Spinning Khadi into the Future: The Create in India Challenge Encouraging Sustainability

DHANALAKSHMI P

Imagine wearing a fabric that’s not just stylish but also tells a story of freedom, sustainability, and global influence. That’s Khadi - India’s iconic fabric! Why are we talking about Khadi now? Is it because it’s hot summer, and what other fabric can give solace to the skin and well-being other than Khadi? Of course, it is. But one more important reason for bringing this dialogue is hoping you have heard of the “Make the World Wear Khadi” challenge - one of the 32 Create in India Challenges being conducted as part of the inaugural World Audio Visual & Entertainment Summit (WAVES), happening from 1^st to 4^th May 2025 in Mumbai.

This isn’t just another campaign.The challenge is more than just a call to action. It’s an initiative where creative minds from around the world compete to transform Khadi from a traditional fabric into a global fashion icon through their digital art, social media storytelling, or advertising concepts. The initiative helps creators across the globe to put their creative stamp on something legendary. The Create in India Challenge, and especially the Make the World Wear Khadi segment, offers creative professionals an incredible opportunity to reshape how the world sees Khadi. By blending India’s cultural heritage with cutting-edge creativity, participants can help establish Khadi as a global fashion force that reflects modern values.

With over 750 participants registered for the 'Make the World Wear Khadi' challenge, both from India and around the world, the stage is set for a creative showdown that highlights India’s innovative spirit on the global stage. Participants were tasked with creating one print creative, one outdoor hoarding, and one digital/social media creative. Registration opened on January 27th, shortlisting took place in March, and the final list of shortlisted candidates have been announced yesterday. A distinguished jury, comprising stalwarts from the advertising and creative industries, evaluated the submissions based on originality, cultural resonance, global appeal, and alignment with the contest’s vision. The shortlisted entries stood out for their strategic insight, powerful storytelling, and the ability to spark a global conversation around khadi.

A total of five candidates have been shortlisted:  Iman Sengupta & Soham Ghosh – Havas Worldwide India; Kartik Sankar & Madhumita Basu – 22feet Tribal ;Kajal Tirlotkar – Interactive Avenues; Tanmay Raul &Mandar Mahadik – DDB Mudra Group; Akash Mejari & Kajol Jeswani – DDB Mudra Group.

Winners will be announced at the WAVES Summit in May 2025

Khadi: The Cool Factor of Sustainable Fashion

Khadi isn’t just old-school; it’s the future of sustainable fashion. Handwoven, eco-friendly, and made with love, Khadi represents everything Gen Z and Millennials care about, authenticity, sustainability, and ethical choices. Plus, it’s made by artisans, empowering local communities while keeping the environment happy.

But Khadi is more than just a fashion trend, it’s a movement. Rooted in India’s struggle for independence, Khadi became a symbol of self-reliance and empowerment during the freedom movement led by Mahatma Gandhi. Today, it’s a sustainable, handmade, and eco-friendly fabric that continues to empower artisans, especially in rural India, while contributing to the fight against fast fashion’s environmental toll.

Thanks to Prime Minister Modi’s clarion call years before for manufacturing products with “zero defect, zero effect,” Khadi aligns perfectly with its eco-friendly processes and sustainable production, reinforcing its role in the global shift toward ethical fashion. The government’s “Make in India” initiative also plays a crucial role in ensuring that Khadi products meet international standards.

As it is rightly said, “We do not inherit the earth from our ancestors, we borrow it from our children.” This sentiment perfectly aligns with Khadi’s ethos, a sustainable, eco-conscious fabric that connects us to our past while safeguarding the planet for future generations.

As the world continues to embrace sustainable, eco-conscious practices, Khadi’s place on the global stage is clearer than ever. This fabric is not just a relic of the past but a beacon for the future. From the handcrafted artistry of rural artisans to the global appeal of its timeless fabric, Khadi is poised to redefine what it means to be stylish and sustainable in today’s world.

Role of KVIC and Government Initiatives

At the heart of Khadi’s resurgence is the commitment of the Khadi and Village Industries Commission (KVIC). As the nodal agency for Khadi’s promotion, KVIC supports the empowerment of local artisans by facilitating access to skills training, financial support, and market exposure. Through government-backed initiatives and programs, KVIC has ensured that Khadi not only sustains its rich tradition but evolves to meet the demands of today’s global fashion market.

The WAVES Summit isn’t just another event; it’s a global creative playground. Think of it as the hub for the media and entertainment world, with workshops, competitions, and networking opportunities with industry leaders from broadcasting, gaming, digital media, and more. The ‘Make the World Wear Khadi’ challenge has been designed to bring fresh, bold ideas to the forefront from across the globe, inspiring creativity that might even make the world wear Khadi.

As we eagerly await the announcement of the winners during WAVES 2025, the challenge promises to unveil fresh and creative ways to position Khadi as a modern, aspirational, and sustainable brand and the excitement builds for what’s to come.

(Author is  Media&Communication Officer at PIB Mumbai. A PIB feature)