Abstract:
Apart from its rich culture and heritage India is also known as the home of Mahatma Gandhi, who gave us freedom. He is also the creator of khadi, a clothing which transformed our nation. This study is about the degradation of the image of khadi clothes in the customers minds. This study analyses the change in the attitude of three generations-Baby boomers, Gen X and Gen Y and their preferences and liking in clothes. The attributes that influence the respondents have been pondered upon and strategies have been suggested by the author to KVIC and other marketers of khadi to make it not only a national symbol but a global one.
