The launch of ‘Khadi by Raymond’ will be on October 2, 2017. Raymond was the first to forge partnership with Khadi & Village Industries Commission (KVIC). They will also promote the fabric in India and other global markets.
Raymond will also offer premium product Khadi lines including suits. All Khadi items will be 100 per cent hand woven and handmade. The company is initially working with 40 khadi clusters across India and will expand gradually. Raymond will procure silk fabric from Murshidabad and muslin cotton from South India khadi clusters.
The company will also bring in design interventions at Khadi manufacturing clusters along with technical expertise. Raymond recently launched their Glanzo collection, meant only for the West Bengal market ahead of the festive season.
The strategy has resulted in additional sales of five to seven per cent as it caters to the taste of local consumers. The Glanzo collection will be available in over 40 Raymond stores, 50 leading multi-branded outlets and small retailers in the state.
The company is focusing on smaller towns and has decided to open 300 smaller format exclusive stores over the next two years.