In an initiative of the Maharashtra State government to make the specific handloom industry a peoples’ movement once again and encourage the sector through new marketing tactics, the Maharashtra State Khadi and Village Industries Board (MSKVIB) has rebranded khadi as ‘MahaKhadi’ to A ‘MahaKhadi Yatra’.

MSKVIB deputy CEO Bipin Jagtap said that rebranding seemed to be the perfect solution to attract youngsters and take khadi products to the international market.

The MahaKhadi Yatra will be held across Maharashtra from October 9 to December end and showcase a wide variety of products manufactured by rural entrepreneurs, such as honey, soaps, bamboo crafts, warli paintings and handmade artefacts.

The first MahaKhadi outlet will open in Pune. MSKVIB has 120 sectors under the Gramodyog with around 7 lakh entrepreneurs.

In Maharashtra, the sale of khadi products from its 23 manufacturing units was worth Rs 1043.84 lakh in 2015-16 and Rs 1097.71 lakh in 2016-17.

It has been launched by the board from Mumbai to take khadi to the high street fashion scene.