Ramraj Cotton has kicked off its week-long ‘Ramraj Veshti (dhoti)’ campaign from January 1 to 7.

The campaign is aimed at getting youngsters to wear dhoti, which is considered the traditional attire for men, particularly in the South.

KR Nagarajan, founder Chairman, Ramraj Cotton, said the company has priced a set of 4-cubit dhoti and a shirt at ₹500 during the campaign period.

“We have slashed the price, but this is not a discount sale,” Nagarajan said, adding that the offer has been in the interest of weavers. “There is good demand for dhoti during festival seasons such as Deepavali and Pongal. The rest of the year is rather dull and companies like ours can ill-afford to give weavers job on a regular basis all through the year. Such campaigns therefore are not merely aimed at triggering the demand but also in the interest of the weavers.”

“When we first came up with the idea of such a campaign as the ‘Veshti Week’ in 2016, the demand overshot our expectations. Our offer price for the 4-cubit dhoti was ₹100 during the veshti week.

“This time around, we are offering the 4-cubit dhoti and a shirt as a set for ₹500, which would otherwise cost the buyer ₹750,” he added.

The company is targeting to sell 7 lakh sets (dhoti + shirt) during the week.

“It will be available across the 2,500 outlets in the State and 68 company-owned showrooms,” he said.

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