Dr Jignasa Shah
HOD,
Sophia Shree B. K. Somani Polytechnic
Abstract
India’s handloom and khadi traditions embody the nation’s cultural identity while promoting sustainability, rural livelihoods, and environmentally responsible textile production. However, the rapid growth of fast fashion and the widespread availability of inexpensive synthetic and blended fabrics have reduced consumer preference for handcrafted textiles. This study examines how contemporary fashion design can enhance the market acceptance of khadi and handloom fabrics, particularly in women’s and children’s wear.
The objectives of the study are to understand consumer perceptions of khadi, evaluate the commercial viability of contemporary handloom-based apparel, identify the challenges faced in promoting sustainable textiles, and explore strategies for increasing awareness and demand for Indian handloom products.
The research adopts a practice-based methodology through the development of contemporary apparel collections under the sustainable fashion label Mhysa Clothing. Collections were designed using khadi and handloom fabrics and showcased through exhibitions and trade events across several Indian cities, including Nagpur, Surat, Hyderabad, Chennai, Ahmedabad, Vadodara, and Bharat Tex. Consumer interactions, product feedback, and market observations formed the basis for qualitative analysis.
The findings reveal that consumers highly appreciate the comfort, breathability, skin-friendliness, aesthetic appeal, and sustainability of khadi after experiencing the garments. Nevertheless, higher prices compared with synthetic alternatives, irregular availability of quality handloom fabrics, and the perception of limited utility in children’s clothing due to rapid growth remain significant barriers to purchase. The study also highlights the need for stronger consumer education, improved market accessibility, and a more robust handloom supply chain.
The paper concludes that design innovation, combined with consumer awareness and effective market engagement, can reposition khadi from being perceived as a traditional fabric to a contemporary, aspirational, and sustainable lifestyle choice. Such initiatives not only contribute to sustainable fashion but also strengthen artisan livelihoods and support the preservation of India’s rich handloom heritage.
Keywords: Khadi, Handloom, Sustainable Fashion, Women’s Wear, Children’s Wear, Consumer Behaviour, Design Innovation, Artisan Livelihoods, Circular Fashion.
