Journal of Emerging Technologies and Business Management


Khadi is notjust a cloth, it is a whole movementstarted by Mohandas Karamchand Gandhi, the father of the nation. It is observed that Khadi has a limited market catering to few consumers . Over this hectic competition over the time khadi was still only confined with the political image among the Indian mass. whether Khadi will bring back its previous fascination among the people in this twentv first century has been addressed in this case. As youth today are not backed by the Gandhian principles, their ideas are new and they follow the principles which are more practical . Youth segment believes that old age people who belonged to the era of independence or believe in Gandhian principles only wear these products Because of which still this product prevalent among the mass. Whether the Indian youth will again start wearing and giving weightage to khaki in this computer age. To bring back its previous brand image what initiative should be taken care and what things should be donefrom a marketing aspect so that Indian youth can see khadi in a respectable image. What marketing strategy has to be implemented and by whom is an important aspect of this present case.