Why Sustainable Khadi is ethical choice for today’s conscious consumers

Authored by Stuti Dhanuka, Founder of Terra Luna

At the start, I would just like to say that Khadi by definition is sustainable. There is no other kind.

Low Carbon Footprint: The entire process of making Khadi is manual, involving hand spinning and hand weaving. Khadi in its greige form uses zero power. Hence Khadi not only conserves electricity but also minimizes the environmental impact associated with industrial textile production. Producing one meter of Khadi fabric requires only 3 litres of water. In contrast, conventional mill-produced fabrics can consume up to 55 litres per meter.

Chemical-Free Production: Khadi is often made from organic cotton that is cultivated without synthetic fertilizers or pesticides. This not only benefits the environment but also promotes biodiversity and healthier ecosystems

Support for Local Artisans: Choosing Khadi supports local artisans and promotes fair wages. The hand-spinning and weaving processes empower rural communities, preserving traditional craftsmanship while fostering economic sustainability. Terra Luna employs almost all of 4 villages in Gujarat.

Durability and Comfort: Khadi is known for its durability, becoming softer with each wash while maintaining its strength. This longevity reduces waste, making it a smart investment for consumers looking for sustainable fashion options. Plus Khadi is the most breathable of fabrics. Thus, when one wears Khadi, they sweat less and remain cool.

Cultural Heritage and Ethical Consumption: By choosing Khadi, consumers engage in ethical consumption that honours India's cultural heritage. Khadi is a purely Indian fabric, it is made nowhere else in the world. Which is why Khadi for Gandhiji was a patriotic method of fighting capitalism. Wearing Khadi symbolizes a commitment to sustainability and social responsibility, aligning with the values of today's conscious consumers who seek more meaningful purchases

Today's consumers, especially millennials and Gen Z, are increasingly motivated by social and political values. Marketing Khadi as a product that champions fair labour practices and sustainable livelihoods taps into this demographic's desire to make purchases that reflect their beliefs. Brands can leverage this trend by showcasing Khadi as a symbol of ethical consumerism that challenges the fast fashion industry

Modern interpretations of Khadi, like Terra Luna, are making it fashionable and versatile for various occasions. This approach not only enhances the fabric's appeal but also positions it as a stylish choice for conscious consumers who value both aesthetics and ethics

Today, Consumers are willing to pay a premium for sustainable products. Online sales of sustainable apparel surged by 74% in 2021, significantly outpacing the growth of non-sustainable clothing sales, which increased by only 25% during the same period. The popularity of sustainable clothing is not limited to one demographic; interest spans across various age groups, with significant engagement from Millennials and Gen Z consumers who prioritize quality alongside sustainability

Keeping all this in mind, brands can effectively position Sustainable Khadi as the ethical choice for today's conscious consumers, fostering a deeper connection between the product and its values.

Also Read: Why Automation is the Future for Indian MSMEs