Chapter 1
Chapter 1
Chapter 1
Introduction
According to the Khadi &Village Industries Commission Act 1956, “khadi means
any cloth woven on a handloom from cotton, silk or woolen yarn- handspun in India
or from the combination of any two or all of such yarns. In the year of 1953,
the Indian government established the All India Khadi and Village Board (AIKVB).
The textile industry is a term used for industries primarily concerned with the
design or manufacture of clothing as well as the distribution and use of textiles. The
global textile and clothing industry is estimated to be worth about US$ 4,395 billion
and currently global trade in textiles and clothing stands at around US$ 360 billion.
The US market is the largest, estimated to be growing at 5% per year, and in
combination with the European Union nations, accounts for 64% of clothing
consumption.
The textile industry in India traditionally, after agriculture, is the only industry
that has generated huge employment for both skilled and unskilled labour in
textiles. The textile industry continues to be the second largest employment generating
sector in India. It offers direct employment to over 35 million in the
country.
The share of textiles in total exports was 11.04 per cent during
April–July 2010, as per the Ministry of Textiles. During 2009-2010, Indian textiles
industry was pegged at US$55 billion, 64 per cent of which services
domestic demand. In 2010, there were 2,500 textile weaving factories and 4,135
textile finishing factories in all of India. The Indian textile industry is one
the largest and oldest sectors in the country and among the most important in
the economy in terms of output, investment and employment. The sector
employs nearly 35 million people and after agriculture, is the second-highest employer in
the country.
These differences render futile any attempt to generalize about the textile sector
as a whole. Indeed, successive textile policies of the government have been an
exercise in striking a balance between these segments.
Khadi is the only Indian fabric that is famous for its versatile feature. The cotton
is spun into threads and clothes are made using the spinning wheel called
charka. This was the result of the movement started by Mahatma Gandhi when it
was founded.
Khadi department at the provincial and district levels. In 1925, the All India
Spinner Association (AISA) was formed comprising the khadi department and
AIKB.Mahatma Gandhi was the founder of AISA. He made it obligatory for all
members of the INC to spin cotton themselves and pay their dues in yarn.
"Khadi can and should have only one meaning, viz, hand- woven cloth made from
hand-spunthread. Silk-thread, just fiber and wool woven in this manner may be called,
if we like, silk,jute and woolen Khadi, respectively. But it would be ridiculous
for anyone dressed in Khadisilk to claim that he was encouraging Khadi.
(Gandhi M. , Navjivan, 1924)
Customer
Attitude
B. Availability
C. Partnership
D. Advice.
Accuracy and availability are actions that your competitors can apply but the other
two expectations, partnership and advice, are attitudes that cannot be easily duplicated.
Most important and effective attitude to bring customer delight are as follows:
After sales service , at free cost, across the country. Customer must be treated like a V.I.P
Customer is to be welcomed on RED CARPET. In the 21st century customer is a real asset.
Day by Day new products are introduced in the Market due to Mushroom growth.
Product advertisements are also coming out frequently in all the media such
as print, internet, radio, television and out door.
Selecting their right products Customer‟s should be more cautions about the price,
quality, profitability and reliability of the product. In order to identify the Rural
marketing product they have to visit the exhibitions conducted by Khadi bhavans in the city.
Coimbatore city is the industrially populated city with more middle and upper
class people. Coimbatore city is the third largest city in TamilNadu which is also called
as Manchester of South India. It is one of the main industrial centre in India. So the
study conducted in Coimbatore City is more appropriate.
The Khadi and Village industrial products are to develop the rural and urban
marketing.So the government is mainly concentrating in the KVIC to develop
the rural marketing. This will help to provide employment, producing
saleable articles and creating Self reliance amongst people, building up strong
rural community spirit. Through this research the researcher wanted to highlight
the Positive and Negative opinion about the KVIC products in the mind of Customer‟s.
The proposed study is descriptive and is mainly based on primary data, collected
in the year December 2021. The questionnaire prepared for the study
consisted of different sections that seek information regarding the demographic
profile, khadi awareness, and consumer behaviour towards its acceptance.
The sample size was 292, wherein, 146 were male respondents and 146
were female respondents.The sample was equally divided according to gender
and place of residence in four blocks of the Panipat district of Haryana
where the close-ended questionnaire was executed among the youth.
In this study marketing practices means marketing mix and brand image of Handloom
and Khadi textile industries in Kerala. It intends to emphasize the effect of
marketing practices on satisfaction and loyalty of Khadi/Handloom customers in
Kerala.
For the purpose of this study, the Kerala Handloom and Khadi industries refers to
Khadi, Hantex and Hanveev textile sales outlets in Kerala only. Even though there
are a large number of factors affecting the marketing practices this study will be
considering only 4 P’s of marketing mix, namely, Product Attributes, Place
Characteristics.
In today‟s world of rapidly changing technology, customer taste and preferences are
also characteristics by fast changes. To meet this changing environment a
firm has to constantly innovative and understand the latest customer needs and
wants.
Companies now- a days concentrate more on rural segment, develop the product
on meeting of special needs of customer requirement based on the market
segmentation. Rural customerpreferences based on the Khadi and Village
Industrial products are changing and become highly diversified.
After sales service, at free cost, across the country. Customer must be treated like
a V.I.P.customer is to be welcomed on RED CARPET. In the 21st century
customer is a real asset
MISSION
VISION
MOTTO
“ To Popularize Khadi and Village products world-wide.”
COMPETITORS
CUSTOMERS
TURNOVER
Provides employment and hence food to poor people who spin and weave Khadi cloth.
It is eco-friendly
Connects you to freedom movement, to Gandhi and to all those who believe in
his values.
Khadi gives food to hungry stomachs and your dress become s a flag of the values you
cherish.
Khadi clothes, which are made of hand-spun and hand-woven cotton, have several benefits
when worn in summer.
Khadi fabric is very breathable, allowing air to circulate freely through the fibers.
This helps to keep the body cool and dry, even in hot and humid weather.
The texture of Khadi fabric is soft and lightweight, making it very comfortable
to wear in summer. The fabric is also gentle on the skin and does not
cause irritation or rashes.
DISADVANTAGES OF KHADI
Limited Variety and Design Option: Khadi fabric may not offer the same range
of designs, patterns, and colors as machine-made fabrics. This limited variety
might be a drawback for consumers seeking a broader range of choices.
Maintenance Challenges: Khadi fabric can be delicate and may require special care
during washing and maintenance. This can be a disadvantage for individuals
looking for low-maintenance textiles.
Perception and Market Trends: The preference for handcrafted and traditional
products may vary among consumers. Some may appreciate the cultural and
historical significance of Khadi, while others may prioritize modern, trendy fabrics.