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Shivraj's tribal outreach: 'Heritage liquor' Mahua legalised in Madhya Pradesh
The Madhya Pradesh government has announced legalising liquor made out of Mahua. Chief Minister Shivraj Singh Chouhan said that the government will soon bring a new excise policy that will make Mahua legal.
The liquor will be sold as 'heritage liquor', he said.
"The government is devising an excise policy under which if anyone makes liquor from Mahua in a traditional way, it will not be illegal anymore. It will be sold in the liquor shops with the name of 'heritage liquor' which would be a source of employment and income for the tribal people who have been making and consuming it," the CM said while speaking at Janjatiya Gaurav Diwas in Mandla on Monday.
"The right to sell this heritage liquor will also be given to tribals," he said.
Chouhan said that the tribes in the country and Madhya Pradesh have a glorious past and tribal heroes played a very important role in the freedom struggle.
"The British made all efforts to end the pride of our tribes. We are going to restore it,” he said.
The Chief Minister said that the BJP government will also give them the right to manage community forests.
"You can plant a forest. You will have the right over its wood and fruits. Under the Mukhyamantri Awasiya Bhu-Adhikar Yojna, residential land rights will be provided for the purpose," Chouhan said.
Meanwhile, the opposition Congress has slammed the BJP government. Party's spokesperson KK Mishra said that it is unfortunate that the government is legalising the 'kacchi sharab'.
"The decision is unfortunate. More than 50 people have lost their lives after consuming spurious liquor. Despite this, the government is bringing such a policy," he said.
While Cambridge is renowned for fabrics and washing variations, key differentiating factors over the years have been the double packets with flaps, roll-up sleeves with loops and the adoption of kurtas with variation in length. Similarly, the two-way shirt has been a super hit with Courtyard – a brand from the East – which can be worn both ways. Contrasting colours on collars, cuff s and on buttons is a hot favourite from the brand as well.
In the evolving scenario where the quest for sustainability is getting bigger day by day and consumers are raising concerns on environmental impacts posed by textile industries, Lenzing has appropriately positioned itself with its innovative range of products. From producing fibers made from wood to becoming a global technology leader, Lenzing’s history spans 80 years of innovation.
Cravatex Brands Limited (CBL) has partnered with Vans, the original action sports brand and advocate for creative expression, to operate the Vans India business. With the addition of Vans, CBL continues to add incredible brands to its portfolio which includes brands across the fashion, sportswear and wellness sectors such as FILA, Matrix, Stages, Les Mills, Ziva and Proline Fitness.
Right from celebrities in the 1980s and 1990s sporting a pair of indigo denims, which was considered more of a fashion statement, to its evolution today – where CXOs feel comfortable wearing jeans in more formal settings – the product has grown to fit into people’s lives. An organised retail sector, young population, online penetration of fashion retail and increasing popularity of engineered or distressed pieces are expected to continue to fuel the growth of this segment.
The permeation of fast-fashion on the shirt category is rather evident now and the orthodox shirt brands and manufacturers are rising up to the challenge, too. However, there are also brands that aim to defy the fashion trends in vogue and would rather focus on slow-fashion, producing premium, quality product with an exceptional aesthetic appeal.
Packaging and marketing campaigns are also very generic and similar across brands, which make the consumer immune to product differentiation and value. Currently, they do not create a sense of aspiration, limiting the products to a necessity, rather than a want or craving.
Moreover the influx of global brands has induced domestic players to significantly improve their own consumer experience and build brand loyalty by producing innovative designs and adopting international best practices in retail, service, visual merchandising and processes.
Currently, the designs for underwear are universal but it’s important to note that what works for Americans and Europeans won’t work for Indians and Asians. Underwear needs to be tailor made for the local body type and weather conditions. When one wouldn’t wear the same clothes for winter and summer, why should underwear be any different? Just as jeans would have a pencil fi t, a relaxed fit and so on underwear too would be available with options, as the consumer who is aware will demand specific products.
Launched in 2015, C9 Airwear brings to the table a range of progressive seamless wear that promises to maximise flexibility, mobility and performance, while enhancing comfort and confi dence. IMAGES Business of Fashion talks to Pranal Modani, Director C9 Airwear, about the brand’s range of shapewear and the dynamics of the category in general.
Customers are looking for comfort and quality over anything, and then come the affordability parameter which filters out the kind of audience which is targeted by brands for their premium ranges. With a diverse product portfolio, brand appeals to all classes which give any customer a wider range of options to choose from. Customers do not overlook crucial requirements like quality and comfort, and don’t hesitate to pay a little more for better results. With increasing amount of disposable income, the international Indian customers are spending on innerwear more than before. Many established brands are focusing on introducing newer and better line, while adhering to customer satisfaction. The Indian consumers have come a long way from not exploring innerwear out of their neighbourhood to actually visiting EBOs and MBOs to find premium quality and fabric. Premium innerwear lies in the mass range of Rs 100 to Rs 250, and the luxury range is from Rs 400 to Rs 3,000.
“We are also the proud owner of a Spinning Unit situated at Vedasandur, Dindigul district. The unit is spread over 26 acres of land and is run meticulously. It is well equipped with the latest processing technology with Sclavos and MCS Dyeing Machines and the top finishing ranges like Bianco Padder, Strahm Padder, Strahm Dryer, Monfong’s Stenter and Lafer Compacting Machines to produce finished raw material dyed in any possible colour. Its production capacity is about 13.5 tons a day having 6 HPHT (High Pressure High Temperature) machines installed. This factory has a capacity of 1000 KL Zero Liquid Discharge with multiple evaporators and we follow the Norms of PCB, comply with labour laws and various quality systems,” states Vinod Kumar Gupta proudly.
The brand that caters to customers falling in Rs 5,000-25,000 monthly income bracket, follows a centralised sourcing model of business. It procures material from more than 600 vendors across the country. Once all the material gets accumulated at its centrally located warehouse with a capacity of 80,000 sq. ft. in Gurugram, it is shipped to the stores through an efficient supply chain management system. These vendors create, innovate and find the latest trends in the trade and then supply to the brand.
It has been working with brands like AND and Global Desi which are not just using Lenzing products but also talking about the unique process of these Lenzing fibres to consumers. The brand has been participating in some of India’s most renowned fashion weeks, showcasing its collections through sustainable processing in the entire value chain.
Commenting on the initiative undertaken by the brand, Roshan Baid, Managing Director, Alcis Sports says, “Consumers in India are increasingly getting environmentally conscious, which is getting reflected in their choices of what they are eating and wearing. We take the pride in using recycled polyester in more than 90 percent of our range which is contributing to our nature in a big way.”