Khadi as a Cultural Brand: The role of Print, Television, and Online Media in shaping consumer perception

Khadi is a handspun and handwoven cloth that has considerable historical and cultural significance as a representation of India’s self-sufficiency and independence struggle. Currently, it has shifted away from being just a political symbol to embracing its identity as a sustainable fashion company. Furthermore, the goal of this research paper is to examine how different forms of media including print, television and online platforms have influenced people’s view of Khadi as a cultural brand. This study emphasizes the role of traditional and digital media channels in rebranding Khadi by positioning it in today’s modern business without losing its core values. Social media activities, influencer marketing, and Khadi's increasing presence in the e-commerce marketplace are discussed. The paper also looks at the online platforms purpose, especially in this day and age. In regards to where television was left off, the focus shifts to newspapers and magazines, revealing a significant gap. Although these are traditional mediums for advertising, definitely still relevant both in urban and rural areas. As was the case with television, mass communication relied on Khadi advertisements, government initiatives, and even documentaries. The survey method is supplemented by consumer perception which assesses the impact of Khadi-mediated campaigns. It has been observed that, while traditional television and radio helps to position Khadi within its appropriate culture, the younger audience has now been engaged through the use of online media and thus able to extend the market for Khadi. Even with such developments, challenges remain, such as lack of internet access in rural areas, and global textile brands competition. Furthermore, this study ends suggesting various integration media strategies that can be utilized to conserve the cultural brand identity of Khadi and increase the brand’s market potential domestically and internationally for the future.