Khadi has long been associated with India’s cultural heritage, sustainability, and self-reliance. In the digital age, its identity is undergoing a transformation as consumers increasingly engage with fashion through online platforms. This study explores the evolving landscape of customized Khadi fashion with a specific focus on consumer preferences and marketing trends in Gujarat. The objective is to understand how digitalization, social media influence, and e-commerce platforms are reshaping the demand for Khadi-based apparel and customization services. An empirical approach is adopted by analyzing consumer behavior patterns, preferences in design customization, pricing sensitivity, and the impact of digital marketing strategies. The study also examines how Khadi brands and artisans are leveraging online platforms to reach younger and urban consumers while maintaining traditional authenticity. Findings indicate that consumers are increasingly valuing personalization, eco-friendly materials, and brand storytelling, which significantly influence purchasing decisions. The results further highlight that digital marketing tools such as Instagram promotions, influencer collaborations, and online marketplaces have strengthened the visibility of Khadi fashion. However, challenges such as limited digital literacy among artisans and inconsistent branding still persist. Overall, the study concludes that customized Khadi fashion is transitioning from a traditional craft-based product to a digitally driven lifestyle choice, especially in regions like Gujarat where cultural heritage and modern consumption trends coexist.
Khadi fashion, digital marketing, consumer preferences, customization, sustainable fashion, Gujarat, e-commerce, traditional textiles.
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