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Ekmatra.com - An Epitome Of Rustic Elegance

By Expert Author: Sagar Wakharia

“Your dress is the index of your feelings.” It tells who you are today? Which attitude are you carrying along with? And, since decades Indian fashion is majorly influenced by Bollywood, Politics & Cricket. Thus, its trends seem to be more evident in day-to-day outfits. Yet, political fabric ‘Khadi’ seems to be the most popular people connector.

With an advent of Aam Aadmi Party in the political circles with their mission of propagating & resurrecting “Sone ki Chidiya”, it surely seems Khadi will reincarnate again as the most popular people brand. Khadi the symbolism of rustic elegance, eco-friendly fabric & the torch bearer of freedom movement knocks the fashion arena in a frantic style. Sarvodaya Ashram ventures into fashion zone via their commercial arm Ekmatra.com with a neatly defined vision & mission.

Altogether it’s an interesting journey for Ekmatra.com since 1952 till today. In 1952 Rohan Lal Chaturvedi [1919 - 1981] founded the Sarvodaya Ashram in Etah, Uttar Pradesh as a society with the avowed aim of institutionalizing a movement that he believed needed organized care, nurture and impetus. Twelve people signed up then for what is, today, inarguably, among India’s foremost village industries.

Inspired by Gandhi and, later, Vinoba Bhave’s Bhoodan movement, RL 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 legacy of the freedom movement into modern India.

Lal Bahadur Shastri, Vinoba Bhave, GB Pant, Sucheta Kriplani, RA Kidwai, Krishna Menon and a host of others witnessed, admired and encouraged RL Chaturvedi, the zamindar turned social activist, to not only pursue Khadi but they also contributed by associating themselves with the Sarvodaya Ashram in many ways, the most obvious one as trustee members of the Sarvodaya Ashram Trust.

Picking up the thread from his father, Manoj Chaturvedi, RL Chaturvedi’s son decided to lead Sarvodaya Ashram from the front. As the Chairman of the Sarvodaya Ashram, he is consolidating the movement into a more cohesive, systematized form, creating a robust structure in anticipation of a more ‘professional’ future.

In the new millennium, the emblematic significance of Khadi 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. With these issues – especially the last one -­ as challenges, the time to redefine Khadi is necessary and imminent.

In forging the core thought behind Sarvodaya Ashram with the demands of the present, Manoj Chaturvedi and his core team of professionals 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.”

The latest initiative of Sarvodaya Ashram ushers this quaint fabric for the masses through their online fashion store Ekmatra.com. It is a matter of time when Indian politicians will also be followed for their fashion trends and there will be fans for their dress sense too.

In short span of time, Ekmatra’s exclusive collection of Khadi products, which includes Kurta for men, Kurta pajama, Nehru jackets, formal trousers, formal shirts for men and ethnic wear for men, has taken the fashion world by storm. Also Ekmatra’s designer blouses, shirts for girls, designer suits for women, linen shirts, dresses for girls, ethnic wear for men cracking the fashion code.

About Author

Ocean 21 is pen name of a renowned fashion write Sagar Wakharia who is a Computer Engineer by profession. It's his intricate sense of fashion that has made him a renowned style and trends analyst as well. Currently he aims at popularization of Indian ethnic wear for men and women through his fashion articles.

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