Khadi, India- today and tomorrow: A customer perspective study through brand repositioning

Abstract

The paper reveals a study on the current perception of Khadi among individuals from the generational cohort between the ages of 18-50. All the individuals were observed to have had a strong association of Khadi to the Indian freedom struggle, and to the political scene in the nation. Further the said population did not find Khadi an appropriate apparel choice for most occasions except those with a hint to social activism. With this association mapped out, the authors have looked at a rebranding exercise on the Khadi Fabric, through innovations in design, and marketing along with a brand extension creation. The rebranding concept was tested through an experiment on a matched sample using ANOVA identifying the effect of the brand and the trend on factors such as willingness to buy, suiting user personality etc.