This International Yoga Day brought special joy to Khadi artisans in rural India, with a significant boost in sales of Khadi yoga mats and clothing. The Khadi and Village Industries Commission (KVIC), under the Ministry of Micro, Small, and Medium Enterprises, reported the sale of 109,022 yoga mats and 63,700 yoga outfits, totaling Rs 8,67,87,380. These sales were made to various government departments through 55 Khadi institutions nationwide.
KVIC Chairman, Manoj Kumar, attributed this success to the 'brand power' of Prime Minister Narendra Modi, who has significantly popularized both yoga and Khadi. Kumar expressed his joy over the record-breaking sales, noting that this achievement showcases the growing popularity and appreciation for Khadi products. He highlighted that Prime Minister Modi performed yoga in Srinagar and Union Home and Cooperation Minister Amit Shah practiced yoga in Ahmedabad, both donning Khadi yoga attire. This visibility has boosted the morale of Khadi artisans.
Kumar also emphasized the health and environmental benefits of Khadi yoga apparel and mats, which are produced without chemicals and using minimal water. He stated that the high sales on International Yoga Day reflect the government's commitment to preserving India's Khadi heritage and protecting the environment. This initiative aligns with the 'Vocal for Local' and 'Atmanirbhar Bharat' campaigns, promoting self-reliance and local production.
In response to the Ministry of AYUSH's demand, KVIC prepared special Khadi yoga kurtas designed for the youth. KVIC’s Khadi Bhawan in Connaught Place, Delhi, supplied 50,000 yoga mats and 50,000 yoga outfits to the Ministry, including 300 premium quality mats. Additional supplies included 25,000 mats and clothes for Srinagar, where thousands of participants joined Prime Minister Modi in yoga practice wearing Khadi apparel.
Beyond the Ministry of AYUSH, KVIC provided Khadi yoga products to institutions such as the Morarji Desai National Yoga Institute, National Ayurveda Institute Jaipur and Panchkula, Defence Research and Development Organization, ONGC, and NALCO. The total sales of Rs 8,67,87,380 included Rs 3,86,65,900 from yoga clothing and Rs 4,81,21,480 from mats. To meet the demand, KVIC coordinated with 55 Khadi institutions in Gujarat, Haryana, Uttar Pradesh, Rajasthan, Uttarakhand, and Delhi. This effort provided additional wages and employment opportunities for spinners, weavers, and other Khadi workers.
The substantial sales on International Yoga Day demonstrate the enduring appeal and increasing demand for Khadi products, reinforcing their importance in India’s cultural and economic landscape.
