The recent collaboration between Prasar Bharati and the Khadi Village and Industries Commission (KVIC) marks a significant milestone in promoting the ethos of ‘Khadi for Nation and Khadi for Fashion’. At an event held at the Prasar Bharati Secretariat in New Delhi, India’s iconic institutions came together to strengthen the bond between Khadi and the media landscape, particularly with Doordarshan News (DD News) and Doordarshan India (DD India).
Under a Memorandum of Understanding (MOU) signed in September 2023 between Prasar Bharati and Khadi India, anchors of DD News and DD India will proudly showcase clothes made of Khadi, thereby contributing to the preservation of India’s rich heritage and promoting modernity through traditional attire.
The event held on March 9 witnessed the convergence of eminent personalities, including Chairman of KVIC, Manoj Kumar, Chief Executive Officer of Prasar Bharati, Gaurav Dwivedi, and Director General at DD News, Priya Kumar. Speaking at the event, Manoj Kumar lauded the initiative, emphasizing that it sends a powerful message to those who may overlook the significance of Khadi. He commended DD News for its innovative contributions to the media landscape and stressed the importance of continuing the journey of Khadi under the leadership of Prime Minister Narendra Modi.
Gaurav Dwivedi echoed similar sentiments, highlighting how this collaboration aligns with the Prime Minister’s vision of development and preservation of India’s history and legacy. By embracing Khadi, DD News and DD India not only contribute to the promotion of indigenous industries but also embody the spirit of ‘vocal for local’ and the Atmanirbhar Bharat initiative.
The historical significance of Khadi cannot be overstated, tracing back to Mahatma Gandhi’s advocacy for economic self-sufficiency and empowerment, particularly in rural economies. Gandhi’s endorsement of Khadi as India’s national fabric imbued it with symbolism representing self-reliance, empowerment, and independence. Today, Khadi continues to resonate with PM Modi’s vision of promoting indigenous industries and fostering self-reliance among local craftsmen.
In recent years, KVIC has garnered global recognition for its efforts, with sales surpassing significant milestones, such as the ₹15 crore mark at the India International Trade Fair. The chairman of KVIC expressed optimism about the collaboration between Doordarshan News and Khadi, citing the synergy between the two entities’ brand values and their potential to create a positive impact.
By incorporating Khadi into the wardrobe of news anchors, Doordarshan sets an example for embracing traditional attire while promoting sustainable and locally sourced materials. This initiative not only honors India’s heritage but also underscores the importance of supporting indigenous industries and artisans.
As news anchors don Khadi attire, they symbolize a fusion of tradition and modernity, embodying the spirit of a ‘Modern Khadi of New India’. Their attire serves as a reminder of the timeless appeal of Khadi and its enduring relevance in contemporary times.
The collaboration between Prasar Bharati and KVIC represents a harmonious blend of tradition and modernity, as reflected in the integration of Khadi into the attire of news anchors. This initiative not only celebrates India’s rich heritage but also reinforces the message of sustainability and self-reliance promoted by PM Modi’s vision of ‘vocal for local’ and Atmanirbhar Bharat. Through such collaborations, India continues to honor its past while embracing the future with confidence and pride.
