Ahmedabad, June 22 (): Modi and clothing retail seller Jade Blue have one thing in common – a success story.
Jade Blue, the only store to have patented ‘Modi Kurta’ began from a small tailoring shop in a small locality has now 28 stores mostly in Gujarat. Modi frequented the shop when he was an RSS worker and is today nation’s PM. Modi wanted his kurtas to have half sleeves. After putting out this model, the store asked if they could name the design after him. At that time they had no clue that Modi the RSS pracharak would be State CM and later PM. American media has hailed Modi as a fashion icon. Revenues have been climbing up and are expected to touch Rs 230 crore in the next FY14.
Jade Blue is today located in Ahmedabad’s posh CG Road, which has hundreds of clothing retailers vying for customers. Modi in 1989 visited the shop one evening. It was in Ellis Road and and then named Supremo Clothing and Men’s Wear, recalls owner Bipin Chauhan.
Modi prefers linen fabrics with cotton or polyester then and later added khadi. Modi then kept two sets of ironed kurtas for his daily wear and he changed gear five times during election campaign. Bipin says that visits to his store got lesser later but Modi never wore kurta from any other store.
Bipin and brother Jitendra Chauhan later started going to their loyal customer with dress materials and a measuring tape. Zydus Cadilla owner Pankaj Patel, Nirma’s Karsan Patel, Adani group’s Gautam and Rajesh Adani and Arvind Mills Sanjay Lalbhai are other high profile clients.
Rotomac, the pen maker MD Vikram Kothari, was one of the first big time customers of the Chauhans. Kothari stays in Kanpur and often visits his manufacturing plant in Ahmedabad. Kothari’s daughter is married to Gautam Adani ‘s nephew. In 2007 only it began producing the Modi kurtas and registered it legally in 2012. In FY 13-14, it sold 18,000 Modi kurtas. This year, sales will rise to 25,000.