Jigna Trivedi, Priyanka Raghani
In India, "Khaddar"/Khadi
is the original fabric, which is a hand-spun and hand-woven material that helps
sustain the rural economy through the employment of rural artisans and women.
Even though Khadi is our heritage and culture, the majority of people do not
wear it. In the present study, the challenges faced by the marketers of
Khadi apparel-KhadiBhandhars in selling the khadi garments are examined. Thus,
in this article, the purpose is to find out the reasons for the non-acceptance
of Khadi, to identify the problems faced in selling Khadi garments, to promote
Khadi as a fashion fabric. Various initiatives have been proposed to make
Khadi a long-lived sustainable fabric of Indian heritage and culture, such as
young celebrity endorsements, online sales, promoting exports, and research for
quality improvement.
Apparels,
Khadi, Khadi Bhandars, Marketers, Sustainable
VOL.13, ISSUE No.3, September 2021