Bapu outshines Big B, Rahul as Khadi's ambassador

Even legendary actor Amitabh Bachchan or glamorous Rahul Gandhi cannot outshine the Mahatma when it comes to Khadi.

Khadi has always been associated with the Father of the Nation, who popularised the cloth and its use with a missionary zeal during the freedom struggle.

After considering cine stars like Amitabh Bachchan and Hema Malini and former cricketer Kapil Dev, the brass at Khadi and Village Industries Commission (KVIC), the central agency for making and marketing the cloth made of handspun yarn, decided against hiring a commercial brand ambassador.

Jammu and Kashmir Chief Minister Omar Abdullah, Congress general secretary Rahul Gandhi, Minister of State for Communication Jyotiraditya Scindia, and Members of Parliament Navin Jindal, Sachin Pilot and Prakash Javdekar were the other contenders considered.

"Very often there was a discussion on the issue of brand ambassador. But finally the thought prevailed that no one could be better identified with khadi than Mahatma Gandhi...there is nobody above the Father of Nation," said a reliable source associated with Khadi.

Khadi, which was launched in 1920 as a political weapon in the non-cooperation movement, has over the years become a fashion statement with ace designers like Rohit Bal and Raghavendra Rathore popularising the handspun fabric.

The first production centre for Khadi was established at Kathiawad, Gujarat. Mahatma Gandhi used to refer to Khadi as "the livery of freedom".

From being a rough 'khaddar', Khadi has transformed itself to become a high-end wardrobe-must, evolving into many varieties.

While Khadi silk is sourced from West Bengal, Bihar, Orissa and north eastern states, Khadi cotton comes from Andhra Pradesh, Uttar Pradesh, Bihar and West Bengal.

Artisans in Gujarat and Rajasthan spin Khadi poly and Haryana, Himachal Pradesh and Jammu and Kashmir are known for the woolen variety.