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Khadi is all in all the swadeshi fabric, the nations fabric, originates itselfmore than 5000 years ago and believed to be from ancient India.

Hand-spun and hand-woven cotton fabrics are called Khadi, woven mostly incotton.

This almost forgotten fabric was revived by Mahatma Gandhi in 1921, as a partof his movements of non- violence and non-cooperation against the British.

The quintessential process of Gandhiji, who considered the fabric the freedomfor Indians. Khadi is not a product. It is the philosophy. The philosophy offreedom.Gandhiji once said.

It was Khadi, that became power of nation and brought independence to us. Khadi gives the magnificent effect that people wear it at any occasion.


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Khadi is an eco-fabric.

We can help saving environment by purchasing Khadi.

Khadi is harmless to our skin.

Khadi ties the whole nation with one thread. Khadi became a mean to unite

people of different religions and class.

There is 0% harm to eco-system by the production of Khadi.

70 % of the artisans involved in the process of Khadi production are women.

Khadi production is a labor-intensive industry, with a scope of providing more

employment with an investment of a very meager capital especially in the rural

areas.

Indias national flag is made of Khadi.

Khadi enables full development of locally available raw materials and human

resources.


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It is the only fabric where the play of texture is so unique that no two fabrics will

be absolutely identical, thus lending it exclusivity and inimitability in terms of

feel and texture. Khadi is among the most progressively modern of all textiles, one that not only

has desirably material possibilities but also consonance with the native ecologyand sensitivity to the human condition that sustains it.

It advocates that fact that even in the post-industrial world, self- worth and self

sufficiency are acknowledged as a compensation for human labor.

Today Khadi is being used by Top Fashion Designers in India and abroad in

garments and accessories.


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The very first step is to create an inimitable and aesthetic brand building program for the

fabric~ Khadi the brand. To building an immaculate identity; Pride & Honor.

Khadi the brand reflects freedom and pride (value propositions), which is about setting the

trend and become trendsetter particularly for the young generation.

On-target positioning is required for the brand to hit the target audience and the target

market with the bang. Khadis unstoppable and magnanimous USPs like eco-savy,Gandhi-Khadi relationship, importance in history, can be utilized properly to capture

the market.

All the above three USPs can be hit one by one with the certain time period to aware the

market, creating the interest, establishing and maintaining the brand personality and brand

image with integrated 360 degree branding (covering almost all the mediums).

The idea is to associate the brand with the consumers by impacting the strong message of

pertaining the freedom and prestige of India, contributing and adapting the green

challenge for India and recollecting the Gandhijis Khadi philosophy.


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Since, Khadi is truly the nations fabric (the swadeshi brand), we can comfortably applycredentials here.

Huge publicity would enhance great consumer attention and consumer involvement toconfirming the authenticity of the brand.

On-going BTL and ATL activities to cater the market, featuring them the significance of theKhadi and its core values.

Fashion shows, trade shows, ad campaigns and so on for sustaining the identity for the Khadibrand, carrying the target audience, advertising message, nature of the product, and theparticular medium.

Once the on-target positioning has been established within the USPs parameters, thenaggressive marketing (branding+advertising) techniques and PR activities are required to

generate the hype and endorsing the brand of Khadi.

Testimonials and inspirational figures can also play immense part to promote the brand.Those figures can be politicians, film fraternity, fashion designers, activists and socialservants etc.


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Kapil K. Kella

Swang Communication

Ahmedabad

Kapil K. Kella

Swang Communication

Ahmedabad

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