Accessing the millennial mass consumer demand for Khadi

Abstract

"Sustainability" has been a popular word these days; people the world over has realized the need to produce and consume responsibly. Fashion businesses are not behind, often discussing the concepts of recycling, reuse, repair, rent, environmentally friendly fabrics, and many more, which are sold as environmental lifesavers. As sustainable fashion shows gain mainstream attention and designers experiment with sustainable production processes, Khadi has also gained popularity as a sustainable fabric. Not just government initiatives have been leveraged to the fabric of freedom, but a few Indian textile makers have also taken up the initiative to adopt Khadi clusters and produce more of it. The aim is to revive Khadi, the fabric that once symbolized freedom, as it may be losing its relevance today. Though the statistical figures for KVIC and luxury designers using Khadi show a rise in sales, they are still far behind the numbers needed to catch up with the sales of any fast fashion product, nor is it a common choice for millennials. This research aims to understand modern-day mass consumers' perceptions of the fabric. A survey will be conducted to understand the preferences so that the fashion makers can use it as a business opportunity.