Modi-kurta jacket is the newest addition to the Indian fashion line and has been quite the talk of the town, perhaps, moreso with Modi as the trademark. And your knowledge of Prime Minister Narendra Modi might extend more than just the erudite, staunch orator that he is. He has been quite a trendsetter, too. The fashion chapter is an open book for the entry of all deserving individuals. Remember the Levi Strauss denims, Lincoln hat from the US' 16th president Abraham Lincoln, who abolished one of the worst atrocities humanity ever faced --- apartheid, and today we have the Modi-kurta jacket.
Although, you might have often seen him in this fleek ensemble ever since he became a public figure, this trend officially made into the fashion book after it was launched by Khadi India at its flagship store at Connaught Place in Delhi on September 17, to mark Narendra Modi's birthday. Although, we now know this ensemble as the Modi-kurta jacket trend, its fashion root has its traces from the first Prime Minister Pandit Jawaharlal Nehru.
Everyone knows Panditji as one of the most dashing prime ministers that India has ever had, besides his looks, he was also an avid fashion lover. He made famous the Nehru jacket that stretched even to Europe and America in the mid 1960s. The Nehru jacket has since then been the ultimate fashion-go-to for Indian luminaries until Modi made a standstill to its trendy name, which we now know as the Modi-Kurta jacket.
Since its launch and given Modi’s massive fanbase, a record sale of Rs 14.76 crore was registered in October 2018 at the Connaught Place outlet. “The response of Modi jackets and kurtas can be understood that at least 200 pieces are being sold daily on an average at each of the seven Khadi India outlets across the nation, including Delhi, Kolkata, Jaipur, Jodhpur, Bhopal, Mumbai and Ernakulam,” said KVIC chairman VK Saxena.
Saxena also said that Modi’s appeal to adopt khadi has led to a mass awareness about the fabric which is also in conjunction with his "Make in India’’ movement. This has resulted in the sudden interest among the youngsters regarding the fabric. Recently, South Korean President Moon Jae-in was presented with this ensemble by Prime Minister Narendra Modi.