Abstract
Khadi, the hand woven cloth gained much prominence when it was institutionalized by Mahatma Gandhi as a symbol Swadeshi to fight against the British rule. After independence, the Khadi and Village Industries Commission was established to strengthen Khadi as a means of strengthening the rural economy. However, Khadi has not been successful in penetrating the masses as a consumer product. Its use has been limited to politicians and devoted followers of Gandhi. This short paper makes an attempt to capture the reasons behind limited growth of the Khadi as an industry. The workings of Khadi and Village Industries Commission and Rajasthan Khadi and Village Industries Board are reviewed for the current marketing strategies. Subsequently, demand and supply side problems have been identified based on a literature review and recommendations have been made to tackle these issues.
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