Ekmatra redefines khadi store

With the resounding success of its first Ekmatra store, Sarvoday Ashram has launched its second concept store in New Delhi. Spread over 650 sq ft, the new Ekmatra store offers a complete range of handwoven natural apparels, including fabrics, garments, home furnishings and accessories.

Following the Gandhian philosophy of simplicity, Sarvoday Ashram’s Ekmatra finds its roots in an effort of making handspun and handwoven fabrics that support the environment, inclusive growth and sustainable development. These fabrics are earthy and traditional and lend the clothing an elegant, classy and fashionable appeal. Virbhadra Singh, Minister - Micro Small and Medium Enterprises, said, “From being synonymous to Mahatma Gandhi's Swadeshi movement to becoming a fashion symbol, Khadi has come a long way.” Sarvoday Ashram’s Chairman, Manoj Chaturvedi, said, “In contrast to a personality-led brand, Ekmatra is an organisation-led brand that supports harmonic coexistence of people and environment. Ekmatra is the only brand, which bridges heritage with modernity.”  

Sarvoday Ashram plans to open about 25 more Ekmatra stores in 7-8 cities in the next three years with an expected turnover of Rs 25-28 crore.