Khadi makes grand comeback in Kerala politics; sales soar as new cabinet takes charge

THIRUVANANTHAPURAM: Marking the end of a decade-long lull, Khadi attire is witnessing a massive resurgence in Kerala’s political and public spheres. Coinciding with the swearing-in of V.D. Satheesan as the new Chief Minister on the 18th, the Khadi Gramodyog Bhavan in the capital city registered a record-breaking single-day turnover of ₹6 lakhs. Store officials noted that daily sales at the outlet, functioning under the Khadi Commission, rarely touched the ₹1 lakh mark in recent years. A similar surge in demand was reported across various other Khadi outlets in the state.

The pre-swearing-in rush saw a high-profile turnout at the capital's flagship store. Anita, wife of Home Minister Ramesh Chennithala, shopped for the occasion, while Cabinet Minister P.C. Vishnunath and Speaker-designate Thiruvanchoor Radhakrishnan personally visited to select their garments. Among other prominent buyers were Mananthavady MLA Usha Vijayan, who purchased a Khadi saree, and Mariamma Oommen, who bought a Khadi shirt for her son, Chandi Oommen. The store's in-house stitching unit has been working overtime to custom-tailor outfits selected by customers.

The Khadi Gramodyog Bhavan has historically been a staple for Kerala’s political elite, once frequented regularly by veteran leader K. Karunakaran, and still patronised by senior politicians like V.M. Sudheeran. However, the current revival extends beyond the Congress party. Workers from the Indian Union Muslim League (IUML) and the Kerala Congress have aggressively embraced the fabric once more, while leaders from the CPI(M) and BJP also comprise occasional buyers.

Shifting trends: Youth prefer Shirts over Jubbas

The ongoing revival also highlights a generational shift in fashion preferences. The younger political crop is increasingly ditching the traditional knee-length jubba in favour of contemporary Khadi shirts, which are priced affordably starting from ₹500, while traditional mundus are priced upwards of ₹600.

Amidst the boom, weavers and artisans are urging the government to implement a policy mandating Khadi wear for government employees at least one day a week to sustain the momentum. Optimism is high within the sector regarding a permanent financial turnaround.

"A decade ago, our annual business hovered around ₹5 crores, which later slumped to ₹3.5 crores. With the current trend, we are highly optimistic that the golden days of Khadi are returning," said S. Vijayakumar, Manager of the Khadi Gramodyog Bhavan.