TCNS' brand W partners with government for Harit Khadi line

By

Isabelle Crossley

Published
Mar 9, 2018

The womenswear brand W for Women has launched a special Harit Khadi clothing line in partnership with the Union Government.

W for Women, a subsidiary of TCNS Clothing Co. Ltd., has launched a Khadi clothing range in order to promote sustainability and India’s handloom tradition. Calling Khadi “a symbol of unity and solidarity” on its social media sites, W has brought out a collection of casual traditional wear using the weave.

The line was made in collaboration with the government, which has long championed Khadi as part of its “Make in India” campaign and has even made the textile exempt from the Goods and Services Tax (GST). "The brand has partnered with government's Solar Charkha Mission to launch this unique collection,” said the company in a statement. “This innovative method of weaving Harit Khadi is not only eco-friendly, but also scalable as it uses solar power driven charkhas and looms."

The Solar Charkha Mission has enabled a greater production of the textile and this has allowed for wider distribution. "The increased output gives us a wider scope to use Harit Khadi in mass scale retail,” said the company statement. “Harit Khadi has been used to give shape to evolving sensibilities of modern Indian woman."

As W has a large distribution network across India, the new line will certainly bring Khadi to a wider audience. As of September last year, the brand has 258 exclusive brand outlets (EBOs) in 148 cities and also has outlets in multi brand retailers such as Pantaloons, Lifestyle, Shoppers Stop, and Central among others, totalling 676 large format outlets as well as 1,361 multi brand outlets (MBOs).