West Bengal Khadi & Village Industries Board takes khadi to markets in a big way to meet craze

Encouraged by the craze of muslin products, particularly among foreigners, the West Bengal Khadi & Village Industries Board (WBKVIB) is now taking to marketing these products in a big way.

Apart from opening up exclusive muslin outlets in the city, WBKVIB will also take foreign tourists to places where they can directly witness the production process and buy the products of their choice.

"The production of muslin products are increasing by leaps and bounds. We want the weavers to get full value of their hard work. So we have an aggressive marketing strategy in place," said Mrityunjoy Bandyopadhyay, CEO of WBKVIB.

An exclusive muslin outlet has been started in Dakshinapan market, Dhakuria. A few months back, WBKVIB has tied up with an NGO that has started selling a wide range of muslin at their outlet in Nazrul Tirtha New Town from August 1. "We have tied up with a private tour operator in the city who will be taking foreign tourists to places where they can watch production, join the process along with the weavers, take rest and of course buy the products of their choice.

One such facility is nearing completion near Pareshnath Temple in Tala, North Kolkata. Another centre of excellence with similar facilities is being developed at Ashoknagar in North 24 Parganas," a WBKVIB official said adding that showcasing and selling of muslin for a few days at an event in USA have fetched Rs 1.10 lakh for them.

Talking about diversification of products, Bandyopadhyay said that they have muslin products of lower prices. The products starts from Rs 400 and go upto Rs 8,000. "We have ensured that people who have the desire to wear muslin fabric will no longer shy away from the outlets because of higher price," he said.

WBKVIB that comes under the MSME and textiles department had launched Project Muslin in the year 2015 to revive and promote Bengal muslin through a wholistic approach. At least 600 families from Mursidabad, Nadia, Burdwan and Birbhum were provided training and infrastructure to produce this handmade fine fabric.