Divya Chandak|Khadi India Rebranding

Khadi India:

Rebranding

Project Brief

Revitalizing the heritage brand (The Khadi India). Khadi symbolizes self reliance and empowerment during the freedom struggle in India which made people to come together and form a unity and community irrespective of all the aspects. The main problem with Khadi brand identity lies in its lack of modernity and appeal to younger crowd.

Project Profile

Project Type: Rebranding

Target Audience: 18 to 35. Khadi can embark on a journey to attract and engage the younger audience within the specified age range, ensuring its relevance and sustainability.

Brand Vision

To redefine and elevate Khadi India as a symbol of timeless elegance, sustainability, and cultural pride.

Brand Values

Ethical, Social Responsible
Ecofriendly & Sustainable, Cultural

Project Objective

Khadi’s current image is perceived as outdated and traditional. The lack of innovation in design and style has made it less competitive in the modern fashion industry. Objective is to strike a balance between preserving tradition and modernize brand’s image, attracting new audience, enhancing brand equity and promoting brand’s values.

Project Positioning

Demo graph: Tier 1 & Tier 2 Cities

Psychographic: Nature friendly &

Cultural Enthusiasts, Eco-Conscious and Ethical Consumers, Wellness & Socially Conscious Consumers.

Brand Mission

Mission is to elevate Khadi's status in the global market through strategic redesigning brand's image.

Brand Personality

Brand as a service:
Trustworthy, empowering, Indian based.

Brand Identity

Explorations