Article’s

The growing appetite for sustainable fashion has opened doors to resurrect traditional textiles that represent environmental and social responsibility. Khadi, one of India’s most sustainable hand-spun and hand-woven textiles, continues to struggle for greater acceptance among today’s urban consumers as a result of its traditional image and poor market placement. The study analyzes the possibilities of converting Khadi into a modern sustainable fashion material that resonates with the changing customer preferences and lifestyles. To explore the customer perception and market challenges, a mixed-method approach combining literature review, analysis of KVIC sales data, consumer surveys, case studies of sustainable fashion firms and focus group discussions was utilized. The findings reveal that even if consumers are aware of the sustainability characteristics of Khadi, the adoption of Khadi is limited by perceptions of design, branding and accessibility. The study indicates that the modern product innovation, effective branding, digital marketing and lifestyle-oriented positioning can greatly improve the consumer acceptance. The study combines sustainability with fashion and marketing perspectives, to provide a practical framework for enhancing the relevance of Khadi in the contemporary fashion business and also helping to the preservation of India’s textile legacy and promotion of sustainable consumption.