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The INR49,991 crore secret: how Khadi made the government India's largest consumer-goods maker

Support entrepreneurs and incentivise them to create jobs. Evict squatters feeding off your brand. Widen product range and distribution with clinical focus. Not attributes you associate with a government enterprise, but Brand Khadi has done it all.
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soumyagupta
16 Nov 2018 7 Mins Read 2 comments
Khadi India Store at Connaught Place, New Delhi; photo by Muhabit ul haq
Khadi India Store at Connaught Place, New Delhi; photo by Muhabit ul haq
Khadi — Gandhi's beloved, the mother of swadeshi icons, the flagship of sleepy, musty Khadi Gramodyog Bhavans. Add to that one more distinction — the biggest-selling FMCG product group in India. By a country mile. No, really. With jaw-dropping annual sales, the Khadi and Village Industries Commission (KVIC), a body run by the Ministry of Micro, Small, and
Finance. There, managing director William Bissell convinced artisans to individually contribute to the fund that helped fuel the community-owned firms that produce for Fabindia. KVIC's model is the same, but crucially, it has access to government funds. Of course, it doesn't hurt to have the country's most powerful man as your chief evangelist. ( Graphics by Ankita Mehrotra)
Khadi — Gandhi's beloved, the mother of swadeshi icons, the flagship of sleepy, musty Khadi Gramodyog Bhavans. Add to that one more distinction — the biggest-selling FMCG product group in India. By a country mile. No, really. With jaw-dropping annual sales, the Khadi and Village Industries Commission (KVIC), a body run by the Ministry of Micro, Small, and Finance. There, managing director William Bissell convinced artisans to individually contribute to the fund that helped fuel the community-owned firms that produce for Fabindia. KVIC's model is the same, but crucially, it has access to government funds. Of course, it doesn't hurt to have the country's most powerful man as your chief evangelist. ( Graphics by Ankita Mehrotra)

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