IndusDiva, an online ethnic wear fashion brand offering exclusive ensembles and style statements, in association with Haresh C Shah for Mumbai Khadi Village Industries Association (MKVIA), unveils Khadi Originals – the dress code of the new revolution! Khadi Originals is a collection of fusion apparels which is all set to recapture the original ethos of Khadi.
Khadi is not merely a fabric; it’s a thought, a reflection and above all a way of life. True to its fluid yet structured character, Khadi Originals is a classy mix of earthy elegance, minimalistic chic and subtle sophistication. Crafted for men and women with discerning tastes, the silhouettes are simple, easy and comfortable in hues that vary from earthy and monochromes to pastels. Inspired by nature, these unique creations make for all-season clothing.
Khadi Originals from IndusDiva will retail a range of trendy ethnic and fusion apparels, including work wear and dresses online, exclusively on Myntra. As the nation’s leading destination for shopping for fashion and lifestyle products, Myntra is the perfect platform for consumers looking to embellish their wardrobes with Khadi in a new modern avatar. Khadi Originals will be available on Myntra at an average price point of Rs 1,699, with over 200 product options during this season.
“Younger generations of Indians are losing touch with ethnic wear for various reasons. From being perceived as ‘old fashioned’ to being considered as ‘not-so-wearable’, Indian ethnic wear is only a traditional garment for many youngsters who see sarees and dhotis neatly stacked in their parents’ wardrobes! IndusDiva endeavours to change this. We want to make Indian ethnic wear trendy, wearable and something you should be proud of wearing as a modern Indian,” says, Co-founder and CEO, IndusDiva, Vineet Saxena.
“Khadi Originals by IndusDiva is about going back to our roots and rediscovering the joy of an evergreen fabric… to revive the local and look global! We need to look beyond the ‘neta’ tag given to Khadi. A fabric that has roots in rebellion can once again bring about a silent but sure revolution, enabling a refreshingly fashionable identity-expression,” says Chief Product Officer and Co-founder, IndusDiva, Jyoti Amba.
“Consumers in India today are more fashion conscious and quick to adopt trends from across the world. Myntra’s portfolio of brands, styles, designs and reach, makes us the go-to destination for the young and style conscious. The introduction of’ Khadi Originals’, with a revolutionary new concept on our platform is sure to guarantee a special place for Khadi in the hearts of our consumers. We welcome aboard IndusDiva to be a part of the Myntra family” says Chief Marketing Officer and Head, International Brands Business, Myntra, Gunjan Soni.
“Khadi is probably amongst the most iconic and highest brand recall properties that our country possesses. It embodies the value and spirit of self reliance, self respect, sustainability, freedom, dignity…. all enabling virtues that would premier in anyone’s wish list. Nowhere in the world in any format, product or brand is it possible to find the embodiment of all these fundamental values indigenously, but in Khadi, the hand spun, hand woven fabric,” says Trustee, MKVIA, Haresh Shah.
“The possibility of being able to assist in the realization of these empowering values excites me, and fuelled my determination to succeed with this material led me to undertake this very exercise of designing and producing my vast and deep collection which is the culmination of painstaking efforts of aggregating the guided production of a number of weavers, dyers, printers and tailors,” adds Shah.