Article’s

The concept of ‘Sustainability’ is gaining popularity all over the world. The producers as well as consumers are thinking consciouslyabout theirlifestyle and the choices they make. Lot of new opportunities are sprouting aligning to this, and the world is vowing to the same. Along with the rising consumer consciousness all over the globe the consumers have started giving importance to Sustainability. They have realised their responsibility towards the environment, and they need to give back what they take from it. The focus of the masses has shifted towards conscious living and demand for sustainable products. Business have started catering to these demands in a n equally proactive manner by involving methods and processes which can fulfil the future demands of the consumers. Despite of the growing demand towards Sustainable product differing is the situation of one of the ancient textile ‘Khadi’. It is very important for India to not to forget its legacy and rather make efforts to present this high up to the world. This research will identify the position of ‘Khadi’, and its image in the consumer’s mind. The purpose of the research is to strengthen ‘Khadi’ as a Sustainable Fashion textilemerchandise so that it fits in the urban life of the modern Indian masses