This is discussion about Khadi Couture : Sustainable Rural Employment.
Dear Vaibhav: I enjoyed reading your interesting submission and have a few comments to share, based on the competition's guidelines. Since your innovation is still in the IDEA stage, you may want to strengthen the sections that describe your/your organization's experience and qualifications to carry forward the work. Also, in the "what is innovative" section, comparing your concept to similar efforts carried forward by others, including in other parts of the world like Latin America, may be helpful. Since your concept involves "vertical integration," more description of every stage, including how you would penetrate the "high fashion" markets, and the analysis behind the "high fashion" strategy (as opposed to mid-market or other segment) may also be helpful. Good luck!
Thank you, ma’am for your feedback and suggestions.
As of now, we don’t have any credentials in this field. We are a group of students working to promote Khadi.
Strategy for penetrating high end fashion:
High end segment apparel shoppers spend almost 20 times more than others driven not only by incomes but by lifestyle.
Hence our primitive value proposition will be exclusivity of the khadi fashion basics. Product mix will be pruned down to maintain exclusivity and hence appeal to the esteem and prestige of the consumers. Linkage with Indian freedom struggle will evoke the resurgent Indian nationalistic pride. Moreover, we will have associations with leading designers and leading fashion magazines that will add value in the high end market.
Innovate occasions: For nearly forty percent of the mass market Indian shopper, most important shopping occasion revolve around marriages, annual religious festivals and parties. We’ll try to tailor our clothing to fit for such occasions.
Innovate styles: We will try fusion approaches that will simplify otherwise difficult to wear traditional apparel like saree-suits.
We will try to leverage paradigm shift for organic based clothing. Apparel retailers Van Heusen and Arrow have recently launched 100 percent organic line made of cotton, linen and natural dyes which have proved quite successful.
Efforts similar to khadi couture in other parts of the world:
Rang de, a micro-finance institution in India has used IT to directly connect the creditors and borrowers in order to lower the cost of microcredit.
ITC’s e-choupal uses IT framework to link farmers directly to the markets (Mandi). The incremental income from more efficient marketing process is about US$6 per ton, or an increase of 2.5% over the Mandi system.
Ten Thousand Villages is an effort that provides vital, fair income to Third World artisans by marketing their handicrafts and telling their stories in North America.
Nuru Energy, in Africa, has been working in replacing kerosene lamps by pedal powered LED based lighting systems.