The Khadi and Village Industry Commission (KVIC) announced on 29 September 2013 that Khadi will get a new push in context with its brand identity with the introduction of an exclusive mark from 2014 onwards.
KVIC president Devendra Desai explained that the Union Government of India along with Asian Development Bank decided to launch various programmes for development of Khadi. It was also announced that all the Khadi clothes being sold at the Khadi Bhandars across India should carry the exclusive mark from the year 2014. Devendra Desai is also the Saurashtra Rachnatmak Samiti (SRS) President. The mark will be dedicated on 30 September 2013 in New Delhi.
Khadi mark will be alike the hallmark which authenticates gold. The Khadi mark will ensure the guarantee of genuine Khadi, which is hand-spun, hand-woven and natural fibre. It is important to note that the production as well as sale of the Khadi clothes saw an increase at the national level as well as in Gujarat. Devendra Desai, in the meanwhile, also announced the discount for the state customers on the purchase of Khadi for four months starting from 2 October 2013. This will mark the birth anniversary of Mahatma Gandhi, the primary face of Khadi in India.
Various designs have been introduced in the Khadi clothes, with the focus on the younger generation. Also, Khadi achieved the target of generation of 4 crore Rupees sales for the 2013-14 financial year in the state of Gujarat. The sales target of Khadi clothes in 2014-15 financial year is more than 5 crore Rupees.
It is important to note that the Government of Gujarat already offers a discount of 10 percent on the Khadi produced in the state. The Centre, in the meanwhile, withdrew the rebate and instead of that introduced the Marketing Development Assistance policy for Khadi producers.