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Ekmatra - A True Effigy Of Indian Fashion

By Expert Author: Arun Jaiswal

Fashion and style are essential aspects of modern lifestyle. For women, it is their first love, and for men, it is sign of their status and their mannish impression. Especially in India, where fashion diversities are endless owing to traditional trends along with western ones, fashion is all about creating an individual style statement that should be impressive for others. However, in India, the most impressive and distinctive fashion statements need a touch of Indian ethnicity, as the regality and grace of ethnic styles are simply invincible.

Although, the western influence in Indian has always been on the rise, yet Indian cultural and traditional styles in fashion have been the leading inspiration for the Indian fashion world. Indian ethnicity is an influential driving force for various fashion designers and many apparel-manufacturing companies, which constantly bring innovations in Indian fashion. One of such leading Indian company is Ekmatra. The company not just creatively combines ethnicity with modernity, but has a unique remarkable presence in Indian fashion world, owing to its handspun, hand-woven and handcrafted creations.

Ekmatra is latest initiative of the Sarvoday Ashram, which was founded by Rohan Lal Chaturvedi in year 1952. Inspired by Gandhi and, later, Vinoba Bhave’s Bhoodan movement, Rohan Lal Chaturvedi was one of the first few to give up his feudal landholding and lifestyle to pursue his vocation setting up a people powered organization that could not only generate employment but also carry on the inheritance of the freedom movement into modern India. Lal Bahadur Shastri, Vinoba Bhave, Sucheta Kriplani, RA Kidwai, Krishna Menon and a host of others witnessed, admired and encouraged Rohan Lal Chaturvedi to not only pursue khadi products, but they also contributed by associating themselves with the Sarvoday Ashram in many ways, the most obvious one as trustee members of the Sarvoday Ashram Trust.

The Sarvodaya Ashram’s concentration on khadi products was not by chance but by design. It was the realization that generating employment for the masses was primary; that this had to be done in a way that not only generated income for people but would also empower them. However, in the new millennium, the emblematic significance of khadi products is barely remembered if not forgotten altogether. Khadi, as a metaphor of a revolution that empowered the emancipation of a people from foreign yoke, has been replaced by its perception as a mere fabric for the masses and its role in the contemporary fashion world remains iffy. Thus, in forging the core thought behind Sarvoday Ashram with the demands of the present, Manoj Chaturvedi, son of Rohan Lal Chaturvedi, and his core team of professionals have initiated Ekmatra.com.

Ekmatra sees opportunity in catapulting khadi into popular mainstream by launching a commercial and fashion face of the fabric with the belief, “In contrast to a personality -­ led brand, this is an organization -­ led brand that will usher in a fashionable avatar of khadi.” Ekmatra emphasizes the significance of khadi and other handspun, handwoven and handcrafted fabrics. The company also gives emphasis to uniqueness of the brand and offers a large range of linen shirts, kurta pajama, formal trousers, designer suits for women, and dresses for girls, which combine the rustic elegance of Khadi with trendy, contemporary designs.

Ekmatra is indeed unique, not just with its graceful creations but also with its inspiring intentions and initiatives. Ekmatra is an Indian fashion store in true sense. Simply visit the online store of Ekmatra.com to know more about to company and to explore the entire range of modern as well as ethnic wear for men and women.

About Author
Arun Jaiswal is an editor of one of the leading fashion magazines in India. Arun, being a fashion writer, is not just an editor, but also promoter of various fashion brands through her personal articles. His aim is to globalize ethnic wear for men and women and bring an influential rise in Indian fashion.

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