KHADI PRODUCTS AND CUSTOMER SATISFACTION

Presented by

Miss. Prajakta, Student MMS, SSCMR, Bhiwandi.

ABSTRACT

Khadi commands a sentimental value for Indians. It is often associated with Gandhi.
Someone said, the first true Indian designer was Mahatma because appealed Indians to wear
khadi garments. That appeal was demanded because of the need of creating self-reliance and
proving unity of India to English. Mahatma Gandhi was an ace economist, politician and
sociologist is evident from his mastery and handling of each of these branches of knowledge.
And his dialogue with the Indians and the British was based on a personal discourse that
emerged at the crossroad of these disciplines. With an unparalleled understanding of the
needs, wants and beliefs of the neglected and forgotten Indians, 80% of whom lived in
villages, Gandhi was ready to make a difference. The Swadeshi Movement that merriment
the people of India to wear khadi and avoid European goods as the first step towards self-
sufficiency is just one of the numerous revolutions he engineered successfully. This study
also examines the level satisfaction of usage of products among customers.

INTRODUCTION
The Khadi Industry in Mumbai District is noted for its very large number of Authorized Sales
Outlets located in different parts of the district. Even though Khadi Industry is facing critical
problems on the part of sales and marketing Khadi Industry has no direct agreement with
other agencies for the sale of Khadi products. This has resulted in increasing stock of Khadi
products in Mumbai District. No system is made productive for the analysis as compared to
the textile Industry; though production is sufficient marketing strategy is not effective that
would reach a huge number of customers. There are many areas that are neglected and still
remaining untapped.
OBJECTIVE
 To examine the level of consumer preference on Khadi Products among
different categories of customers.
 To analyse culture and tradition are favourable for marketing of Khadi
Products.

METHODOLOGY

The study covers both the opinion of male and female about the use of khadi and gramodyog
products and their opinion about extending khadi market in other areas. The researcher has
adopted the Descriptive Method under which the Survey method is used. Primary data has
been collected by means of questionnaires, which were distributed to customers.

The secondary data pertaining to the industry details, reviews etc. have been collected from
articles and journals. Further details have been collected from the various data sources on the
internet.

ANALYSIS AND INTERPRETATION

Khadi - The Origin

Khadi also symbolized the need and importance of home-grown manufactured goods.
Khadi signified India’s struggle and rebellion. Khadi was also the face of Indian
distinctiveness. Many people get stuck between charkha with kargha (handloom). The
basic difference between the two is while khadi is handmade;handloom yarn is
processed at the mills.

The actual meaning of khadi is any cloth that is hand spun and hand woven. India has
long history of textiles. In the Vedic period, Aryans used to produce their own cloth.
Khadi had an important role in marriage functions. Khadi charkhas were presented to
brides in their wedding trousseau to encourage spinning of the yarn.
Even history supports and validates importance of khadi and basic Indian textiles. As
per the historians, Alexander the Great was mesmerized by the art of fabric making and
printing. The renowned traveler Marco Polo was also dazzled by this Indian beauty. But
it was our own father of the nation who gave it the real importance which was long due.
His introduction of movement of spin your own cloth and buy hand spun cloth had
whole country flocking to wear khadi and rejecting all other types of textiles. No
wonder, khadi is considered as the fabric of the freedom struggle.

Khadi- The Journey

Soon after independence, Khadi and Village Industries Board were established in 1953.
Initially it had only 156 registered institutions. But how radically, things have changed.
Now a day every village in farthest parts of the country has its own khadi institutions.
From the days of finding the weaving of khadi rather difficult, things have changed a
lot. Now, range of khadi products is truly unlimited from garments to household linen
to furnishings, etc.

Khadi has voyaged a long way since the days of being acknowledged with freedom
fighter’s fabric. With changing times, it has turned into a fashion garment. It’s hard to
visualize the days when it was ridiculed for being a fabric for the farmer and the rural
wearer. But now, demand is such that, despite millions of workers all over India,
demands are never met.

According to you which age group people prefer wearing khadi?

Responses Percent of Cases

N Percent

Which age group 20 - 40 51 45.1% 68.0%

people prefer wearing years
khadi
41 & above 62 54.9% 82.7%

Total 113 100.0% 150.7%

a. Dichotomy group tabulated at value 1.

 Series 1
60

50

40

30

Series 1

20

10

20 - 40 years 41 years & above

45% People are of the opinion that people who fall under the age group of 20-40 years
prefer wearing khadi. While 55% people believed that khadi is preferred by people
who belong to the age group of 41 and above.

What measures do you suggest?

Market Development Frequencies

Responses Percent of
Cases
N Percent

What measures do u Marketing policy 52 29.1% 70.3%

suggest?
Advertising policy 61 34.1% 82.4%

Pricing policy 22 12.3% 29.7%

Product quality 17 9.5% 23.0%

More khadi outlet 27 15.1% 36.5%

Total 179 100.0% 241.9%

a. Dichotomy group tabulated at value 1.

 Series 1
40
35
30
25
20
15

Series 1

10
5
0

Marketing AdvertisingPricing policy Product qualityMore khadi

policy policyoutlet

29% customers feel that the existing Marketing policy is responsible for the current state
of khadi. While 34% blame that there is no sales promotional techniques are used to
enhance the sales of khadi. 12% believe that the pricing policy adopted by KVIC is too
high as compared to other handloom products. 10 people blame the quality while other
15% suggest to have more khadi outlets.

MAJOR FINDINGS OF THE RESEARCH

1. The study has revealed that khadi is basically popular among senior group of customers.
Young generation is not very fond of khadi clothes, unless it has been given a designer
look and mixed with some other fabric.
2. During the study it was revealed that the culture and tradition in Mumbai are favourable
for use of khadi. But still it has not shown a remarkable improvement in Mumbai
District. But khadi has made a good stand in other cities like Ahemdabad, Gujrat etc.
3. It has been observed that though the infrastructure has been developed to uplift
marketing of khadi products they are not properly implemented. There are various
economic and political factors responsible for the success or failure of khadi products.
Even the efforts of KVIC and support organisations are successful in changing the
picture.
4. During the research the researcher found that the customers are happy as far as unique
property of khadi is concerned as compared to other village industry products. But the
customers are not happy with the pricing strategy, and the way the khadi products are
packed, marketed or sold.

SUGGESTIONS

To reach the young generation KVIC should give khadi a fresh look. It should
consider the famines and fondness of younger generation. KVIC can joint
hands with some good fashion designers who are keen in experimenting with
this social cloth.

CONCLUSION

Advertising at large scale needs to be done to increase the sale of products. Introducing
of user friendly goods and attractive packaging will help expanding metro urban
markets as well customers. By creating awareness about khadi products among youth
and introducing different varieties and colors to suit the customer preference. Easy
availability of products would help to increase in sales. Innovative marketing channels
should be needed to attract young generation. Many village people don’t know about
khadi products. So the khadi education should be introduced in education system, so
that people get aware of gandhian ideology and khadi products. The village industries
are not entitled for any production subsidy which indicates its interest strength. So as to
increase the production of village industries goods, the production subsidy may be
given. Credit facility which is offered to khadi products may be extended to village
industries goods so as to boost the sales. By Introducing new design and technologies
the production could be increased. Khadi institution should not concentrate on same
variety of products; it should promote their products by giving diversified products. The
government may offer incentives for improved technology in case of village industries
goods.
REFERENCES

 GANDHI M.K. / Village reconstruction Ed. Anand T. Hingorani / Bombay

 GANDHI M.K. / Village reconstruction Ed. Anand T. Hingorani

 GANDHI M.K. / Khadi: Why and how? Ed. Bharatan Kumarappa

 GANDHI M.K. / Swaraj through Charkha Ed. Kanu Gandhi

 GANDHI M.K. / Food shortage and agriculture / 1949-1949;3 / Ahmedabad

 GANDHI M.K. / Reorientation of Khadi / Thanjavur Sarvodaya Prachuralaya

 GANDHI M.K. / Economics of Khadi / Ahmedabad

 GANDHI M.K. / Rebuilding our villages Ed. Bharatan Kumarappa

 GANDHI M.K. / Industrialize - and perish!

 GANDHI M.K. / Wheel of fortune

 Khadi and Village Industries Status Problems and Challenges/ Dr Kulwant

Singh Pathania ,Dr Surender Singh Mehta