It was Mahatma Gandhi’s philosophy of self-reliance and self-sustainability that lies at the foundation of Kalamkhush — Gujarat’s sole khadi paper manufacturing and retail outlet.
Founded by Gandhi, a variety of hand-made khadi papers at Kalamkhush, which were popular at one point of time seem to be fading in popularity, felt a student of National Institute of Design (NID).
In a bid to re-invent the oldest khadi paper brand, Anupriya Arvind — a student of graphic design at NID — took up a project to revamp the identity of the brand and chalk out a strategy to make it more popular. Arvind, who conducted an extensive research on the popularity of the hand-made khadi paper, found out that apart from walk-in customers, bulk buyers and students, this unique paper was not popular. She also found in her one year study that the present set-up was not customer friendly.
“The Kalamkhush’s logo in Devnagri is not attractive. So, based on Gandhi’s five principles — ethics, sense of history, attention to detail, production of meaning and humility — I have designed a new identity (logo) in English and Hindi. The logo gives a feeling of the hand-made Kalamkhush written at the centre,” said Arvind.
She has identified five colours and themes representing the five ethics to prepare various hand-made khadi items. For example, visiting cards, price tags with information of different products of Kalamkhush, QR code on the tags to help foreign and tech savvy customers to get information about the brand and the products from their website.
“This will enable customers to get information on the products faster even if no official is present to attend to the customer,” said Arvind.
Arvind said she was yet to communicate about this branding exercise to the Khadi and Village Industries Commission and Khadi Gramodyog Mandal.
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