Author(s): Arvind Mallik, Keerthan Raj, Arthur Fernandes and Amith Donald Menezes
Background: Khadi, a traditional handspun fabric, represents India’s self-reliance and eco-friendliness. With changing fashion trends, this study explores how Indian youth perceive Khadi in terms of sustainability, fashion and cultural significance. Objectives: The study aims to analyze young consumers' attitudes towards Khadi, focusing on its eco-friendliness, cost and fashion appeal, while identifying key factors influencing their purchasing decisions. Methodology: A descriptive research approach was used, collecting survey data from 120 youth respondents. The analysis focused on perceptions related to fabric preference, pricing and brand loyalty. Findings: Results show that most respondents consider Khadi eco-friendly and culturally significant, with women displaying a higher preference for Khadi due to its design variety. However, pricing remains a concern. Results: Younger consumers, especially women, have a positive attitude towards Khadi, driven by its eco-friendliness and cultural significance. However, there is a need for more fashionable and affordable options to expand its appeal further. Discussion: Promoting Khadi supports sustainable fashion and traditional artisans, contributing to cultural preservation and environmental sustainability. Conclusion: This study offers insights into how youth view Khadi and suggests ways to enhance its market appeal through affordability and modern design.