Khadi | Branding | Business Design
A lot of handicrafts of India, Khadi included, are dying and loosing their essence in these changing times. The government has been putting in a lot of effort to revive the handicrafts sector through various initiatives. Efforts are being made to attract a younger generation towards these handicrafts and change the perception that these crafts have in the eyes of the youth. The Indian Freedom Struggle led by Mahatma Gandhi is the first thought that springs to mind when we think about Khadi. All the Khadi weaving centres in Gujarat, especially those near the Sabarmati Ashram in Ahmedabad, are proud bearers of this legacy. It was during our visit to one these centres named Imam Manzil, that we realised that it is this legacy that has made Khadi a cultural artifact and converted it into a souvenir for visiting tourists.
In this project, we explore how design can be used to revive the essence of Khadi by giving it a new meaning to make it more acceptable for younger generations.