Hyderabad|India|March'2010: Khadi or Khaddar is the fabric of freedom. It is the pride of India. Mahatma Gandhi promoted khadi to boycott imported foreign clothes. During pre-independence era the movement of khadi manufacturing gained momentum. This movement of khadi manufacturing and wearing started as to discourage the Indians from wearing of foreign clothes.

Now 63 years of the Independence, Khadi is still not preferred by many on par with the ready made clothes and designer garments offered by MNCs. But, one family from Nizamabad wants to make a difference. They want to bring back glory to Khadi. Decided to set up a showroom for Khadi clothes on par with the many MNC showrooms in decor, ambience and range. Under "Bharat Khadi Elite", this 4000sft, ground plus first floor air conditioned showroom comes up bang opposite Secretariat, adjacent to Amrutha Castle Hotel at Saifabad.

Along with Bharat Khadi Elite, "Indo Fab International", a linen club, exclusively for readymade lenin garments is also set up. It showcases never seen before sprakling khadi, linen, super bright, stripes, white, light, dark, flouroscent and pestal colour garments. It has a seperate division for dignified Dr. A.N.R Khadi and Kashmir Shawls.

Set up with a huge investment, Ambala Muralidhar wants to bring about a revolution for the Khadi and Handloom clothes in the state. He wants to facelift image for Khadi from a freedom fighter's identity fabric to a fashion garment. Khadi is a versatile fabric. It has the unique property of keeping the wearer warm in winter as well as cool in summer season. This fabric has coarse texture and gets easily crumpled.

Therefore in order to keep it firm and stiff, starch is to be added. This fabric on washing is more enhanced thus the more you wash it, better the look. Khadi is not easily worn out for years together, at least for 4-5 years. Very attractive and designer apparel are made by doing handwork on them garments made from it. During spinning of khadi the threads are interwoven in such a manner that it provides passage of air circulation in the fabric. Apart from this unique property, it also provides warmth in winter season which is quite surprising factor, informed Ambala Muralidhar.

It is eco-friendly and people-friendly. It is mainly manufactured in rural areas of India. Years ago it was considered as the fabric for the poor rural workers and farmers. But wearing khadi is no more for the poor, many high profile personalities and economically sound people prefer to wear it. It is considered as one of the most beautiful Indian fabric. The khadi wearer gets a royal and distinguishable look due to its fall and style. It symbolizes luxury and uniqueness. But, the fabric has more potential in India which is yet to be achieved.

Khadi has gained worldwide appreciation as it is hand made, durable, long lasting and organic in nature. But, still it is no longer preferred by many Indian youth. The fabric is produced by the masses for the masses. It is associated with Gandhian philosophy as well as makes a fashion statement. Through the medium of khadi weaving, the weaver expresses art and designing by the spindle and loom. It is widely accepted in the Indian fashion circle. Leading fashion designers now include it in their collection by designing clothes with khadi material. There is huge demand of it in international market, especially in western countries.

In oreder to make the fabric still further sought after, we want to declare fight against western readymade clothes. We want to encourage usage of Khadi clothes. We appeal to one and all to make it a point to wear Khadi clothes once in a week. I also appeal to Schools and Colleges in the state of Andhra Pradesh to encourage wearing of Khadi clothes atleast once in a week, said Muralidhar.

"We are a dedicated weaver family. Our journey began in 1930 with "Khadi Kharkana" informed Muralidhar and his father Ambala Satyapal. It was established by our grandfather Ambala Narsimham in Nizamabad. He was a freedom figher. He ran the business for forty years. After him his son Ambala Satyapal set up "Bharat Khadi Bandar" in 1960 in Nizamabad, said Muralidhar.

Then came "Bharat Khadi & Handloom House" in Nizamabad. And it was set up Satyapal's son Ambala Muralidhar. Then they expanded to Hyderabad in 1987 with a showroom "Bharat Khadi Kendra" next to Ravindra Bharati in Saifabad. Now comes up Bharat Khadi Elite and Indo Fab Internaitonal Linen Club.

Even then recession is crippling the market, the khadi clothes are sold reasonably. But unfortunately it is becoming difficult to procure original Khadi. We are committed for the quality khadi fabric for many years. Many and almost all state politicians patronise us informed Muralidhar.

Dr. Akkineni Nageshwar Rao, a renowned telugu film hero of yester years who inaugurated one of our shops near Ravindra Bharati admits that it is very difficult to get quality khadi fabric. I am happy Muralidhar family is committed for the quality fabric.

Bharat Khadi Elite is located Opp Secretariat's Old Gate, Adj to Hotel Amrutha Castle, Saifabad, Hyderabad.

More 'Retail Outlets' of Hyderabad...

Reachout's News Bureau
March' 2010