry
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State Type Varieties Items
West Bengal Cotton, Silk Shirting, Dress
Material, Saree
Murshidabad Silk
Sarees, Muslin
Gujrat Cotton, Silk Shirting, Dress
Material, Saree
Kuchchi mirror
work, Patola
Assam Cotton, Silk Bed Spread, shawl,
saree
Mooga Endi
Laishampee
Jammu And
Kashmir
Wool Shawl and Furnishing Merino Embroidery
Pashmina Shawls /
Namda
Punjab Wool Blanket/Hosiery/
Coating
Merino & Mix
Merino Sweaters,Tweeds
Rajasthan Cotton, Wool Shirting, Suiting,
Blankets
Wool, Merino & Mix
Merino, Upkar,
Gavdha
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State Type Varieties Items
Andhra Pradesh Cotton, Silk Shirting,
Furnishings, Bedspread, Saree
Muslin (DT) Kalamkari,
Dharmavaram Silk,Pochampalli Tie & Dye
Sarees
Himachal
Pradesh
Wool Shawl Kulu Shawls
Madhya
Pradesh
Silk Saree Tassar, Chanderi
Tamil Nadu Silk,
Polyvastra
Saree, Shirting Kanjipuram /Polyester cotton
blended
Karnataka Cotton, Silk Coating, Saree DT Coating, Mysore Silk
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Market Demand
� Khadi over the decades has moved from a
freedom fighter¶s identity fabric to a
fashion garment
� ³Global Trend´ in fashion
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Production Performance of Khadi
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Khadi - Recent Status and Future
Scope
� Cotton, Silk, Wool &
Muslin
Spindles installed 2.18 million
Yarn Produced 25.91 million kgs
Looms installed 1,33,270 nos
Employment 14.97 lakhs
Total Production 111.49 million sq.mtrs
Sales Rs.581.20 crores
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Contd...
� Polyvastra
Spindles installed 0.20 million
Yarn Produced 1.45 million kgs
Looms installed 8,727 nos.
Employment 0.46 lakh
Total Production 10.05 million sq.mtrs
Sales Rs. 42.35 crores
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Khadi Promotion
� ³Fabindia and Anokhi´
� R&D
± High productive 6, 8 and 12 spindle all steelnew model charkha (NMC).
± Development of nine spindle charkhas for
muslin khadi
± New shades of herbal dyes
± Improvement in loom for northeastern states
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INTERNATIONAL EXHIBITIONS PROPOSED
FOR PARTICIPATION DURING 2008-09
SN Period Venue Theme
1 17-20 August
2008
Osaka, Japan 29th India Garment Fair &
19th India Home Furnishing
Fair
2 13-21 Sept.
2008
Ghent, Belgium Accenta ± Flanders Intl.
Trade Fair ± Multi product
show
3 Jan 2009 Gudalajara,
Mexico
Men¶s Women¶s &
Children¶s wear ,
accessories, etc.
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Indian Fashion ventures abroad
The world of fashion, has discovered India
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Why did Indian designers fail to
make an impression internationally?
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� Appoint buying agents
� Setting up of Marketing Team
� Consistent participation in Fashion shows
� Tie up with big companies
� Huge Investments
� Lack of professionalism
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Indian Designers Famous Abroad
� Sabyasachi Mukherje ± Khadi with velvet
� Ritu Beri
� Tarun Tahiliani
� Manish Arora� Manish Malhotra
� Priyadarshini Rao and Surily Goel
� Anshu Arora Sen, Rocky S and Savio Jon
� Nandita Mahtani, Sonam Dubal and NarendraKumar Ahmed
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Indian & International Fashion
Show
� Show stage where exotic varieties of fashion are
displayed
� Fashion show itself is a great business
� Sponsored by major corporates
� Fashion shows like Lakme India Fashion Week,
L'Oreal Fashion Week, India International
Garments Fair, Hong Kong Fashion Week,National Garment Fair, Bridal Asia and Helsinki
International Fashion Fair