MARKETING

The need:
As we face the next century, we recognize the numerous challenges ahead due to globalization, liberalization and other economic changes, giving us both new opportunities as well as threats to some traditional areas of employment.

The globalization process affects workers not only in the markets nationally and locally often down to the remotest villages but also in the markets which are directly linked through exports. What the weavers want is work that will bring income in their hands improving their lives.

Considering the present condition of weavers and spinners of Khadi, we see 3 consequences of globalization:

1) A lagging behind of productivity & income of the labor intensive group as a result of the global and national technical progress.

2) An increased vulnerability and insecurity in the new market.

3) A decrease in the bargaining power of workers as a result of the global and national technical progress

 As globalization invites new opportunities, we at RKVIB have explored the new ways in which the impact with the result that these workers can benefit from opening of new markets and thus increase their already significant contribution, as it helps in the way that instead of waiting for the market to reach the poor, it became possible to make the poor reach the market as the poor weavers are themselves the planners, users, managers & owners of their resources. The market can also reach the poor if it listens to the demands of the poor.

The RKVIB works to achieve the goal of employment and self reliance for these traditional weavers through the strategy of struggle and development. The struggle is against the many constraints (economic, social and market constraints) and limitations while the development activities strengthen their bargaining power by offering qualitative and varied products.
Thus RKVIB is working ahead towards attaining the main objective of providing the sustained market and incomes to the local communities using their own indigenous skills, strengths and creativity aiming at the Indian as well as International market.

Finally looking into the marketing aspect, RKVIB is into reviving the magic of Khadi in these times of Khadi couture and providing visibility to the crafts and products of the tribal and rural weavers and spinners and help them fight the competition. We want to sell the Khadi around the world and make it a buzz word in fashion industry.

We invite the national and international buyers and also the designers / designing house for trading and thus get associated with Khadi and our mission and thus help up lifting or providing a better life to those who really need it (i.e. the poor rural weaver and his family). At your end you receive the best fabric at best prices and indirectly you will help save the environment (as Khadi is an eco friendly fabric).

MARKETING STRATEGY:
We provide a platform to the Khadi and Village Industries Products at all 3 levels viz. State, National and International.
Moreover the products are promoted through:

1) Exhibitions

2) Fashions Shows

3) Haats

4) Various Media Channels

5) For catering to the upcoming market and increasing a liking for the same we have come up with :

    1) 140 weaves of Cotton and Wool

    2) Contemporarily designed Showrooms and Sales Outlet

    3) Designer Outfits

    4) Products in varying range

    5) International Designers

USP OF KHADI:

1) It is hand spun and hand woven not found anywhere else in the world

2) Eco friendly  ( as the production of Khadi does not involve the use of chemical, electricity or any pollutant agent)

3) It is a versatile fabric --from garments to made ups

   Young to old people
    From plain to colorful
    For poor to prince

1) It is of great importance to most of the Indians, buts It has even received International acknowledgement when it was used in some of the costumes for the Star Wars prequels such as Mace Windu's (Samuel i. Jackson) attire.

2) One gets the same fabric all over the country at the same rate and of the same quality.

3) It preserves the craft heritage of India and provides up liftment of tribal community which is though is uneducated/ illiterate/ backward, but has the wonderful craft and art in their hands of spinning and weaving beautiful designed fabrics using the strand of a thread and thus creating mysterious magic.

4) Along with preservence of tribal traditional rural art, the main objective is to provide employment to them so that to help them attain self sufficiency and self reliance. Being labor intensive, it gives employment to a large number of community members thus making them self reliant so far their basic need of clothing is considered.

5) Weaving and spinning of Khadi doesn’t require any capital requirement.

KHADI  V/S OTHER FABRICS