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! An important reason for bringing up the Khadi dialogue is 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 May 1 to 4, 2025 in Mumbai. The challenge is more than just a campaign or 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. It 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 27, shortlisting took place in March, and the final list of shortlisted candidates has been announced now. 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. The five shortlisted candidates include Iman Sengupta and Soham Ghosh (Havas Worldwide India), Kartik Sankar and Madhumita Basu (22feet Tribal), Kajal Tirlotkar (Interactive Avenues), Tanmay Raul and Mandar Mahadik (DDB Mudra Group), Akash Mejari and Kajol Jeswani (DDB Mudra Group). Winners will be announced at the WAVES Summit in May 2025.

 

The WAVES Summit is 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 make the world wear Khadi. 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. 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. 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 contributes to the fight against fast fashion’s environmental toll. Thanks to Prime Minister Narendra Modi’s clarion call for manufacturing products with ‘zero defect, zero effect’, Khadi aligns perfectly with eco-friendly processes and sustainable production, reinforcing its role in the global shift toward ethical fashion. The ‘Make in India’ initiative plays a crucial role in ensuring that Khadi products meet international standards. The sentiment “We do not inherit the Earth from our ancestors, we borrow it from our children,” aligns perfectly 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. 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 programmes, KVIC has ensured that Khadi not only sustains its rich tradition but evolves to meet the demands of today’s global fashion market. (The author is Media & Communication Officer, PIB Mumbai)